• Study shows social media is now the top sales channel for a quarter of UK small businesses.
• 1 in 3 small business owners feel excited about using social, but over half (58%) want help upskilling.
• 60% of entrepreneurs wish they’d had more digital skills support at school, BT survey finds.
• BT is working with Patricia Bright, online entrepreneur and influencer, to provide small businesses with top tips for success. 
• Stacey Kehoe, Founder of Brandlective Communications, shares how digital upskilling helped her bounce back from multiple redundancies.

A quarter (28%) of small businesses in the UK are now generating more sales from social media than from any other channel, including e-commerce and bricks-and-mortar stores, according to research from BT*.

Yet, despite the widespread uptake of social media as a sales tool, one in five (21%) entrepreneurs are concerned that they lack the digital skills to help them get the best results for their business out of social platforms.

In a bid to help the UK’s smallest enterprises better leverage the business benefits of social media, BT has teamed up with business influencer and YouTube star, Patricia Bright, to offer expert guidance on how to use digital marketing, and tailor strategies to use social media in an impactful way.

The campaign also comes as BT celebrates supporting more than one million entrepreneurs through its Skills for Tomorrow programme, which provides free digital skills training, courses, resources and mentoring for any small business in the UK.

BT’s study investigated social media strategies used by more than 500 small businesses in the UK and found that Meta-owned platforms are the most important for revenue-hunting entrepreneurs. Almost a third (30%) of those asked said Facebook was the primary social media channel they use for sales generation, followed by Instagram (18%), Twitter (10%) and TikTok (9%). 

Social media is also seeing a growth in popularity compared to other marketing tools used to generate sales, with a quarter (25%) using organic/non-paid social media to increase income, and 22% using paid social media posts. These are both being used more widely than other digital tools like direct email marketing (18%) and SEO (15%), and more traditional tactics like partnerships (11%) and leafletting (11%).

Behind the times

While many entrepreneurs have turned their expertise in social media into a competitive advantage, some admit to feeling overwhelmed by changes to rules, algorithms, and consumer habits. One in five (21%) feel "behind the times", 16% feel "stressed", and others feel "anxious" and "confused" when they think about how to best use social for their business.

These feelings often come from the frequent changes to advertising rules, the complexity of paid social performance and making the most of customer data. Facebook Marketplace, TikTok and Instagram shops all help businesses reach new audiences and convert sales within social media sites, yet guidelines and algorithms vary across platforms – which is leaving many business owners feeling left in the dark.

Digital skills plea

More than half (58%) of small business owners say they would benefit from digital skills training, and even more (60%) wish this support had been offered to them while at school.

When discussing which skills they need most help with, almost a quarter (24%) would welcome support in targeting the right audience online, one in five (21%) would like a hand understanding social media and creating a brand online, while a 19% are calling for more advice on wrapping their head around cyber security – something that can have a catastrophic impact if not implemented correctly.

Teaming up with Patricia Bright 

Digital creator, Patricia Bright, knows only too well how social media can create more opportunities for business owners and supercharge growth. Having launched her own YouTube channel while studying at university, Patricia harnessed the brand-building benefits of social media and grew her following organically, using her platforms to earn revenue through partnerships. Now Patricia has 1.2 million followers on Instagram, she encourages business owners to make the most of free online courses, like those offered by BT, to equip themselves with the skills that will enable them to create better online content and use social media to attract new customers.

Patricia Bright, Entrepreneur and Influencer, said: “Digital marketing skills are now a ‘must-have’ for small business owners so that they can grow awareness and build stronger relationships with potential customers. Getting started with social media for your business might seem daunting at first but there’s now more support available to entrepreneurs than ever before. I learned first-hand that investing time to foster a strong social media following can put you in touch with new customers directly and showcase your services and products more clearly, building a powerful brand image and reputation.”

Chris Sims, Managing Director of Small and Medium Enterprise at BT, said: "Some of today’s most successful businesses were built on social media. Over three quarters (76%) of today’s business owners rely on social media platforms or an online presence to drive sales. At a time when business owners face rising costs, social channels can offer small businesses a competitive advantage: helping them reach, and engage with, new audiences – and ultimately drive sales. As well as providing the digital foundation to help them grow, our role at BT is to help the nation’s small business owners keep.”

Maria who runs a popular hair salon, Maison Style, in Southwest London, spoke about her own journey with Digital Marketing “When I first considered using digital marketing to advertise Maison Style, I didn’t know where to start. There’s just so much to cover and learn, which can be a bit overwhelming – our Instagram channel is one way in which we promote our salon, but it’s difficult to find the time to focus on finding new customers when you’re running a salon. Patricia has inspired me to get better at using social media to grow my business and use the powers of social media to find new customers.”

Stacey Kehoe, Founder of Brandlective Communications, a BT customer who has benefitted from the free digital skills courses, explains: "With so much uncertainty around the economy, it can be hard to feel like you have control over your business. However, preparing yourself through training is a great way to stay ahead, ensuring you have the necessary skills to move forwards. Get out there and learn new skills – who knows where it could take your business."

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Notes to editors

* Research conducted by Opinium of 2,000 UK Adults, including 500 people who run their own business or side hustle, between 30 December 2022 – 05 January 2023

Patricia Bright’s 5 Top Social Media Marketing Tips

1. Be yourself! Having an original and authentic tone of voice will help to naturally engage a wider audience and communicate your brand values.  
2. Ensure your content can reach across all social platforms – don’t be afraid to edit your style so it’s appropriate for different audiences. Vary tone across Instagram, Facebook and TikTok.  
3. Be receptive to community feedback – try to nurture relationships and better understand your target audience.
4. User-Generated Content is great – encourage your true fans or customers to make their own content that shares what you do. This also helps foster a greater sense of community.
5. Get organised. Schedule and put systems in place to ensure you’re posting regularly. Being consistent will help to ensure your following grows organically. 

Last month I swapped the boardroom for the banks of the Thames, as I joined a group of small business owners on a walk and talk session in London. It was a real pleasure to be invited along to a Netwalk – one of the monthly sessions Small Business Britain and BT organise to bring local businesses together, enjoy some fresh air and talk about the realities of running your own operation. This feels more important than ever when you consider that the vast majority of the UK’s SMEs (small and medium enterprises) are working alone.

Since the creation of BT’s new Business unit, I’ve been on a mission to hear from as many customers as possible. BT works with around a million small firms, and it’s not often I get the chance to spend time face-to-face with a group of so many vibrant people who are building their own business from the ground up. Overall, the Netwalk left me feeling proud and inspired. Even in tough economic times, with the international bar set high, it’s clear to me that the UK’s entrepreneurial spirit is  punching well above its weight. 

As a result I’m energised to bring more of that entrepreneurial spirit to my day-to-day leadership: thinking less like a big corporate and more like a small business.

Being brave enough to take the risk

SMEs make up 99% of the UK’s business population and bring in around half of private sector turnover¹. These entrepreneurs play a major role in carrying the economy – and the Netwalk really brought this to life for me. When I arrived the first thing that struck me was the sheer variety of businesses, from a security specialist to someone building games to keep kids off screens. In just one session I met people working on their own, people providing valued services, people making products, people starting again.

I also got a real sense of the courage of these entrepreneurs. They are putting their heart and soul into making their businesses work – some side-hustling, some literally betting their house on something new – yet there was an overwhelming sense of optimism and camaraderie in the air. In the corporate world, there is definitely something we can learn here: being bold enough to take risks when it feels right.

Zeroing in on the customer

It’s this entrepreneurial mindset that I am taking with me back into BT. At a time when enterprises of all shapes and sizes are under growing economic pressure, SMEs are having to do more with less.

It’s not an easy time for small businesses. What’s clear from speaking to them is that their relationships with the customers and communities around them are the glue that holds their businesses together. They can’t afford to let this slip, and neither can we. We need to keep a laser focus on delivering for customers – giving them what they need now, and in the future.

Connecting people with purpose

Whether it’s major multi-nationals, public service providers, wholesale partners, large corporates or SMEs, meeting more UK customers this year has left me in awe of what people can do with connectivity. And the Netwalk only amplified this for me. People achieving great things for their communities: devoting their time and expertise to give back via their businesses.

This made me think about the ways we further embed purpose into everything we do as a big business, and how we continue to advocate for our smallest customers. We need to do more to equip them with the tools and skills they need to thrive, and to use our platform as one of the UK’s best-known B2B brands to give small business a stronger voice.

It’s humbling to think that more than a million people just like this are building their businesses on BT. On the Netwalk I heard about people building entire sales strategies on social media – or relying solely on their phones to run their day-to-day operations. It’s up to us to build and maintain a rock-solid digital foundation for their success – today and tomorrow. After all, if they can’t rely on our network, how will they reach their customers, their supply chain, their communities? How will they evolve, expand and reinforce their role as the bedrock of the economy?

It’s our responsibility to keep the spirit of entrepreneurship alive by showing SMEs that we’ve got their back – building them up and empowering them to take risks, unlock their potential and play their part in getting Britain back to growth.

[1] UK Small Business Statistics | FSB, The Federation of Small Businesses

25th October 2022 – BT has today announced Just Eat and Checkatrade as the latest businesses to join its partnership network, aimed at helping the UK’s smallest and fledgling firms grow.

Specifically designed for micro-businesses with up to five employees, BT’s partnership network delivers perks to customers across broadband, mobile, connected devices, and digital marketing, plus other forms of support aimed at helping businesses grow.

BT has partnered with Just Eat to provide high-speed business Wi-Fi and access to a 4G network, designed to suit every restaurant’s business needs. The Checkatrade partnership focuses on business mobile plans, tailored to help businesses operate on the move. While the offers will change regularly, initially they include:

Just Eat

• Just Eat’s partners can enjoy unique deals with plans providing game changing speed options of up to 900Mbps with no set up fees.
• Halo for Business, recommended for Just Eat’s partners, includes BT’s Hybrid back up ‘always connected guarantee’ which switches broadband to 4G if there’s a problem, keeping Just Eat restaurants running smoothly.
• Businesses can enjoy savings of up to £115.95 on broadband¹, all plans are complete with guest WiFi and access to 24/7 enhanced IT support as standard.
• Just Eat’s partners can make and take landline calls on the go from a business number, allowing restaurants to stay connected to their customers from anywhere.
• Partners can also get discounts on mobile business plans.

Checkatrade

• Checkatrade members can get discounts on mobile business plans, complete with uncapped speeds across all mobile business plans, plus benefits such as roaming abroad and easy to claim VAT through invoicing direct to your business.
• Checkatrade members will have access to EE’s range of exclusive Smart Benefits to boost their business. EE’s Roam Abroad Smart Benefit lets members use their EE plan in Europe and more destinations like the US and Australia with no extra charges.
• Other benefits include Apple Music, Video Data Pass, BT Sport Ultimate, Microsoft 365 Personal or 500 international minutes to call Europe and Business Zone countries from the UK.

In addition to the offers announced today, Barclaycard business customers can also claim cashback when they use their card to pay for BT and EE products, as part of a joint commitment to give the UK’s smallest firms the benefits and boosts they need to grow.

Caroline Southall, Director of SoHo (Small office/Home office) at BT said: “As businesses look to navigate the cost-of-living crisis, we are delighted to announce the addition of Just Eat and Checkatrade to our partnership network. Both these companies share our passion for supporting the smallest businesses in the UK to grow, which is why we have partnered with them to give broadband, mobile and connected devices to the enterprises that need them the most.”

Mark Finch, UK Director of Account Management at Just Eat, said: “With an increasingly tough economic climate, it’s important for us that we continue to do what we can to support small businesses. At Just Eat, we’re committed to adding value to our partners’ businesses, so we are delighted to be partnering with BT to provide a variety of deals and discounts to restaurants and grocers using our platform across the UK.”

Andy Harper, Chief Growth Officer at Checkatrade, said: “We’re pleased to provide this benefit from BT to our Checkatrade members. Phone and broadband connectivity are so important, and we know this partnership will make staying connected even easier for tradespeople and their customers.”

The launch of the new partnership network forms part of BT’s recently announced Enterprise Customer Charter. The new Charter is made up of a range of new initiatives from BT aimed at boosting the growth of UK businesses and the public sector and includes a pledge around delivering standout customer experiences.

To find out more about BT’s partnership offers with Just Eat and Checkatrade, contact the BT Sales Team on 0800 012 1245.

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¹ Savings calculation uses standard prices on 1 September 2022. Savings may vary depending on which broadband package the customer chooses. Standard prices may vary. Prices exclude VAT of 20%. 

Combining the latest devices with the UK’s best mobile network and an array of new digital tools, EE’s new Connected Laptop for small businesses product is packed with features to help firms which are just starting out or which are looking to grow.

Available now, EE’s Connected Laptop for small businesses combines the best of both EE and BT’s industry leading products and services and includes the following in one easy-to-use, great value package:

• Extensive choice of laptops from Samsung, Lenovo and Acer, complete with a built-in 4G/5G SIM and flexible mobile data plan to keep small firms connected when on-the-go.
• A choice of Smart Benefits for work and play. Customers can choose from one additional Smart Benefit when taking a Business Smart plan, such as access to the Microsoft Office 365 business collaboration tool; entertainment benefits like Apple Music and BT Sport; or EE’s Roam Abroad Pass.
• Free Digital Marketing Hub campaign for first time customers – an exclusive offer on the new all-in-one advertising platform which gives small firms all the tools and support they need to reach potential new customers.¹
• A free Square digital payment reader – a simple and affordable way for small firms to accept contactless payments, with the first £1000 worth of card transactions provided free from fees.²

Caroline Southall, Director of SoHo (Small office/Home office) said: “EE Connected Laptop combines the best of EE and BT – the UK’s fastest and most reliable mobile network, the best business devices, new digital tools, and entertainment services.

“It’s the latest example of how we’re going the extra mile for sole traders and micro-businesses, by constantly innovating to launch new feature-rich products which are great value, easy to use and save our customers’ time.

“The last few years have shown us that people can work from anywhere. This neat package gives the UK’s smallest firms the speed, reliability, and flexibility they need to get up and running fast, wherever their location. What’s more, they can boost their sales and reach by gaining access to smart business tools like digital marketing and contactless payments.”

EE’s Connected Laptop range offers small businesses a device for any budget and includes the Samsung Galaxy Book 2 Pro 5G which is available from £42 per month, available on 24 month and 36 month plans.

Customers also benefit from a Stay Connected Guarantee, Next Day Device Replacement and an Annual Device MOT – all underpinned by access to the UK’s most reliable mobile network.

The launch of EE’s new range of Connected Laptop’s for small businesses sees BT’s Enterprise business follow through on the latest commitment contained within its recently launched Enterprise Customer Charter. This is a new set of initiatives aimed at boosting the growth of UK businesses and public sector bodies, with the company committing to pioneering a new suite of smart business tools for small firms. These will combine the best of both BT and EE’s industry leading capabilities to help the UK’s smallest businesses thrive and free up time.

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¹ Please refer to Digital Marketing Hub | Your first digital marketing campaign is free (bt.com) for more information and offer T&Cs.

² Please refer to page 59 in the EE Price Guide for Small Business for Square offer T&Cs