What are the most popular marketing techniques for small businesses?

Chart of the day: Small businesses are missing out on some of the most effective marketing techniques.

Salesforce, a content partner of SmartInsights, surveyed 300 small business owners (defined as businesses with less than 100 employees. They found that whilst some marketing techniques such as social media and email marketing were very popular, the vast majority of small businesses were failing to use more advanced techniques which could deliver more value. 93% did not use marketing automation, and 91% did not use a cloud-based CRM system. 4 out of 5 businesses said they did not use any SEO techniques, and only 21% used digital advertising.

To say they are missing a trick is an under-statement. Social Media Marketing, the most popular activity, often fails to deliver ROI, and should be used as more as an engagement tool rather than one to gain customers. SEO and Marketing Automation have huge potential, yet most small businesses are not utilizing them. The majority aren't even using email marketing, which usually ranks very highly in our surveys of the marketing techniques which deliver the highest ROI. Small businesses should review what marketing techniques they are using in 2017 and consider if they can invest in the more advanced marketing tactics in 2017.

• Source: Salesforce Small Business Research Report
• Data Sample: 304 US small business owners, data weighted according to the number of employees.
• Recommended toolkit: Small Business and Start Up Toolkit