Netflare, a marketing strategy firm in the UK, recently completed a survey of small businesses in multiple sectors. The results show that small businesses (SMBs) still aren’t leveraging the Internet as a convenient way to simultaneously increase revenue and decrease spending.
In some cases, the businesses had a Web site, but didn’t keep it up-to-date! In fact, 23% of the small business Web sites in the survey hadn’t been updated since their launch, meaning much of the content was obsolete or inaccurate. The average age of a Web site was 4 years—that’s a lot of time for a business to change inventory, focus and pricing!
The survey also found that only 8% of respondents had e-commerce technology on their Web sites. Here’s what Netflare’s Jon Beal had to say about those results:
“We were completely staggered by the tiny percentage of small business owners who were actively using their Web sites to generate sales.”
A majority of the small business owners indicated they wanted to use their Web site to increase sales. Beal said, “It is beyond comprehension that small business owners are ignoring one of the fastest growing sales opportunities there has ever been…the fact that small businesses are neglecting this huge and growing marketplace is astonishing.”
So what’s keeping businesses from doing more with their sites? “It seems that once small business owners have a Web site, they do not really know what to do with it so they ignore it,” Beal said.
On a Different Note:
According to research by Harris Interactive and eMarketer, people aged 13-21 have a growing impact on purchasing decisions in their parents’ households!
As a matter of fact, teens as young as age 14 said they have debit cards or were using their parents’ credit cards to make online purchases. Kids said they had particular influence in business categories such as travel, clothing, movies/video games and books.
Finding the Solution:
So the questions must be asked,
1) “Is my business or market in any of these business categories?” or, “Is my business in other categories that would appeal to this demographic?”
2) “Am I able to keep my web site up-to-date, do I know how? or “Who do I turn to, who can I trust to be honest with me without having their hand out for my money?”
3) Am I accepting online orders?
These are only a couple of the many questions which must be answered if a business owner is to have a successful and profitable online business. The business’ web site must have a fully “dynamic” e-commerce solution to keep up with their competition, it must be a solution they have full control over, and it must be affordable!
There are Online Business Solution System resources assisting business owners in identifying Internet leveraging solutions in order to take advantage of the numerous opportunities on the Internet. These resources should provide business owners with a free online evaluation of the technology, specific to their market, in order to see if the technology will have value to them and their specific industry before purchasing a web site. This eliminates the risk of paying web site development companies up front for a web site which may not include everything they need to fully implement their business on the Internet. What is the risk? Small business owners often do not have it in their budget to loose money as a result of poorly designed web sites, or the price tag for add-ons which were not explained up-front; after all, there are some unscrupulous web site design companies out there who prey on honest business owner’s who are dependent upon advice in a technology they know little.
Bruce I. Swartz,
B&C Enterprise and GrowOnlineNow.com