Selling Advertising to Small Businesses


Selling advertising to small businesses can be a challenge. Using BIA’s proprietary data this report recommends key strategies for selling both traditional and digital advertising to small businesses.  BIA’s report discusses small businesses’ opinions about working with salespeople and how they utilize sales people in deciding when and what advertising to buy.  Besides how much and what small businesses spend on adverting this report are also explores what small businesses expect from their sales representative. This report is key for sellers of any types of media working with small businesses, including agencies.  Filled with data and selling insights this report can help sales managers and teams perfect their selling strategies or uncover new product opportunities. Along with sales specific data, the report explores the current and future marketing and business service products SMBs use.

Content Summary

Included in the report on small business newspaper advertising is key data from BIA Advisory Services’ Local Commerce Monitor (LCM) survey of small businesses. BIA’s survey tracks more than 55+ different advertising products and services that roll up into these 10 top-level groups:

  • Online advertising (e.g., search, display ads, blogs)
  • Traditional advertising (e.g., direct mail, newspapers)
  • Print and online coupons
  • Broadcast advertising
  • Giveaway items
  • Video advertising (e.g., website videos, YouTube)
  • Mobile advertising (e.g., search, SMS, display)
  • Social advertising (e.g., Facebook, Twitter, Pinterest, Instagram, promoted tweet)
  • Print and digital directory advertising
  • Community sponsorships and advertising

Who Should Read This Report?

  • Executives in charge of marketing and/or product development targeted to small businesses
  • Senior leaders evaluating opportunities in the small business marketplace
  • Any executive with a role in selling digital or direct mail products
  • Anyone focused on the trends and direction of SMBs that use direct mail