Boosting SMBs’ Response to Marketing Communications
Small businesses are overwhelmed by marketing messages today and ignore most of the communications from marketers. How can you break through? I recently attended the CEB Small Business Summit, and here are some of the top insights from the event, along with my comments:
1.
Stop the madness. Build audiences to succeed with the SMB market. #M2SBSummit
2.
Common sense email tips to connect with SMBs. #M2SBSummit
Here are some more. http://ow.ly/MmgJ30klBN5
3.
No question that targeted and segmented communications are a must to engage SMBs. #M2SBSummit
One of the many tips we cover in our guide http://www.rslmedia.com/accelerate
4.
Common sense.
So why don’t most #B2SMB brands not do this? #M2SBSummit
5.
It’s true. #smallbusiness owners only change when necessary. Interestingly many #B2SMB brands are slow to change too and are at risk for being complacent. #M2SBSummit
6.
This, of course, makes sense. But instead of bombarding #smallbusiness with offers on cross-sell items, it is much better to educate/help them. You will build trust and sell more. #M2SBSummit
7.
Do this
well and watch LTV explode. We are talking mind-blowing P/E ratios. #M2SBSummit
8.
It is really critical to incorporate the last two together. It won’t work otherwise. #M2SBSummit
9.
Commercial insights are a great way to generate demand. #M2SBSummit
Bringing all this together, here are 3 additional takeaways for B2SMB marketers:
- Extra effort in marketing to SMBs pays off big time. A good example is segmentation. SMBs come in all shapes and sizes and generic messages are meaningless to them. Your SMB customers want to know that you know who they are.
- It is critical that you speak to your SMB customers in a voice they can relate to – a voice that shows that you appreciate the challenges they face. Customer stories (not case studies!) are a 3x win.
- The same rules that your mother told you about talking with people need to be used in your messaging to SMBs. Be personable, focused, polite and direct.
CEB/Gartner’s extensive research validates a number of points we’ve been making for a long time, but the most important one is this: The days of simply trying to sell your product or service to SMBs are over. You will only be relevant to them if you demonstrate that you can help them meet their challenges, goals and aspirations over the course of a lifecycle relationship with your brand. Do this and revenue increases will follow.
