The small business target group has its own specific characteristics, which need to be taken into account when developing your communications on our media brands :
- Diversity of business sectors and sizes represented: the small business segment is much more heterogeneous than that of large companies;
- Increased sensitivity to economic fluctuations and vulnerability to market turbulence ;
- Rapid decision-making capacity, with ‘flat’ organisational structures, favouring accelerated decision-making and implementation ;
- Limited budgets and resources, with a strong focus on price, profitability and short-term impact ;
- Need for scalable solutions ;
- Limited access to specialised resources and cutting-edge technical skills, leading small businesses to favour partners who can fill these gaps with personalised support and intensive coaching;
- The importance of contractual flexibility and advantageous payment terms, especially in an inflationary environment ;
- Looking for turnkey solutions that are easy to implement.
The major challenges facing small businesses
The small and medium-sized business audience also stands out for the challenges it faces :
- Climate and CSR issues: although large companies are also concerned by these issues, small businesses are often less well equipped and less mature on these subjects. They may lack the resources and expertise to implement effective CSR strategies and meet environmental requirements ;
- Inflation: rising prices for goods and services are putting increased pressure on small businesses, which have to manage costs while maintaining their competitiveness. They are looking for B2B solutions that help them optimise their supply chain, protect them from price fluctuations and maintain their competitiveness ;
- Digitalisation and digital transformation: small businesses can find it difficult to implement digitalisation and digital transformation processes due to limited resources and a lack of in-house expertise ;
- Talent and skills shortages ;
- Access to finance to support growth and innovation projects ;
- Increasing regulatory complexity, particularly in terms of cybersecurity and third-party compliance.
Targeting the small business audience with Infopro Digital Media
In daily contact with entrepreneurs, our editorial teams and experts observe, decipher and analyse the trends, changes, challenges, opportunities and threats facing small and medium-sized businesses, and offer exceptional editorial services throughout the year.
This in-depth understanding of the field gives Infopro Digital unprecedented legitimacy in France with the small business audience, as well as with advertisers, who can take the floor to inform, promote their value proposition and/or reveal their commitments.
