Small Businesses Rely on Websites, Email, Online Advertising Over Social Media for Lead Generation

Seventy-six percent of U.S. small business owners and managers polled recently have found social networking sites such as Facebook, Twitter and LinkedIn haven’t generated much in the way of business leads.

A Citibank/GfK Roper survey of 500 small businesses showed that 76 percent of them do better at generating leads with websites, email and online advertising.

Forty-two percent of respondents reported that over the past year they’ve made greater use of their own websites to generate leads and sales, according to the report. In fact, among companies with 20 to 99 employees, that percentage rose to 57 percent. Survey respondents said they’re also using email marketing (28 percent) and online advertising (25 percent) to generate business leads and sales.

Sixty-one percent of respondents said they rely on general search engine sites such as Google and Yahoo, as opposed to small business-focused sites and larger, popular sites such as WSJ.com, as destinations to seek business advice or information.

GfK Roper polled small business executives via telephone between Aug. 20 and Aug. 27 on behalf of Citibank Small Business.


Target Marketing covers all direct response media, including direct mail, e-mail, telemarketing, space advertising, the Web and direct response TV, and gives readers insight into such subjects as using databases and lists effectively, acquiring new customers, upselling and cross-selling existing customers, fulfillment strategies and more. The publication was acquired by Adweek in September 2020.
Publish date: October 15, 2009 https://dev.adweek.com/performance-marketing/small-businesses-rely-websites-email-online-advertising-over-social-media-lead-generation/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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