Small Business and Business Software

B2b Marketing To Small Business Owners

B2b Marketing To Small Business Owners – According to recent research by Vistaprint Digital, nearly 53 percent of small business owners say social media is now their primary online marketing tactic.

The report is based on data from a September 2016 survey of 1,000 business owners in the United States with fewer than 10 employees. The researchers also included data from a May 2016 survey of 2,000 US consumers.

B2b Marketing To Small Business Owners

B2b Marketing To Small Business Owners

A third of small business owners say their company’s website is their primary marketing channel, and 53% say their online presence is very important.

Marketing 101: Marketing Basics For Small Business Owners

Nearly 70 percent of respondents said they use a mix of print and online media to market their small business.

About the study: The report is based on data from a September 2016 survey of 1,000 U.S. business owners with fewer than 10 employees. The researchers also included data from a May 2016 survey of 2,000 US consumers.

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Ayaz Nanji is a digital strategist and co-founder of ICW Media, a marketing agency specializing in content and social media services for technology companies. He is also the author of the study. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

B2b Digital Marketing

More than 600,000 marketers rely on B2B knowledge every day. Don’t miss out on the latest marketing tips and tricks delivered straight to your inbox. Many factors determine whether a lead will convert to a sale. Check out our key insights to tweak your strategy to overcome common pitfalls.

The challenge of creating clear, actionable, industry-changing marketing campaigns can be especially challenging in the tech industry, given the fast-paced nature of it. With new technology innovations hitting the market every month, how can software vendors stay ahead? To successfully market to small and medium-sized businesses (SMBs) in 2020, marketers must leverage a deep understanding of technology issues, business goals, and investment activity in SMBs. To find this information, Digital Markets surveyed SMBs about their technology investments and goal setting behaviors. We’ll detail them here, along with some suggestions for software vendors and marketing teams to create campaigns and product features that meet the specific goals and expectations of SMBs. Use these recommendations for your high-level marketing strategy and planning for 2020-2021: Shape Product Marketing Around SMB Goals Goal Setting: Turn SMB Strategy into Marketing Strength Plan Ahead: SMBs Want Modern Technology Help Technology Buyers Identify the Right Technology: Your Survey Methodology Collected from 715 respondents in 2018 and 539 respondents in 2019, representatives from more than 15 industries answered questions related to business technology for the Digital Market Survey. All respondents were small or medium-sized businesses with fewer than 249 employees and reported annual revenue of less than $100 million. Below are four key takeaways from this survey data to help you create or change your existing marketing campaigns for SMB buyers in 2020 and 2021. 1. Shape your product marketing around SMB targets. If you can customize your product. when you’re marketing with your customers’ goals in mind, your product will feel as natural to them as a custom suit. But first, you need to know what your customers’ goals are. We asked SMBs and SMBs what their biggest reason for investing in technology was, and the answer was predictable: 25% of respondents in 2019 said improving productivity was a top business goal. What does this mean for your product marketing campaign? If you provide software that saves businesses time, they will in turn save money. After all, time is money. A marketing campaign that identifies aspects of the software that increase efficiency or ease of use, thereby saving money and increasing revenue, will be more likely to land it on the buyer list. This means you should emphasize a usable user experience (UX) and user interface (UI). Frame your message like this: Every minute your customers spend learning how to use an obscure product is a minute wasted in potential revenue. SMB processes and workflows are unique and present challenges that enterprise-level customers simply don’t have to navigate. An intuitive product design that facilitates these processes also tells potential SMB customers that your product is designed to make their lives easier. Key takeaway: Design your marketing campaign to include examples of how your product is easier to use than your competitors, or give your potential customers an example of “ease of use.” 2. Goal setting: Increasing the marketing power of SMB strategy In 2019, 43 percent of 539 respondents named “competitive pressure” as an important factor in shaping business goals. In 2020 and beyond, marketing campaigns should demonstrate how your technology can help small businesses beat the competition, or at least acknowledge the level of competition they’re facing. However, helping small and medium-sized businesses compete with their rivals is not the only opportunity for B2B software marketing. 53 percent of small and medium-sized businesses noted “outgrowing existing technologies” as a key factor in forming business goals. What does this mean for your marketing? To put some fears to bed, point out that your product is at the top of development. A marketing campaign that keeps customers using something new is a great way to get a lot of business that can propel them to the top of their industry. Focus: Increase product sales by creating marketing campaigns that directly address SMBs’ strategic goals: Competition and advances in technology. 3. Plan Ahead: Small businesses want to have advanced technology. Give these buyers hope and a little surprise, and your product will sell. SMBs already know what they want to some degree. If software providers generate some excitement in their offerings, they can get more engagement. This excitement usually comes in the form of advanced, innovative technology features. Small and medium-sized businesses in many different industries say they plan for advanced technology to have a significant impact on their business over the next year or two:

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To capitalize on the forward-thinking capabilities of small businesses, software providers must offer features or solutions for: Business Intelligence and Analytics Conversational User Interfaces Wearable Blockchain 3D Printing or Additive Manufacturing Artificial Intelligence/Machine Learning Drones Virtual Reality/Augmented Reality Autonomous Cars Need to Be Clear: Software solution providers don’t have to go into their product teams and completely rethink their offerings to include touchpoints with all the new technology. But you can play to your existing strengths with your marketing message. For example, if a field service management solution provider sells software that easily integrates with the customer’s required workforce, provide a marketing message that highlights this capability. The bottom line: Software solutions vendors can win over SMB buyers by leading the conversation on the latest technologies. Plan marketing campaigns targeting technology areas that buyers predict will change or impact their business in the next two years. 4. Help your customers identify the right technology: For you In 2019, nearly half (47%) of respondents said “identifying the right technology” is the biggest challenge facing organizations planning to invest in new technology. How can software providers help SMBs identify the right technology for their business? Get your product in front of your potential customers faster. Software providers with large digital footprints already use SEO best practices and create content, but that’s only half the battle when it comes to online discovery. Optimizing for SEO is no longer enough; Believing that your product will appear in search results is only part of the marketing picture. Your software should be featured in relevant content outside of your home site to show that industry professionals use and love your product. List your offerings in software directories and contact industry leaders to use and review your product for their audience. Increase potential customers’ confidence in your offer. User reviews build trust in the digital age. The logic behind user reviews is sound: if someone has used a product and has given it a positive review, users assume that they will have a positive experience as well. When positive product reviews appear on Google and other search platforms, marketers get the added benefit of an SEO boost, so user reviews are a win-win all round. Top Tips for Software Marketers Monitor specific markets to send more nuanced messages to potential customers. Also: Emphasize how easy your product is to use, freeing up time that can be spent on more important SMB activities that lead to increased revenue. Address their concerns

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B2b Marketing To Small Business Owners

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