Perhaps the great equalizer for small and medium-sized businesses (SMBs) is social media. Cheap to access and not requiring large advertising departments or costly services, it's not surprising that 77% of UK SMB digital marketers told Office of Communications (Ofcom) they regularly used social media sites and apps as marketing tools.
Far more UK SMB digital marketers said they use social media sites and apps than any other channel, though nearly 40% said they advertise or market on a vertical service, a specific niche type of market.
About one in three said they advertise on the website or app of local media, like a local news site or community message board. And nearly 30% said they regularly use an email newsletter to market their business.
One thing is clear: SMBs think that social media sites and apps are far better options than advertising with channels like Google or online marketplaces like eBay or Amazon Market. Under a quarter of those surveyed said they used marketing on these platforms.
Perhaps not surprisingly, SMBs with more employees more often used online marketing, For instance, about 70% of UK SMBs with 50 to 249 employees used online marketing, while 44% of those who had one to nine employees did so.
In total, 45% of UK SMBs used online marketing—and it's safe to bet that if they did so, they were active on social media sites and apps.