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Marketing to SMBs in 2010
What media are breaking through the clutter to engage time-starved SMBs? What messaging resonates with them in this still-challenging economy? What is their usage and perceptions of the social media offerings of major SMB marketers? To answer these questions, we just fielded a survey of over 300 SMB principals. The net:
- Offline still works. On a scale of 1 (very unfavorable) to 5 (very favorable), SMBs rate trade shows (3.8) the highest offline source of information about products or services for their businesses. Direct mail and newspaper / magazine stories (i.e., PR) are next, at 3.6.
- Search rules. The online tactics most preferred by SMBs for product information: search (4.0), educational resource centers (3.7), email newsletters (3.6) and white papers (3.5). Least popular: "Ads on your cellphone" (2.5).
- Customization counts. SMBs rate "Designed for my needs" the most important factor when buying a product or service for their businesses. "Easy to buy and use" is second.
- Help them sell. "Finding new customers" is the top business concern, followed closely by "Dealing with competition." The more you can demonstrate to SMBs that your offering will help them win business, the more receptive they will be to your pitch.
- Social media? Yeah, we've got that. SMBs use the social media offerings of office supply companies the most, followed by software suppliers, banks and hardware companies. However, they find the social media offerings of retirement plan providers, airlines and payroll service providers the most useful.
- And the winner is ... Google, with a 4.0 rating on a 1 (very unfavorable) to 5 (very favorable) scale. HP, FedEx and UPS are next on the brand perception index, all at 3.9.
To learn more about the media and messaging that resonate with SMBs, along with their perceptions of social media and leading brands, register today for our May 26 webcast (there's no charge). You will receive 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 2010.
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>> ChoiceVendor Unveils Vendor Rating Service
ChoiceVendor unveiled an online service offering peer-driven business-to-business reviews to help small businesses find and vet vendors and service providers. The company will focus on building its presence in the New York, Chicago and San Francisco markets before adding other cities.
>> Foursquare Offers SMB Analytics
Location-based social network Foursquare is distributing a free analytics tool that will give small businesses access to a range of information and statistics about online traffic to their sites. The dashboard will include data on most recent visitors, most frequent visitors, total number of unique visitors and times of day people check in.
>> MasterCard Expands Easy Savings
MasterCard Worldwide added more companies to its roster of merchants offering automatic discounts and savings for small businesses through its MasterCard Easy Savings Program. New participants include Continental Airlines, Budget Truck Rental, Harry & David and VerticalResponse.
>> Kutenda Debuts Small Business Podcasts
Internet marketing software company Kutenda launched a series of free iTunes podcasts targeting small businesses. The "Internet Marketing Daily Quick Tip for Small Businesses" educates owners on Internet marketing techniques and trends.
>> Manta Launches Premium Listing Service
Listing service Manta debuted a Premium Business Listing Service to help small businesses improve the ways they are found online and in Manta's database. When a visitor searches Manta's database of more than 64 million organizations, those with premium listings will appear first.
>> U.S. Bank, Vistaprint Debut Card
U.S. Bank and Vistaprint unveiled the Vistaprint Visa® Business credit card. The card enables Vistaprint's customers to design and personalize their cards to match their existing business marketing material. Cardholders also earn rewards that can be applied to selected purchases at Vistaprint.com.
Send us your news.
>> Administaff: 55% of small businesses expect sales increases for the rest of 2010; 31% are currently hiring.
>> American Express OPEN Small Business Monitor: Though they are still concerned about the economy, small businesses are increasing their plans to hire and make capital investments.
>> Pitney Bowes: 52% of small business owners say their business is in worse condition than 12 months ago, but 73% are optimistic about the future of their business.
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Supporting SMB Resellers
For a leading technology manufacturer, BBI develops a quarterly webcast to educate resellers on best practices in selling to SMBs, including search and social media. Contact us to discuss developing programs to support your channel or direct sales force in their SMB sales efforts.
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