Consumer communication generates the most buzz about best practices or innovation taking place in the marketplace. However, there are some noteworthy best practices that do bubble to the surface within business-to-business (B2B) marketing areas, and in particular, to small-business owners.
Many small businesses are vocal about what they look for from prospective businesses selling needed services and supplies. Their biggest complaint is the lack of effective marketing to small-business owners.
Believe it or not, marketing to small businesses requires the same amount of planning and resource investments as it takes in marketing to consumers. First, develop a clear plan of what you want to communicate to your small-business clients. Then, deploy media vehicles that are consumed the most by such businesses.
Digitally, search-engine marketing plays an important role when business owners are looking for products or services. Even though vertical trade magazines are traditional and seem anachronistic, these publications still play a strong role in the marketing mix. In addition, one should seek tie-ins with the online version to include mobile marketing extensions and other sponsorship areas, which provide synergy with print advertisements. Although trade shows are very time consuming and can be costly, they are still relevant in reaching a wide swath of small-business owners.
These are very basic steps to enhance overall impact, improve engagement, and drive returns on investment. Additionally, poll past small-business customers of yours to ask what products or services they seek, where they gather their information prior to purchase, and other pertinent questions to assist in directing your marketing communications.
While small-business owners may not display the exact same behavior as consumers, one telltale sign is equally important in marketing to consumers and small-business owners alike: delivering value.
As with consumers on a budget, margins at many small businesses are being squeezed and are seeking the highest quality at the best price to realize value. By offering a value proposition, this could potentially set you apart from your competitors.
Adele Lassere is a marketing/advertising consultant with 20+ years of experience, freelance writer, and author of “Elements of Buying: A How To Reference Guide on Advertising for Business Owners,” available at Amazon.com. Adele was listed on Black Enterprise’s 2011 Top Execs in Marketing & Advertising and Black Enterprise’s 2013 Top Women Executives in Advertising & Marketing. Contact: [email protected]
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