"Small business owners are not marketers,” says our guest Stephanie Schwab, CEO of
Crackerjack Marketing. But she can help them become proficient, and successful,
if they follow a distinct process that she shares during this episode. As the world
enters a time of business uncertainty, Stephanie recommends that owners reassess
their marketing, to understand the nature of their unique offering and to take
stock of their customers. Listen in, as we explore the details around her process,
and her marketing must-dos—including the surprising Top Tip she gives to business
Cyndi Greenglass: Why is SMB (small midsize business) considered so different
from other types of B2B marketing or other types of consumer marketing?
Stephanie Schwab: A very small business is almost like marketing to a consumer.
When you're talking to the owner of a business, you're asking them to make a decision
about what they're buying in the same way that you would be asking a homeowner
whether or not to buy that new refrigerator. The costs are about the same. There
are official numbers of what qualifies as a small business, and then there's the
unofficial gut feeling. Small to medium businesses really need a smaller, niche
audience. By their very definition they don't have the time, the money or the energy
to market to the masses and so for them, it's more important that they find the
niche that they're serving with their product or their service.