The past year has been incredibly difficult for the small and medium-sized business (SMB) community. Many have had to endure many challenges including State-wide shutdowns, new safety mandates, and evolving demands from customers, to name a few.

Some owners have had to close their business for good, while others continue to struggle to stay afloat. As we move into 2021, we are starting to see some signs of optimism for the SMB community’s future.

In this report, we provide the latest data from our Local Pulse Report™ study. We’ve compiled insights from over 44,000 interviews with business owners to help you prepare for the remainder of 2021 and beyond.

This 92-page research databook covers the following topics:

ECONOMIC & SALES OUTLOOKS

• SMALL BUSINESS ECONOMIC EXPECTATIONS
• SMALL BUSINESS SALES EXPECTATIONS
• SMALL BUSINESS COVID-19 RECOVERY EXPECTATIONS
• SMALL BUSINESS LONG-TERM SUSTAINABILITY
• SMALL BUSINESS EMPLOYMENT CHANGES DURING COVID-19
• SMALL BUSINESS EMPLOYMENT CHANGES OVER THE NEXT 3 MONTHS
• SMALL BUSINESS OPERATIONAL BUDGETS
• AREAS SMBs INCREASED THEIR BUDGETS FROM THE PRIOR MONTH
• AREAS BUSINESS OWNER PLAN TO FOCUS ON OVER THE NEXT 6 MONTHS
• TOP BUSINESS CHALLENGES MOVING FORWARD
• SMALL BUSINESS CAPITAL EXPENDITURES OVER THE NEXT 12 MONTHS
• SMALL BUSINESS VIEWS ON THE ABILITY TO OBTAIN FINANCING
• SMALL BUSINESS OPERATING CASH ON HAND
• SMALL BUSINESS FINANCIAL ASSISTANCE DURING COVID-19

MARKETING & ADVERTISING PROGRAMS

• SMB MARKETING BUDGET CHANGES OVER THE NEXT 12 MONTHS
• SMB MARKETING BUDGET ALLOCATIONS
• AVERAGE NUMBER OF MEDIA TYPES USED BY SMBs
• AVERAGE ANNUAL MARKETING BUDGET BY BUSINESS SIZE
• 2021 SMALL BUSINESS MARKETING GOALS
• SMALL BUSINESS MEDIA MIX
• TRADITIONAL VS DIGITAL MEDIA SPEND OVER THE NEXT 12 MONTHS
• REASONS WHY SMBs ARE DECREASING MEDIA INVESTMENTS
• REASONS WHY SMBs ARE INCREASING MEDIA INVESTMENTS
• SMB PLANNED CHANGE IN MEDIA INVESTMENTS (20 MEDIA TYPES)
• SELECT DIGITAL MEDIA SMBs ARE INCREASING INVESTMENTS
• AVERAGE BUDGET INCREASES FOR SELECT DIGITAL MEDIA

PERFORMANCE & STRATEGIES

• MOST IMPORTANT FACTORS WHEN MEASURING AD PERFORMANCE
• HOW SMBs MEASURE MARKETING PERFORMANCE
• MOST EFFECTIVE MARKETING/PROMOTIONAL METHODS USED

WEBSITES

• WEBSITE PENETRATION BY TENURE OF BUSINESS
• WEBSITE PENETRATION BY SIZE OF BUSINESS
• REASONS WHY SMBs DO NOT HAVE A WEBSITE
• MEDIA SMBs PLAN TO START USING OVER THE NEXT 12 MONTHS
• WEBSITE MANAGEMENT BY BUSINESS SIZE
• WEBSITE UPDATES BY BUSINESS SIZE
• SMALL BUSINESS MOBILE STRATEGIES
• SMALL BUSINESS WEBSITES WITH ECOMMERCE CAPABILITIES
• SMALL BUSINESS WEBSITE UPGRADES DUE TO COVID-19
• SMALL BUSINESS LIKELIHOOD TO CONTINUE TO USE UPGRADES
• SMALL BUSINESS WEBSITE PRIORITIES FOR 2021
• SMALL BUSINESS SATISFACTION WITH CURRENT PROVIDER

SOCIAL MEDIA

• SMALL BUSINESS SOCIAL MEDIA USAGE
• SOCIAL MEDIA SMALL BUSINESSES USE FOR MARKETING/PROMOTION
• SMALL BUSINESS EXPECTATIONS WHEN USING SOCIAL MEDIA
• SMBs THAT DON’T USE SOCIAL MEDIA BY TENURE
• MEDIA SMBs PLAN TO START USING OVER THE NEXT 12 MONTHS
• SMALL BUSINESS CHALLENGES WITH SOCIAL MEDIA
• HOW SMALL BUSINESSES MEASURE THE SUCCESS OF SOCIAL MEDIA
• SMALL BUSINESS SOCIAL MEDIA MONITORING
• TOP MARKETING AREAS SMBs NEED HELP WITH
• SMALL BUSINESS SATISFACTION WITH SOCIAL MEDIA PROVIDERS

RATINGS & REVIEWS

• SMALL BUSINESSES THAT USE RATINGS & REVIEWS
• BUSINESS IMPACT OF USING ONLINE REVIEWS
• SMALL BUSINESSES THAT CLAIM FREE LISTINGS
• SMALL BUSINESS RESPONSE TO NEGATIVE REVIEWS

TECHNOLOGY ADOPTION

• SMALL BUSINESS ADOPTION OF DIGITAL SOFTWARE SOLUTIONS
• REASONS WHY SMBs ADOPTED DIGITAL SOLUTIONS OVER THE PAST 12 MONTHS
• TECHNOLOGY SMBs HAVE UPGRADED OR ADOPTED OVER THE PAST 12 MONTHS
• REASONS WHY SMBs HAVE NOT UPGRADED OR ADOPTED TECHNOLOGY
• BENEFITS OF UPGRADING OR ADOPTING NEW TECHNOLOGY
• TOP AREAS SMBs PLAN TO UPGRADE OR ADOPT NEW TECHNOLOGY IN 2021

SALES PARTNERSHIPS

• BIGGEST CHALLENGES SMBs HAVE WITH DIGITAL MEDIA
• THINGS THAT WOULD MAKE SMBs WANT TO TRY A NEW DIGITAL SOLUTION
• IMPORTANCE OF HAVING A SALES REP VISIT IN PERSON
• IDEAL SALES REP CONTACT FREQUENCY FOR SMBs
• IDEAL COMMUNICATION METHOD BY SALES REPS FOR SMBs
• SMB PREFERENCE OF NUMBER OF PROVIDERS TO WORK WITH
• HOW SMBs LIKE TO PURCHASE DIGITAL PRODUCTS/SERVICES
• PREFERRED MODEL OF SELECTING DIGITAL PRODUCTS/SERVICES

FUTURE OUTLOOKS

• AREAS THAT SMBs THINK WILL HAVE THE BIGGEST IMPACT ON THEIR BUSINESSES OVER THE NEXT 2-3 YEARS
• TECHNOLOGY / SERVICES SMBs PLAN TO START USING OVER THE NEXT 12 MONTHS BY MARKETING BUDGET SIZE