Social media plays a crucial role in the discovery of Small and Medium Businesses (SMBs), with over two-thirds of consumers preferring to learn about local businesses through social apps. This is according to a report from VistaPrint and Wix, which examined the current SMB landscape and how brands are attracting attention in the digital sphere.
The report gathered responses from 1,000 small businesses and 1,000 consumers across the U.S. to identify key trends. The data reveals that SMBs are increasingly investing in digital marketing, with social media being a primary tactic. This aligns with discovery trends, as most people now find information about brands on social apps.
Social media is the leading connector for all consumers under the age of 54. It's also a significant driver of interest in local businesses, although it still falls behind peer recommendations.
The report also explores how SMBs are adjusting their marketing mix to align with these trends, with the majority experimenting with new approaches. This is particularly relevant considering the rise of short-form video and other influential trends. It also demonstrates that SMB owners are open to experimentation and moving beyond traditional means to maximize their outreach.
The report also investigates the top reasons why consumers choose SMBs over big brands. Highlighting product quality, craftsmanship, and the benefit to the local community could be effective ways to tap into these elements and generate more interest.
These emerging trends underscore the value of social media for SMBs. Despite the relatively small sample pool, the report provides indicative measures of what's resonating, which could guide promotional thinking. The full VistaPrint/Wix Small Business Marketing Report is available for download.
