When it comes to getting your message across to small and medium sized business decision makers, you don't need to beat them up and try to break in. You want to make sure you're there when they come out.
In the world of search engine marketing, it's key that you're found so that you may be considered as a solution. You also have to ask yourself if a potential customer is "convertible" to what you are trying to sell them. When a SMB decision maker stops and realizes they need help, it's because an event has happened, such as: opening a new location; the business is growing at a year of year rate of more than 20% and they need to expand; maybe your getting sued or you have finally realized what you've been doing just isn't working any longer.
Because of this "trigger" event, the SMB decision maker now realizes they don't have the expertise to solve the problem themselves. In the past when this has happened, these decision makers have reached out to colleagues, friends and business experts. Nowadays, when confronted with a "trigger" event, more than 50% of SMB decision makers go to the internet and go right to the search box. The key for you is to make sure your message can be found to be considered. The key is indentify the target influencers, get them to understand your product/service and hope they like it.
SMB's are going to tell you no 20 times and you're rarely going to know when they're ready to say yes.
Action Steps
The best contacts and resources to help you get it done
Online a bigger influence than word of mouth
A recent study of over 1000 B2B purchasers from search marketing agency Enquiro shows that across B2B purchasing, online sources are rated as the strongest influences on B2B purchasing behavior. The power of the search engine continues to grow and you need to make sure you're being found to be considered.
General Search - think of them as a trusted colleague at work. They may not have every answer, but they'll get you started in the right direction.
Industry Information- primarily business publications. Think of an industry information site as a friend who know's what you mean even if you can't articulate it clearly.
BtoB Search- Think of a BtoB search site as an industry expert you consult to find a specific option that meets your need
Vendor site- most B2B online roads lead here...think of a vendor site as the first salesperson you clients inertacts with at the company
I recommend: www.enquiro.com/Downloads/B2B-research.aspxThis is some great reseach that I highly recommend reading.
www.enquiro.com/b2b-survey-2007-pressrelease2.asp
Vertical Search not only good for awareness but key for research, negotiation and purchasing
General search is a key starting point for building awareness of your product or service, but as a smart search marketer you need to branch out to more vertical engines when appropriate. SMB's have become sophisticated over the years and realize there's more out there than just GYM (Google, Yahoo and MSN). When the SMB realize they need to make a move, the value of B2B search grows tremendously, especially when the task turns from browsing to actual research, negotiation and purchasing. B2B search engines thrive in this environment because they are built to serve this need. If you're looking to reach a specific community of user, you need to find the right search engine that serves that need. It's not a this or that discussion You need to utilize broad based search, but you need to find the correct blend of broad-based and vertical to truly serve the needs of your potential client not only when they're ready to buy but when they're most impressionable.
I recommend: Here are some great examples of vertical search:
Business.com GlobalSpecKnowledgeStormBuyerZoneSourceToolLawyers.com
Tips & Tactics
Helpful advice for making the most of this Guide
- If your target SMB customer didn’t know much about your product or service, how would they use the internet to educate themselves and narrow to a short list of options? Where would they start? What search terms would they use? Would they find anything about you in general search, industry info or B2B search sites? What would they find on your site? What would they find on your competitors’ site?
- If SMBs might start with general search and interact with industry information and B2B search sites along the way, a solid search marketing program is a must. Use Search Engine Optimization (SEO) to improve organic results and paid Search Engine Marketing (SEM) to broaden your presence and boost visibility during major launch periods.
- SMBs may start their search with general search engines, but will spend significant time on business-specific sites. General search engines can offer you high quantity, but business-specific search/sites typically will offer you a higher quality of user. Both are required for an effective online presence.
- “…vertical search provides comprehensive and focused niche content from multiple sources that is organized to ensure relevance to a specific community of users.”
- RFP/RFQ sites are emerging to cater to those who want to quickly get quotes from multiple vendors. Vendors receive quote request and user contact info, but need to move VERY fast to contact user. This can be a great way to keep tabs on branch or distributor performance.
- People who search for your product or service are going to cover a LOT of territory before they contact you. Again – where could your customer end up online when looking for your product or service? Establish “signposts” broadly. Monitor and contribute to highly visible blogs. Create online how-to guides to support SMB decision making. Maintain a strong PR program, and request links to your site. Just being on Google does not serve all your needs.
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