My Financial Post column this week offers 10 tips for marketing more effectively to small and medium-sized business.
The insights come from Jeff Berry of the Executive Council on Small Business, who shared his 10 points for making your marketing more "consumable” at a conference last week in Toronto.
The key, as in any market, is to better understand your target audience. When you know, for instance, that business owners are older than most people think, that they're more risk-avoiders than risk-takers, and that 60% are resolutely locally-oriented, then you can refine your marketing offers to match the actual mindset of your prospects.
"Tactic 2: Reduce perceived risk by offering samples and free trials, refund periods or money-back guarantees. The more you promote such offers in your ads or website, the more you overcome buyers' fears of making a wrong decision."
Click here to read the full story.