Social media helps SMEs connect with customers

Daryl Willcox Publishing has conducted research that suggests one in four small and medium-sized businesses in the UK are using social media to connect with customers.

The survey, entitled 'How Do Small-to-Medium Businesses Market Themselves?', revealed that 27 per cent of those questioned used social media platforms such as blogging, Twitter, Facebook and online forums as part of their marketing activity.

The respondents, who represent more than 80 industries including catering, health and fitness, construction, automotive, property, education and finance, also used a range of external marketing services to increase their online presence.

More than half had paid for services such as e-mail marketing and search engine optimisation, while nearly a fifth had invested in external PR services.

Results showed that more than 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 per cent were fairly confident.

When looking at the use of trade magazines, 88 per cent 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 per cent), training staff in new areas (21 per cent), targeting new customer demographics (27 per cent) and implementing new technology (28 per cent).

Around 40 per cent 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 per cent of businesses said they marketed themselves this way.

In addition, 43 per cent used press release distribution services, while 35 per cent 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.

Of those surveyed, 23 per cent contacted customers every month, and a further quarter every few months.

More than half 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 per cent) of the businesses surveyed had a website, with two per cent planning on introducing an online presence.

Only one per cent did not have a website and were not intending to build one.

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