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Reaching SMBs with Web 2.0
How can you use Web 2.0 to enhance relationships with SMBs? BBI's exclusive study, Marketing
to SMBs through Web 2.0, revealed that SMBs are taking a wait-and-see approach to getting business management information from their vendors via blogs, social networks, wikis and other emerging formats. SMBs are much more positively disposed towards tried-and-true formats such as email newsletters and interactive tools.
For marketers interested in using Web 2.0 to reach SMBs, the implications are clear:
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Avoid the "cool" factor. Don't put up a blog just because you think it is cutting edge or because your competitor has one. Have a firm rationale for the format you choose and the kind of information you'll offer.
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Solve problems relevant to your brand. Even in a user-driven community, present only information on which your customers expect you to be an expert. |
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Approach
Web 2.0 as a test. Give any new format
some time to generate interest. Have realistic
expectations about how many visitors it will attract
and how deeply they will interact with it. If
you can, test usability prior to launch. |
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Promote Web 2.0 as part of an integrated strategy. Ensure it complements your existing messaging. Drive traffic through a variety of tactics – viral marketing, search, PR and your salesforce. |
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Measure results. Track your success through metrics such as traffic (both to Web 2.0 elements and other parts of your site), visit duration, user satisfaction, PR mentions, brand perception, etc. |
Request an executive
summary of BBI's Marketing to SMBs through Web 2.0 study. |
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>> Bank of America Launches Online Community
Bank of America recently launched a new online community designed to help small-business owners connect with peers and experts. Using a "powered by" Bank of America moniker, the Small Business Online Community includes interactive message boards, articles from Bank of America's offline publications Business 24/7 and Priority, user-submitted success stories and a searchable directory of member profiles. The free forum is open to any small-business owner.
>> Amazon Targets SMBs through New Business Center
Amazon is aggregating its SMB-focused products and services into a new All Business Center sponsored by Microsoft and Intuit. The site offers technology and office products, as well as business books and Amazon's small-business e-commerce and fulfillment solutions; it also offers a discussion board area.
>> Intuit Builds QuickBooks Campaign
To mark the launch of QuickBooks Simple Start (a free, stripped-down
version of its accounting software), Intuit has set up a multi-pronged Just
Start campaign that encourages people to open their own businesses. The program
includes a contest for the opportunity to win $40,000 in cash and $10,000 in
business services, with entrants' videos featured on the site. Intuit also will
be setting up "Just Start" lounges at commuter hubs in Seattle, Chicago,
New York and Boston. Finally, Intuit opened the Jump
Up community site for peer-to-peer start-up support.
>> CDW Uses Self-Assessment to Target SMBs
CDW has developed an online tool to help SMBs benchmark their IT strategies. The Small
Business Technology Assessment Tool is based on the results of CDW's Business Rearview Mirror Survey, which the company released last summer. Hosted on the ConduIT@CDW site, its online resource for small businesses, the tool lets users do peer-to-peer comparisons on growth challenges, business/IT strategy, owner involvement and knowledge of IT, and outsourcing strategies.
>> SmartMoney Launches Small-Business Site
SmartMoney magazine has launched a new small-business website – smSmallBiz – as a resource for entrepreneurs. The site will feature regular columns on "Balancing Work & Life" and "Starting Up," monthly streaming video reports on a special topic and additional content from Entrepreneur, AllBusiness and The Wall Street Journal Entrepreneur. Visa, AT&T and FedEx are launch sponsors.
>> Verio Introduces On-Demand Software Service for SMBs
Web host Verio will be targeting SMBs with its newly launched on-demand software service, which will feature a number of applications all available on a monthly subscription basis. Solutions available through the service include Microsoft Exchange 2007, McAfee Total Protection for Small Business, SugarCRM Professional, PC Data Backup and Accrisoft Business Management and Productivity.
Send us your news.
>> UPS
Business Monitor United States: Small-business leaders say economy, healthcare
should be top priorities.
>> American Express
Small Business Monitor: Small-business owners hold the line
on hiring and remain focused on growth.
>> Discover Small Business Watch: Small-business economic confidence continues to
fall.
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Enabling Channel Partner Communications
To empower its SMB-focused channel partners, a major software publisher called on BBI to help develop an e-newsletter that the partners could customize and use as a nurture tool for prospects. The template-driven solution features distinct meeting- and demo-related calls to action that have helped many of the partners rekindle sales opportunities. Contact
us to discuss ways BBI can work with you to develop a new communications program for your channel.
Coverage of Web 2.0 Study
BBI's recent survey on SMB attitudes toward Web 2.0 has received
coverage in a variety of media. BusinessWeek
Small Business included the study in its weekly roundup
of what entrepreneurs need to know. Marketing
Sherpa,
in the recap of its Boston B2B Marketing Summit, discussed
BBI CEO Stu Richards' presentation of the survey's data. CMP's bMighty examined
the report in its daily blog, as did Small
Business Technology.
And BBI Editorial Director Stuart Feil was interviewed about
the results on the Technology
for Business Sake radio show.
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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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