Are you a finance marketer looking to reach small and medium-sized businesses (SMBs)? Learn how you can engage them on social media. We will reveal our latest research with TNS, "Priming the Economic Engine," where you'll learn:
-- What content SMBs are actively searching for on social media
-- How SMBs are using social media to inform finance-related decisions
-- Best practices for finance marketers to impact SMB's decision making
Use the information in this SlideShare presentation to start building relationships with these high-growth companies.
Digital Marketing in 5G Era - Digital Transformation in 5G Age
How to Engage SMBs with Content on Social Media – Webinar
1. Commissioned study
conducted by:
How to Engage SMBs with
Content on Social Media
Dial-in: 866-469-3239
Access Code: 926 806 524
Password: areyouin
Twitter: @LinkedInMktg
1
4. They’re optimistic about 2014 and focused on
marketing
4
8 in 10
think 2014 will be
better than 20131
41%
say increasing marketing
and brand presence is their
top business priority1
10.7%
YoY increase in
marketing budgets2
1 - RocketLawyer, 2013 Semi-Annual Small Business Survey
2 - Borrell Associates, Dec. 2013
6. Key Findings
6
There is a prime opportunity for financial companies to
influence SMBs on social media – especially on LinkedIn
There is a strong correlation between increased social media
spend and hyper growth
Social media: ideal for marketing, but also for learning
8. 8 out of 10 SMBs use social media for their business
8
81%of SMBs are Current
Users of Social Media
9%
are Future
Users
9. Among social media users,
nearly all use it for marketing
TOP MARKETING
REASONS*
Maintain a company
presence and identity
Generate word-of-mouth
Deliver content and new
information about
company
Advertise to help
increase awareness
Advertise to generate
new leads
1
2
3
9
4
5
*Base: Current Social Media Users
Small Businesses are significantly more likely vs. Medium Businesses
Medium Businesses are significantly more likely vs. Small Businesses
Use Social Media for
Marketing Needs
94%
11. Half also use social media to
learn and share resources
TOP REASONS FOR
LEARNING*
Access a network of
peers to ask questions
Learn from experts in
my industry
Obtain insights or best
practices
Find information and
opinions to answer my
questions
1
2
3
Use Social Media for
Learning
49%
11
4
*Base: Current Social Media Users
Small Businesses are significantly more likely vs. Medium Businesses
Medium Businesses are significantly more likely vs. Small Businesses
13. The majority of SMBs are growing and one in six are
in hyper growth mode
13Small Businesses are significantly more likely vs. Medium Businesses
Medium Businesses are significantly more likely vs. Small Businesses
GROWTH
Increase in Overall Revenue
Compared to Last Year
48%
36%
16%
NON-GROWTH
Decrease/No Change in
overall revenue YoY
HYPER GROWTH
Significant Increase in Overall
Revenue YoY
17. 17
Social media is one of the most
influential touch points when SMBs
choose a financial service provider
18. Over two-thirds of SMBs on social
media use it for financial services
TOP REASONS*
Keep up-to-date on financial
trends
Gather preliminary financial
information
Seek advice on a financial
decision
Evaluate or re-think a
previous financial decision
Recommend a financial
product to others
1
2
3
4
5
Have Used Social Media
for Finance-Related
Reasons
68%
Small Businesses are significantly more likely vs. Medium Businesses
Medium Businesses are significantly more likely vs. Small Businesses
18
19. Top 6 Actions As A Result of Hearing on Social Media
0504
01
Conducted additional research
on a financial product
06
Asked a financial professional for
additional info
Shared information about
financial trends, products
Discussed a financial product with
a friend or colleague
02
Learned of a new financial
company
03
Learned of a new financial
product
Social media triggers SMBs to learn more about
financial products and companies
Small Businesses are significantly more likely vs. Medium Businesses
Medium Businesses are significantly more likely vs. Small Businesses
19
22. 29%
22%
21%
20%
16%
There is a significant opportunity for financial service
providers to cater to SMBs’ unmet needs
22
*Base:: Current Social Media Users
**Base: Those who expected info
Top 5 Types of Finance Content expected on social but not received*
Best practices, how-to guides, checklists
New innovation and technology developments
New product information
Company background
Industry news/strategy information
23. 23
In the path to purchase for financial
services, SMBs consider LinkedIn to be
one of the most trusted platforms
24. LinkedIn is the destination SMBs are most receptive
to learning about financial products
24*Base: Current Users of Each Social Media Site
Openness to Receiving Financial Information
On Social Media Sites*
57% 49% 47% 47% 45% 38%
of hyper growth companies are
receptive to finance content on LinkedIn
69%
25. Only LinkedIn provides the 4 C’s
25
CREDIBILITY
Nearly 3 in 4 agree LinkedIn allows them to
build credibility.
CONNECTION
Over 2 in 3 agree LinkedIn lets them connect
with vendors or potential partners.
CONTEXT
Over 2 in 3 agree LinkedIn provides a relevant
context to promote and advertise their
company.
COMMUNITY
Nearly 2 in 3 agree LinkedIn provides access
to a broader community of other companies to
seek opinions.
26. ...providing a valuable resource across different
activities in the SMB value chain
*Base: LinkedIn Users. 26
Open
Innovation
Marketing
& Sales
Sourcing
Customer
Service
27. Build relationships through multiple touch points on
LinkedIn
Build your followers
Encourage referrals and
recommendations
Provide real-time
assistance
Build communityPublish thought
leadership
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