Why Do Most SMBs DIY Their Own Digital Marketing?
January 23, 2019 | Contributed by: LSA Editors
Of the roughly 28 million small businesses (SMBs) in the US, how many are trying to DIY their own digital marketing? The answer is: most of them.
A recent LSA report (commissioned by Mono), revealed the marketing and software products SMBs purchased directly from the service provider’s website or app. Overwhelmingly, the most common self-provisioned item was website domains (50%). Rounding out the top five were website builders (37%), social advertising (29%), email marketing (18%), SEO (16%) and booking (14%). However, more than 25% reported not purchasing any the items listed.
When asked the primary reason for purchasing these products directly, 50% of SMBs said because they were free/less expensive. Additionally, 37% said they would prefer to not deal with salespeople, 29% had no other option, 26% said it was faster/easier and 18% said the process was simple.
Given the limited budgets of many SMBs, it’s no surprise that cost was the most influential factor in the decision-making process. Most small businesses also lack other resources like available staff and free time, which explains and supports several of the other answers.