In September of 2024, Taradel conducted a comprehensive thirty-question survey of 266 small business professionals and advertisers to gain insights into their marketing practices, preferences, trends, and overall efficacy.
Administered via an online SurveyMonkey questionnaire, the survey provided invaluable data for understanding how small businesses approach marketing in today’s evolving landscape.
The respondents represented a broad spectrum of industries, with a heavy concentration of service-based businesses. While most participants primarily focus on B2C marketing, a significant number engage both consumer and business audiences.
The Rise of Multichannel Marketing
Small businesses are increasingly adopting multichannel marketing strategies to align with modern consumer behavior.
Gone are the days when reliance on a single marketing channel could suffice. Instead, the 2025 data reveals that 81% of SMBs now use at least two marketing channels, marking a significant shift in approach.
Additionally, the percentage of businesses relying on a single marketing channel has steadily declined:
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2022: 24% relied on a single channel
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2023: Dropped to 13%
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2025: Further reduced to 11%
This trend underscores the importance of reaching consumers across multiple touchpoints in today’s fragmented media landscape.
The SMB Marketing Mix
To achieve their sales and marketing goals, small businesses are leveraging a diverse mix of marketing channels. The survey highlighted the following key trends:
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Facebook Ads (69.2%): Continues to dominate as the most popular online marketing channel.
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Direct Mail (61.7%): Remains the top offline media type, showcasing its enduring value in driving results.
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Email Marketing (60.9%): Plays a critical role, providing a direct and personal line to customers.
These channels have consistently remained the top three for SMBs since 2022, demonstrating their reliability and effectiveness. However, the real power lies in integration. Combining digital and offline channels has proven to enhance results, such as using direct mail alongside Facebook Ads to improve brand recall and drive higher conversion rates. A multichannel approach continues to be a key driver of ROI and sustained growth for small businesses.
Insights for 2025
The findings of this survey make it clear that small businesses are evolving to keep pace with consumer expectations. By adopting multichannel marketing strategies, SMBs are not only staying competitive but also optimizing their marketing efforts to achieve maximum impact.
Want More 2025 SMB Insights?
Download the FREE report from Taradel’s 2025 Small Business Marketing Survey below! This 15-page report delves deeper into the marketing tactics, strategies, and preferences shaping small businesses across the nation. Plus, find answers to these critical questions:
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How much do small businesses spend on marketing?
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Which marketing channels deliver the highest ROI?
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What are the biggest challenges facing businesses in 2025?
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Which type of lead is most valuable?
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How has AI affected SMB marketing tactics?
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And so much more!
Don’t miss out on these valuable insights to take your marketing strategy to the next level in 2025!
