Small businesses are a big target, but they require special attention on behalf of interactive marketers. Here's how to forge and maintain a meaningful relationship with this community.

Small businesses represent a tantalizing audience for online marketers. After all, 99.6 percent of all businesses have fewer than 100 employees, according to the latest U.S. Census numbers. In fact, 80 percent have only one employee: the owner. Their small sizes make these businesses cost-ineffective for sales calls; thus, the internet has become the go-to channel for reaching them.

Conventional wisdom has often said, "Treat them like consumers." After all, small businesses usually have a sole decision maker -- the owner. However, emarketers should think twice about that assertion. Aside from the basic principles of email marketing, here are a few ideas to consider when marketing to the small-business segment.

1. Adopt the mindset of a first-time parent
Unlike a large business that has already gone through the early growth stage, a small business has fewer employees and is most likely still in its infancy. Small businesses are still learning the ropes on how to grow in a cost-efficient manner. Your role as a small-business marketer is similar to that of a first-time parent who is trying to understand their growing pains and help nurture growth. However, instead of changing diapers, you'll be sending emails and other direct e-communications. Sounds glamorous, doesn't it?

The more small businesses see you as someone whom they can depend on to bring solutions that scale to their growing needs, the more readily they will put their trust in you. So build emails around solutions that meet small businesses' needs. Don't sell copiers; sell the ability to present professional-looking documents to clients. Don't sell health insurance; sell a program to keep employees healthy and productive.

The solutions concept can also manifest in the types of products or services offered and through relevant articles and tips included in an email newsletter. Small businesses crave the information resources that bigger businesses have, so white papers and how-tos can definitely connect with this audience. Success in reaching small businesses results in continued interest from subscribers who want to receive and open your emails, repeat customers and visits to your website, and new customer referrals.

2. Seek out a support network with shared interests
Once you have retained your existing customer base, you should be asking yourself how to grow your list. There are several ways to do this, including the typical acquisition strategy of list rentals, paid and organic search, co-registration and display advertising. I won't go into the details of these, as I assume you already know the basics of each. I will, however, suggest you seek partners that have shared interests.

Just as first-time parents look for support through parental networks, small-business marketers should align themselves with partners that offer complementary solutions to the same target audience. For example, if you are selling telecommuting solutions, partnering with online collaboration services providers would be a natural fit. Both parties could benefit by sharing email subscriber lists and participating in other co-branded marketing initiatives such as direct mail, websites, webinars and events. Also, take a look outside the box and consider the not-so-obvious partnerships, such as travel services providers that can bring your people together.

3. Get involved in playgroups
Your role in nurturing the growth of a company does not have to come solely from the products and services you offer. In fact, not many companies can truly offer everything a small business needs to grow, which is why many small businesses seek advice from their peers.

Just as you might start a playgroup of suitable friends for your child, consider creating a circle of peers for your small-business clients to communicate among themselves. If you have the resources, build a small-business community on your company website where subscribers can get advice and tips related to growing their business, as well as share experiences with their peers. If building a community is not within your budget, participate in small-business or industry-specific communities, social sites or blogs that your customers may visit.

At the same time, keep a pulse on what people are saying about your brand, and combat negative feedback whenever possible. And, if there is a need that is not being met, use that knowledge to improve upon or change your company's strategy. Companies that listen and demonstrate they care by addressing small-business needs will benefit from the positive brand perception they generate among the small-business community.

4. Keep communication lines open
When marketing to small businesses, reaching the key decision maker with your message is the ultimate goal. And much like dealing with the teenager who prefers text messaging rather than conversation, it is your job to find the right communication channel to get your message across. Take the time to know your audience and the primary channels through which they obtain and digest information.

According to MarketingSherpa, 64 percent of key decision makers view emails on a Blackberry device first. With that in mind, design email that is mobile-friendly and can be viewed in the small window pane of various mobile devices. I suggest that you optimize current email design with brief and impactful marketing copy in pre-header text. Limit the number of images you use, and test email creative on multiple mobile devices. Also, include a link at the top of the email that allows the recipient to view a plain-text version or create a WAP version of the email.

Other communication channels that are frequently visited by key decision makers include social media sites and blogs, where they do research and seek out customer reviews by their peers before making their buying decisions. Consider participating in blogs, creating a social media page or advertising on these sites to build brand awareness and reach your target audience.

Hopefully this article has given you some additional wisdom with regard to online marketing to small businesses. Keep in mind that these recommendations are not meant to be considered all-inclusive best practices; rather, they represent my own experience with marketing to small businesses in this ever-changing digital world we have happily embraced.

Chris Marriott is vice president and general manager for Acxiom Digital.