According to a recent Small Business Administration estimate, there are more than 27 million small businesses in the U.S. But not all small businesses are the same. From single person shops to companies with multiple employees and locations, the small business market is as diverse as the U.S. population itself. Effectively marketing to this segment requires a solid understanding of the nuances that characterize it.
ORC Guideline’s webcast will present strategies attendees can use to more effectively target and reach small business buyers for such services as office supplies, health insurance, technology products, professional services, financial services and more. Attendees will gain insight into:
- How small businesses make purchasing decisions
- Creative, non-traditional approaches to segmentation
- Why time-honored approaches to small business marketing aren't enough
- Designing and implementing an effective social media strategy to capture the small business buyer
To illustrate how marketers can effectively target specific segments, our webcast will conclude with a demonstration of how more targeted segmentation can be used to develop a social network marketing strategy.
Mark Broderick, Senior Research Analyst, ORC Guideline
Ann Kennedy, VP of Product Innovation, infoGRoup
Alli Libb, Moderator, American Marketing Association