I just read an article by Gene Marks about small businesses and social media. Gene is a CPA and an author of a syndicated column, "Penny Pincher's Almanac." In the piece he suggest that social media has its costs for small businesses. He makes a good point, but also believe that the article does not go far enough. In a response to the article at http://www.businessweek.com/technology/content/may2009/tc20090522_078978.htm I suggested that there is some good numbers supporting that social media can be an effective strategy. Should it be the only strategy -- no. Are there other tactics/programs that should be considered separately or along side social media -- absolutely.
I would like to hear who is having a good experience with social media as a means to reaching small business owners.
Wednesday, May 27, 2009
Tuesday, May 26, 2009
What's Your Channel
You developed a great product, but you are surprised that you are having such a hard time selling it to small businesses. Before you start tinkering with your brand, logo, marketing approach and product development, take a moment to review your channel strategy.
It is important to determine your approach to selling to the small business audience early in your go-to-market strategy. You need to determine if you will:
a) Sell through retailers such as Staples, Office Depot, Office Max, Best Buy, CostCo, Sams or other retail locations.
b) Sell through and indirect channel of value-added resellers who not only sell your products, but also install, customize and train the customer on your solution.
c) Sell direct to customers through direct email/marketing campaigns or via your web site.
Your approach will be determined on how your specific audience segment likes to buy. Today, so many companies resist selling through traditional retailers citing the cost of entry as a barrier. Others complain that it takes too long to establish a strong VAR channel with committed and loyal partners. These two issues often lead companies to try to sell direct and drive small business purchases to a web site. This may work for many products, but often does hit the mark as a sole channel focus.
You may wish to take a multi-channel approach where you are implementing several strategies from direct to indirect models. This can be a strong method. Additionally, you may wish to evaluate less traditional methods for reaching your audience, via:
a) Trade Associations - more and more, trade associations are becoming a marketing and sales channel for companies selling to small businesses. Trade associations are looking for more and more ways to provide value to its members and special pricing and discounts on desired products can satisfy that strategy.
b) Less Evaluated SB Channels - Companies such as UPS Stores, FedEx Office, PakMail, PostNet, SOHO Hero and others specifically target the small business owner and home office user with shipping, copying and other services. These stores have retail storefronts and could be a good location to sell your products. I am convinced that some companies is going to figure out the value of these companies as a channel distribution partner and drive significant sales.
c) Portals - We outlined a couple days ago the value of portals as a co-marketing vehicle. Sites like AMEX, Intuit, SageSpark and others can provide a good distribution channel for reaching your target audience.
Whichever approach you take, recognize you will have to provide incentives and margin in order to secure committed engagement from your channel partner.
What do you think?
It is important to determine your approach to selling to the small business audience early in your go-to-market strategy. You need to determine if you will:
a) Sell through retailers such as Staples, Office Depot, Office Max, Best Buy, CostCo, Sams or other retail locations.
b) Sell through and indirect channel of value-added resellers who not only sell your products, but also install, customize and train the customer on your solution.
c) Sell direct to customers through direct email/marketing campaigns or via your web site.
Your approach will be determined on how your specific audience segment likes to buy. Today, so many companies resist selling through traditional retailers citing the cost of entry as a barrier. Others complain that it takes too long to establish a strong VAR channel with committed and loyal partners. These two issues often lead companies to try to sell direct and drive small business purchases to a web site. This may work for many products, but often does hit the mark as a sole channel focus.
You may wish to take a multi-channel approach where you are implementing several strategies from direct to indirect models. This can be a strong method. Additionally, you may wish to evaluate less traditional methods for reaching your audience, via:
a) Trade Associations - more and more, trade associations are becoming a marketing and sales channel for companies selling to small businesses. Trade associations are looking for more and more ways to provide value to its members and special pricing and discounts on desired products can satisfy that strategy.
b) Less Evaluated SB Channels - Companies such as UPS Stores, FedEx Office, PakMail, PostNet, SOHO Hero and others specifically target the small business owner and home office user with shipping, copying and other services. These stores have retail storefronts and could be a good location to sell your products. I am convinced that some companies is going to figure out the value of these companies as a channel distribution partner and drive significant sales.
c) Portals - We outlined a couple days ago the value of portals as a co-marketing vehicle. Sites like AMEX, Intuit, SageSpark and others can provide a good distribution channel for reaching your target audience.
Whichever approach you take, recognize you will have to provide incentives and margin in order to secure committed engagement from your channel partner.
What do you think?
Monday, May 25, 2009
Memorial Day - Tweet to Remind
I am taking the day off from posting a perspective on how to best market goods and services to small businesses. Instead, I would like to encourage everyone to remember our fallen heroes, our great veterans and today's brave men and women in the armed forces. One great way we can support them is through Bob Woodruff's foundation and Tweet to Remind. Please go to tweettoremind.org and participate in the campaign.
Sunday, May 24, 2009
Go Hyper (local)
Companies selling products and services to small businesses have to think about the approach they wish to take. Many organizations execute national campaigns whether via Internet, direct marketing, advertising or public relations. Companies often argue this approach for three primary reasons, including:
1) Don't want to miss a sales opportunity. There is a belief if you do not get your campaign nationally you are avoiding a number of good potential markets.
2) I don't have enough market research on my prospects to know where they are, who they are and how to get them to act.
3) Isn't this more costly?
The objectives are worth consideration and these often become real arguments and debates among senior executives. However, there are often real strong reasons to execute campaigns on a local or hyper local level. First, let's explore what these campaigns may look like so we are all on the same page. Here are just some examples:
Direct marketing. Purchase lists by zip code to match your target audience directly. We worked with one company selling to home businesses with the owner having an average income of $150k per year and lived in a particular location. Finding a prospect list to match can take some work, but marketing to the right prospects delivers a greater ROI in the end.
Advertising. When you are advertising on a local level you find out where your target audience (small business owner) spend her time. IYou ask if the audience is it at the Chamber of Commerce, at local high school sporting events or at particular restaurants/plazas. Armed with this information you can advertise to this audience. An advertisement in a local community newsletter or banner at the high school is a very low cost.
Public Relations. So often, companies are looking to get into USA Today or on CNN. Of course, coverage in these outlets can drive big business results, but don't forget the local media and consider the hyper local media. For example, a company in Alpharetta, Ga will have a better chance of getting coverage in the Johns Creek Herald v the Atlanta Journal Constitution. And, if your audience is in Alpharetta, this could be a great strategy.
Get Involved in the Community. It may seem challenging or hard to participate at local fairs and in local membership organizations, especially when you are the size of HP, Dell or Microsoft, but think creatively on how you can do this. It is good to sponsor the local chamber of commerce organizations, but can you be involved too? Often, companies targeting small businesses have a partner channel. Can you get this group mobilized to build your brand on this local level?
One company, CBeyond (www.cbeyond.net), is doing hyper local extremely well. CBeyond sells broadband and telephony services to small businesses. They have been growing in strong double digit figures over the course of several years. There are several reasons for CBeyond's success, but one contributing factor is that the organization is building based on a hyper local approach. Today, it serves just a few markets but is really knows those markets and is making significant inroads as an alternative to telecom and cable companies offering the same services. What this company as it continues to demonstrate how to market locally. Recently, it is adding to its local market approach with a national brand campaign. I really like this strategy as CBeyond now can communicate true successes vs potential.
If you couldn't tell, I am a big proponent of targeted marketing and when marketing to the small business audience, hyper local is a strategy well worth considering.
What are your thoughts?
1) Don't want to miss a sales opportunity. There is a belief if you do not get your campaign nationally you are avoiding a number of good potential markets.
2) I don't have enough market research on my prospects to know where they are, who they are and how to get them to act.
3) Isn't this more costly?
The objectives are worth consideration and these often become real arguments and debates among senior executives. However, there are often real strong reasons to execute campaigns on a local or hyper local level. First, let's explore what these campaigns may look like so we are all on the same page. Here are just some examples:
Direct marketing. Purchase lists by zip code to match your target audience directly. We worked with one company selling to home businesses with the owner having an average income of $150k per year and lived in a particular location. Finding a prospect list to match can take some work, but marketing to the right prospects delivers a greater ROI in the end.
Advertising. When you are advertising on a local level you find out where your target audience (small business owner) spend her time. IYou ask if the audience is it at the Chamber of Commerce, at local high school sporting events or at particular restaurants/plazas. Armed with this information you can advertise to this audience. An advertisement in a local community newsletter or banner at the high school is a very low cost.
Public Relations. So often, companies are looking to get into USA Today or on CNN. Of course, coverage in these outlets can drive big business results, but don't forget the local media and consider the hyper local media. For example, a company in Alpharetta, Ga will have a better chance of getting coverage in the Johns Creek Herald v the Atlanta Journal Constitution. And, if your audience is in Alpharetta, this could be a great strategy.
Get Involved in the Community. It may seem challenging or hard to participate at local fairs and in local membership organizations, especially when you are the size of HP, Dell or Microsoft, but think creatively on how you can do this. It is good to sponsor the local chamber of commerce organizations, but can you be involved too? Often, companies targeting small businesses have a partner channel. Can you get this group mobilized to build your brand on this local level?
One company, CBeyond (www.cbeyond.net), is doing hyper local extremely well. CBeyond sells broadband and telephony services to small businesses. They have been growing in strong double digit figures over the course of several years. There are several reasons for CBeyond's success, but one contributing factor is that the organization is building based on a hyper local approach. Today, it serves just a few markets but is really knows those markets and is making significant inroads as an alternative to telecom and cable companies offering the same services. What this company as it continues to demonstrate how to market locally. Recently, it is adding to its local market approach with a national brand campaign. I really like this strategy as CBeyond now can communicate true successes vs potential.
If you couldn't tell, I am a big proponent of targeted marketing and when marketing to the small business audience, hyper local is a strategy well worth considering.
What are your thoughts?
Saturday, May 23, 2009
Bonus Tips for Securing Media Coverage
Inc. Magazine has a great piece on how small businesses can secure media coverage. Eleven tips are outlined, including these:
11. Be Reachable
10. Get Online
9. Perfect Your Pitch
8. Show Your Face
7. Establish Yourself as an Expert
6. Don't Send Sloppy Copy
5. Know Your Audience
4. Tell the Whole Story
3. Plan Ahead
2. Use Distribution Channels
1. Respond Promptly
These 11 tips are very good and would encourage you to check out the details at: http://bigtweet.com/c/b/twitter/teammakerain/N7XKN. However, I would like to recommend two additional tips that could serve you well for securing your story in print or on a broadcast show. These include.
#12. Fit Within a News Cycle. There are certain stories that become hot and almost take over a newspaper or television program. One example is Swine Flu or H1N1. There was nearly 10 days of intense media coverage. If you have a relevant story, these times could be opportune for you. If you sell solutions making it easier to work from home, your company could be included in a story on how employees may be asked to work from home if a co-worker has been idenfitied with Swine Flu. You have to think creatively.
#13 (baker's dozen) Dedicate the Time. Trying to get media to cover your story takes time and real dedication. For those businesses that think getting into the local paper will take one quick email or phone call, they will be disappointed. Also, you may wish to engage with a public relations expert, consultant or agency that have trained resources and often have worked with your media targets on previous stories.
I hope this is helpful. What tips do you have?
11. Be Reachable
10. Get Online
9. Perfect Your Pitch
8. Show Your Face
7. Establish Yourself as an Expert
6. Don't Send Sloppy Copy
5. Know Your Audience
4. Tell the Whole Story
3. Plan Ahead
2. Use Distribution Channels
1. Respond Promptly
These 11 tips are very good and would encourage you to check out the details at: http://bigtweet.com/c/b/twitter/teammakerain/N7XKN. However, I would like to recommend two additional tips that could serve you well for securing your story in print or on a broadcast show. These include.
#12. Fit Within a News Cycle. There are certain stories that become hot and almost take over a newspaper or television program. One example is Swine Flu or H1N1. There was nearly 10 days of intense media coverage. If you have a relevant story, these times could be opportune for you. If you sell solutions making it easier to work from home, your company could be included in a story on how employees may be asked to work from home if a co-worker has been idenfitied with Swine Flu. You have to think creatively.
#13 (baker's dozen) Dedicate the Time. Trying to get media to cover your story takes time and real dedication. For those businesses that think getting into the local paper will take one quick email or phone call, they will be disappointed. Also, you may wish to engage with a public relations expert, consultant or agency that have trained resources and often have worked with your media targets on previous stories.
I hope this is helpful. What tips do you have?
Friday, May 22, 2009
Tweet to Remind
Today, I am taking time off from talking about small business issues and the opportunities to market to this audience segment to instead focus on a great cause called Tweet to Remind (http://tweettoremind.org/).
The following is from the Tweet to Remind web site:
Tweet to ReMIND is a celebration of support for the United States service men and women created by the Bob Woodruff Foundation’s ReMIND.org. ReMIND.org is ensuring our heroes return home with the assistance they need to successfully integrate back into society. Through the power of the social web, Tweet to ReMIND aims to raise $1.65 million by Memorial Day, May 25, 2009.
More often than not, the injuries we can see are coupled with the injuries we cannot. Hidden injuries, by their very nature, routinely go unnoticed. ReMIND.org is bringing these hidden injuries to light, so that we can care for all our wounded—and address all of their wounds.
1.65 million U.S. service members have been deployed to Afghanistan and Iraq since 9/11. More than 35,000 service members have been physically wounded. It is estimated that more than 320,000 have sustained traumatic brain injuries and more than 300,000 have psychological wounds.
Tweet to ReMIND empowers Twitter users to donate dollars and tweets in service of our injured service members, veterans and their families the local support and resources they deserve as they heal and reintegrate into their communities.
Disclaimer: Porter Novelli is working pro bono with Bob Woodruff to promote Tweet to Remind and raise money for the organization.
The following is from the Tweet to Remind web site:
Tweet to ReMIND is a celebration of support for the United States service men and women created by the Bob Woodruff Foundation’s ReMIND.org. ReMIND.org is ensuring our heroes return home with the assistance they need to successfully integrate back into society. Through the power of the social web, Tweet to ReMIND aims to raise $1.65 million by Memorial Day, May 25, 2009.
More often than not, the injuries we can see are coupled with the injuries we cannot. Hidden injuries, by their very nature, routinely go unnoticed. ReMIND.org is bringing these hidden injuries to light, so that we can care for all our wounded—and address all of their wounds.
1.65 million U.S. service members have been deployed to Afghanistan and Iraq since 9/11. More than 35,000 service members have been physically wounded. It is estimated that more than 320,000 have sustained traumatic brain injuries and more than 300,000 have psychological wounds.
Tweet to ReMIND empowers Twitter users to donate dollars and tweets in service of our injured service members, veterans and their families the local support and resources they deserve as they heal and reintegrate into their communities.
Disclaimer: Porter Novelli is working pro bono with Bob Woodruff to promote Tweet to Remind and raise money for the organization.
Thursday, May 21, 2009
Portals are Good
Portals dedicated to reaching small and medium sized businesses seem to be all over the place. Companies like Intuit (http://community.intuit.com/start_and_grow), Sage Software (sagespark.com), Microsoft (http://www.microsoft.com/smallbusiness/hub.mspx), American Express' Open Forum (http://www.openforum.com/) and CapitalOne are doing a lot to bring a host of resources to small business customers even delivering solutions beyond what they sell.
Locations such as BNet (www.bnet.com), Bmighty.com and several others are often run by publications or 3rd parties and tend to focus more on tips, how-tos and feature articles on marketing and business management. These sites can be a tremendous resource to the small business owner.
So, are these sites effective in delivering a tighter, stronger relationship with customers? Do they promote additional sales of products and services? I argue that they indeed are valuable. They can be especially valuable as a marketing tool to reach your audience segment. If you are in the marketing department of an organization selling to small businesses I would encourage you to look at partnerships with these organization. Get your brand and services in front of your target audience. By being included or features on these portals, you are gaining credible third party implied endorsement, critically valuable if you are a small start-up firm.
Being included on these portals may not drive intense revenue opportunities at first, so please do not start counting on cashflow in the first months. Instead, you are placing your brand and products in locations that are completely target on your audience.
There is a way to make more of portals -- committed co-marketing. Like any initiative, you have to put some creativity and emphasis around an initiative in order to drive greatest potential. It is ideal if you can strike a deal to be on American Express' Open Forum, but also what are you doing to maximize this opportunity? Did you do a joint press announcement? Are you doing marketing to American Express's customers letting them know your firm/product is not available? Are you writing articles? Are you blogging about it? Are you driving traffic via twitter? Are you letting your own customer know?
All of this is important. Portals are great and securing your product and brand on some of the high profile/high traffic sites could be a game changer for you, but also remember it will take significant creativity and work to make the most of it.
What do you think?
Disclaimer: Porter Novelli has worked with several of the brands listed above.
Locations such as BNet (www.bnet.com), Bmighty.com and several others are often run by publications or 3rd parties and tend to focus more on tips, how-tos and feature articles on marketing and business management. These sites can be a tremendous resource to the small business owner.
So, are these sites effective in delivering a tighter, stronger relationship with customers? Do they promote additional sales of products and services? I argue that they indeed are valuable. They can be especially valuable as a marketing tool to reach your audience segment. If you are in the marketing department of an organization selling to small businesses I would encourage you to look at partnerships with these organization. Get your brand and services in front of your target audience. By being included or features on these portals, you are gaining credible third party implied endorsement, critically valuable if you are a small start-up firm.
Being included on these portals may not drive intense revenue opportunities at first, so please do not start counting on cashflow in the first months. Instead, you are placing your brand and products in locations that are completely target on your audience.
There is a way to make more of portals -- committed co-marketing. Like any initiative, you have to put some creativity and emphasis around an initiative in order to drive greatest potential. It is ideal if you can strike a deal to be on American Express' Open Forum, but also what are you doing to maximize this opportunity? Did you do a joint press announcement? Are you doing marketing to American Express's customers letting them know your firm/product is not available? Are you writing articles? Are you blogging about it? Are you driving traffic via twitter? Are you letting your own customer know?
All of this is important. Portals are great and securing your product and brand on some of the high profile/high traffic sites could be a game changer for you, but also remember it will take significant creativity and work to make the most of it.
What do you think?
Disclaimer: Porter Novelli has worked with several of the brands listed above.
Wednesday, May 20, 2009
Stimulus and SMBs
There is a great blog post today on US News & World Report by Steve King (no not the author of scary stories) that takes a look at the American Recovery and Reinvestment Act of 2009 and how it impacts/benefits small business. President Obama predicted that the stimulus package would create or save 3 to 4 million jobs. Steve King's research shows that within this number approximately 1.6 million of those jobs created or saved will be within the small business industry.
Already, there are 2,600 road construction initiatives being started as a result of the stimulus package and the majority of these contracts are going to small to mid sized construction companies. There is belief that the industries that will benefit the most from the package will be construction, clean and renewable energy and information technology.
Within the construction projects to be funded these are falling into broad categories including road and bridge, building and renovating, wastewater treatment facilities, military and other fed offices.
Within the renewable space, there is concentration on solar and wind projects.
And for info tech, the focus will be around infrastructure including broadband, medical records, education, etc.
There also is an area of the stimulus package that allows small businesses to take tax deductions on equipment purchases.
Finally, another way the administration is trying to jumpstart the economy and support small business is through freeing up credit.
So what does all this mean to marketers trying to sell products and services to small businesses? There are a couple things to consider, including:
1) Target small businesses that will be benefitting from stimulus money (construction companies, health care, etc) to sell your goods especially if you have services that will help support business growth, management, etc.
2) For companies that sell equipment, be sure you have knowledge of the tax deducations/credits your customers may be eligible for and make sure you have this information a click away.
3) Be patient. It is going to take some time for all the stimulus money to reach its destination.
Steve King, Barbara Weltman and Erik Page wrote a nice summary piece on the stimulus package and how it impacts SMBs. This can be freely downloaded at: http://myventurepad.com/submitform/stimulusebook50509/?reference=smt_sking
Steve King
blog: smallbizlabs.com
twitter.com/smallbizlabs
Already, there are 2,600 road construction initiatives being started as a result of the stimulus package and the majority of these contracts are going to small to mid sized construction companies. There is belief that the industries that will benefit the most from the package will be construction, clean and renewable energy and information technology.
Within the construction projects to be funded these are falling into broad categories including road and bridge, building and renovating, wastewater treatment facilities, military and other fed offices.
Within the renewable space, there is concentration on solar and wind projects.
And for info tech, the focus will be around infrastructure including broadband, medical records, education, etc.
There also is an area of the stimulus package that allows small businesses to take tax deductions on equipment purchases.
Finally, another way the administration is trying to jumpstart the economy and support small business is through freeing up credit.
So what does all this mean to marketers trying to sell products and services to small businesses? There are a couple things to consider, including:
1) Target small businesses that will be benefitting from stimulus money (construction companies, health care, etc) to sell your goods especially if you have services that will help support business growth, management, etc.
2) For companies that sell equipment, be sure you have knowledge of the tax deducations/credits your customers may be eligible for and make sure you have this information a click away.
3) Be patient. It is going to take some time for all the stimulus money to reach its destination.
Steve King, Barbara Weltman and Erik Page wrote a nice summary piece on the stimulus package and how it impacts SMBs. This can be freely downloaded at: http://myventurepad.com/submitform/stimulusebook50509/?reference=smt_sking
Steve King
blog: smallbizlabs.com
twitter.com/smallbizlabs
Monday, May 18, 2009
Small Business Seminar Alert
Disclaimer: Porter Novelli works directly with Capital One Small Business. The following information is being posted here b/c there is value in this webinar for small business owners as well as those marketing to this group.
Attn SMBs: CapitalOne bringing SmBizWeek 2 u: practical tips on finance, HR & mkting/social media in 5/20 webinar: http://budurl.com/55av
Attn SMBs: CapitalOne bringing SmBizWeek 2 u: practical tips on finance, HR & mkting/social media in 5/20 webinar: http://budurl.com/55av
What a Pickle
There is momentum around a new bill that would allow employees to take up to seven sick day of paid leave. This bill has been around for some time, but during the Bush administration did not get much momentum. Now, President Obama and First Lady Michelle Obama are putting new energy around this initiative. There is a fundamental belief that it is not only the right thing to do, but a potential pandemic like swine flu, you do not want to have workers making health decisions based on their weekly income.
Opponents to the bill, including the National Federation of Independent Business, also cite the current environment specifically economic conditions as a reason not to pass such a bill at this time. Small business owners believe this measure will be too costly during a time with revenue constraints.
There is a great article on this topic by Steven Greenhouse of the New York Times. Check it out at: http://www.nytimes.com/2009/05/16/health/policy/16sick.html?_r=2&bl&ex=1242619200&en=f6b83c745499e551&ei=5087%0A
Opponents to the bill, including the National Federation of Independent Business, also cite the current environment specifically economic conditions as a reason not to pass such a bill at this time. Small business owners believe this measure will be too costly during a time with revenue constraints.
There is a great article on this topic by Steven Greenhouse of the New York Times. Check it out at: http://www.nytimes.com/2009/05/16/health/policy/16sick.html?_r=2&bl&ex=1242619200&en=f6b83c745499e551&ei=5087%0A
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