Some research seems so obvious that it may as well be asking five year olds if they like puppies
Each May, I receive an avalanche of email pitches from public relations people (who now go by the title, “content strategists”) who want SmallBusiness.com to share with its readers the findings of a new surveys their companies have conducted just in time for Small Business Week.
The email is nicely produced and has links to: (1) A press release about the research, (2) research highlights (3) an infographic that looks like a PowerPoint version of their survey findings and (4) an offer to allow me to interview someone at their company about the survey.
Read more “Don’t Use Fake Research When Marketing to Small Businesses”
If you are an actual small business, there’s a major possibility that you have no idea the meaning of marketing department jargon like like SMB, microbusiness and SOHO.
(Note: Much of this post can also be found on something I wrote recently for SmallBusiness.com. As “marketing to small businesses” is a topic I’m going to be writing about on RexBlog during the coming months, I decided to crosspost it here.)
As within any tribe of professionals, it’s normal for those who market products and services to small businesses to develop an inside language of buzz-terms and acronyms as shortcuts for long strings of words or common concepts. As business-to-business marketers can’t do what consumer marketers do when they describe customers as a set of demographics (women, ages 18-21, for example), marketing strategies for reaching small business decision makers tend to describe the customer by the size of a company (revenues or employees), the industry “vertical,” or other factors like location. For that reason, the proxies for consumer-like demographics have evolved into terms like:
- Small office/home office (SOHO)
- Small and mid-sized (or medium-sized) business (SMB)
- Small and medium enterprise (SME)
As marketing strategy terms, those labels may make sense. However, if you are not a marketer to small business, but an actual small business, there’s a big possibility that you have no idea what any of those terms actually mean. And even if you did, you’d likely prefer to be described as a small business, anyway.
Read more “Small Business marketing words vs. words used in marketing to Small Business”