Small Business Marketing
Small business marketing includes most of the businesses in the US today.
The opportunity is unlimited but the risks are higher since small business is volatile, nomadic and hard to define into segments.
The largest component of the small business market is the micro-market and these are businesses with fewer than 4 employees. This group makes up the largest share of the small business market.
The differentiation of the micro group from the from the larger segment is important when approaching because micro-businesses are often part-time.
Before approaching this group you need to test your offers with smaller segments and if you make selects that are too large without testing your results could be skewed. Worse than this is to roll out a large promotion with the wrong assumptions. During the early stages of testing it would be great to exclude micro-business from the mix.
Know Your Customer
When selecting new lists you should always profile a snapshot of your best customer by recent purchases, frequency of purchase and how much money they spend and than include demographics as far as age, income, and geographic location. You should be able to match up your current customer lists against cooperative databases. You can also analyze the size and type of business that buy your products.
This process shows the relative penetration of, these markets within various employee ranges, this will also point you into the SIC if your analyzing business to business lists and cross them against your database to find the customers that give you the best ROI.
With this most valuable data you can then target your prospects who behave like your best customers minimizing the risks and maximizing the profitability of your prospecting.
It makes sense to pay more up front for an email address since the long run benefits will pay for themselves buy mailing lists Guaranteed and a 100 free leads if you open an account today!
Customer Retention In a Down Economy
Link to this pageComments
Tell me what you're thinking...
and oh, if you want a pic to show with your comment, go get a gravatar!
FREE eBook “Boost Sales With Lists”
