Independent Retailer Digital Marketing and Social Media Content Survey

We Appreciate Your Feedback

To our valued retailers,

The pandemic shutdown forced many retailers deep into the realm of digital marketing and e-commerce. With this survey, we are looking to see how your business has incorporated a variety of strategies for success in this critical space. Please take a few minutes to provide your feedback including any suggestions that will improve our understanding of your current strategy here.

Onwards and Upwards,
Marc Weiss - Co-founder, CEO of Management One

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* 1. Your Contact Information (this information will NOT be displayed publicly).

First Name

Last Name

Company

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* 2. Do you have a clearly defined marketing strategy?

Yes

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* 3. Do you have a clear process in place to implement your marketing strategy?

Yes

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* 4. In your digital marketing activities, what geographic areas do you target? (Check all that apply)

The metro area around my brick-and-mortar store

My region of the United States or Canada

The entire United States or Canada

The United States and international

I don't target geographically

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* 5. How are you handling marketing implementation and strategy? (Check all that apply)

In-house employee(s)

3rd-party agency

Multiple agencies

External freelance

None of the above

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* 6. Are you using a CRM?

Yes

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* 7. Have you implemented an automated, funnel marketing strategy? (a method for messaging your customers 24/7)

Yes

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* 8. Is your contact list segmented for targeted outreach?

Yes

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* 9. Are you using other software applications for marketing and sales? (for example ONESHOP, Hootsuite, etc.)

Yes

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* 10. If yes, which software applications are you using? (please describe briefly)

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* 11. How are you acquiring reviews? (please describe briefly)

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* 12. Which of these web apps do you sell your products on? (Check all that apply)

Facebook Catalog

Instagram

Facebook Live

TikTok

Twitter

Google Shopping

Google Business Listing

Amazon

Reseller site (like Farfetch, Goat, Ebay)

Local digital marketplaces (Nextdoor, Offer Up, etc.)

Your own e-commerce website

None of the above

Other (please specify)

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* 13. What percentage of your digital revenue are you generating on each of the following channels? (If you do not sell on this channel, please select "N/A")

	0-10%	10-20%	20-30%	40-50%	more than 50%	N/A
Facebook Catalog	Facebook Catalog 0-10%	Facebook Catalog 10-20%	Facebook Catalog 20-30%	Facebook Catalog 40-50%	Facebook Catalog more than 50%	Facebook Catalog N/A
Instagram	Instagram 0-10%	Instagram 10-20%	Instagram 20-30%	Instagram 40-50%	Instagram more than 50%	Instagram N/A
Facebook Live	Facebook Live 0-10%	Facebook Live 10-20%	Facebook Live 20-30%	Facebook Live 40-50%	Facebook Live more than 50%	Facebook Live N/A
TikTok	TikTok 0-10%	TikTok 10-20%	TikTok 20-30%	TikTok 40-50%	TikTok more than 50%	TikTok N/A
Twitter	Twitter 0-10%	Twitter 10-20%	Twitter 20-30%	Twitter 40-50%	Twitter more than 50%	Twitter N/A
Pinterest	Pinterest 0-10%	Pinterest 10-20%	Pinterest 20-30%	Pinterest 40-50%	Pinterest more than 50%	Pinterest N/A
Google Shopping	Google Shopping 0-10%	Google Shopping 10-20%	Google Shopping 20-30%	Google Shopping 40-50%	Google Shopping more than 50%	Google Shopping N/A
Google Business Listing	Google Business Listing 0-10%	Google Business Listing 10-20%	Google Business Listing 20-30%	Google Business Listing 40-50%	Google Business Listing more than 50%	Google Business Listing N/A
Amazon	Amazon 0-10%	Amazon 10-20%	Amazon 20-30%	Amazon 40-50%	Amazon more than 50%	Amazon N/A
Reseller site (like Farfetch, Goat, Ebay)	Reseller site (like Farfetch, Goat, Ebay) 0-10%	Reseller site (like Farfetch, Goat, Ebay) 10-20%	Reseller site (like Farfetch, Goat, Ebay) 20-30%	Reseller site (like Farfetch, Goat, Ebay) 40-50%	Reseller site (like Farfetch, Goat, Ebay) more than 50%	Reseller site (like Farfetch, Goat, Ebay) N/A
Local digital marketplaces (Nextdoor, Offer Up, etc.)	Local digital marketplaces (Nextdoor, Offer Up, etc.) 0-10%	Local digital marketplaces (Nextdoor, Offer Up, etc.) 10-20%	Local digital marketplaces (Nextdoor, Offer Up, etc.) 20-30%	Local digital marketplaces (Nextdoor, Offer Up, etc.) 40-50%	Local digital marketplaces (Nextdoor, Offer Up, etc.) more than 50%	Local digital marketplaces (Nextdoor, Offer Up, etc.) N/A
Your own e-commerce website	Your own e-commerce website 0-10%	Your own e-commerce website 10-20%	Your own e-commerce website 20-30%	Your own e-commerce website 40-50%	Your own e-commerce website more than 50%	Your own e-commerce website N/A

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* 14. What was your e-commerce volume trending for 2021?

$100,000 and under

$101,000 to $500,000

501,000 - 1million

$1 Million to 5 million

$2 Million to 5 million

$5 million to 10 Million

Over $10 Million

N/A

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* 15. Where are you allocating marketing ad spend? (check all that apply)

Facebook

Instagram

TikTok

Google Search Ads

Google Display Ads

Bing Ads

SMS

Local print media in my market

None of the above

Other (please specify)

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* 16. For your digital marketing ads, how are you targeting your audience? (check all that apply)

Interest-based

Geographical targeting

Sales data

Email list upload

CRM linked

Website traffic (pixel-based)

I don't really use targeting

Other (please specify)

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* 17. Which of the following social media platforms do you use regularly to post unpaid (organic) content about your business? (check all that apply)

Facebook

Instagram

TikTok

Twitter

Local Networking Apps (e.g. Nextdoor)

None of the above

Other (please specify)

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* 18. How frequently do you post organic (unpaid) content?

Daily or more frequently

2-6 times per week

Weekly

2-3 times per month

Monthly or less frequently

Never

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* 19. Who is responsible for posting organic (unpaid) content? (check all that apply)

Store owner/manager

Sales staff

Marketing person (in-house)

Outside freelance

Outside agency

No one

Other

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* 20. Which of the following KPIs do you measure? (check all that apply)

Foot traffic

Digital traffic

Conversion rates - foot traffic

Conversion rates - digital traffic

Customer acquisition cost

Customer lifetime value

Customer retention rate

Average transaction value

Social engagement and shares

None of the above

Other (please specify)

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* 21. What is your total marketing budget as a percentage of total revenue? (including in-house salaries, digital assets, agency fees, ads, etc.)

0-2%

3-5%

6-10%

11-20%

21-30%

Above 30%

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* 22. Roughly how is your marketing budget being allocated? (write a number for each item below indicating the rounded percentage, for example, 50 would represent 50%)

In-house employee(s) salary

Outside agency(ies)

External freelance fee

Digital assets (e.g. web hosting, domains, etc)

Digital ad spend

Non-digital ad spend

Other

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* 23. What are your biggest marketing challenges? (select up to 3)

Content creation

Setting marketing strategy and priorities

Losing customers to competitors

Measuring ROI / effectiveness of marketing activities

Finding good resources to execute

Too many different possible channels to work on

Finding new customers

Driving repeat customer business

Other (please specify)

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* 24. What amount of time do you personally spend on marketing per month? (include strategy and content creation)

0-5 hours

5-10 hours

10-20 hours

20+ hours

Independent Retailer Digital Marketing and Social Media Content Survey

We Appreciate Your Feedback

Question Title

* 1. Your Contact Information (this information will NOT be displayed publicly).

Question Title

* 2. Do you have a clearly defined marketing strategy?

Question Title

* 3. Do you have a clear process in place to implement your marketing strategy?

Question Title

* 4. In your digital marketing activities, what geographic areas do you target? (Check all that apply)

Question Title

* 5. How are you handling marketing implementation and strategy? (Check all that apply)

Question Title

* 6. Are you using a CRM?

Question Title

* 7. Have you implemented an automated, funnel marketing strategy? (a method for messaging your customers 24/7)

Question Title

* 8. Is your contact list segmented for targeted outreach?

Question Title

* 9. Are you using other software applications for marketing and sales? (for example ONESHOP, Hootsuite, etc.)

Question Title

* 10. If yes, which software applications are you using? (please describe briefly)

Question Title

* 11. How are you acquiring reviews? (please describe briefly)

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* 12. Which of these web apps do you sell your products on? (Check all that apply)

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* 13. What percentage of your digital revenue are you generating on each of the following channels? (If you do not sell on this channel, please select "N/A")

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* 14. What was your e-commerce volume trending for 2021?

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* 15. Where are you allocating marketing ad spend? (check all that apply)

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* 16. For your digital marketing ads, how are you targeting your audience? (check all that apply)

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* 17. Which of the following social media platforms do you use regularly to post unpaid (organic) content about your business? (check all that apply)

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* 18. How frequently do you post organic (unpaid) content?

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* 19. Who is responsible for posting organic (unpaid) content? (check all that apply)

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* 20. Which of the following KPIs do you measure? (check all that apply)

Question Title

* 21. What is your total marketing budget as a percentage of total revenue? (including in-house salaries, digital assets, agency fees, ads, etc.)

Question Title

* 22. Roughly how is your marketing budget being allocated? (write a number for each item below indicating the rounded percentage, for example, 50 would represent 50%)

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* 23. What are your biggest marketing challenges? (select up to 3)

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* 24. What amount of time do you personally spend on marketing per month? (include strategy and content creation)

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* 25. Do you have any additional comments or questions?