In March 2012, marketing agency Cargo and Inc. Magazine found the majority (52%) of US small-business owners felt companies did not market to them effectively.
Moreover 43% – 45% of the small business owners said companies made little effort to understand their individual needs and their business.
Most of the small business owners do the business important tasks them self, as they do their financials, marketing, sales and services. Their time is full stuffed with work and they do not sit behind a computer a whole day long. As they are mostly working their job and are with their employees and customers they are perfect to be reached by mobile devices as laptops and smart phones.
When B2B marketers want to connect with them they need to be where those small business owners are around and there where they can be reach and where they can reach out to the marketer.
As an increasing number of small business owners places importance on wireless communications and smart phones for their business this is the way to get in touch with them.
Infographic: Local Mobile Search
So what marketers need to do to reach small business owners with their brand massage?
- 1. Make your website mobile friendly. As small business owners love to use mobile devices like smart phones and tables, it makes sense to make it easier for them to consume your content
- 2. Adjust your email marketing, so it becomes and your email massage can be read on the fly. The most email communication is read from mobile devices
- 3. Become active in social media. As all known social media sites like Twitter, Facebook and LinkedIn have mobile Apps; you can reach small business owners there through your communication and attract them to your offers
- 4. Start to create and publish buyer persona “small business owners persona” oriented content on the web and in social media. This will increase your visibility and grow your trust
- 5. Respond friendly and professionally to every request, no matter if it comes publicly through social media or by email or support ticket.
