Small Business Decision Makers: Not Enough Time for Growth-Related Tasks

  Small Business Decision Makers: Not Enough Time for Growth-Related Tasks

  One third of Great Britain small businesses still not utilising a website

Business Wire

LONDON -- November 20, 2013

In honor of the U.K.’s first-ever Small Business Saturday, taking place on 7
December, Constant Contact®, Inc. (NASDAQ: CTCT) has issued the results of an
online survey to identify small businesses marketing pain points. The majority
of small business decision makers surveyed report allotting only a small
amount of time on tasks that could improve their business’ future outlook and
pave the way for growth. Only eight per cent of the respondents’ time is spent
on marketing/promotions, eight per cent on technology, and seven per cent on
business planning.*

Growth is one of the most important factors leading to small business success,
evident by the fact that 75 per cent of small businesses pointed to finding
new customers as a top concern in a recent survey. So why aren’t they spending
more time focusing on it? It could be that they simply don’t have enough time
left in the day. Tasks getting the most attention relate directly to the
day-to-day maintenance of their business*:

  *20 per cent of time per month is spent on operations
  *19 per cent of time is spent on customer service
  *16 per cent of time is used handling accounting/finance of the business
  *13 per cent of time is spent on sales

“Often, small business decision makers have to do it all—they act as
operations manager, customer service representative, head of finance and more
for their organisation,” said Tamsin Fox-Davies, UK development director at
Constant Contact. “So it is not surprising that the tasks required for
day-to-day maintenance of their business take priority, possibly leaving
beneficial growth-related activities pushed to the bottom of the to-do list.”

Slow adoption curve

Small businesses in Great Britain appear to be slow to adopt marketing
technologies designed to grow their businesses—not surprising given they are
only allotting eight per cent of their time to marketing overall. The data
shows low adoption in various marketing activities across the board:

  *Website - 68 per cent
  *Social media marketing - 29 per cent
  *Search engine optimisation (SEO) - 28 per cent
  *Local print adverts - 17 per cent
  *Email promotional offers - 11 per cent
  *TV/radio adverts - 3 per cent

Perhaps most surprising is that one third of small businesses in Great Britain
do not have a website for marketing, with only 68% saying that they use one.
Time again may be the culprit, with 29 per cent saying they wish they had time
to focus on using a website to market their business.

“Those marketing activities small businesses wish they had the time for are
also some of the more highly outsourced activities reported in the survey,”
said Fox-Davies. “However, there is still a disconnect between those with a
preference to outsource and those actually doing it.”

Of those small businesses participating in each of the following activities,
here is who they reported primarily responsible for ongoing
execution/maintenance:

                                                   
                         In                 Outsource              Prefer to
                         House                                     Outsource*
Website                  66 per             33 per                 29 per cent
                         cent               cent
SEO                      56 per             44 per                 38 per cent
                         cent               cent
Local print              74 per             25 per                 27 per cent
adverts                  cent               cent
Online                   76 per             24 per
banner                   cent               cent                   25 per cent
adverts
Social media             93 per             6 per cent             14 per cent
marketing                cent
                                                                   
*Results from same pool of respondents (small businesses who participate in
the activity) but separately asked question.


Perceived barriers preventing outsourcing

Why are small businesses not primarily outsourcing these marketing
responsibilities? Affordability is a barrier for many who primarily conduct
each of the marketing activities in house: 28 per cent report they cannot
afford to outsource local print adverts, 23 per cent report not being able to
afford to outsource SEO, and 22 per cent report not having the monetary means
to outsource social media marketing. Many expressed the belief that they have
the skills internally to handle certain tasks. This was given as a reason for
not primarily outsourcing by 60 per cent for online/banner adverts, 65 per
cent for SEO, and 61 per cent for social media marketing. However, having the
skills internally does not always mean having the time.

“What we’re seeing is that time-starved small businesses understand the value
of various marketing activities but simply don’t have the bandwidth to take on
everything they’d like to do,” said Fox-Davies. “They need to reach the
realisation that time is money and outsourcing can be a smart option. Constant
Contact’s 400-plus UK-based small business marketing consultants support many
of our customers with marketing resources, and they report that SMEs who bite
the bullet and hire a consultant soon appreciate having back those precious
hours in their day.”

For more information on Constant Contact’s network of marketing consultants,
visit  http://www.constantcontact.com/partners/solution-providers.jsp.

About the Survey

All figures, unless otherwise stated, are from YouGov Plc. Total sample size
was 1,007 Small Business Decision Makers (i.e. from businesses with less than
50 employees). Fieldwork was undertaken between 20 September - 1 October 2013.
The survey was carried out online.

*Mean calculations have been conducted by Constant Contact and are based on
the YouGov data.

About Constant Contact®, Inc.

Constant Contact wrote the book on Engagement Marketing™ – the new marketing
success formula that helps small organisations create and grow customer
relationships in today’s socially connected world. More than half a million
small businesses, nonprofits and associations worldwide use the company’s
online marketing tools to generate new customers, repeat business, and
referrals through email marketing, social media marketing, event marketing,
local deals, digital storefronts, and online surveys. Only Constant Contact
offers the proven combination of affordable tools and free KnowHow®, including
local seminars, personal coaching and award-winning product support. The
company further supports small organisations through its extensive network of
consultants/resellers, technology providers, franchises and national
associations.

Constant Contact and the Constant Contact Logo are registered trademarks of
Constant Contact, Inc. All Constant Contact product names and other brand
names mentioned herein are trademarks or registered trademarks of Constant
Contact, Inc. All other company and product names may be trademarks or service
marks of their respective owners.

(CTCT-F)

Contact:

Media Contact:
Constant Contact
Erika Tower, 00 1 781 482 7039
pr@constantcontact.com
or
Investor Contact:
Constant Contact
Jeremiah Sisitsky, 00 1 339 222 5740
ir@constantcontact.com
 
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