Small business owners are failing to make the most of the potential of blogging, despite claiming to understand the potential value to their business.

According to a survey by marketing performance company WebTrends, just 5% of companies use blogs on a regular basis although 85% of marketers agree that having an effective web presence is important in achieving sales and marketing objectives.

More conventional internet-based marketing tools prevail among most businesses, with e-direct mail used often by 46% and web analytics employed by 37%. But just 5% use blogs, 4% podcasts and 3% web seminars.

“Blogging is much more than a ‘nice to have’ in business today,” said Nick Sharp, vice president at WebTrends. “With the power to publish, share and influence, this new consumer movement is impacting every aspect of the business world.”