Small and medium-sized businesses (SMBs) are considered engines for economic growth, and with good reason. They account for 1.3 million business units in North America, generating approximately $5.5 trillion in annual revenue. Moreover, 8 out of 10 SMBs use social media, and 68% of them are using it to inform financial decisions — presenting a golden opportunity for finance marketers to deliver relevant, useful content. Find out how in this research study from LinkedIn and TNS.

1. Commissioned study
conducted by:
Priming the Economic Engine
How Social Media is Driving Growth for
Small and Medium Businesses (SMBs)
1

2. Why should you care about SMBs?
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SMBs contribute $5.5
trillion in annual
revenue.
Small businesses
create seven of
every ten new jobs.
Young firms in
growth mode are
the largest
contributors to
job growth.
1
23

3. Most SMBs have already adopted social media
3
81%of SMBs are Current
Users of Social Media

4. The #1 challenge for SMBs is finding new customers
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65%
State that attracting
new customers is
their top business
challenge
61%Find social media useful
in gaining new customers
4

5. SMBs use social media to learn
and share resources
TOP REASONS FOR
LEARNING*
Access a network
of peers
Learn from
industry experts
Obtain insights
and best practices
1
2
3
Use Social Media for
Learning
49%
5*Base: Current Social Media Users

6. Report Increased Social Media Spend
Hyper growth and increased spend on social media
are strongly correlated
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Hyper Growth
73%
Non-Growth
42%
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7. 47%
57%
59%
72%
73%
Social media is a top channel where SMBs in hyper
growth have increased spend
Base: Current Social Media Users
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% of Hyper Growth SMBs Reporting Increased Spend
Social Media and Social Ads
Email Marketing
Events
Online Ads
Offline Ads

8. TOP REASONS
Keep up-to-date on
financial trends
Gather preliminary
financial info
Seek advice on a
financial decision
1
2
3
SMBs leverage social media
for financial services
Have Used Social Media
for Finance-Related
Reasons
68%
8

9. Social media helps drive action
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Path to Purchase
DISCOVERY
Gather info /
stay up-to-date
CONSIDERATION
Seek advice / info to make a
purchase
DRIVEN TO PURCHASE
37%
DRIVEN TO ACTION
(Learn / Discuss / Purchase)
93%

10. SMBs want best practices and how-to guides
10
*Base:: Current Social Media Users
**Base: Those who expected info
Top 5 Types of Finance Content expected on social but not received*
29%
22%
21%
20%
16%
Best practices, how-to guides, checklists
New innovation and technology developments
New product information
Company background
Industry news/strategy information
29%
22%
21%
20%
16%
Best practices, how-to guides, checklists
New innovation and technology developments
New product information
Company background
Industry news/strategy information

11. LinkedIn is where SMBs are most open to financial info
11
*Base: Current Users of Each Social Media Site
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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%

12. Only LinkedIn provides the 4 C’s
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13. ...providing a valuable resource across different
activities in the SMB value chain
*Base: LinkedIn Users
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Open
Innovation
Marketing
& Sales
Sourcing
Customer
Service

14. Best practices for marketers
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Target hyper growth companies
Build your credibility by facilitating open dialogue with SMBs
Enable learning throughout each phase of the purchase path
Provide resources for the entire SMB value chain

15. Commissioned study
conducted by:
Thank you
15

16. The majority of SMBs are growing and one in six are
in hyper growth mode
16
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