Some brands have an unfortunate habit of rubbing small business owners up the wrong way.
Sometimes because of the way they lump them all together – no business wants to be defined by their size, so why address them as SMEs, SMBs or SoHos, like they’re all the same? (This article on segmentation beyond firmographics explains why you shouldn’t.)
And that’s just the start of it.
Few things irritate small business owners more than big businesses talking down to them, using corporate speak or meaningless jargon (never ever say ‘smee’ instead of ‘S-M-E’).
Then there’s the pester-til-they-buy approach to marketing. Also known as the quickest-way-to-fail approach. The last thing a small business owner wants is to be distracted from the day job by brands trying to sell to them. And yet some brands still persist with the cold calling, unsolicited emails and LinkedIn stalking.
In this month’s Think Small, we focus on how brands must adapt their marketing to an SME audience. Then they can start building relationships and stop burning bridges.
Three ways to market better to SMEs, by SMEs delivers insights straight from the horse’s mouth.
This article on the ‘nod’ explains why it’s vital that brands become a member of the unofficial SME club.
Speaking the language of small business covers why brands need to watch their tongue and wash jargon out of their mouths.
Why putting your heart into marketing is crucial to winning small business clients details why you need to win over an SME’s heart before you can win their business.
And in this Small Business of the Month video, we speak to Ann-Marie and Paul, owners of Langdale View Guest Houseand discuss how they decided to give up the day job, move to the Lake District and set up their bed and breakfast.
