More than nine in ten Staffordshire SMEs believe marketing and communications drive business growth, yet over a third have no strategy in place for the year ahead according to new research.
The survey of more than 60 local businesses – carried out by Chatty Duck Creative in partnership with Staffordshire Chambers of Commerce – found that 93 per cent of small and medium-sized enterprises in the county see marketing and communications as contributing to commercial growth. However, 34 per cent of respondents said they have no marcomms strategy in place for 2026.
Budget was identified as the biggest barrier to accessing marketing support, cited by more than 70 per cent of respondents. Time constraints (41 per cent), trustworthiness (34 per cent) and lack of expertise (27 per cent) were also highlighted.
James Morgan, managing director of Chatty Duck Creative, said: “We are delighted that the overwhelming majority of local organisations understand the commercial value of strategic marketing and communications, but it’s surprising to learn that more than one-third of Staffordshire SMEs have no overarching plan in place.
“It’s difficult to reach your intended destination without a map. There are plenty of cost-effective options out there, so I would encourage anyone interested in optimising their business’s marcomms to pick up the phone and speak with an expert. Asking questions costs nothing, and can save you a lot of time and money in the long run.”
Chris Plant, interim chief executive of Staffordshire Chambers of Commerce, added: “Staffordshire’s SMEs recognise that strong marketing and communications are central to sustainable growth. What this research highlights is a real opportunity.
“With the right guidance and a clear plan, businesses can turn ambition into action, even in challenging economic conditions. Our role as a Chamber is to connect companies with trusted expertise, practical support and a community that helps them compete with confidence.”
When asked where they plan to seek marketing advice in 2026, 58.5 per cent said they would rely on internal staff. Just under three in ten (29 per cent) plan to consult specialist external agencies, while 27 per cent intend to turn to artificial intelligence and social media for direction. A further 24 per cent said they would use search engines.
AI emerged as a recurring theme in qualitative responses, with businesses citing its use for topic generation, content creation and strategic support. However, several respondents stressed the importance of expert guidance when using AI tools to ensure a return on investment.
James added: “AI is no substitute for human insight or experience, but to suggest that companies cannot benefit from these tools would be to ignore the commercial reality for many startups and microbusinesses in Staffordshire.
“Just remember that when it comes to AI, the output is only ever as good as the input, so be prepared to put in the hard yards, even if you are relying on these platforms.”
