Targeting the Small Business Owner

In last Friday’s blog, we discussed which media forms are most popular with C‑level managers of  large corporations. Small business owners comprise another large group of b‑to‑b buyers and targeting them properly can help your clients increase sales.

Small business owners are not all alike and a recent article in B to B online highlights some differences and how you can effectively reach this group. First, author Denise Hopkins points out that understanding the business owner as a consumer is important. Small business owners are more likely than average to:

  • Be college educated
  • Be environmentally friendly
  • Be politically aware
  • Be married with children
  • Have household incomes that exceed $125,000 (for multiple business owners)

Next, understand the time-​pressed nature of the small business owner’s life. These consumers pay more attention to ads:

  • At night
  • On the weekends
  • In newspapers
  • In magazines

Read the entire article here.

Source: Hopkins, Denise, “An In-​Depth Look at the Small Business Owner,” BtoB Online, 6.23.2008

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.