One in four small to medium UK businesses using social media: study

One in four small to medium sized businesses in the UK are using social media to connect with customers, according to a study.

A survey from Daryl Willcox Publishing, ‘How Do Small to Medium Businesses Market Themselves?’, revealed that 27 percent of those questioned used social media platforms such as blogging, Twitter, Facebook and online forums as part of their marketing activity. 285 companies ranging from 1 to 250 employees took part in the research. 

The respondents also used a range of external marketing services to increase their online presence. Over half had paid for services such as email marketing and search engine optimisation. Nearly a fifth had invested in external PR services. 

Results showed that over three quarters of businesses were confident when using the Internet to interact with existing and potential customers. Half were very confident, while a further 35 percent were fairly confident.

Daryl Willcox, founder of Daryl Willcox Publishing, said, “Many (small and medium businesses) are embracing social media and combining this with more traditional marketing methods. Companies realise the importance of being visible online and are recognising the benefits of having an up-to-date digital presence.” 

When looking at the use of trade magazines, 88 percent said they read relevant publications to keep up to date with developments and competitors in their industry. 

The ways trade magazines are influencing businesses range from putting new business processes in place (32 percent), training staff in new areas (21 percent), targeting new customer demographics (27 percent) and implementing new technology (28 percent). 

40 percent of those who took part in the research said they had advertised in trade magazines. However, direct mail was the most widely used medium to publicise services - 60 percent of businesses said they marketed themselves this way. 43 percent used press release distribution services, while 35 percent had taken out newspaper advertisements. 

The survey found that a quarter of businesses regularly communicate with customers; informing them about offers and services every week. 23 percent of those surveyed contacted customers every month, and a further quarter every few months. Over half (57 percent) agreed that informing their customer base of new products, services and changes was very important, with a fifth stating it was quite important. 

Almost all (97 percent) of the businesses surveyed had a website, with two percent planning on introducing an online presence. Only one percent didn’t have a website and were not intending to build one.