Bob Sillick, senior researcher, report writer and content manager
Being a small business owner has always been challenging and rewarding. For media sales reps to gain their trust, it’s critical to understand their challenges and what they are doing to overcome them. Constant Contact surveyed 486 of them during June 2023: 70% were executives, owners or partners, 42% had 9 or fewer employees and 45% were B2C marketers.
When asked about their level of marketing sophistication, only 24% described it as advanced or expert while almost three-quarters said it was basic (30%) and intermediate (43%).
Unsurprisingly, “attracting new customers” was their greatest challenge and much more for 70% of those with 1–9 employees, compared to 57% for those with 10–49 employees and 50% for those with 50 or more employees. Not only is this small business owners’ greatest challenge but also it’s the one that requires the most time and attention, according to 31% of survey respondents.
Many of the others are opportunities for local media sales reps to step forward and be the marketing consultants most of these small business owners need.
Other Challenges That Require Most of Small-Business Owners’ Time and Attention, 2023
| Challenge | Percent |
| Converting leads to sales | 14% |
| Marketing to target audience | 11% |
| Complicated and/or ineffective digital marketing | 7% |
| Lack of expertise in digital marketing | 6% |
| Improving the customer experience | 6% |
Constant Contact, September 2023
These challenges are mirrored in the B2C marketing strategies small business owners would like to improve. Social media marketing is first at 59%, followed by Website experience at 41%, email marketing at 30%, Online ratings and reviews at 19% and SMS/text marketing at 12%.
Local media reps and ad agencies can find virtually all they need to address these challenges on the Media Group Online Website and be recognized as a valuable marketing consultant. Pair the insights from the hundreds of reports on retail verticals with matching co-op dollars in the Co-op Advertising Directory and presentations/pitches are more likely to make a positive connection.
