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The Return of SMB Resource Centers
Many leading SMB marketers are launching or revitalizing
online resource centers, which offer information, tools
and advice to enhance small business relationships. For
example, AT&T and Dell have both recently launched content-driven
microsites.
If you are considering an online resource
center, keep these guidelines in mind:
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Label your content from the reader's perspective. Although as a marketer you may use terminology such as "high growth" or "Main Street," business owners don't think of themselves in those terms. |
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Position your company as a trusted advisor by offering valuable content that visitors cannot easily find elsewhere on the Web. |
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Demonstrate commitment to the user. Keep the site content fresh, informative and exciting. Nothing deters repeat visits like the perception of an orphaned site. |
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Provide a variety of content formats to engage visitors with varying information-seeking behaviors, from searchers looking for specific information to browsers willing to spend some time to learn about a topic. |
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If you use message
boards to create community, moderate them actively
to manage user interaction. Otherwise, they can
become forums for customer service questions, complaints
or self-promotion. |
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Most importantly, speak to the entrepreneur, not about them. SMBs don't want Fortune 500 marketers to tell them what their pain is, but they do look to you for actionable advice on how to improve their business management. |
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>> HP Acquires LogoWorks
HP is buying Arteis, the company that operates distributed Web-based
graphic design service LogoWorks. LogoWorks' services – which
focus on low-cost logo and marketing collateral design – are a natural
fit for HP's printing and imaging solutions and extend HP's suite of SMB offerings.
>> Xerox Acquisition Targets Improved Distribution to SMBs
Xerox is acquiring national office technology dealer Global Imaging Systems in a deal designed to increase its U.S. distribution to SMB customers by 50 percent. The $1.5 billion acquisition gives Xerox access to Global Imaging's SMB customer base and adds more than 1,400 "feet on the street" selling Xerox systems.
>> The Hartford Issues Small Business Playbook
Insurance/financial services giant The Hartford has put out a 40-page
guide for small business owners focusing on business and personal financial issues. Available
in printed and PDF versions through a dedicated Web page, the "Business
Owner's Playbook" helps address key business and personal finance issues
and identifies the team of advisors – attorneys, accountants, insurance
agents, financial professionals and others – to consult based on their
particular circumstances.
>> Kyocera Mita Undertakes SMB Branding Initiative
Kyocera Mita unveiled a new corporate branding initiative aimed at elevating
its market position in the U.S. printer and MFP market. The multi-million
dollar advertising and PR initiative will focus on issues such as Total Cost
of Ownership, reliability and technology. Targeting C-level executives and IT
decision-makers at SMBs, Kyocera's ads will air on broadcast news programs such
as "60 Minutes," as well as prime time and morning cable news networks.
In addition, print ads will appear in select IT, trade and business publications.
>> Retailers Extend SMB Tech Offerings
In an interview with CRN, Best Buy for Business chief David Hemler, former president of Microsoft Canada, said he sees channel partnerships as critical to driving solution sales to small businesses and is interested in reaching out to solution providers on potential partnering opportunities. Staples, meanwhile, purchased Thrive Networks, which sells managed services to SMBs, to expand its footprint in the market for IT services and remote managed services. For its part, OfficeMax is partnering with HiWired to offer remote tech support to small businesses.
>> Constant Contact Sponsors Small Biz Week Coverage on Slate
Email service provider Constant Contact was the sole sponsor of a special Small Business Week Center on online magazine Slate.com. The promotional section included a live blog from the SBA's Small Business Week event; a discussion forum that will remain live through the end of the year; and a live online chat with Sen. John Kerry, chairman of the Senate Small Business and Entrepreneurship Committee.
Send us your news. |
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Assessing Acquisition Preferences
Do you know how your target customers want to be contacted?
We recently surveyed 500 SMBs to optimize a leading Web services
provider's customer acquisition strategy. While only prospects
were surveyed, the screener included a satisfaction assessment
for current customers, which made every contact valuable. The
client used the results to align their acquisition tactics,
including events, partnerships, print and online, with prospect
preferences. Contact
us to discuss how we can combine creativity, research expertise
and SMB marketing principles to obtain rich insight from your
SMB customers or prospects.
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BBI helps Fortune 500 and emerging companies achieve their
SMB marketing goals through research, strategy
and communications. Contact us to learn how we
can help you. |
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