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Marketing to SMBs in 2011
What are the media that break through the clutter to engage time-starved small and medium businesses (SMBs)? What are their business concerns and outlook? What messaging resonates with them as the economy recovers?
To answer these questions, we surveyed 300 SMB principals. The net:
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Search rules. The online tactics most preferred by SMBs to get product information: search (74% rate top-two box), email newsletters and educational resource centers (both 55%), and webcasts (43%). Least popular: "Ads on your cellphone," at 18%. |
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Events connect. SMBs rate trade shows (62%) the most preferred offline format for product information. Newspaper / magazine stories (i.e. the results of your PR efforts) (52%), direct mail (51%) and print newsletters (50%) are next. |
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Have it their way. SMBs rate "Designed for my needs" the most important factor when buying something for their business. The second most important factor: "High value." Least important? "Leading brand." |
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Help them sell. "Finding new customers" is the top business concern (72% rated top-three box, of 10 concerns), followed by "Dealing with competition" (56%). The least important concern: "Retaining talented employees." |
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Content works. 47% of SMBs visit vendor websites often or very often for business management advice; 52% think more favorably of a vendor whose site has educational content – and 44% are more likely to buy as a result. |
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And the winner is…. FedEx, with 78% rating its brand favorably or very favorably. Google, HP, and UPS are close behind, continuing the top-four ranking for these brands among SMBs since 2009. |
To learn more about the media and messaging that resonate with SMBs, along with their perceptions and use of online marketing, including social media, register today for our March 22 webcast (there's no charge). You'll get the full results of this survey as well as our complementary survey of 37 leading SMB marketers, and learn what works (and doesn't) in marketing to SMBs in 2011.
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>> Paychex acquires SurePayroll
SurePayroll, a provider of hosted payroll solutions for 30,000 small businesses, was acquired by Paychex for $115 million in cash.
>> Verizon offers Google Apps
Verizon launched Google Apps for Verizon to help small businesses increase productivity and advertise online through access to hosted applications via wired and mobile devices.
>> Sprint Concludes "Second Chance" Contest
Sprint Nextel awarded $200,000 to two winners of its Second Chance reality show, which was webcast on its Business on Main resource center. Separately, Sprint announced that its 15,000 Kansas City-area small business customers can sell to Sprint's 7,000 local employees via its Hometown Proud campaign.
>> The Principal Launches "10 Best" Contest
The Principal Financial Group kicked off its tenth annual "10 best" contest to find the small to medium businesses that provide outstanding employee benefits.
>> Morgan Stanley Commits $500 Million to Small Business Lending
Morgan Stanley will make up to $500 million in credit available to small businesses via the SBA 504 program.
>> Capital One Bank: 56% of small businesses expect increased sales in 2011; however 62% do not expect to hire.
>> Thompson Reuters / Paynet: Small business borrowing rose 20% in December, up for fifth straight month to the highest level since July 2008.
>> SurePayroll: Hiring by small businesses slightly down, but average paycheck slightly up.
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Engaging Bank Customers
For a leading regional bank, we develop a print newsletter which is both mailed to current commercial customers, and used by business bankers as a leave-behind on sales calls to demonstrate the bank's commitment to its customers' success. Contact us to discuss developing programs to support your channel or direct sales force in their SMB sales efforts.
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