Identifying when a small or medium enterprise (SME) is ready to scale can provide a competitive edge for businesses looking to engage this audience with tailored solutions.
We recently attended LinkedIn’s B2Believe industry lunch to explore interesting findings from a 2024 study* about SME decision-makers on LinkedIn.
This article dives into the key signs of SME growth and shows you how to turn those insights into focused LinkedIn campaigns, using real LinkedIn targeting criteria.
#1: Adoption of new technologies
SMEs that invest in technology are often preparing for rapid growth. LinkedIn’s findings reveal that 64% of SMEs identify as early adopters of technology. These businesses want to streamline operations, boost productivity, and enhance customer experiences. For businesses looking to reach this audience, it’s essential to showcase tech solutions that can support their growth ambitions. Case studies and success stories can resonate well with this tech-savvy group.
Example LinkedIn attributes to target
To connect with tech-forward SMEs, use LinkedIn’s interest targeting for:
- Cloud Management & Monitoring: Cloud Management Software, Virtual Private Cloud (VPC) Software, Data Warehouse Software.
- Big Data & Analytics: Big Data Analytics Software, Machine Learning Platforms, Statistical Analysis Software.
- Automation & Efficiency: Robotic Process Automation (RPA) Software, Enterprise Resource Planning (ERP) Software.
Leverage these attributes in your LinkedIn campaigns to reach decision-makers actively seeking tech solutions to drive business growth.
#2: Interest in financial and professional services
As SMEs grow, their demand for financial and professional services surges. LinkedIn data shows that nearly 50% of SMEs are actively searching for solutions like funding, payroll management, and accounting software within the next year. This indicates a clear opportunity for businesses offering services tailored to the needs of expanding SMEs.
Example LinkedIn attributes to target
Engage SMEs needing financial and professional support by targeting:
- Financial Solutions: Financial Analytics Software, Spend Management Software, Revenue Management Software.
- HR & Payroll Systems: Human Resources Management Systems (HRMS), Payroll Software, Staffing & Recruiting Software.
- Professional Consulting: Management Consulting Services, IT Services, Legal Services.
Use these LinkedIn targeting attributes to position your services in front of SMEs actively seeking financial stability and operational efficiency.
#3: Engagement with industry experts and thought leaders
High-growth SMEs are highly engaged with expert content on LinkedIn. According to LinkedIn, these businesses are 26% more likely to invest in new solutions after engaging with thought leadership content. This reflects a strong desire to learn, adapt, and scale. For businesses, this presents an opportunity to position themselves as trusted advisors by providing valuable insights and thought leadership content.
Example LinkedIn attributes to target
Reach SMEs focused on industry expertise by targeting:
- Enterprise Networking & Collaboration: Enterprise Social Networking Software, Professional Services Automation (PSA) Software.
- Content & Learning Tools: Learning Management Systems (LMS), Account-Based Marketing (ABM) Software.
- Sales & Marketing Enablement: Sales Engagement Platforms, Marketing Data Analytics Software.
Target these attributes to engage SMEs who value insights from experts and are likely to invest in new solutions.
#4: Expansion into new markets
SMEs that are expanding into new markets are prime candidates for growth. LinkedIn’s study shows that 21% of SMEs have actively contributed to their company’s market expansion in the past year. These businesses are eager to grow their customer base and explore new territories, making them ideal targets for services that support scalability and market entry.
Example LinkedIn attributes to target
To capture SMEs focused on expansion, use LinkedIn’s targeting for:
- Supply Chain & Logistics: Supply Chain Management Software, Load Balancing Software, Web Application Firewalls (WAF).
- Marketing & Communication Tools: Email Marketing Software, Content Delivery Network (CDN) Software.
- Project & Partner Management: Partner Relationship Management (PRM) Software, Project Management Services.
Leverage these attributes to reach SMEs looking to expand their reach and scale operations.
#5: Growing focus on sustainability
Sustainability is increasingly becoming a key factor in the decision-making process for SMEs. According to LinkedIn, over 62% of SMEs incorporate eco-friendliness into their purchasing decisions. Companies that align their messaging with sustainability can differentiate themselves and attract these forward-thinking businesses.
Example LinkedIn attributes to target
Reach sustainability-focused SMEs by targeting interests in:
- Eco-Friendly Technologies: Cloud Security Software, Data Centre Infrastructure Management (DCIM) Software, Disaster Recovery as a Service (DRaaS).
- Operational Efficiency: Enterprise Service Bus (ESB) Software, Cloud Monitoring Tools, Database Marketing Software.
- Sustainable Business Solutions: Enterprise Content Management (ECM) Software, Environmental Compliance Software.
Translating into Platform: Use these attributes to engage SMEs prioritising sustainability, helping your brand stand out as a partner in their green journey.
Key takeaways
Spotting the signs of SME growth can help you craft smarter, more targeted campaigns. LinkedIn’s advanced interest targeting makes it easier to reach these dynamic businesses right when they’re ready to invest.
By tailoring your outreach and leveraging the targeting attributes we’ve highlighted, you can create campaigns that resonate, build genuine relationships, and position your brand as a trusted partner in their journey to scale.
Let’s work together to optimise your LinkedIn campaigns. Contact us today to find out how we can help.
*Source: LinkedIn Meet the SMB Study