Few SMBs Use Digital For Customer Retention, Study Finds

Most small businesses hope to increase sales with their digital marketing, but few are focused on retaining customers, according to Small Business Digital Marketing Resources, a study by The Manifest.

Of 529 small businesses polled, 31% say their top digital goal is to increase sales/revenue. Nothing else comes close.

Only 15% seek to improve brand awareness, while 11% look to increase website traffic and 10% look to convert leads to customers.

Tied for last place at 6% apiece are these goals: 

- Better understand digital marketing channels

- Improve search rankings

- Retain current customers

In terms of resources, 60% rely on in-house employees for their digital marketing, 40% have agencies, 39% use freelancers or consultants and 33% deploy marketing software.

Of those polled, 36% spend less than $10,000 per year. Another 19% lay out from $10,000 to $50,000 and 19% spend between $50,000 and $100,000. 

Only 6% allocate over $1 million. But 14% spend from $100,000 to $500,000 and 12% from $500,000 to $1 million. 

The study defines small businesses as those with 500 employees or less and limited revenue. 

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