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BizReport : Social Marketing : May 15, 2012

UK: Facebook tops local directories for SMB customer acquisition

Move over Yellow Pages, there's a new customer acquisition tool at the top of SMB's advertising must-do lists... Facebook.

by Helen Leggatt

basekit.jpgA survey of 500 small businesses by self-build website development agency Basekit has found that over a third (36%) of SMBs in the UK now use Facebook to acquire new customers.

That beats out more traditional advertising tools such as local business directories (27%), print advertising (21%), online advertising (20%) and Twitter (17%).

"Small businesses are shifting their marketing to lower-cost media like Facebook and Twitter and away from legacy media like the directories," said Simon Best, co-founder of BaseKit.

One trend that emerges strongly is a fear amongst small businesses that, if they don't harness the web more effectively, they are in danger of becoming "digital dinosaurs", says Basekit, yet a whopping 60% of the 1.1 million small businesses in the UK are yet to get online.

"They tell us that one-to-one marketing is their most efficient and most successful way of generating new business - the fact that Facebook has become the number one source of new business within just a few years of its creation is remarkable," added Best.

Tags: advertising, customer acquisition, new business, online marketing, small business tools, SMB trends, UK

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