Despite recognizing marketing’s importance, 70% of small business owners and entrepreneurs spend less than five hours a week on it.
In recognition of Small Business Month, a new global survey from Fiverr International Ltd. sheds light on how small business owners are navigating growth challenges and increasingly turning to freelancers and AI to stay competitive.
Conducted across 25 countries with nearly 6,000 participants, the Fiverr Small Business Month Survey offers critical insights into marketing investments, emerging trends, and the growing reliance on technology.
Marketing Is Essential But Underprioritized
Small businesses worldwide understand the critical role marketing plays in growth, yet time constraints and limited resources create significant gaps. According to the survey, 70% of small business owners spend less than five hours per week on marketing efforts.
Despite this, owners ranked marketing challenges—such as building brand awareness, creating engaging content, and retaining customers—as their top business concerns:
- 42% said building brand awareness was their biggest challenge.
- 40% cited creating engaging content.
- 33% were concerned with customer retention.
“Small business owners recognize that marketing is critical to their success, yet most simply don’t have the time or resources to give it the attention it needs,” said Rivi Bloch, GM of Catalog at Fiverr.
Freelancers Fill the Talent Gap
To address marketing challenges, many small businesses are leveraging freelancers to extend their capabilities without straining internal resources. The survey revealed that:
- 46% use freelance services for their main business.
- 48% rely on freelancers for side hustles.
Freelancers are most frequently engaged for:
- Visual brand elements (45%), such as logos, graphics, and videos.
- Strategic marketing services (28%), including digital strategy and social media management.
This growing reliance underscores a broader trend where entrepreneurs use external talent to execute mission-critical marketing initiatives, stay competitive, and build stronger brand footprints.
Digital Marketing Remains a Top Investment Priority
Looking ahead, small businesses plan to ramp up their digital marketing efforts through 2025. Key areas of investment include:
- Digital marketing and social media (49%)
- Branding (39%)
- Content creation (34%)
While social media marketing remains the dominant channel, with 64% using it as their primary promotional tool, there are opportunities for growth in other areas:
- Paid advertising (37%)
- SEO and content marketing (35%)
These statistics highlight the growing awareness of the importance of a diversified marketing strategy that extends beyond organic social media efforts.
AI Is Rapidly Being Adopted
The survey also revealed that 77% of small business owners are already using generative AI for business, personal, or hybrid needs. Only 17% said they had no plans to incorporate AI tools within the next year.
AI adoption is helping small businesses automate routine tasks, create content, and develop more sophisticated marketing campaigns using marketing research platforms and more—enabling them to compete more effectively despite limited time and budgets.
Small Business Owners Are Adapting for Future Growth
The Fiverr Small Business Month Survey underscores how entrepreneurs are adapting to feast-changing digital landscapes by prioritizing:
- Smart marketing strategies
- Greater use of freelancers
Adoption of AI tools
While time and resources remain key challenges, small businesses are clearly committed to investing in their marketing and digital transformation strategies to drive visibility and long-term success.
