According to its most recent small business marketing trends survey, the consulting firm BIA/Kelsey reports that small businesses with one-to-100 employees are becoming more sophisticated in their use of social media for marketing. “They have moved beyond social presence to social ads and video,” said Celine Matthiessen, the company’s vice president of analysis and insights. “Video on social is becoming more popular and small businesses see the highest return on investment of social channels from Snapchat and video on Facebook and Twitter.”
- Small businesses rate social media monitoring highest as the marketing tool they plan to begin using in next 12 months.
- A Facebook page, direct mail, and a website were the most used media for advertising and promotion.
- New social media management tools have made “Do it Yourself” (DIY) social media easier. Small businesses are showing a strong independent streak with 48.2% purchasing online ads themselves.
45% | Have a Facebook Account
25% | Use Facebook Ads
24.2% | Have a LinkedIn Account
23.9% | Have a Twitter Account
22.8% | Advertise on Google
19.6% | Have a Blog
15.4% | Have a Pinterest Account
15.1% | Have an Instagram Account
12.8% | Have Advertised Using Facebook Video
7.4% | Advertised via Promoted Tweets
4.1% | Have a Snapchat Account
3% | Advertised via Twitter Video