A small business’ day-to-day operations already include digital marketing

Digital marketing and selling online have become part of the day-to-day lives of small Spanish companies, and the pandemic has accelerated the implementation of these methods.

8 out of 10 respondents did not have a website before the COVID-19 pandemic because they weren’t sure what steps they had to take. Digitization has accelerated since the COVID-19 pandemic, as 52% of small Spanish companies have a website

GoDaddy shares that the study conducted in the last two years shows that small Spanish businesses are digitizing at an increasing rate. The COVID-19 pandemic has accelerated the trend of online sales over traditional methods. Gianluca Stamerra, Senior Go-To-Market Director, LATAM + Iberia at GoDaddy, believes that digitalization has become an essential tool for many small Spanish businesses.

According to the latest report, “Does your business have a website?” A clear evolution of digitalization by small Spanish businesses is evident in “Opportunities and challenges posed by the digital environment for self-employed and small businesses in Spain 2020” and “GoDaddy Digitalization Observatory 2021: Study on digital maturity of micro-enterprises in Spain and Europe”. According to the “E-commerce Report Spain” published by CBRE, online commerce accounted for 3.5% of total sales in 2015. By 2025, the number is expected to rise to 14% from 8.7% in 2020.

Online sales are increasing as more small Spanish companies move online. This is why the company analyzes three key points of the evolution of digitization and how it has impacted entrepreneurs in Spain:

Websites are already a thing for most people

Almost 8 in 10 respondents in 2020 said they didn’t have a website due to a lack of knowledge about how to build one. Data from the 2021 Observatory showed that 52% of small Spanish companies surveyed already had a website. As these data illustrate, today, having a business inevitably involves having a corporate website, demonstrating the great interest that self-employed people have in digitization and the benefits of this channel.

The business already uses digital marketing

Just over 40% of companies interviewed in 2020 stated that they did not take specific steps to meet their potential customers, 35% were unfamiliar with SEO, and 38% were unfamiliar with SEM. It is evident from this that these strategies are not widely used by Spanish entrepreneurs. Small businesses have begun to embrace digital marketing and its tools following the economic fallout from lockdowns and business closures. According to the survey, 58% of Spanish businesses use social networks for marketing purposes, almost 20% use email campaigns, 17% have their own blogs, and 11% are already using apps.

Sales of online goods are on the rise

In 2020, 29% of small businesses without an online sales channel wished they had one before COVID-19 caused a crisis, despite only 7% of Spanish companies having one. Seventy-three percent of Spanish entrepreneurs sell their products online: 20% have their own online store, 52% use their website, 39% use social networks, and 12% use marketplaces.