eBusiness Leaders Should Use The Web To Target Small Businesses Shopping For Financial Products

Three in four small business owners have used the Internet for at least one banking activity in the past year. But which channels do owners use to shop for the financial products they use for their businesses? Forrester's research shows that 36% of online small business owners who applied for a business-related financial product in the past year researched that product online — making it the most commonly used research channel. When it comes to applying, in-person remains the primary channel: 47% of applied at a financial firm's branch or office. Our research gives eBusiness leaders insights into the tremendous value and role of the website and demonstrates why eBusiness teams would be wise to focus as much on small businesses as on retail customers. We outline five steps eBusiness leaders should take to measure their website's effectiveness at marketing and selling to small businesses.