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Build a Better SMB Webcast
One of the biggest trends to emerge in marketing to SMBs in the past year is the use of webcasts, especially by technology and financial services providers. This information-driven format is best used to nurture leads and enhance customer relationships, and to a lesser degree to generate leads.
Here's how to make the most of your next webcast:
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Provide real value. The most effective webcasts offer real-world tips and advice that SMBs can put into practice right away. Keep the content practical and easy to understand.
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Respect attendees' time. As a general rule, SMBs will give you only 45 minutes to an hour at most. Limit introductory statements, keep the presentation focused and leave at least 5-10 minutes for Q&A. |
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Stand out from the crowd. To drive attendance, make sure your webcast title is compelling. Feature high-profile speakers (such as authors, analysts and other experts) and use your executives as hosts instead of speakers. For credibility as well as promotion, consider partnering with well-known magazines, associations or other government/industry groups. |
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Get value from your archive. Make the most of previous webcasts by dividing them up into 5-10 minute "highlight reels" so that new viewers can quickly get the information they want. |
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Follow up. What are you doing with the registration information you're getting from attendees? For one series of webcasts, we create a "thank you" email that goes out to all registrants a week after the session. It highlights key takeaways and offers additional resources. The open and clickthrough rates for these emails are exceptionally high. |
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>> Visa Reaches Out to SMBs with a Contest
Visa is sponsoring a contest aimed at promoting its small business products. Hosted
on MSN, the Business
Breakthrough microsite features advice-focused videos and articles on finance,
marketing, organization, team building and technology. The contest provides winners
with a $10,000 business makeover.
>> American Express Goes Hollywood
OPEN from American Express hosted a webcast live
from the LA Film Festival moderated by Peter Bart, Editor-in-Chief of Variety and
featuring Academy Award winning director Sydney Pollack, producer/director Nancy
Meyers and producer Lawrence Bender. OPENForum includes information developed
by OPEN; interactive commentary from business owners; and content from media
partners Fortune
Small Business, Entrepreneur and Inc.
>> Microsoft Launches Resource Site for Startups
Microsoft has teamed with Bank of America, FedEx and MasterCard to launch
the Microsoft
Startup Center, an online resource site for small business startups. In
addition to focusing on Microsoft's small business product line and Microsoft
Live services, the site contains cash flow management programs from MasterCard,
financial and payroll tools from Bank of America and shipping/printing solutions
from FedEx. Content comes from StartupNation.
>> Dell Launches "We Believe" Campaign
Dell has introduced a new
ad campaign. The "We Believe" program promotes products, specialists, resources, support and warranties designed specifically for small business.
>> Cisco Uses Subscription Incentive for SMB Award Entries
To encourage SMBs to apply for its 2007 Growing
with Technology Awards, Cisco offered eligible entrants a free 1-year subscription to Inc. The program recognizes SMBs for using Internet and network technology innovations; winners receive up to $25,000 in Cisco products and services and are recognized at an awards ceremony featuring Cisco Chairman/CEO John Chambers.
>> Salesforce.com Teams with Google to Target SMBs
To increase sales to the SMB market, Salesforce.com formed a high-profile
alliance with Google, more closely integrating Salesforce's CRM applications
with Google's ad and tracking services. The first product – Salesforce
Group Edition – integrates Google's AdWords platform into the application
and lets Salesforce customers get sponsored placement within Google.
>> Verizon Sponsors Online Training at SCORE
Verizon launched two free online training programs on the SCORE website focused on using technology for marketing, e-commerce and business efficiency. SCORE and Verizon plan to expand the range of free learning tools on the SCORE site in the coming months, including adding online workshops designed specifically for women and minority entrepreneurs.
>> Office Depot Sponsors Official Small Business of NASCAR
A Louisville, KY environmental engineering company became the official Small
Business of NASCAR after winning an Office Depot-sponsored contest. Kentuckiana Engineering will get its logo on the Office Depot No. 99 car and receives a $10,000 business makeover from Office Depot. It also will be showcased during a segment of the ESPN show "NASCAR Now."
>> ADP Soft Launches Online Payroll Brand
ADP has soft-launched a separately branded online payroll service for SMBs called RUN, positioned as "do it yourself payroll for small business." This new service competes in particular with online-only offerings from PayCycle and SurePayroll.
>> Constant Contact Files IPO
According to VentureWire, email marketing firm Constant Contact has registered an initial public offering of up to $86.25 million in common stock.
>> Can "Green" Marketing Work to SMBs?
Small business owners may be willing to go the extra mile to buy environmentally
friendly products and services, even if it costs them more. A Wells
Fargo/Gallup survey found that two-thirds of small businesses would pay more
for "green" goods and services. However, they also expressed concerns
that their customers would be reluctant to share the added costs.
Send us your news. |
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Identifying Customer Needs
How well do your offerings support evolving customer requirements?
We recently conducted a series of in-depth interviews with
customers in three roles in three key verticals to help a major
telecommunications client improve their understanding of customer
needs, pain points and the purchase decision-making process.
By using our network of panelists, developing an SMB-friendly
discussion guide and setting the findings in the context of
general SMB behavior and attitudes, we set the foundation for
an effective quantitative assessment to identify market segments
by product requirements. Contact
us to discuss how we can develop creative ways to achieve
your customer insight and product development objectives.
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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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