Please join me in a conversation with Kendall Walters, Campaign Content Manager at Hootsuite, on using content and social to engage SMBs. Kendall brings terrific insight on the content and social tools, tactics and messaging that work to engage SMBs across the entire sales cycle. In this fast-paced and informative Q&A, you’ll learn: • What prompts SMBs to start investigating new products and services for their business • Which information sources SMBs rely on to first learn about those offerings • The specific social media platforms that SMBs use most • The content formats that work best at the top of the sales funnel • How Hootsuite combines content and social to engage SMBs You’ll get actionable insights from an SMB marketing peer to put to work right away in your SMB sales and marketing plans. Link to recording - https://register.gotowebinar.com/recording/4131745213179023874

1. October 7, 2021
Engaging SMBs with Content and Social

2. INCREASING SALES TO SMBS

3. INSIGHT
• Qualitative
• Focus groups
• Workshops
• In-depth interviews
• Quantitative
• Custom online
• SMB Pulse omnibus
• Snap Poll
• Attitudes and usage
• Buyer identification
• Competitive perceptions
• Market segmentation
• Media behaviors/
preferences
• Message/positioning
testing
• Net promoter score
• Persona/buyer journey
• Purchase intent,
behaviors, channels and
preferences
Analytics Output
• Crosstab tables
• Correlation analysis
• Sig testing
• Segmentation
• Pricing
• Path analysis
• Factor/cluster analysis
• Perceptual mapping
Insight for CE/product/
marketing strategy
Data for PR/content/social/
collateral programs
Topics Methods

4. OUTREACH
Video
Email
Newsletters
Checklists/
Worksheets
Case Studies
Articles Blog Posts
White Papers
Podcasts
E-Books
PR Surveys
Social Media
Handbooks/
Guides
Webcasts
Slideshows
Infographics
Interactive
Tools
• Survey data
• Creative brief
• Editorial calendar
• Content development
• Content audit
• Analytics
Contribution
• Expert
• Actionable
• Relevant
• Easy to understand
• Professional
• Brand-building
• Custom
Principles
Direct Mail
Event
Collateral
Brochures /
Sell Sheets
Custom Pubs

5. 36%
29%
28%
26%
24%
21%
21%
21%
18%
15%
15%
13%
8%
6%
To cut costs
We need additional functionality
Our technology reaches its “end of life”
We become aware of a new solution through articles, ads, word of mouth, etc.
A significant price increase from our current vendor
Poor experience with our current vendor
Our customers’ preferences/requirements change
We outgrow our solution’s capabilities
Poor customer service by our current vendor
Special sale or offer from a vendor
A change in our circumstances, such as decreased revenue
New industry requirements or government regulations
Our competitors use it
Some other reason
RESEARCH INITIATOR EVENTS BY COMPANY SIZE
5
• VSBs are most motivated by cost-cutting; SBs, additional functionality; MBs, advertising
• MBs are much more motivated by a special offer than their smaller peers
What prompts your company to start investigating a new product or
service for your business? Select all that apply.
n=500
VSBs
(A) 250n
SBs
(B) 150n
MBs
(C) 100n
36% 27% 25%
28% 40% 36%
28% 33% 26%
26% 33% 44%
24% 25% 28%
21% 27% 19%
21% 27% 30%
20% 30% (A) 30%
18% 14% 26% (B)
15% 19% 35% (AB)
15% 23% (A) 29% (A)
13% 26% (A) 27% (A)
8% 22% (A) 25% (A)
6% (B) 0% 2%
36% (C)
44% (A)
40% (A)
• Identifying a requirement
• Increase productivity
• Looking at new evaluation instruments
• When something breaks
• Could be anything
• If we actually need it

6. 33%
17%
13%
14%
13%
12%
9%
10%
19%
9%
10%
12%
15%
42%
46%
48%
44%
37%
36%
36%
35%
25%
34%
32%
29%
27%
75%
63%
61%
58%
50%
48%
45%
45%
44%
44%
42%
42%
42%
Search (e.g., Bing, Google, Yahoo!)
Business or general news sites
Email newsletters
Print publications (magazines, newspapers)
Live events or trade shows
Product section of vendor’s website
Resources (i.e., tips and advice) section of a vendor’s website
Radio or TV
YouTube
Postcard, letter or catalog in the mail from vendors
One-off (i.e., promotional) emails
Webinars/webcasts
Facebook
PRODUCT AWARENESS SOURCES BY COMPANY SIZE (1 OF 2)
6
• Respondents’ likelihood to use every information source (except search) to first learn about business offerings
increases significantly with company size
How likely are you to first learn about products or services for
your business via each of these specific information sources?
n=500
Very likely
VSBs
(A) 250n
SBs
(B) 150n
MBs
(C) 100n
74% 91% 93% (A)
63% 85% (A) 100%
61% 79% (A) 93% (AB)
58% 77% (A) 96% (AB)
49% 80% (A) 94% (AB)
48% 83% (A) 98% (AB)
44% 82% (A) 95% (AB)
44% 70% (A) 90% (AB)
44% 70% (A) 94% (AB)
43% 71% (A) 91% (AB)
41% 75% (A) 94% (AB)
41% 77% (A) 96% (AB)
41% 69% (A) 93% (AB)
Somewhat likely
74% 91% (A)
100% (AB)
∑

7. 9%
15%
11%
10%
9%
10%
6%
8%
5%
8%
5%
4%
30%
23%
26%
27%
25%
20%
17%
14%
16%
14%
10%
8%
38%
38%
37%
37%
33%
31%
23%
21%
21%
21%
15%
12%
Forums or discussion boards
LinkedIn
Niche sites, e.g., industry trade groups, Chambers of Commerce, sites for specific
roles like CFOs, etc.
Tech websites like CNET, Spiceworks, TechCrunch, ZDNet
Bloggers/influencers/columnists/ independent analysts or experts
Ratings or review site (e g , G2Crowd, Software Advice)
Instagram
Twitter
Outdoor billboards or signage
Pinterest
Clubhouse (the audio-only app)
TikTok
PRODUCT AWARENESS SOURCES BY COMPANY SIZE (CONTINUED)
7
How likely are you to first learn about products or services for
your business via each of these specific information sources?
n=500
Very likely
VSBs
(A) 250n
SBs
(B) 150n
MBs
(C) 100n
38% 71% (A) 94% (AB)
37% 77% (A) 95% (AB)
36% 75% (A) 96% (AB)
36% 70% (A) 98% (AB)
32% 65% (A) 91% (AB)
30% 68% (A) 92% (AB)
22% 61% (A) 90% (AB)
20% 64% (A) 92% (AB)
20% 61% (A) 88% (AB)
20% 58% (A) 87% (AB)
14% 55% (A) 84% (AB)
11% 51% (A) 80% (AB)
Somewhat likely ∑
• The usage likelihood range is 63 percentage points for VSBs, 40 for SBs and only 20 for MBs. In other words,
marketers can reach MBs through a range of information sources, but need to choose carefully to target VSBs

8. 14%
13%
10%
9%
10%
11%
11%
13%
8%
9%
10%
10%
9%
8%
7%
6%
6%
4%
47%
41%
31%
32%
30%
28%
26%
24%
26%
24%
21%
21%
21%
18%
20%
20%
14%
15%
61%
54%
41%
41%
40%
40%
37%
36%
34%
33%
31%
31%
30%
27%
27%
26%
21%
19%
Article
Email newsletter
Research report
Video on vendor’s website
One-off email (for example from a sales rep)
Webinar/webcast
LinkedIn post
Facebook post
White paper
Analyst report
e-book/guide/handbook
Case study
Checklist/worksheet
Interactive tool (e.g., calculator, quiz)
Blog post
Podcast
Tweet
Infographic
AWARENESS CONTENT FORMATS BY COMPANY SIZE
8
• As with information sources, usage of every content format increases significantly with company size
• MBs rely on a wide range of content formats, while VSBs require more selective targeting
n=500
How likely are you to first learn about products or services for your
business via each of these specific content formats from vendors?
VSBs
(A) 250n
SBs
(B) 150n
MBs
(C) 100n
60% 84% 95% (AB)
53% 79% (A) 94% (AB)
40% 76% (A) 95% (AB)
40% 74% (A) 90% (AB)
39% 75% (A) 93% (AB)
39% 73% (A) 93% (AB)
36% 72% (A) 96%
36% 67% (A) 91% (AB)
33% 65% (A) 88% (AB)
32% 73% (A) 92% (AB)
30% 68% (A) 87% (AB)
30% 68% (A) 86% (AB)
29% 65% (A) 93% (AB)
26% 57% (A) 91% (AB)
26% 62% (A) 91% (AB)
25% 67% (A) 87% (AB)
20% 59% (A) 88% (AB)
18% 61% (A) 91% (AB)
60%
Very likely Somewhat likely
84% (A)
96% (AB)
∑

9. KENDALL WALTERS Q&A
Campaign Content Manager, Hootsuite

10. Research
• Product/go-to-market strategy/CE/NPS
• Persona/buyer journey
• Original data for standout content and PR
Strategy
• Content strategy
• Creative brief/ed cal
Content
• Original content development
• Exclusive SMB focus
10
HOW BREDIN CAN HELP
Stu Richards, CEO
stu@bredin.com
Work with the experts in SMB insight and engagement.

11. THANK YOU