Business resource centers (BRCs) drive customer loyalty and sales, so it’s important to understand what about them attracts and engages SMBs. Bredin’s recent survey on BRCs — the sections of a site that feature business management tips and advice, as opposed to just product information — provides these insights.
The top motivator for an SMB to visit a BRC is to find a solution to a specific business challenge. This is particularly true for midsized businesses (MBs, with 100 to 500 employees) and very small businesses (VSBs, with fewer than 20 employees). Small businesses (SBs, with 20 to 99 employees) are most motivated to visit when they’re evaluating a company’s products or services.
When they get to a BRC, roughly one in five SMBs want only business management tips and advice, one in three want mostly business management advice along with some product information, and two in five want an equal mix.
During a typical BRC visit, about half of SMBs engage with two or three content elements, roughly two in five will consume four or more.
The most compelling aspects of BRC content vary by company size. VSBs most value the quality of advice, SBs place a premium on topic relevance, and MBs prioritize comprehensibility. Industry relevance and content “freshness” are also important to SBs and MBs.
BRCs: Most Important Content Aspects
Interested in attracting SMBs to your BRC? Bredin can help you determine how to attract and engage your target SMB through our monthly SMB Pulse omnibus, or a custom study. We can also develop high-value content.