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.
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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.