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How SMBs in the UK are
embracing social media
Who did we survey?
456 Decision-Makers
in Small and Medium
Businesses (SMBs) in the UK
How are SMBs defined?
Businesses with:
• Less than 500 employees
• Less than £4M GBP
annual revenue
This report explores how Small and Medium Businesses
(SMBs) in the UK make use of social media.
SMBs in the UK are growing
…and are using Social Media
70%
68%
have an increased number of
customers
have increased overall
revenue
have increased overall
profitability63%
4
SMBs in the UK are experiencing widespread year-on-year growth
HYPER-GROWTH
Significant increase in overall
revenue compared to last year
5
15% of SMBs report that they are
currently in a hyper-growth phase
15%
53%
32%
GROWTH
Increase in overall revenue
compared to last year
NON-GROWTH
No change or decrease in overall
revenue compared to last year
6
Almost all SMBs surveyed use Social Media for their business…
93% of SMBs
are Current
Users of
Social Media
4% are Future
Users
7
92%
80%
68%
43%
39%
17%
11%
LinkedIn Twitter Facebook YouTube Google+ Pinterest Instagram
and LinkedIn is the #1 Social Media site used by the companies
of the individual SMB professionals surveyed
SMBs see Social Media as a key way
to meet their business challenges
9
Lead generation and social media are cited
as the main contributors to SMB growth
39%
29%
41% 41%
17%
13%
7% 8%
Contributed to growth in
customer numbers
Contributed to growth in
overall revenue
Social media and social ads Lead Generation
Other online ads Offline ads
10
Growing SMBs were significantly more likely to plan to increase
their Social Media spend in the next 12 months
63%
69%
53%
39%41% 39%
Increased Social Media
spend this year
Increased Lead generation
spend this year
Hyper-growth SMBs Growth SMBs Non-growth SMBs
11
Top challenges currently faced by SMBs relate to generating
business, boosting profit margins and hiring
27%
30%
31%
32%
67%
Managing cash flow
Finding and hiring good employees
Marketing and advertising effectively
Increasing profit margins
Attracting new / retaining current customers
12
Social media is helping SMBs overcome
some of their key challenges
“Social media is important
for retaining/getting new
customers”
“Social media is important for
marketing my company”
79%
68%
“Social media helps my
company source and hire
new employees”
45%
SMBs are looking for financial
information on Social Media
14
have used LinkedIn for
financial purposes
37%43%
are already using Social
Media for at least one
financial purpose
15
SMBs can be reached on LinkedIn at each stage of
their decision making journey
2%
2%
8%
9%
10%
13%
19%
10%
20%
Purchased an insurance product
Opened a new financial account
Discussed a financial product / policy or account type
with a family member, friend, or colleague
Asked a financial professional for additional info about a
financial product / policy / account type
Contacted a financial representative
Conducted additional research on a financial product
Shared info about financial trends/products/companies
Learned of a financial product was not aware of
Learned about a financial company was not aware of
Awareness
Consideration
Purchase
SMBs will be most engaged by do-it-yourself content, as well as
innovation news, and peer or expert reviews
16
Top 6 Impactful Types of Financial services Content
1
Best practices,
How-To-guides and
checklists
2
New innovation and
technology developments
3
Peer ratings, reviews or
testimonials
6
Thought leadership
articles and stories
4
Expert ratings, reviews
or testimonials
5
Customer stories and
case studies
17
Top Trending Topics among Manager+ in SMBs in the UK
3 month time-frame. LinkedIn: Feb 24th – May 24th
10 real-world tips for building
relationships and closing more
on LinkedIn
Recruitment Success Kit:
15 tips for 2015
Make it Matter – Security,
Mobility, Cloud, Big Data
Solutions
Warren Buffett Just Wrote His
Best Annual Letter Ever
– Bill Gates
Get the Free B2B Content
Marketing Report
Six Secrets to Success at Work
– Jack Welch
18
Customer service and reputation feature highly as factors to
consider when choosing a financial services company
Top 3
Consideration Factors
3. Brand and Reputation52%
2. Customer Service55%
1. Charges and Rates60%
Transparency and clarity as well as direct experience with a
provider, are key to increasing the confidence of SMBs
8%
66%
26%
Confidence in the Financial Service
industry in the past 12 months
Increased confidence
Stayed the same
Decreased confidence
13%
16%
20%
38%
50%
57%
63%
Visibility of employees
Press coverage
Conversations with friends / family / colleagues
Responding quickly to enquiries
Clear explanations of products and services
Personal experience dealing with a provider
Transparency of price and terms / conditions
Factors that would increase confidence in the Financial Service industry
Key findings Implications for marketers
Almost all SMBs in the UK use
social media
An active presence on LinkedIn is
crucial for successful marketing and
customer acquisition
SMBs can be reached on LinkedIn at
each stage of their financial decision
making journey
Tap into vast pools of potential
customers by providing them an avenue
to share information about your brand
and products
Clear content related to financial products
and services and better customer
service are things SMBs look for in
financial service brands
Use LinkedIn to disseminate
information about financial products
and services, customer service and to
build confidence
1
2
3
Key findings Implications for marketers
Almost all SMBs in France use
social media
An active presence on LinkedIn is
crucial for successful marketing and
customer acquisition
Tap into vast pools of potential
customers by providing them an avenue
to share information about your brand
and products
Use LinkedIn to disseminate
information about financial products
and services, customer service, and to
build confidence
Contact us at https://lnkd.in/contact_us.

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How SMBs in the UK are embracing social media [2015 Research]

  • 1. How SMBs in the UK are embracing social media
  • 2. Who did we survey? 456 Decision-Makers in Small and Medium Businesses (SMBs) in the UK How are SMBs defined? Businesses with: • Less than 500 employees • Less than £4M GBP annual revenue This report explores how Small and Medium Businesses (SMBs) in the UK make use of social media.
  • 3. SMBs in the UK are growing …and are using Social Media
  • 4. 70% 68% have an increased number of customers have increased overall revenue have increased overall profitability63% 4 SMBs in the UK are experiencing widespread year-on-year growth
  • 5. HYPER-GROWTH Significant increase in overall revenue compared to last year 5 15% of SMBs report that they are currently in a hyper-growth phase 15% 53% 32% GROWTH Increase in overall revenue compared to last year NON-GROWTH No change or decrease in overall revenue compared to last year
  • 6. 6 Almost all SMBs surveyed use Social Media for their business… 93% of SMBs are Current Users of Social Media 4% are Future Users
  • 7. 7 92% 80% 68% 43% 39% 17% 11% LinkedIn Twitter Facebook YouTube Google+ Pinterest Instagram and LinkedIn is the #1 Social Media site used by the companies of the individual SMB professionals surveyed
  • 8. SMBs see Social Media as a key way to meet their business challenges
  • 9. 9 Lead generation and social media are cited as the main contributors to SMB growth 39% 29% 41% 41% 17% 13% 7% 8% Contributed to growth in customer numbers Contributed to growth in overall revenue Social media and social ads Lead Generation Other online ads Offline ads
  • 10. 10 Growing SMBs were significantly more likely to plan to increase their Social Media spend in the next 12 months 63% 69% 53% 39%41% 39% Increased Social Media spend this year Increased Lead generation spend this year Hyper-growth SMBs Growth SMBs Non-growth SMBs
  • 11. 11 Top challenges currently faced by SMBs relate to generating business, boosting profit margins and hiring 27% 30% 31% 32% 67% Managing cash flow Finding and hiring good employees Marketing and advertising effectively Increasing profit margins Attracting new / retaining current customers
  • 12. 12 Social media is helping SMBs overcome some of their key challenges “Social media is important for retaining/getting new customers” “Social media is important for marketing my company” 79% 68% “Social media helps my company source and hire new employees” 45%
  • 13. SMBs are looking for financial information on Social Media
  • 14. 14 have used LinkedIn for financial purposes 37%43% are already using Social Media for at least one financial purpose
  • 15. 15 SMBs can be reached on LinkedIn at each stage of their decision making journey 2% 2% 8% 9% 10% 13% 19% 10% 20% Purchased an insurance product Opened a new financial account Discussed a financial product / policy or account type with a family member, friend, or colleague Asked a financial professional for additional info about a financial product / policy / account type Contacted a financial representative Conducted additional research on a financial product Shared info about financial trends/products/companies Learned of a financial product was not aware of Learned about a financial company was not aware of Awareness Consideration Purchase
  • 16. SMBs will be most engaged by do-it-yourself content, as well as innovation news, and peer or expert reviews 16 Top 6 Impactful Types of Financial services Content 1 Best practices, How-To-guides and checklists 2 New innovation and technology developments 3 Peer ratings, reviews or testimonials 6 Thought leadership articles and stories 4 Expert ratings, reviews or testimonials 5 Customer stories and case studies
  • 17. 17 Top Trending Topics among Manager+ in SMBs in the UK 3 month time-frame. LinkedIn: Feb 24th – May 24th 10 real-world tips for building relationships and closing more on LinkedIn Recruitment Success Kit: 15 tips for 2015 Make it Matter – Security, Mobility, Cloud, Big Data Solutions Warren Buffett Just Wrote His Best Annual Letter Ever – Bill Gates Get the Free B2B Content Marketing Report Six Secrets to Success at Work – Jack Welch
  • 18. 18 Customer service and reputation feature highly as factors to consider when choosing a financial services company Top 3 Consideration Factors 3. Brand and Reputation52% 2. Customer Service55% 1. Charges and Rates60%
  • 19. Transparency and clarity as well as direct experience with a provider, are key to increasing the confidence of SMBs 8% 66% 26% Confidence in the Financial Service industry in the past 12 months Increased confidence Stayed the same Decreased confidence 13% 16% 20% 38% 50% 57% 63% Visibility of employees Press coverage Conversations with friends / family / colleagues Responding quickly to enquiries Clear explanations of products and services Personal experience dealing with a provider Transparency of price and terms / conditions Factors that would increase confidence in the Financial Service industry
  • 20. Key findings Implications for marketers Almost all SMBs in the UK use social media An active presence on LinkedIn is crucial for successful marketing and customer acquisition SMBs can be reached on LinkedIn at each stage of their financial decision making journey Tap into vast pools of potential customers by providing them an avenue to share information about your brand and products Clear content related to financial products and services and better customer service are things SMBs look for in financial service brands Use LinkedIn to disseminate information about financial products and services, customer service and to build confidence 1 2 3
  • 21. Key findings Implications for marketers Almost all SMBs in France use social media An active presence on LinkedIn is crucial for successful marketing and customer acquisition Tap into vast pools of potential customers by providing them an avenue to share information about your brand and products Use LinkedIn to disseminate information about financial products and services, customer service, and to build confidence Contact us at https://lnkd.in/contact_us.