Results of recent online marketing survey by the Arkansas State University Small Business and Technology Development Center conducted in December 2012 to determine level of online marketing use by area small businesses based on subscribers to our email list. The responses were used to determine the direction for small business training workshops for 1st and 2nd Quarter 2013.

1. 2012 On-Line Marketing Survey
Results
From 181 Respondents in Northeast & North-Central
Arkansas

2. Online Marketing Survey 2012
In early December 2012 subscribers to the ASU SBTDC
Constant Contact Email list received a survey consisting of:
15 Questions about their use of Online Marketing Tools
4 Questions about the respondent’s demographics
1 Question to determine location of business.
In all 181 individuals responded to the survey
Data used to determine appropriate marketing related
workshops for 2013

3. Survey Topics
3 Questions were related to Local Search Tools (whether
had claimed Google Places, updated their Google Places or
were subscribed to review sites)
2 Questions related to Online Brand Reputation
Management (had Googled business, had Alerts in place)
5 Questions related to Websites (knew what keywords
were, understood SEO, could manage their website, etc.)
4 Questions related to Social Media and other Online
marketing tools (how to use social media, whether
business had a blog, whether business used Email )

4. Error with Demographics
Finally the last question was:
“Whether they had a WRITTEN Marketing Plan”
Demographic questions were intended to be used to
cross reference to determine if there was any
correlation between responses and certain
demographic factors…unfortunately questions were
not set up in Constant Contact Survey tool correctly and
cannot perform correlation review

5. Have YOU Claimed Google Places for
Local Search?
9.3%
24.3%
38.1%
28.1%
YES NO Don't Know How Not Applicable

6. Follow On Questions Local Search
I Update Google Places Page Regularly I Have Claimed my Business on
Relevant Review Sites
YES NO Don't Know How Does Not Apply
40.0% 36.3% 35.3%
32.9% 35.3%
35.0% 40.0%
30.0% 30.0%
23.4% 9.3%
25.0%
20.0% 18.2%
20.0%
10.0%
15.0% 11.1%
10.0% 0.0%
5.0%
0.0%
YES NO Don't Know How Does Not Apply

7. I have “Googled” myself, my business, my competitors
AND followed links to any websites that mention me or
my business
Additional workshops about Does Not Apply Don't Know How NO YES
Local Search, Claiming Local
Sites, etc. should include a
section on not just “Googling
yourself” but what to do 2.2%
once you are there!
• See what websites appear 3.3%
on the search:
• Follow them to see what is said, 28.1%
• See if Correct,
• How to Correct Incorrect sites.
64.0%
0.0% 20.0% 40.0% 60.0% 80.0%

8. 50.0%
45.0%
I use Google Alerts 40.0%
45.8%
Relatively few small businesses
35.0%
in the survey are aware of these
free tools, how to set them 30.0%
up, or what to do with them.
25.0%
29.8%
20.0%
Key piece to include in either:
Local Search workshops, 15.0% 18.7%
Website Marketing and Design 10.0%
A special workshop on Google 5.0%
Tools 3.3% 2.2%
0.0%
YES NO Don't Know How
Does Not Apply No Response

9. Website Information
Have a Website THAT I Can Update Myself
YES NO Don't Know How Don't Have Website No Response
1.1%
12.7%
8.2%
49.1%
28.7%

10. More on Website Management
I Own my URL I Know How to Add New Content
I Know all Passwords to my Website and Do So
I Know My Hosting Company Regularly
YES NO Don’t Know How Don’t Have Website
16.5%
14.3%
8.8% 9.3%
50.8% 53.0%
22.6%
23.2%
YES NO don’t Know How Don't Have Website

11. Basic SEO Knowledge
I Know KEYWORD Phrases Understand SEO and
potential customers use Optimization
45.0% YES NO
40.3%
40.0% Don't Know How don’t' Have Website
35.9%
35.0%
30.0% 35.0%
25.0%
30.0%
20.0% 18.2% 29.2%
25.0% 32.0%
15.0%
20.0% 25.9%
10.0%
4.4%
5.0% 1.1% 15.0%
0.0% 10.0% 11.6%
5.0%
YES NO
Don't Know How Does Not Apply 0.0%

12. I Have a Blog on my website and
understand HOW TO use it to
connect with Customers 1.1%
May indicate opportunity to 23.2%
17.6%
offer seminars on fundamentals
of blogging or at least why
blogging should be part of the 8.2%
overall marketing mix
49.7%
YES NO What is Blog? Don't Have a Blog No Response

13. 60.0%
56.9%
I use EMAIL Marketing with 50.0%
an Email Marketing Service
Continued need to provide
40.0%
workshops on fundamentals of
Email marketing as part of
overall online marketing 30.0%
strategy
24.3%
20.0%
10.0%
10.4%
7.1% 1.1%
0.0%
YES NO Don't Know How Don't Use Email No Response

14. I Use Social Media
(Facebook, Twitter, LinkedIn, YouTub
e, etc.)
I know the platforms
preferred by Target Market 7.7%
6.0%
24.3%
61.3%
YES NO Don't Know How Don't Use Social

15. I have the necessary SKILLS to use social media platforms
efficiently (Tools, Analytics, etc.)
Social Media Skill Set 4.9%
Respondents overall were more 16.5%
likely to answer “YES” to survey
questions concerning social
media which may mean: 51.9%
1. Less emphasis needed on
25.4%
basics,
2. Opportunity to provide
“advanced” social media
workshops, especially those
that center on Content
Creation, Tools, Analytics, etc
.
YES NO Don't Know What Skills I Need Don't Use Social Media

16. I have a WRITTEN Marketing Plan that helps me
execute my Online Marketing Strategies
In a recent online survey 70.0%
78% of small business
owners said Good 60.0%
62.4%
Marketing was CRITICAL
to success… yet… in our 50.0%
survey of 181 area
businesses..73% had NO 40.0%
PLAN!
30.0%
20.0% 22.0%
10.0% 11.0% 3.8%
0.0%
YES NO Don't Know How Don't Use Online Marketing

17. Gender of Respondents
MALE 75 or 41.4%
FEMALE 96 OR 53%
Prefered not to respond 10 or 5.4%

18. Age Range of Respondents
8
no reponse
11
65 or older 35
55-64 53
45-54 45
35-44 24
25-34 5
18-24
Under 18
0 10 20 30 40 50 60