Even though many times we analyze trends and recommend marketing strategies for SMBs as a group, there are big differences amongst them in terms of size, business category, location and other factors. I took a look at some data from Thrive Analytics on SMBs in the Home and Auto-Emergency Related services business category, and there are some distinct characteristics of this business profile and the way they are run that reveal some opportunities for helping them improve their marketing and search strategies.
For example, here’s some of the typical traits of SMBs in this businesses category:
- Small size – most have less than 4 employees
- Location – most are single location businesses
- Time sensitive services – customers need quick repairs or service
- Repeat business is important – appliances, autos, plumbing and tires all wear down and are conducive to repeat business
Thrive Analytics’ 2015 Local Marketing Outlook for Home and Auto Emergency Related Service Businesses looks at how SMBs in this category currently engage in marketing. There are some strong opportunities for marketers to help them focus marketing strategies in areas that will maximize ROI and sustain their long term business outlook.
For example, traditional media remains a strong performer for these SMBs and helps bring in more valuable, higher revenue-per-transaction leads. So maintaining that advertising is important. Also, these SMBs are widely using social media, but not effectively. SMBs need to change how they are managing social media pages.
Check out my full article on Search Engine Land of 5 observations and takeaways for all the details that can help identify those areas where you can raise the performance of your SMB client’s marketing strategies.
