E-Commerce, Website and Social Media

Though a decent generator of leads, the world wide web with its mighty outreach is not for every sign company we heard from — actually, a quite surprising number of them.

Published

2 years ago

March 9, 2022

43. Who oversees your social media accounts?

Me (the owner/top manager)
36%
Staff member who holds another role
23%
Dedicated in-house social media manager
4%
Family member
8%
Freelance social media consultant
4%
Social media or PR agency
2%
It’s a team effort
7%
No one (we don’t use social media)
10%
Other (franchise or outside marketing support)
6%

DOING THEIR ALL. A plurality (36%) of the “Me” respondents view their position in their local market as “just a typical signmaker trying to make a living,” though 56% state their ultimate business goal is “To run a business that keeps my family fed and me engaged.” We think that’s a big deal.

44. Which social media platform is the most impactful for your business (in terms of lead generation and sales conversions)?

Facebook
40%
Instagram
12%
Pinterest
0%
Twitter
0%
YouTube
1%
LinkedIn
8%
TikTok
1%
Snapchat
0%
WhatsApp?
1%
None
30%
Other
8%

META DATA. Facebook far and away leads as the top-reported social media platform of choice and lead generator. Within “other,” Google ads and Yelp Alignable were mentioned.

45. Check all the social media platforms on which your company has a presence.

46. How much of your total sales happen directly via e-commerce (an online store)?

None
67%
1-10%
24%
11-25%
6%
26-50%
2%
More than 50%
1%

ROUND NUMBER. What can we say when ⅔ of our respondents state that none — zero, zip — of their sales happens directly via e-commerce/an online store? Maybe the fact that the other ⅓ do generate sales online suggests that the combined 29% of companies prioritizing growth and bringing in new technology should look no further.

47. How would you describe the contribution of your website and social media to trackable job referrals?

Nonexistent
11%
Insignificant (1-10%)
37%
Moderate (11-25%)
37%
Substantial (26-50%)
11%
Main source of referrals (50% or more)
4%

MORE LIKE IT. The internet may not be generating a high percentage of sales, but it is aiding the generation of leads. However, there should be room for improvement here, too, as nearly ¾ only attribute their website and social media to between 1% and 25% of trackable job referrals.

Introducing the Sign Industry Podcast

The Sign Industry Podcast is a platform for every sign person out there — from the old-timers who bent neon and hand-lettered boats to those venturing into new technologies — we want to get their stories out for everyone to hear. Come join us and listen to stories, learn tricks or techniques, and get insights of what’s to come. We are the world’s second oldest profession. The folks who started the world’s oldest profession needed a sign.