IT Marketing: It's about Diversification!

Tuesday, June 3, 2008

When you think about IT marketing as a computer consultant, one of the most important words is “diversification.”

What does this mean? You need to make sure you’re not putting all your eggs in one basket; don’t rely on just ONE IT marketing technique to get leads, prospects, customers and clients … instead throw out a very targeted net in different directions to cover all your bases.

IT Marketing and “Targeting”

For example, when you do a direct mail campaign, you need to know exactly who you are trying to reach and come up with a very targeted message for this particular person or group of people. You can’t just send out a stock, generic message about your computer consulting business and expect to get results; you need to know the unique problems and business needs of those you are trying to reach and speak to these issues through your IT marketing message.

Diversification Can Be Overwhelming

If you are just getting started with your computer consulting business, you will probably feel a little overwhelmed when you find out there are about 30 IT marketing tasks you can do. DON’T do them all at once, by any means … instead pick four or five that look appealing and start working your way through the list a quarter at a time. The main point is, you need to have a few IT marketing tasks going on simultaneously to get the best results.

Some IT Marketing Tasks

Here is just a list of some IT marketing tasks you can try …

1. Outbound telemarketing;

2. Postcard mailings;

3. Follow-up mailers;

4. Direct mail letters;

5. Trade shows;

6. Seminars.

The Main Idea about Diversification

No matter what you do with your marketing, make sure you are hitting different areas and measuring and tracking your successes and failures.

Today we talked about IT marketing and how you can get more from diversification. To learn more about this topic, visit the attached link!

Added By: Joshua Feinberg

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IT Marketing: Who Are the Decision Makers?

Monday, April 21, 2008

You have to know which decision makers you need to reach before you create a targeted IT marketing plan. How do you choose your decision makers?

First of all, if you target by a specific industry with your IT marketing campaign, knowing how to identify the decision makers will be easier than without targeting at all. When you know your niche, you will be able to choose trade groups, find lists, find conferences to go to and figure out major problems of your prospects.

So once you decide on your niche, how do you find a decision maker? What will the role and job title be for this type of person with your IT marketing efforts?

IT Marketing: Two Likely Contacts

In most cases with small businesses, there will be two types of main contact people. There will be the person you want to reach that signs the checks, purchase orders or contracts and purchase authorizations. This person is typically responsible for the profit and loss statement of the company. Sometimes this is the owner or a partner, especially when you’re dealing with small businesses.

The second important person to reach with IT marketing is the internal guru. This is the person that most people call when there are computer problems, even though handling computer problems are not this person’s main job. Often this person is an office manager or an executive or administrative assistant.

IT Marketing: When You’re in Doubt …

If you’re not sure who is who with small businesses, make sure you ask who wears which hat. Who makes major financial decisions? Who gets called when the laser printer jams or the Internet connection goes down? Who liaises with the tech vendor? If you can answer these questions, you’ll have a better idea about who you need to target with your IT marketing plan.

Added By: Computer Consulting Kit

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IT Marketing: You Need Referrals

Tuesday, April 8, 2008

Referrals are an essential and strong part of your IT marketing plan. But how do you ask for them?

Ask a Big Question

What is the big question you need to ask clients when it comes to IT marketing?

“Do you know anyone else in your circle of friends, family members, business associates, colleagues, vendors, etc. who could benefit from our services?”

Never forget this question and get very used to asking it.

How Can Clients Spot Referrals?

Part of your IT marketing plan should be training clients to look for signs that someone they know would be good referral material. Who needs your services? As an example, your client might hear a friend, family member or colleague constantly complaining about slow computers or email being down. Make sure this client knows you appreciate referrals.

A Client Survey

You should be surveying clients at least once per year and asking them to list people they think might be interested in your services. You can also provide a statement stuffer to put in with your invoices that talks about your IT marketing referral plan and the kinds of businesses with which you work.

Rewarding Referrals

If you want to get even more referrals, you can start a formal referral program that rewards clients for referrals that turn into customers. What rewards can you provide? You can offer $100 credit on a client’s account, $100 gift checks, $100 to the charity of a client’s choice … get creative!

When you reward clients for the referrals they provide as part of your IT marketing plan, you can get great referrals. Ask for them often!

Added By: Joshua Feinberg

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IT Marketing and Attracting Your First Clients

Monday, January 14, 2008

When you have some clients on your roster, IT marketing becomes an easy task. But how do you get your first clients for your IT consulting business?

A Revisitation of the Steps to Opening Your Computer Consulting Business

1. Pick a startup date for your business.

2. Print business cards.

3. Tell everyone you know that you are opening a business.

4. Get some reference accounts.

5. Obtain referrals.


IT Marketing: Volunteer to Get Some Initial Clients

You can do a volunteer job that has a definite end point for an organization in your area in which you believe in order to get some initial clients. When you are talking to organizations, offer your services confidently:

“I’m going to do a great job helping you upgrade your PC or Web site. I would love it if in return at the end of the half day or day, you could write me a letter of reference and take some phone calls every once in a while from prospects to help me with a verbal reference. If you could also introduce me to three people active in your organization that are qualified and could benefit from my services, that would be wonderful.”

A director or office manager from an organization will know which of their board members regularly complains about computer programs. Volunteering can get you both testimonials and references.

Added By: Joshua Feinberg

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IT Marketing: A Study of Postcards

Saturday, December 29, 2007

Sometimes your IT marketing strategies won’t give you the results you need. There are some common mistakes you can avoid with postcards that can help you maximize your success.

IT Marketing: The Postcard Story

A consultant sent out over 300 postcards offering general troubleshooting services, automated online data backup and wireless home networks. In terms of IT marketing, this consultant purchased lists of area businesses broken down by revenue, credit rating, years in business and # of PCs. The wireless home networks went to homeowners that were over $500,000 in purchase prices and the automated online data backup went to those that had a recent new business license. The general services postcards went to accountants, lawyers and small clinics.

The consultant reported not a single phone call or response of any kind. He wonders, “Are these the wrong lists? Are postcards the wrong media?”

IT Marketing and Expectations with Postcards

First of all, 300 postcards is not a lot. You need to send enough to give you a good guess on statistics but not too much so that you use your entire IT marketing budget in one shot. However, you can’t think that you are going to spend $180 (at 60 cents per unit) sending out 300 postcards and for this investment get rich.

What Your Postcards Should Include

The truth is, if you got results like those cited by the consultant above, you are probably not using the wrong lists. But you might be using bad copy. What are you offering? Do you have a good headline? Did you hit their painful points, use a deadline and use a compelling offer to get them to respond?

The truth is, postcards are not the wrong media for your IT marketing campaign. Postcards are great because your prospects don’t have to open anything and can more easily make a decision.

Blogged By: Computer Consulting Kit

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