Mistakes Your Brand May Be Making When It Markets to Small Businesses

Avoid the following common mistakes if you want to really engage and grow your small business customer base.

1. Selling features versus solutions

Companies, especially large ones, like to tout their innovations and the features of their products and services. This takes place across the marketing media, whether companies are creating informational content or traditional advertisements.

This emphasis on features is at direct odds with the way entrepreneurs consume information. Most small business owners are busy and focused primarily on running their businesses. They prioritize the things that directly impact those operations that day, week, month and year -- how to find new customers, treat employees, save more money and time, work fewer hours, etc.

So, unless you happen to be offering a solution to a “hair-on-fire” problem, like the virus that just infected a company's computers or the lawsuit it just learned of, the company is not likely to pay much attention to your features-driven messaging.

2. Lacking a call to action

This is potentially the most frustrating and easily avoidable issue that I see with small-business marketing. A company will invest in some great, helpful small business content; this could be a video, social post, ebook, newsletter, etc. But at the end of the content, the company forgets to put in a clear, easy-to-follow call to action.

If in fact you have gotten a company's attention with your content, continue the conversation. Capture the contact's email and get permission to talk to him or her directly and provide more great content. Or at least have an online hub the company's reps can visit. Air this information simply, by putting at the end of your video or ebook: “For more tips to help your small business grow, visit ----."

Make it easy for the company to do just that, and send your contact to a specific place where you can leverage that connection point.

3. Having too many places to interface

Speaking of sending small businesses to a place for information, many brands -- large and small alike, but especially large brands -- aren’t organized, from a customer-facing perspective. Internally, there may be many teams that all do some marketing to small businesses. However, small businesses do not understand the internal politics of an organization. More importantly, they do not care nor want to understand the politics involved.

This means that, instead of every one of your teams sending small businesses to a different website or email list, or having 10 different Twitter handles that touch SMBs, create one cohesive small business hub for customers to visit. If your divisions need to remain separate internally, then have them all link into one main small-business umbrella online-touchpoint that the small business customer sees externally

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SOURCE: ENTREPRENEUR