When marketing Information Technology services, follow these seven tips to differentiate your offerings from all the other IT service providers out there. The vast majority of IT consultants focus on push marketing. Find ways to pull your clients directly to your website, and differentiate yourself with customer-centric messaging.
Keep reading to learn the seven steps to building a marketing strategy that brings the focus on your ideal client, helping to fill your funnel with high quality leads.
Most providers will focus on their expertise and offerings when marketing information technology services.
Differentiate yourself by starting with your customer. Believe me, this will separate you from 95% of the other providers out there!
Do a SWOT (strengths, weaknesses, opportunities, threats) analysis to really research your market and hone in on your most valuable expertise, as well as the other players in your space.
Segmentation may seem like a theoretical marketing exercise, but it's not! Take the time to understand the different subgroups in your industry and market - not only the customer segments, but also the segments of competitors and potential partners.
This helps you to fully understand where your company fits in the big picture, and gives you ideas on how to best differentiate yourself as you plan your marketing messaging.
Before you do any marketing, put yourself into your customers' shoes. Write down detailed "personas" for each of your potential client segments. Get really detailed - who are they? what do they care about? what do they need? what does their day-to-day work look like? how can your services make their lives easier?
Once you've done the persona exercise, identify the one persona that is your ideal client. The best way to differentiate yourself and be able to extract the maximum value for your services is to deliver exactly what your ideal client needs.
Your ideal client persona may be quite narrow and focused - that's great! Narrowing your niche is how to get to be the best provider in your target segment.
With your ideal client in mind, put yourself in their shoes: What keeps them awake at night? What are their top challenges, and what language do they use to describe those problems? Where do they look for solutions? What words do they use to search for them?
If you've done a good job with the previous steps, then you already have the ingredients for your elevator pitch:
Now you have your perfect elevator pitch and messaging. How do you reach your ideal prospects with it?
Forget about cold calling, direct mail, or untargeted email list blitzes. (well, maybe don't forget them completely, but that shouldn't be your bread-and-butter).
You want to focus on "pull marketing": how can you get your ideal client to find you, and reach out to you via your website, social media or other means. This article on inbound marketing goes into detail on how to do this.
Keep following these seven steps, and you'll find much better results when marketing information technology services. Need some help, or an extra set of eyes and ears on your marketing strategy? Feel free to contact me here.