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How to reach small business owners?
For over nine years I've advised small and large businesses on how to effectively reach their target audience (B2C). Less than a year ago I decided that I was more interested in helping small brands reach a hyper-local audience and inexpensively brand themselves.
I created Endorsevent (endorsevent.com), an event sponsorship platform that strengthens community by helping local event organizers (mostly non-profits) get things they desperately need (products, services and monetary contributions) for events in exchange for helping local businesses attract new customers through branding at those same events.
Today I've found that my biggest challenge is reaching small business owners - B2B has proven quite different than B2C.
I created Endorsevent (endorsevent.com), an event sponsorship platform that strengthens community by helping local event organizers (mostly non-profits) get things they desperately need (products, services and monetary contributions) for events in exchange for helping local businesses attract new customers through branding at those same events.
Today I've found that my biggest challenge is reaching small business owners - B2B has proven quite different than B2C.
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I see that this post is rather old, but the problem has still prevailed. We also face similar problems, trying to reach small businesses in the B2B section.
We found that we could reach a lot of businesses by meeting people on events, making personal contacts and getting contact information. This would complement our already established (online) audience or network, which we steadily supply with information via email, social media or our own webpage.
We also started writing our own blog and blogging for others in order to extend our reach and reputation among B2B webpages.
Other than that you just might have to contact them directly by looking them up individually. But then again, we are also still learning, but what can be said is you need to be accessible for your target audience and be where your audience is.
Hope I could help, would also appreciate replies or more contributions to the topic!
Presence is what you need. Being present across the internet. Remember always that a small business owner is a person, and could find you on many different channels. A small business owner is always thinking about their business and if pop up in the right place, at the right time, helping them to achieve their goals you may win their trust, and eventually their business.
Playing the long game is much more rewarding in this new social media age.
A great place to start is in GROUPS on LinkedIn. Join groups within the industry and join in conversations. Don't just pop in and out; be knowledgeable share your knowledge. Do not SPAM or hard sell. Advise, watch and teach.
Another great place to connect with small businesses is Google+ Communities and Twitter. Join #hashtag conversations. Share and communicate.
Even Facebook, used correctly can reach owners of SMB's.
Support all of that with a website, blog and a newsletter and you are well away!
The point is to gain the trust of your followers and also Google. When you have a solid presence on social networks your website will rank higher, which means you reach more and more people.
And, yes, if your business is localised then some face to face network always makes quality, lasting relationships.
Figure out what the 2 or 3 questions your buyers are asking and answer those on your website and on your blog. Answer those questions in as many ways as possible. Over and over and over.
Google Marcus Sheridan (the Sales Lion) he pioneered this idea and it is the simplest, most reliable way to build your small business.
Consider giving an award or recognizing great websites (that you didn't create). That builds credibility and positions you as such an expert that you give awards (and that will help Google find you as an expert).
Think about it, even people who get your advertising (whatever form that might be) will Google you to find out who you are. They must see that you are an expert. Remember "In Google we trust."
That will build your business.
Owners focus on immediate business problems
Owners are time-starved
Owners think they are unique
Owners are value – not price – conscious
Owners are independent
Owners are pragmatic
Owners are protective
Owners are proud of what they do.
Every small business owner will respond differently to your campaign, find out which strategies are most effective and optimize.
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