Most small and mid-size businesses do not use Instagram and many don’t use social media at all, according to a new survey. That’s concerning. Social media can be an effective marketing tool for small businesses if they learn how to use it well. Small businesses can attract consumer attention and build customer relationships relatively easily on social media. Consumers like businesses to answer their questions and interact with them on social media, and small businesses can gain a competitive edge by engaging with consumers on social media.
The Manta poll of over 1400 small business owners focused on Instagram. It reveals that less than a fourth use Instagram to market their business, mostly to find new customers. Only 20 percent of those pay for promoted posts or advertising.
Business owners say they don’t use Instagram because they don’t how to use it (39%), don’t use social media marketing (33%), their customers don’t use Instagram (21%), don’t see in value it (7%), and don’t have time (5%). While the lack of customers on the network is a valid reason, the significant number of businesses lacking a social media presence is more troubling.
An Ideal Platform
If a business maintains a storefront or shares advice with customers, Instagram may be an ideal platform for them, says entrepreneur and marketing expert Ciaran Blumenfeld.
“Customers are looking for you on Instagram. For social media natives, an Instagram account is a stamp of authority and authenticity. These connected customers will often search for an Instagram profile before searching for a website,” Blemenfeld writes for Business 2 Community. “The assumption is that a website is a static PR/Advertising fabrication, as authentic as a classified ad. Instagram shows and tells more, and more is what today’s consumers expect. If you’re not there, you might not be perceived as trustworthy.”
Other surveys show that small and moderate-sized business recognize the value of social media, although struggle to use effectively and measure its impact. Research by GetApp revealed that 56% of small business owners and managers polled said social media is superior to other digital brand-building techniques.
In addition, a Social Media Marketing Industry Report from Social Media Examiner found that social media marketing plays a vital role for small business. Out of 3,720 small business owners and marketers surveyed, 96 percent use social media marketing and 92 percent agree that it’s important for their business.
Measurement Challenges
Most (93 percent) emphasize Facebook, followed by 79% that use Twitter. More than half (62 percent) planned to increase their Facebook marketing efforts. Despite their emphasis on Facebook marketing, most said they don’t know if their Facebook outreach is working. SMBs either don’t know if Facebook achieves their goals or it does not in fact achieve those goals. The finding could also mean that they have no goals, or they haven’t bothered to measure their progress toward goals.
“Facebook’s domination of social media marketing despite the fact that most marketers are uncertain of its impact should concern small businesses,” writes Suzanne Delzio, director of Informed Web Content, for Social Media Examiner. “Without the benefit of a marketing team creating a strategy complete with goals and measurement, small businesses have a harder time evaluating marketing efforts.”
Measurement of social media success does not have to be time-consuming or difficult. Here’s the simple approach: Use unique coupons, telephone numbers, and email addresses in calls to action on social media; then analyze the results/returns to determine the value of social media in generating leads and sales.
Bottom Line: Most small businesses don’t use Instagram and many don’t use any social media channels. However, businesses can successfully promote themselves through Instagram and other networks if they understand the channels and can measure their results.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, measurement and analytics solutions across all types of traditional and social media.
