Small and medium-sized businesses (SMBs) primarily operate under three service models when it comes to their marketing: do-it-for-me (DIFM), do-it-with-me (DIWM) and do-it-yourself (DIY). Recent Constant Contact studies suggest DIY is the most preferred approach among the SMB community.
According to a new “ebook” from Constant Contact, 60% of SMBs are spending more time each week on their marketing compared to two years ago. While a portion of this 60% may be engaged in DIWM activities, the majority of time spent is likely related to DIY efforts (social media, email marketing, website updates, claiming listings, etc.).
The data, compiled from a September 2015 survey of 893 SMBs, goes on to show that growth in time spent is not translating to an anticipated growth in money spent on marketing efforts. In fact, though 60% are spending more time on marketing, just 34% plan to spend more on marketing efforts next year.
This gap between time spent and anticipated growth in budget suggests that SMBs are becoming more autonomous in their marketing efforts. A majority are investing more time while a minority are investing more money, which means they are doing it themselves.
The study provides a look at what SMBs are doing, but another Constant Contact survey from earlier this year explains why they are doing it. According to the study, SMBs like trying new things, learning and being in charge. The said that the best part of running a small business was freedom (30%), control (29%), making decisions (19%) and putting their stamp on things (12%).
Digital media is extremely conducive to this DIY mentality and is likely the driving force behind the increase in time spent. Digital has introduced a variety of “free” methods and outlets for promoting a business and according to recent LSA research, these digital tools have pushed the average number of methods SMBs use to promote their business to more than seven.
As SMBs continue to learn and understand how to navigate the digital world, both the number of outlets and number of SMBs engaged in DIY marketing tactics will likely continue to grow. The challenge that remains for SMB marketing service providers is understanding how to support DIY while also growing business.
