Market Probe International: Survey shows how SMEs benefit from Twitter

Every day, small and medium-sized business owners ask us how Twitter can help them. Often limited by time and money, they want proof that their efforts on Twitter can bring them real business results. To help them understand the value of Twitter to small and medium-sized businesses, we asked global research company Market Probe International to select 500 people aged 18 and above from the United States and the United Kingdom, from a variety of fields, who have recently followed small and medium-sized businesses on Twitter. We believe the results of the survey will be helpful to many small and medium-sized businesses.

Below is the full survey content and key conclusions.

1. “Fans” drive sales and referrals

Most people (72%) are more likely to buy from a SME in the future after following or interacting with it on Twitter, and are more likely to recommend it (30%). Recommendations are important because they can increase website traffic, with 86% of respondents saying they are more likely to visit a SME recommended by a friend.

Conclusion: Fans can not only turn into customers, but also help you spread the word and bring in more customers.

2. “Fans” will establish an emotional connection with SMEs

One of the important reasons people follow SMEs (63%) is to show support for the business by following them. The vast majority (85%) also said that when they follow an SME, they feel more connected to it. This may explain why SME "fans" are more willing to buy products from them and recommend them.

Conclusion: Twitter can help small and medium-sized businesses connect with new and existing customers in a comfortable way. Thank your fans for their support by offering special offers only to Twitter users.

3. Fans want to be noticed and get feedback

People often follow SMEs because they want to get information about their new products (73%). But beyond that, they also want to share their opinions and get feedback through interaction (61%). As an SME, this is probably the reason you decided to use Twitter to promote your business in the first place.

Conclusion: Build a deeper connection by meeting the needs of your existing and new fans: Ask questions to invite fans to share their opinions and give timely feedback. Satisfy fans’ curiosity about new products by giving them sneak peeks through Twitter.

4. Using Twitter for marketing helps you find more customers

A third (34%) of respondents said they would interact with an SME’s Twitter account after seeing it advertised. People are also more likely (32%) to visit an SME after seeing it promote a product they are interested in or need.

Conclusion: Twitter ads can help you expand the reach of your message beyond your existing fan base and find other people who are interested in your business.

Research shows that people want to get information and interact with small and medium-sized businesses through Twitter. Not only that, if you encourage your "fans" to share their opinions, express their willingness to receive and give feedback, and inform them of new products, they will be more likely to help you expand your business by purchasing products or making recommendations.