1ST EDITION

2013 OptimisingSBOM Report

The definitive Australian small business online marketing report

contents

introduction 1summary 2

search engine optimisation 3seo findings 4

google adwords 5ppc findings 6social media 7

social media findings 8the rise of mobile 9general findings 10

conclusion 11key take aways 12

about the authors 13

introduction

The rise of online marketing in recent years has been well documented with traditional

media becoming less and less effective. With marketing budgets increasingly being shifted

to digital channels, it’s no surprise that a recent report by PricewaterhouseCoopers forecasts

online advertising to overtake free-to-air television by more than a billion dollars by 2017.

Online marketing allows businesses to cost-effectively target their potential customers with

real-time, measurable performance data.

For small businesses, the benefits are clear with online marketing leveling the playing field

and allowing small, suburban businesses to cost-effectively compete with larger competitors

on the national and international arena. In February 2013, Optimising launched the 2013

Small Business Online Marketing Survey to see whether and how Australian small

businesses were using online marketing to grow their business.

The survey received around 350 responses from small businesses across the country in

varying industries. The results showed that while small business owners were aware of the

various online marketing channels available with 68% of respondents planning to increase

their online marketing spend in 2013, a surprisingly low number of respondents were fully

utilising all available opportunities.

1

summary

2

survey response spreadby company size

1-4

5-9

10-29

30-50 2

17

34

289

Co

mp

an

y S

ize (

# S

taff

)

WA11%

VIC26%

TAS2%

SA4%

QLD20%

NT10%

NSW25%

ACT1%

survey response spread by location

&

search engine optimisation

SEO is arguably the most valuable long-term investment a business can make. A well

planned and executed SEO campaign can generate a steady stream of cost-effective traffic.

3

53%did not know what percentage

of their overall trafficwas attributable

to SEO

of those who did perform seo

OVER HALFSurprisingly

of all respondents had not

performed SEO on their website

seo findings

4

do you perform seo onyour companywebsite?

what percentage of traffic is from seo?

No52%

Previously8%

Yes40%

100% 75% 50% 25% > 25% Unknown

53%

19%

9%11%

7%

2%

Percentage of Traffic from SEO

google adwords

Google AdWords works well in conjunction with a SEO campaign and allows businesses to

generate traffic for higher competition keywords while their natural rankings improve.

With Google AdWords, businesses can target potential customers as they search for

products or services. Advertisers can appear almost immediately in search results,

controlling exactly how much they wish to spend and adapting strategies based on real-time

performance statistics.

For small businesses, Google AdWords can be used to increase visibility and position

themselves at the forefront of their customers' minds.

5

Interestingly,

71%of respondents have never

run a Google AdWords campaign

16%

have run(but are no longer)a Google AdWords campaign 13%

are still running a Google AdWords

campaign insome form

ppc findings

6

do you run a ppc(Google AdWords)campaign?

do you expect to increase or decrease online marketing spend for 2013?

No71%

Yes13%

Previously16%

Increase

Decrease

No Change 29%

3%

68%

social media

Of all available digital channels, social media has seen the highest growth in recent years

with businesses using Facebook, Twitter and other platforms to connect and communicate

with their customer base.

Social media can be used for both branding and generating additional sales through ads.

For example, Facebook offers a range of advertising options for small businesses to grow

their following and share new product information and special offers.

7

70%

SOCIAL MEDIA PLATFORM OF CHOICE

11% 10%

of respondents prefer Facebook

of respondents prefer Google+

of respondents prefer LinkedIn

BrandingOnly

PRIMARY USE FOR SOCIAL MEDIA

73%

17%7%

3%

Neither

SalesOnly

Branding+ Sales

social media findings

8

7288

74

40453124

36

7091

5039

20

3

66

5560

57

45

29

5

59

4528

48

63

64

6

522636

5451

87

16

312919

526086

47

212529333724

239

1 2 3 4 5 6 7Ranking Key:

Recent research by Google found that

79%

of smartphone users use their smartphones both

before and duringpurchase decisions

19%

of respondents have a separate mobile-formatted website

36%

of respondents have a responsive website

of respondentsdo not have

a mobile-friendly website at all

45%

the rise of mobile

Consumers are now using their mobile devices duringpurchase decisions more so than ever. Small businessesmust embrace the mobile revolution if they are toremain competitive.

9

general findings

10

Google+ Authorshipverifies your identity with Google,

and helps content stand out in search results

16% of respondents had a Google+ Authorship account set up

33% have not set up Google+ Authorship

51% did not know if they had Google+ Authorship set up

eCommerce35% of respondents sell directly to customers via their website

Direct Email Marketing35% of respondents send direct

email marketing to customers

35%

35%

which advertising methods have you used?

Website Sponsorship

Online Press Release

Paid Advertorials

Banner Advertising

Re-marketing

In Video Advertising

Online Classifieds

28%3%

3%

14%

20%

13%

17%

conclusion

The results of the 2013 Small Business Online Marketing Survey paints an unimpressive picture of the online marketing landscape. Australian small businesses are clearly aware of the benefits of online marketing in improving revenue-growth and brand awareness yet seem to grapple with the complexities of digital channels.

With overseas businesses continuing to make inroads into Australian markets, small businesses must embrace online marketing channels in order to remain competitive moving into 2014. 

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key take aways

So given that there is such a large portion of small businesses that don’t have a solid grasp of online marketing, what are the key take aways from this?

do more research

Spend more time researching what your competitors are doing, how they are leveraging online marketing for their own business gain - And then do it better! Research is your key to getting a solid grasp on what online marketing can work for you, and how to make the most of it.

engage more

Small businesses need to stay ahead of their competitors and the market is currently at that young state where the go-getters are way ahead of the curve, and the majority are lagging behind unsure whether to jump in or not. The question shouldn’t be whether to jump in though, it’s how much time are you going to waste before you realise you are so far behind the pack? Online marketing is a necessity, whether you sell gardening tools or killer smartphone apps.

an early christmas present

We really didn’t think the small business landscape was so drab, so we had an idea. To help businesses get into online marketing and give them a bit of a head start, we are offering savings to any businesses who choose to start a new SEO, PPC or SMA campaign with us. To take advantage of your $100 off, simply mention that you have read the 2013 SBOM Report when you sign up!We have special savings available to those businesses who really want to take their business to the next level and engage inmore than one form of online marketing!

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about the authors

Optimising is a leader in online marketing solutions for small to medium business. We are strong advocates of high quality, high impact online marketing campaigns including search engine optimisation, pay per click campaigns, and social media advertising.

We can help your business take the next step online, through cutting edge techniques, attention to detail, and full transparency.

Optimising.com.auPhone 1300 171 005

Email info@optimising.com.auVisit 96 Cubitt Street, Cremorne VIC 3121

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