Educational content can enhance site visits and engagement, purchase activity and brand perception

CAMBRIDGE, MA, November 18, 2009 – Small and medium businesses (SMBs) look to their vendors first – before trade associations, the media and not-for-profits – for information and advice to manage their business, according to a new study released today by Bredin Business Information (BBI).

BBI surveyed 381 SMBs in late August and early September 2009 about their industry perceptions, as well as their attitudes toward a variety of online marketing tactics, including resource centers, social media, smartphone apps and email newsletters.

SMBs rated highly articles, email newsletters and interactive tools such as quizzes and calculators as sources of business management advice, relative to social media such as Facebook, LinkedIn and Twitter. They also expressed significant interest in business-related smartphone apps.

"Many marketers have been moving aggressively into social media, to reach SMBs cost-efficiently and learn how to get the most from new media opportunities," said BBI CEO Stu Richards. "However, our survey of SMBs indicates that business owners are still much more comfortable with online resource centers and email newsletters as they come up the learning curve on social media."

Key results include:

•	Providing business management advice – for example, "how-to" articles, news and perspective pieces, interactive tools, webcasts, etc. – is an effective tactic to increase site traffic and engagement, purchase activity and brand perception.
•	SMBs look to their vendors first for this kind of content. Eighty-four percent visit these sites frequently or occasionally for information and advice to manage their business, more than trade associations (66%), media (64%) and not-for-profits (55%).
•	Industry news is the most popular topic. Eighty-six percent of SMBs look for this kind of information frequently or occasionally, followed by technology (78%), sales and marketing (73%), law and taxation (70%), and operations (65%).
•	Articles are the most preferred format, averaging 3.6 on a scale of 1 (very unfavorable) to 5 (very favorable). The next most popular are email newsletters (3.5), interactive tools such as quizzes or calculators (3.1), webcasts/webinars (2.9) and videos / podcasts (2.9). Social media rates relatively low, with LinkedIn (2.2), Facebook (2.2) and Twitter (1.9) the least preferred format options for business management advice. SMBs are still coming up the learning curve on finding trusted sources within these formats and integrating them into their information-seeking routine.
•	There is strong interest in smartphone apps. Of the 56% of respondents who have a smartphone, 78% are somewhat or very interested in business-related apps.
•	Email newsletters remain highly relevant. Seventy-nine percent of respondents said that even in the age of Facebook and Twitter, email newsletters are as, or more, important than ever. Ninety-seven percent rate them an important or very important source of business management advice, more than print and broadcast media, major company websites and social networks.
•	Readers spend time with email newsletters. Fifty-eight percent spend more than a minute reading an email newsletter in their inbox, and 73% spend more than a minute reading (or watching) content that they click through to from the newsletter.
•	Readers prefer frequent email newsletters. Forty-two percent prefer weekly delivery, 27% monthly and 12% daily. Only 5% prefer a quarterly delivery schedule.
•	Readers want "how-to" information in their email newsletters. On a scale of 1 (not important) to 5 (important), how-to content rated 3.6, slightly ahead of case studies, perspective pieces, product information and offers, and company news.
•	Readers want information on their industry and a quick and easy read. Roughly 80% of respondents rated those as important or very important newsletter criteria.
•	SMBs use email newsletters themselves – after having a website (70%), an email newsletter is the second most popular online marketing tactic (63%).

About the studies
Marketing Online to SMBs is based on a survey of 381 principals of US-based businesses with fewer than 500 employees. The survey objective was to better understand their marketing preferences and key business concerns. The survey was fielded August 28 to September 4, 2009.

About Bredin Business Information
Bredin Business Information, Inc., has been helping leading companies develop profitable, long-term relationships with small and medium businesses (SMBs) since 1991. BBI provides insight into SMB needs and concerns through original market research, and acquisition and retention programs to achieve our clients' marketing goals. Learn more about BBI at www.bbionline.com.