Small businesses benefit most from social media

In recent years, ‘[social media has moved from uncertain strategy to primary tool in the savvy marketer’s toolkit and it seems the self-employed and small business owners are reaping the most benefits]’, according to Michael Stelzner author of the 2011 Social Media Marketing Industry Report.

Of the 3342 marketers surveyed, 47% were either self-employed or small business owners. Here are just some of the areas where they reported greater results from using social media than their peers

  • Almost 90% reported increased exposure in an increasingly noisy marketplace
  • At least 59% developed new partnerships
  • They were twice as likely to find qualified leads
  • 48% saw improved sales as a direct result of their social media effort
  • Almost 60% reported reductions in marketing costs when using social media

But when small business owners have so many demands on their time, just how much time needs to be invested in social media to reap the benefits? Perhaps not as much as you’d think, with 75% of survey respondents reporting increased traffic and twice as many leads generated with as little as 6 hours a week on social media.

According to the report, almost all marketers have four tools in their toolkit; Facebook (92%), Twitter (84%), LinkedIn (71%) and Blogs (68%), with small business owners more likely than others to increase their use of LinkedIn during 2011.

Not all are going it alone, with 34% of small business owners reporting that they outsource at least part of their social media for growth. Tasks being outsourced include: design and development (17%), content creation (10%), analytics (10%) and monitoring (7%). Somewhat surprisingly, only 6% are outsourcing or seeking advice regarding their strategy.

It is also encouraging to see that marketers are integrating their social media efforts with other emarketing and more traditional marketing strategies, with 64% reporting a desire to increase their use of SEO and email marketing, as well as webinars, teleseminars, event marketing and press releases.

As Michael says ‘small business owners are finding great value in social media marketing [and] in many cases, they’re benefiting more than their large company peers]’.

Refer to the 2011 Social Media Marketing Industry Report for more insights into how social media can help businesses of all sizes and levels of experience. And for more helpful hints, tips and resources I also recommend Small Business News: Small Biz Social Media Guide.

References:
Michael Stelzner 2011, ‘2011 Social Media Marketing Industry Report’, viewed 25 April 2011.
Phil Mershon 2011, ‘Small Businesses Benefit Most From Social Media – Study Reveals’, viewed 25 April 2011.
Small Business Trends 2011, ‘Small Business News: Small Biz Social Media Guide’, viewed 25 April 2011.

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