Kim Gordon wrote an article for Entrepreneur.com that brought up 7 tips for marketing to small business owners.
1. Increased sales: Most business owners say their primary objective is to increase sales. Will buying your product or service help your prospects achieve that goal?
2. Safe choices: When it comes to buying outside products and services, entrepreneurs as a group tend to be cautious. Demonstrate that buying from you is a safe choice by providing a content-rich campaign.
3. Maximum convenience: Running a growing business often requires long hours, making shopping convenience a major draw for entrepreneurs. Multichannel marketing--including, for example, a website, a brick-and-mortar store and a direct-mail campaign--is essential to building sales from this target group.
4. Ways to save money: Business owners are likely to be spending their own money and are correspondingly conservative. Adding value to your offers will help overcome resistance.
5. Do-it-yourself solutions: Time-strapped business owners have just enough work hours to get their own jobs done--and they don't want to learn yours. Low-cost do-it-yourself solutions are appreciated, provided they're turnkey.
6. Reliability and performance: Entrepreneurs carefully consider the post-sale customer experience when making a purchase. To motivate business owners to complete sales, make reliability a central component of your marketing message--don't bury this information at the bottom of your marketing materials or website.
7. Vendors they trust: Entrepreneurs often prefer to work with other business owners they know and trust. Special events and networking are great ways to foster interaction with prospects.
The challenge is, entrepreneurs are time-strapped multitaskers who are also relatively risk-averse--making them a difficult audience to reach and persuade.Her Top 7 Tips include:
1. Increased sales: Most business owners say their primary objective is to increase sales. Will buying your product or service help your prospects achieve that goal?
2. Safe choices: When it comes to buying outside products and services, entrepreneurs as a group tend to be cautious. Demonstrate that buying from you is a safe choice by providing a content-rich campaign.
3. Maximum convenience: Running a growing business often requires long hours, making shopping convenience a major draw for entrepreneurs. Multichannel marketing--including, for example, a website, a brick-and-mortar store and a direct-mail campaign--is essential to building sales from this target group.
4. Ways to save money: Business owners are likely to be spending their own money and are correspondingly conservative. Adding value to your offers will help overcome resistance.
5. Do-it-yourself solutions: Time-strapped business owners have just enough work hours to get their own jobs done--and they don't want to learn yours. Low-cost do-it-yourself solutions are appreciated, provided they're turnkey.
6. Reliability and performance: Entrepreneurs carefully consider the post-sale customer experience when making a purchase. To motivate business owners to complete sales, make reliability a central component of your marketing message--don't bury this information at the bottom of your marketing materials or website.
7. Vendors they trust: Entrepreneurs often prefer to work with other business owners they know and trust. Special events and networking are great ways to foster interaction with prospects.
Labels: entrepreneur, increased sales, Kim Gordon, marketing to small business, maximum convenience, safe choices, selling to small business, ways to save money
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