New Survey Shows That Online Marketing Strategies For Small Business Is Effective

Patrick McFadden

Here’s a fact about online marketing that’s actually shocking.

The 2014 annual SMB Internet Marketing Survey  by (BrightLocal)  is out, and it includes a number of surprising findings.

Most notable is this: 75% of small & medium-Sized Businesses (SMBs) say online marketing is effective.

Attracting Customers to Their Business

When you dig into the study’s findings, 32% find internet marketing to be ‘very effective’ at attracting new customers. 75% believe that internet marketing is ‘effective’ or ‘very’ effective at attracting new customers. 4% don’t do any internet marketing

Most Effective Tactics For Generating New Leads & Customers

8% find word of mouth to be the most effective channel at attracting new customers. 20% find SEO to be the most effective channel at attracting new customers. 51% say online channels are the most effective at attracting new customers.

SMB Success Metrics

31% – Phone calls are the most valued success metric. 20% – Both website traffic & Search Engine rankings.

Different types of businesses will be concerned with different KPIs as success metrics. An Ecommerce business for example, will be more concerned with online metrics, whilst a local retailer might be more concerned with customers walking through the door.

For the majority of SMBs, the amount of phone calls to a business is considered the most important metric. A call is considered a more solid lead because the customer has taken the time to track down a phone number and make a call. There is more friction in taking this action than in searching-clicking-completing an online form. So if a customer is prepared to take this step then they are more committed to using that business. And it gives the business owner / manager / sales guy the chance to provide more information and close the deal.

Top 6 Stats from SMB Internet Marketing Survey 2014

  1. 37% of SMBs plan to spend more on internet marketing in 2015
  2. 32% say internet marketing is ‘very effective’ at attracting customers
  3. 50% of SMBs spend less than $300/month on internet marketing
  4. 31% – Phone calls are the most valued success metric
  5. 64% of SMBs surveyed handle their internet marketing in-house
  6. 35% of SMBs are contacted every day by SEO agencies

The study gives you a better understanding of the attitudes & usage of internet & mobile marketing by small & medium sized businesses (SMBs).

Forget “Perfect Workspaces.” Customers Want Perfect Installation Days — Here’s What Happened When One Furniture Installation Company Got That Right

By Patrick McFadden • March 31, 2025
1. The Challenge: VMI was like many service providers — positioning their value around what they thought clients wanted : “Office furniture installation and assembly — let us handle creating your perfect workspace.” But the actual buyers — facility managers, project managers, furniture reps — weren’t looking for “perfect workspaces.” They were trying to avoid installation nightmares . Their real priority? ✅ Great installation days. ✅ No chaos. ✅ No missed deadlines. ✅ No angry phone calls from clients. 2. The Insight: After conducting stakeholder interviews under our marketing strategy consulting engagement , the Indispensable Marketing team uncovered critical feedback: “We need installers who maintain a professional site and follow instructions.” “We lose relationships when installations go badly.” “I need quotes back quickly or I can’t sell the job.” This wasn’t just about services , it was about trust, problem-solving , and professional reliability . So we reframed their differentiators not by what they did, but how they showed up : Same-day project quotes Problem-solving on-site Update protocol with clients Professionalism guarantee Lasting Impression Insurance 3. The Shift: We shifted the positioning from vague benefits to real-world, emotional triggers : Instead of: “Let us create your perfect workspace.” Now: “Get the perfect installation day, every time.” That subtle shift aligns with who’s actually buying (and who feels the pain when things go wrong). The end-user may care about the workspace. But the buyer cares about the install . 4. The Lesson for Others: If you’re selling a service, don’t describe what you do. Describe what the client wants to avoid or achieve — and who the real buyer is. Then, systematize what you’re already doing well and give it a name. Just like our team did with: “Same Day Quotes” “Lasting Impression Insurance” “Reliable Presence Protocol” 5. The Outcome Within weeks of updating their messaging and positioning: The company reported more qualified leads asking the right questions Furniture reps began referring them because they were “easy to work with and made them look good” They were shortlisted for larger, multi-phase projects due to increased confidence in their process But most importantly, they stopped competing on price — because they weren’t selling perfect workspaces anymore. They were selling peace of mind on installation day.

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