How to Market to Small Business Owners

Marguerite McNeal
Marketing News
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Key Takeaways

​What? Small business owners are a diverse population with differing needs and motivations.

So what? Broad marketing won't work. Big brands marketing to small businesses need to take a nuanced approach.

Now what? Don't rush to close the deal. Small business owners value conversation, so build a rapport.

Small business owners are tough to categorize. The guy who opened the coffee shop likely has very different business needs and definitions of success than the woman who founded the mobile app startup, yet big brands commonly lump diverse SMBs together in their marketing outreach.

There are more than 28 million small businesses—firms with fewer than 500 employees—across the U.S., according to the U.S. Census Bureau. Whether brands offer marketing management software or credit cards, they should segment small business owners as they do for other targets, says Dan Gliatta, founder of The Cargo Agency, a Greenville, S.C.-based marketing agency. Cargo coined the term “B2SB” (business-to-small-business) and specializes in helping brands from Mercedes Benz to Intel market to small business owners, specifically ones with fewer than 100 employees.

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Author Bio:

Marguerite McNeal
Marguerite McNeal is a San Francisco-based journalist who covers marketing across several industries.

Displaying 1 Comments
Carlos Gallon
February 22, 2016

excelent article, it happens also in Latin America.

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