4 Offline Tips for Web-Savvy B-to-B Marketers to Reach SMBs
With frequent news announcements from companies like Facebook, Pinterest and Google, business owners are hurrying to get their businesses in front of the millions of people online. After all, if people are spending countless hours in front of their computers, then it only makes sense to reach them through this medium, right?
Consider this: Typical small-to-medium business (SMB) owners have employees, overhead, are trying to run their businesses and still trying to grow them—are they really taking time to goof around on the Internet? Are they clicking away on Facebook photos? Are they researching how to get a great “Google local” ranking?
Based on my experience, typical SMB owners are too busy to be looking online. Most are deep into their businesses and aren't spending the time to work on their marketing. During my initial consultations with more than 20,000 business owners during the past 20 years, I've found that 89 percent of them had been spending less than an hour each day on marketing.
So I suggest to you: In order to get these business owners to take action, consider piquing their interest without using the Internet.
1. Not Just Any Postcard Will Do: When was the last time you sent out a postcard? Before you think, “I have heard this before,” think again.
The volume of mail has been declining. In May 2011, USPS reported a 500 million-piece decline in Q2, vs. the same period in 2010. With this volume of decline, there is less competition in the mailbox than the inbox. Craft a powerful message, make an irresistible offer … even put a sticker on the postcard to make it stand out.
2. A Power-Packed Audio CD: iTunes is all the rage, but getting your prospect to find your message on iTunes is a chore. Be different and mail your prospects an audio CD they can actually use. Not to be confused with a sales pitch, this should just be a 20- to 30-minute CD of information they haven’t heard before that makes them want to find out more.
3. A Whitepaper, Transformed: When most people think of whitepapers, they think of boring documents that get tossed in the trash, but it doesn't have to be that way. Craft a whitepaper that breaks common understandings, is succinct (meaning five to seven pages), and remember to make it easy for them to reach you to find out more. By crafting a whitepaper that provides real value, you will be identified as an expert instead of a salesperson.
4. One Simple Phone Call: You don’t need to make the call, but someone on your team should. After you have sent along a postcard, an audio CD and even a whitepaper, make a call to see if they've received it. Let them know you aren't selling them anything; you simply want to make sure they received the helpful information.
When you can gain attention offline in the B-to-SMB market, you can attract a high-dollar client and leave your competitors scratching their heads.