Following my recent web analytics and SEO seminar in Modesto, CA, I had attendees fill out an industry survey to get a feel for the use of web analytics, SEO and other online marketing techniques in the California Central Valley. Out of fifteen surveys collected, fourteen were from businesses with fewer than twenty-five employees – small businesses. Because of this, I focused my analysis on these fourteen survey results.
Not surprising, since the seminar was hosted by the Stanislaus County Alliance Small Business Development Center. There was a wide variety of industries represented by the small businesses from bookkeeping/income tax services to hair salons to vacation rental properties to agriculture. There were even a few startups.
One very interesting aspect of the survey was a comparison of online tactics utilized in 2009 compared to what is planned for 2010. The table of results is shown below.
| 2009 | 2010 | % Difference | |
| Web Analytics | 21% | 71% | +50% |
| Search Engine Optimization | 21% | 50% | +29% |
| Email Campaigns | 29% | 57% | +28% |
| Online Advertising | 36% | 43% | +7% |
| Social Media | 21% | 57% | +36% |
| Other | 21% | 29% | +8% |
My conclusion is that my seminar influenced businesses to really want to dive deeper into web analytics in 2010. The next largest increase is in social media, which has been a growing topic of interest in this area during the latter half of 2009. Increased interest in web analytics and social media is followed by search engine optimization and email campaigns. Lastly, online advertising promises small growth and small businesses seem more interested in developing other tactics (which can be done home-grown without spending advertising dollars). It is very interesting to note that online tactic usage will be increasing from 25% to 51% in 2010.
The second part of the survey focused on the level of satisfaction with their business’s online strategy. It is not surprising that 45% expressed discontent with their online strategy.
The last part of the survey asked how important their online presence was to their overall business strategy. Not one respondent replied that it was not important. In fact, two-thirds responded that it was very important, while the remaining third deemed it important.
This survey provided me with the following comforting outlook for 2010:
- I am glad to see that online tactic activity is promised to double in the California Central Valley in 2010.
- Their is a ton of room for growth.
- Although technologically behind, small businesses here DO care about their online presence, which leads me to believe that perhaps larger local businesses do as well.
I hope these survey results give local businesses in the California Central Valley insight. I also hope this provides comfort for other practitioners in similar counties. I would love to hear your feedback.
