Creating content and programs that target the SMB market requires an understanding of how small- and medium-sized business owners think and how to connect with them.
Here are 6 key SMB insights to consider:
- They do not think of their companies as “small” businesses; they are simply businesses.
- They want access to the same thinking, resources, and tools as big businesses.
- They are time-pressed, so they need access provided in a way that is findable, relevant, and valuable to them.
- The SMB market is actually a collection of heterogeneous sub-markets that think, act, and transact in very different ways.
- They operate different types of companies, in different industries, with different objectives and customers.
- Each sub-market tends to be very well networked, very peer-driven, and looks to similar professionals and companies with similar pains for answers and solutions.
Because of the degree to which they leverage their networks, when you successfully connect with an SMB market segment they will readily share your content. This “viral” sharing is a key outcome of creating marketing content that is relevant and easy to share. The sharing effect can be broad or niche, can be driven by business value or entertainment value, and can generate qualified or unqualified traffic.
To successfully connect with and convert SMB customers using content and programs, you need to target and own a specific set of pain points for specific sub-markets, and deliver content and solutions that address those pains. The pain points should be filtered through your value proposition so that only those pain points you have the credibility to solve are included in your focus. By focusing content development and marketing in this way, your marketing efforts will be findable, relevant, and valuable to the target market.