There are some useful insights presented in this research and the article

There are some useful insights presented in this research and the article. One key success factor in selling to these local businesses is a clear demonstration of value the services offered represent and the ROI that can be expected from consistent use.

Survey Highlights the Challenges of Marketing to Smaller SMBs | Street Fight
The evidence suggests that marketers who can tell a simple and compelling story tying ROI to hard evidence will stand the greatest chance of winning SMB