How do small businesses use online advertising?

While it’s a given that every business needs a website, local businesses have generally been slower to embrace social media advertising.


Our client, a global giant in social media, wanted to better understand local businesses’ purchasing journey as it relates to deploying all forms of online advertising. These insights would help their sales team better address the needs of these B2B customers.


Identify areas of opportunity and friction along the B2B sales journey


We conducted an online survey to local business owners.

Areas addressed in the survey included:

  • Awareness, affinity, and usage of various social media platforms
  • Attitudes and motivations around social media advertising
  • Advertising frequency, spends, and satisfaction
  • Firmographics (e.g., size of company, industry, revenue)


Valuable strategies that improved our client’s B2B sales efforts

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