Back in July, I wrote about a survey on the purchasing habits of small businesses being run by the marketing company Ivy Worldwide.
A total of more than 1,000 small business owners responded to the survey. The study found a number of interesting findings, which I outlined in my post “Secrets to Selling to Small Business Buyers” over at LearningfromBigBoys.com . If you are selling a technology product to small business owners, below are important factors to consider:
- When considering buying a technology product, small business owners largely start with search (49%). Hence, it is important that your business shows up in search for the keywords that they are likely to use.
- SMBs lean heavily on word-of-mouth referral such as third-party reviews (35%) or blogs and forums (34%)
- SMBs act like value-conscious consumers when buying technology: Price (33%) and third-party referral (25%) strongly influence decisions; in addition, a significant quantity (18%) focus on potential dual-utility for both business and personal use
- Traditional media, Twitter and Facebook not a factor in purchases: SMBs use traditional media (9%) and Twitter/Facebook (5%) minimally when making buying decisions
- 70% tend to purchase online
- Large companies miss the mark when marketing to SMBs: 75% feel they’re not effectively marketed to by the companies that target them
- Most SMB purchasers do not have a specific technology brand in mind when seeking information
As for the survey giveaways, the winners of the prizes are as follows:
Grand prize: One Lenovo A70z all-in-one PC
- ayaz.s at usa.net
Second prize: Five prize packages, each containing a Bluetooth bundle:
- sam.white at roche.com
- LeesaWho at yahoo.com
- kfonda at gmail.com
- gravitygilly at gmail.com
- greg.harbers at finao.co.nz
If you are one of the winners, please contact me or Ivy Worldwide for information on how to claim your prize!