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12 months in Overview: A Look Again at Small Enterprise Tendencies in 2018


Right here at Small Enterprise Tendencies we’ve had an incredible 12 months and we couldn’t have carried out it with out you.  We’d prefer to share a glance again, with our 2018 Annual Report.

The 12 months Began Gradual – However Ended Nice!

The 12 months 2018 has been improbable general for us. However the 12 months didn’t begin out that manner.

Gross sales within the first quarter of 2018 had been sluggish. On the finish of February money move was at a low level.

However the group didn’t let that get us down. As an alternative, it impressed us to work tougher. We spent the following two quarters catching up, getting out of the crimson and again to the black.

After which we had a terrific fourth quarter to cap issues off. Extra on that in only a bit.

Thanks, expensive readers, from the underside of our hearts. You encourage us to do higher.

And thanks to our valued sponsors and advertisers. You present the monetary backing to maintain Small Enterprise Tendencies publishing. We admire your small business!

Within the following annual report I’ll go over our accomplishments, the challenges we confronted, and why we’re so stoked for 2019!

Accomplishments by Staff Small Enterprise Tendencies

Reached 30% Extra Small Enterprise House owners

Our site visitors grew significantly throughout 2018. We had been in a position to serve 30% extra small enterprise homeowners this 12 months in comparison with final.

We’re within the digital publishing enterprise. Consider our enterprise as much like or newspaper. Simply as with every journal or newspaper, our “circulation” numbers are a key efficiency indicator.

A few of you discovered us through Google and different serps.

With the increase in search site visitors we additionally acquired a pull-through in direct site visitors. We’re telling our story higher, and that has improved our model recognition. For instance, we improved our About Small Enterprise Tendencies web page.

Whereas site visitors is sweet, that doesn’t imply something until we meet your expectations. Utilizing superior analytics and large information, we had been thrilled to find:

A core group of readers are model lovers of Small Enterprise Tendencies. Over 11,000 of you go to a mean of 35 occasions a month. Wow!
One other 300,000 go to many occasions a month.
And one other 1,750,000 go to a bit much less continuously in the course of the month – sometimes one to some visits.

Our objective is to provide you extra content material you want, so that you simply WANT to return — usually. For that, we knew we needed to higher perceive what you want and what engages you. That’s why information is so vital to a small enterprise.

Our massive information analytics revealed different helpful insights. For instance, we discovered that longer content material is extra in style. Content material with no less than 1,000 phrases has longer time on web page and higher engagement general.

Right here’s one other fascinating factoid. Not solely do YOU choose longer content material, it’s additionally higher for us. Longer content material earns extra — no less than 5X extra. See Income by Phrase Rely chart beneath.

Conclusion: Be information pushed. Don’t assume something about your viewers or prospects.  Every enterprise, web site and viewers is exclusive.

Revenue by Word Count - Small Business Trends Annual Report 2018

Reinvigorated Our Social Media

We acquired a small however sustained increase in site visitors from revising how we method social media.

Over the previous decade, we’ve gotten appreciable site visitors and branding visibility by way of social media. In spite of everything, we’ve been on Twitter since 2007 — that’s 11 years!

However occasions have modified. So we needed to change:

We rebranded our @smallbiztrends Twitter account from a mixed private/organizational account to an organization account. I began utilizing my particular person account (@anitacampbell).
Our social media supervisor has elevated engagement 150% by way of a number of methods, together with sharing humorous content material.
We improved our LinkedIn presence, publishing extra content material there.
We upped our presence on Pinterest, YouTube and Quora. And we in the reduction of on Google+, in mild of Google’s plan to shutter the community in 2019.

Conclusion: Social media is evolving. Each small enterprise ought to periodically re-examine what it’s doing and the place.

Achieved 25% Enchancment in Manufacturing Processes

We refined our inside content material manufacturing processes, attaining 25% enchancment.

Within the publishing enterprise, content material is our product (not only a advertising method). Effectivity, high quality and amount all matter. Processes and techniques could make or break profitability.

Our government editor did a wonderful job guiding the group towards evergreen content material that leverages our content material funding properly.
Our assistant editor did an impressive job coming in 10% underneath price range for content material bills. He manages a world group of gifted writers.
Our search specialist does wonders on on-page optimization.
Our editorial assistant does an awesome job filtering information to maintain our publishing schedule shifting.
Our shopper administrator labored with the Content material group to make sure 96% on-time supply of sponsored content material deliverables.

The group collaborates just about. We’re happy with having the ability to function as if we’re in the identical room — despite the fact that we’re throughout the globe. We use numerous chat instruments and shared paperwork to attain this.

Often we even maintain our Tuesday government group conferences by video. Be aware the display screen seize picture on the prime of this report exhibiting a latest assembly.

We estimate we acquired 25% course of enchancment general.

Conclusion: Course of enchancment alternatives in a small enterprise are sometimes small issues staring you within the face. Enhancing one small factor might not transfer the needle. However add up a number of modifications and the distinction turns into significant.

Challenges We Overcame

Like several small enterprise, we face challenges day-after-day.  In 2018, group Small Enterprise Tendencies had three massive challenges to beat.

Compensated for Seasonality

As I discussed at first of this piece, our first quarter of 2018 began within the crimson.  Why? Seasonality.

Revenues in our business are seasonal, identical to a lot of your companies. Our enterprise mannequin relies totally on advert earnings. We’re in a position to present content material free to you as a result of we earn from advertisers and sponsors.

Advertiser spending is historically decrease within the first quarter. And for surprising causes, we ended the prior 12 months with smaller-than-normal money reserves.

I used to be trustworthy with the manager group. I defined what we had been going through. There’s no level in hiding the scenario. In the event you do, you possibly can’t get your group’s assist to show issues round.

I’m comfortable to report that group Small Enterprise Tendencies rose to the problem. We not solely managed to get by way of the primary quarter, however we had an incredible turnaround in eight months. Two elements contributed.

First, we solid a powerful partnership with the best advert income accomplice. This gave us a recurring income stream. Now we have a number of income streams, however most have large swings from month to month. Having one income stream that’s extra predictable made all of the distinction.

Second, advert charges for the ultimate three quarters of 2018 had been on hearth.  The Advert Income Index picture above beneath charges for your entire business throughout 2018. Charges practically doubled between January and December, as you possibly can see from the picture beneath.  That helped too.

ad rates for 2018 - seasonality


Conclusion:  Discover no less than one predictable income stream. It alleviates a few of the white knuckle strain to satisfy payroll. You may be freed as much as work ON your small business, not simply IN your small business.

Addressed Deferred Upkeep

Think about for a second that you simply had been so busy, you didn’t have time to maintain your retailer cabinets and warehouse organized. You didn’t have time to scrub the premises.

Fifteen years go by. Simply assume what your small business would appear like!

That’s what we had been going through. Consider this web site ( as our storefront and warehouse.

For 15 years we stored creating new content material. As the positioning grew, upkeep required extra time — so we tended to place a few of it off. In consequence:

Outdated content material piled up like digital mud bunnies.
Older hyperlinks broke.
Technical points negatively affected Google crawling.

To prime it off, we got here head to head with the 80/20 rule.  Massive information analytics confirmed that 80% of our advert income is pushed by about 20% of our content material.

That is attributable to two elements. First, some older content material is solely outdated. Second, the extra content material you have got, the deeper the very best content material will get buried.

We knew we needed to take a step again as a way to develop in 2019.

We began by conducting a web site audit utilizing a software known as SEMRush. The nice factor is that the software offers a roadmap for methods to repair the problems, and we’ve made good progress already.

Conclusion: Don’t delay upkeep. Time shouldn’t be your pal.

Optimized Web site Velocity

Web site velocity is extra vital than ever, particularly with the shift towards cellular guests. So we set a objective to enhance web site velocity throughout 2018. And I’m comfortable to report the positioning is way sooner in the present day than earlier than we began.

One of many modifications that dramatically improved web site velocity for us was caching pages on a CDN. Beforehand it might take a number of further seconds or partial seconds to create the web page dynamically. Caching actually helped.

However bettering velocity shouldn’t be a “as soon as and carried out” activity.  Many elements sluggish a web site down. In reality, velocity varies web page by web page. And new points pop up. Now we have to repeatedly tweak.

Conclusion: With some challenges the bar is all the time shifting. Hold at it.

Trying Forward

So there you have got our 2018 Annual Report from Small Enterprise Tendencies.  We achieved some issues we’re happy with.  And we managed to beat some gnarly issues.

For 2019 we intend to:

Perceive voice search. Voice search is the following frontier. I purchased voice search gadgets for every of the manager group members, so we will experiment
Manage the positioning extra. We are going to proceed hunting down older, much less related content material. We are going to focus extra on construction.
Enhance person expertise. We intend to concentrate on bettering the cellular expertise for you, specifically. We’ve already began. For instance, we just lately widened our cellular template by a lot of pixels. After we carried out our responsive template 5 years in the past, cellular screens had been narrower. Screens have trended bigger since then. As well as, our COO has undertaken UX enchancment as a particular venture of hers.
Concentrate on branding. We are going to attempt to extend model recognition. Realizing now we have so many loyal readers encourages us to do extra to remain prime of thoughts.
Proceed constructing group power. One factor we’ve discovered over 15 years is small enterprise’s power is its group. When our group members put our collective heads down, we accomplish wonderful issues  So we’re investing in coaching and increasing the information of the group.

We are able to’t wait to see what 2019 brings!

We at group Small Enterprise Tendencies hope this Annual Report evokes you to replicate again on YOUR success.  In spite of everything, that’s our mission. “Small enterprise success … delivered each day” means we try that can assist you achieve success, on a regular basis.

Wishing you a profitable 12 months,

Anita Campbell, Founder and CEO of Small Enterprise Tendencies.

PS:  What are you proudest of from 2018?  What do you intend to concentrate on in 2019?

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