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Make this year ‘that’ year you clicked with more customers.

The 2018 Telstra Small Business Intelligence Report compares thousands of responses from two parallel surveys to reveal where small businesses meet customers’ expectations – and where they don’t – plus expert advice and action plans to help you close the gap.

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Customers want small businesses to be online

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62%

of customers won’t consider a small business if they can’t find information about it online.

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of customers won’t consider a small business without a website.

Small businesses are not prioritising their online presence

36%

of sole traders have a website

51%

of businesses with 2-4 employees have a website

74%

of businesses with 5-19 employees have a website

Isn’t it time your business got online?

While customers are using technology as their primary tool to find products and services, the majority of businesses are finding it hard to keep up.

0% of customers won’t consider a small business if they can’t find it online

vs

0% of businesses don’t have a website

Customers rely on online search to find out about small businesses

8 3 %

of customers say online search is important to finding and researching a small business

4 7 %

of customers under 40 use a search engine to find a small business at least once a day

Small businesses underestimate the value of Search Engine Marketing

No results
26%

of small businesses have no intention of using Search Engine Optimisation (SEO)

Ad
9%

of small businesses have no intention of using paid search advertising

Can your customers find your business online?

While customers are finding search an important tool, most small businesses undervalue its power.

0% of customers say search is important to finding and researching a small business

vs

0% of small businesses are currently using Search Engine Optimisation (SEO)

Customers want websites to make transactions simpler

49%

of customers say being able to buy or book online is why they continue using a business

Small businesses are undervaluing the importance of transacting online

25%

of small businesses believe selling or booking online is important to customers

Are you providing a fast, convenient customer experience?

While customers want the process of buying and booking to be simple and speedy, some small businesses don’t believe this is important to their customers.

0% of customers say being able to buy or book online is why they continue using a business

vs

0% of small businesses believe selling or booking online is important to customers

Customers want to contact small businesses in a variety of ways

71%

of customers use multiple channels to get in touch with small businesses

88%

of customers will go elsewhere if they decide a business is difficult to deal with

Small businesses still prefer face-to-face contact

74%

of small businesses use face-to-face communication more often

x
9%

of small businesses use online/live chat often

Are you making it harder for customers to reach you?

While customers are using a range of methods to contact small businesses, businesses are struggling to find the right approach.

0% of customers prefer face-to-face contact

vs

0% of small businesses use face-to-face communication more often

0% of customers prefer to use online/live chat

vs

0% of small businesses use online/live chat often

The experts

Swipe to explore

“A website is a really important part of our journey. Being a smaller business, it was an efficient way for us to tell the story of who we are and the different layers of our business.”

Ben Summons, Managing Director,

Stone & Wood Brewing Company

“[Marketing] is no longer only about showing an ad. It can be showing interesting content, a video, or something to help build a community. It really can change that customer relationship.”

Kaylie Smith, Head of SMB (AU/NZ),

Facebook

“Look at what’s going to make the difference. Get started with what will pay dividends in the short-term, then start rolling out the strategy over time.”

Benny Ausmus, Founder and CEO,

Big Change Agency

“If small businesses are not using the digital marketing tools that are out there and available to drive traffic to their websites, they’re potentially missing out on so many customers finding them.”

Elizabeth Abegg, Director,

Spell and the Gypsy Collective

“The question I have to ask any small business customer is, ‘Can you afford to not be online if everyone is searching there?’”

Marc Tan, General Manager- Business Applications and Systems,

Telstra

“Most of our methodology is around educating, because if people love what we’re teaching and what we’re doing, they’re going to want more.”

Alecia Hancock, Director,

Hancock Creative

“What we’re seeing is that [customer connection] goes beyond the traditional view of customer service, to a real understanding of a customer in the most personalised way.”

Paul Greenberg, Founder,

NORA

“[Small businesses] need to start to think about how do they take a customer on a journey? – they have to nurture their customers digitally.”

Michael O’Keefe, Director Product Marketing - Dynamics 365,

Microsoft

“Every consumer issue is always answered directly … That personal touch is really important. We'll follow through until a customer is completely satisfied.”

Pam Brook, Co-Founder,

Brookfarm

“Our business grew dramatically after automating logistics and fulfilment equipment – orders are shipped faster and without human error.”

Tony Nash, CEO,

Booktopia

“What's high priority for our clients is finding ways they can better fulfil what they're delivering to their customers, and beat their competitors in that way.”

Ryan Murtagh, CEO,

Neto

“AI [Artificial Intelligence] is going to change pretty much everything, so if you resist it because you don’t understand it, you’re a failure waiting to happen.”

Ian Aitken, Managing Director,

Sofihub

Interviews

Success stories

Three award-winning small businesses tell us how they became “better, not bigger” by embracing technology to reach more people and find more customers.

Tech tools

The report

Download the 2018 Telstra Small Business Intelligence Report

This report reveals where small businesses are out of step with their customers – particularly when it comes to technology. We’ve also included advice from leading experts and businesses already catering to the digital consumer. Plus, you’ll receive action plans, case studies and useful articles selected to help you find and be found by more customers.

Do you have a website?

What is your website URL?

Do you accept sales/bookings online?

Do you want to?