Do you know how to market to business owners? Most people don’t. Most people mistakenly think that business owners are just like them – when in reality, they’re a whole different breed.
Business owners are a unique bunch, and if you want to market to them successfully, you need to understand what makes them tick. In this blog post, we’ll break down the things you need to know about marketing to business owners. So read on – your next big client may be just around the corner!
Marketing to Small Business Owners
When marketing to small business owners, it’s essential to understand their needs and how your product or service can help them meet their goals.
You also need to be able to communicate in a way that resonates with them, evokes emotion, and demonstrates that you understand their business.
It’s important to be mindful that there are differences you should make within your small business marketing strategy versus when you market to a business owner of a Fortune 500 Company.
Marketing to small business owners also requires a different approach than marketing to consumers and understanding the different steps of the customer journey is essential to success. If you can understand the different needs of your target audience and effectively market to them, you’ll be able to increase your sales and grow your business.
Table of Contents
- 3 common mistakes made when marketing to small business owners
- 5 Essential Items Business Owners Want in a Product or Service
- The Difference Between Marketing to Business Owners and Marketing To Consumers
- 3 Tips For Marketing to Business Owners
- Speak The Language Of Business Owners
- How to Target Business Owners Online?
- Targeting Business Owners on Facebook
- Targeting Business Owners on LinkedIn
- Targeting Business Owners on Instagram
- Targeting Business Owners on Google Ads
- Targeting Business Owners on Email
Here are 3 common mistakes made when marketing to small business owners:
1) You must understand any budgeting constraints a small business owner might have. While large corporations may have an unlimited supply of cash on hand for paid ads and marketing campaigns-small businesses often struggle with financing these expenses due to limited resources or higher costs. Find ways to work within their specific budget.
2) Small business owners tend to spread themselves too thin. Craft messaging around your specific audience. Get to know the business owner then build your marketing strategy.
3) Pain points of a small business owner often occur due to lack of organization. Small business owners are typically taking on many different roles within their business and could be left feeling overwhelmed. Within your marketing strategy help create a schedule to manage their social media accounts or email marketing. This will help create time to focus on gaining new customers and tending to their existing customer’s needs.
James Green - Owner ofCardboard Cutouts
According to James Green Owner of Cardboard Cutouts, most small businesses are worried about the decrease in customers because of the economy, supply chain issues, and staffing issues. By leveraging your creativity and helping small businesses with one of these three main problems, you’re going to be successful at getting their attention.
What business owners are looking for in a product or service
Most business owners are looking for all the tools that can help them meet their goals and grow their businesses.
They’re not interested in products or services that don’t provide value or that don’t solve a problem. They don’t want limited resources or a time-consuming service. It is extremely important to build trust to have happy customers. They want to be able to feel secure that the company selling them the product or service, establish credibility, and feel confident that it’s a reliable investment.
Business owners are always looking for ways to improve their businesses, drive engagement, and increase cash flow.
There are 5 essential items business owners want in a product or service:
- Products and services that can help them meet their goals and grow their businesses
- Products and services that provide value and solve a problem
- Trustworthiness of the company selling the product or service
- Return on investment
- Products and services that make businesses more efficient and profitable.
Zarina Bahadur - CEO & Founder of 123 Baby Box
According to Zarina Bahadur, CEO & Founder of 123 Baby Box, As you grow your business and digital marketing strategy, your competition will fight for your target audience and potential customers. However, by advertising, promoting, and establishing yourself as having more value than the competition, you’ll find yourself easily outselling everyone.
When marketing to potential customers, you need to show them how your product or service can help them stand out from the crowd. You need to be able to demonstrate how your product or service adds value, and how it can help with customer retention.
Marketing to business owners requires a different strategy than to consumers, but understanding these differences is essential to success and gaining the most traction for your company.
Demonstrate that you understand their business
Show business owners that you understand their business and what they’re trying to achieve. Discuss the return of investment they are looking for and personalize their strategy accordingly. Use your knowledge to tailor your marketing messages and show them that you can provide value and can help them gain more customers.
If you can understand the needs of business owners and market to them effectively, you’ll be able to increase your sales and grow your business.
Ben Grindlow - Founder of ProXpn
According to Ben Grindlow, CEO of ProXpn, marketing to businesses is to gain adequate knowledge and a good understanding of them before you reach out. Doing so will allow you to figure out how to best connect and communicate with them and identify what kind of information you should provide to capture their attention and interest.
Speak The Language Of Business Owners
The critical part of marketing to business owners is understanding their needs and how your product or service can help them meet their goals. Discerning the buyer persona of the business owner will help to give a better sense of their purchasing decision.
You also need to be able to communicate in a way that resonates with the target market and demonstrates that you grasp their business. Marketing to business owners requires a different strategy than marketing to consumers, and understanding the differences in the sale cycle is essential to success.
A cheat sheet to the language of business owners:
Communicate effectively
When communicating with business owners, be clear and concise. Use language that they will understand and avoid using jargon. Make sure to explain how your product or service can help them meet their goals. Be confident in yourself and use an authoritative tone of voice when communicating.
A must-have Marketing Strategy we like to use at Giant Partners for business owners is the “KISS” theory.
Keep It Simple Stupid.
Simple. Straight Forward and to the Point.
Understand their needs
A common misconception when marketing to business owners and understanding their needs is that you need to have the perfect strategy. However, that is not necessarily the case! The business owner might feel overwhelming amounts of stress compared to a consumer so it makes sense to focus on their specific needs more thoroughly.
Take the time to nurture relationships built with business owners and better grasp what they’re looking for in a product or service. What are their goals? What challenges are they facing? What value are you adding to their business? How can your product or service help them meet their goals? Is the information relevant content? Is it helpful content? Does it save time for their business? Will it mitigate risks for their company? Am I providing value to their company? Define their pain points and speak to them.
Oliver Zak - Co-Founder of Mad Rabbit
According to Oliver Zak, CEO of Mad Rabbit, Business owners may not have fully checked out your email or maybe even
deleted it. Of course, getting them to actually check out your pitch is only half the battle. The other half is making sure the information is well researched and proves it can address their needs, setting up for a real meeting to expand upon your pitch.
The difference between marketing to business owners and marketing to consumers
There are some key differences between marketing to business owners and marketing to consumers.
Business owners are looking for products and services that can help them meet their goals and grow their businesses. They’re not interested in products or services that don’t provide value or that don’t solve a problem. Their focus is to increase sales within their company.
Consumers, on the other hand, are interested in products and services that they perceive to be valuable and that meet their needs. They’re also more likely to make impulse purchases than business owners.
Before developing a marketing plan for business owners, you need to be able to demonstrate how your product or service can help them meet their goals. You also need to be able to show them why your product or service is a good investment.
Iam Akshay - Founder of OnlineCourseing
According to Jonathan Saeidian, Founder of OnlineCourseing, Be creative and think outside the box when it comes to marketing to business owners. Try guerilla marketing tactics like leaving branded swag in high-traffic areas where business owners are likely to see it, or setting up an eye-catching display at a trade show or industry event.
How to show business owners how your product or service can help them
Here are 3 tips for marketing to business owners when presenting your product or service.
Focus on the benefits
When marketing to business owners, focus on the benefits of your product or service. How can it help them meet their sales goals? How can it make their businesses more efficient and profitable?
Demonstrate value
Be able to demonstrate the value of your product or service. How does it compare to other products or services on the market? What are the features and benefits that make it unique? Emphasize your value proposition.
Offering a free service or a free trial is a great way to exemplify the value your product or service has.
Build trust
Business owners need to be able to trust the companies that they do business with. Make sure that you’re honest and transparent in your marketing messages. Show them why they can trust you and your product or service. Your ideal customer will want clarity that they are making the best decision with your product or services.
Jeff Mains - CEO of Champion Leadership Group LLC
According to Jeff Mains, CEO of Champion Leadership Group LLC, An excellent reputation in your field is a valuable asset for every
business. Consider making contact with community groups in your area that regularly put on events such as conventions, fairs, and seminars. Send them your speech proposal to see if they will include you in their next event.
If you can focus on the benefits, demonstrate value, and build trust, you’ll be able to successfully market to business owners.
How to target business owners online
As a business owner, you’re always looking for new ways to reach customers and grow your company. And with the right marketing strategies, targeting business owners online can be a great way to do just that.
Dynamic ads are a great way to reach business owners who are actively searching for products or services like yours. By targeting keywords that business owners are likely to use, you can ensure that your ad appears in front of them when they’re most likely to need it.
And while dynamic ads are a great way to reach business owners, don’t forget about the power of social media. Platforms like LinkedIn and Twitter offer tremendous opportunities to connect with potential customers and create lasting relationships. So make sure you’re using them as part of your online marketing strategy.
By using dynamic ads, mindful keyword searches, and different social media platforms, you can reach business owners where they’re spending their time online. And that can mean big things for your bottom line.
Joe Giranda- Director of Sales & Marketing for CFR Classic
According to Joe Giranda, Director of Sales & Marketing for CFR Classic, If you want to reach business owners, get involved in the community where they live and work. By getting involved, you’ll not only gain exposure for your business, but you’ll also build goodwill among potential customers.
Targeting Business Owners on Facebook
Nowadays, people are more likely to buy from businesses they can connect with on a personal level. By targeting business owners in your Facebook ads, you’re more likely to reach your target market and convert them into customers. Not to mention, the benefits that you can get from targeting business owners on Facebook are twofold.
Business owners are competitive and usually engage in social media like Facebook more than regular users. They are more likely to see your content. Because they have the authority to make purchasing decisions for products and services, targeting them with can ensure that your message is seen by the people who matter the most.
The most common way to target business owners on Facebook You can target people who have expressed an interest in business-related topics, such as entrepreneurship, small business ownership, and so on.
You can also target business owners on Facebook by using lookalike audiences. This is a great way to reach people who are similar to your current customers or followers.
Steve Pogson - Founder of FirstPier
According to Steve Pogson, Founder of FirstPier, Everyone who wants to promote their business on Facebook must have their site linked to the social media platform. The Facebook Pixel is a bit of code that may be added to a website. This analysis tool provides precise metrics for gauging the success of your Facebook ads and provides valuable insights into your audience and campaigns.
Targeting Business Owners on Linkedin
As a business owner, you are always looking for new opportunities to grow your business. LinkedIn is a powerful platform that can help you connect with potential customers and partners, as well as build your brand. In doing so, you can create opportunities for your business that you may have never thought possible.
Here are three ways you can use LinkedIn to target potential business owners:
1. Connect with Potential Customers via LinkedIn Groups
LinkedIn groups are a great way to connect with potential customers who may be interested in your products or services. By joining relevant groups and engaging in the discussion, you can build relationships and establish yourself as a thought leader in your industry. Additionally, you can use groups to find out about new business opportunities and get insights from other business owners.
2. Reach Your Target Audience with LinkedIn Advertising
LinkedIn advertising is a great way to reach your target audience with laser-targeted precision. You can use LinkedIn ads to promote your products or services to potential customers who are likely to be interested in what you have to offer. Additionally, LinkedIn ads allow you to track your results so that you can see how effective your campaign is.
3. Use LinkedIn InMail to connect directly with potential customers.
LinkedIn InMail is a great way to connect with potential customers directly. With LinkedIn InMail, you can send messages directly to users’ inboxes, bypassing the need for them to see your message in their newsfeed. This can be a great way to get your message in front of potential customers who may not otherwise see it.
Paul Mallory - Co-Founder of ConsumerGravity
According to Paul Mallory, Co-Founder of ConsumerGravity, LinkedIn is a platform that has done wonders for marketers to promote themselves to business owners. It is the most convenient way to promote their expertise passively. Marketing experts also add a video on their LinkedIn profile to introduce themselves and provide a tutorial on their skillset.
Targeting Business Owners on Instagram
Targeting business owners on Instagram is the trend these days. If you’re targeting business owners, it’s important to remember that they are usually busy people. They are always on the go and may not have a lot of time to scroll through their feed.
That’s why it’s important to use high-quality images and videos in your posts. You want to make sure that your content is eye-catching and will stop them in their tracks.
Another great way to target business owners on Instagram is by using hashtags. Hashtags are a great way to reach a wider audience and get your content seen by more people.
When using hashtags, make sure to use ones that are relevant to your business and target market. For example, if you want to reach out to business owners who are into fitness, you could use hashtags like #fitfam or #fitmotivation.
You can also use Instagram Stories to target business owners. This is a great way to reach people who are more likely to be interested in what you have to say.
Instagram Stories allows you to share short videos or images that disappear after 24 hours. This is a great way to give your followers a behind-the-scenes look at your business or to show them what you’re up to.
Jonathan Saeidian - CEO of Brenton Way
According to Jonathan Saeidian, CEO of Brenton Way, creating a marketing video is the most creative way to market to business owners. It should be targeted at business owners who are looking for digital marketing services, and the video should be created in such a way that it appeals to those people but also speaks to the kind of person who would want to work with you.
Targeting Business Owners with Google Ads
Did you know that the easiest way to target business owners is to run a Google ad?
Yes, you can! Since business owners are always searching for new products and services to grow their business, targeting them with Google Ads is a great way to reach your target market.
There are a few different ways that you can target business owners on Google Ads.
You can either use keywords that are related to businesses or you can target business owners or entrepreneurs specifically.
You can also use demographic targeting to target people based on their age, gender, location, and interests.
But there is another way to target business owners, and that is by
Targeting Business Owners by Email
Yes, you can definitely target them via email. By organizing your email list and making sure that you’re sending relevant and targeted content, you can reach business owners who are interested in what you have to say. It can be tricky, but email marketing is still one of the most effective ways to reach your target market.
Targeting business owners can be a great way to reach your target market. You can use various methods, such as Facebook targeting, Instagram targeting, Google Ads, and email marketing.
Each method has its own set of benefits and drawbacks, so it’s important to choose the one that’s right for you and your business. Whichever method you choose, make sure that you’re sending relevant and targeted content to reach the business owners who are most likely to be interested in what you are selling.
Matt Weidle - Development Manager of Buyer's Guide
According to Matt Weidle, Development Manager of Buyer’s Guide, Incorporating email marketing as part of your normal marketing strategy is a terrific way to generate incremental money and generate short-term urgency. Strategic email marketing can propel a time-sensitive promotion, close out a seasonal sale, or introduce a brand-new service. The number of customers who have received your email opened it, and clicked on any of the links or offers within it can all be quickly and easily determined using email marketing.
Are you a business owner looking for ways to market your business? Are you interested in working with Giant Partners? If so, then you’ll be happy to know that there are many ways to market your business and work with Giant Partners. Contact us today to learn more about our services!
