Success in the IT business isn’t just about having great products — it’s about knowing how to market them effectively.
1. Define What You Sell with Precision
Starting an IT business requires clear communication about your offerings. Many entrepreneurs struggle to express exactly what their business does, which can confuse potential customers. Clarity can make you stand out in a crowded marketplace.
Customers usually look for specialists, not generalists. Imagine you're hiring someone to build a deck for your home. You wouldn't hire someone who vaguely says they "do construction." You’d choose a deck-building expert. The same principle applies to IT services: focus on a niche and advertise your expertise clearly.
Effective marketing also involves knowing your ideal buyer. A detailed profile of your target customer allows you to understand their challenges and needs. This helps tailor your approach and ensures that your services address their specific concerns.
Examples
- Jeff LoSapio of ThreatSim identified his target customer as employees focused on threat assessment in large corporations.
- Deck contractors who market themselves as specialists receive more leads than general contractors.
- Entrepreneurs at conferences struggle with vague descriptions, detracting from their ability to attract new business.
2. Craft a Clear and Memorable Marketing Message
Your response to "What do you do?" can make or break a potential deal. A well-worded elevator speech communicates your value effectively, leaving a lasting impression on prospects.
An elevator speech should be snappy and specific. For example, rather than saying “We do programming and design,” explain, “We offer businesses a cost-efficient newsletter tool to boost repeat customer engagement.” Highlight the benefits your service provides.
Additionally, focus on value-based pricing. Instead of charging for the time spent, emphasize the results delivered. If you can show that you know “which buttons to push” to solve a client’s pain points, they’ll value your services more.
Examples
- Companies that can explain their services in under 20 seconds command better immediate interest from clients.
- “We enhance customer communication” might fall flat, but specifying results ("Drive repeat sales with our newsletter tool") hooks interest.
- Pricing by value instead of time prevents clients from undervaluing the expertise you provide.
3. Leverage Personal Networks for Warm Leads
Marketing isn’t always about cold calls or emails. Warm leads through personal networks can make a big difference in connecting with potential clients. Personal recommendations build trust and increase the chances of follow-up.
For instance, if a client declines a call, the best option isn’t to insist but to use your network to catch their attention. Offer something valuable, like sharing a lead tailored to what they need. Strategic interaction can open up communication and build rapport.
Once the connection is established, ask thoughtful questions about their needs. Doing so shows your genuine interest and helps you uncover additional areas where your services might be beneficial.
Examples
- Sharing a live lead about a graphic designer vacancy can start a conversation with potential clients outside your niche.
- Passing a referral to a potential contact has prompted callbacks and further engagement.
- Asking targeted questions about day-to-day challenges helps unearth unspoken needs that your services can meet.
4. Build an Effective Website
Your website is often the first contact point between you and your customers. A well-designed website that conveys professionalism and provides value can significantly enhance your visibility and market reach.
Don’t just replicate printed brochures into a digital format. Instead, include case studies, educational content, or blog posts that your audience will find useful. A website should solve problems for customers, not just promote your company.
Search engine optimization (SEO) is essential for making your website discoverable. By using smart keywords, you can rank higher on search engines, ensuring that customers seeking your solutions can easily find you.
Examples
- Websites filled with case studies or blog posts consistently perform better in driving customer interest.
- SEO optimization helped Brian Williams’s software solutions blog attract $5 million in revenue.
- Avoiding “brochureware” sites prevents your business from appearing outdated or unprofessional.
5. Harness the Power of Blogging
Blogging can be a powerful marketing strategy for demonstrating expertise, engaging potential clients, and increasing search engine visibility. Useful and informative content draws customers to your site.
For instance, offering solutions to technical problems via blog posts can catch the attention of businesses actively searching for answers. Clients landing on your posts start associating your business with trust and value.
Companies like Viget have effectively used blogging, attributing their growth and reputation to consistent, valuable content that brought high-profile clients to their doorsteps.
Examples
- Viget’s blog brought in clients such as Puma and Duke University by providing helpful technical insights.
- Writing about problem-solving tips creates repeat visits and brand reliability.
- Blogs updated regularly increase your website’s visibility on search engines.
6. Use Social Media for Engagement
Social media platforms like Facebook, LinkedIn, and Twitter are excellent tools for sharing your blog content, posting industry news, and directly engaging with your audience.
Social platforms also amplify the reach of your best content. For example, sharing links from your blog or other useful industry articles can keep prospects engaged and informed.
Posting frequent updates keeps your brand in the minds of your audience while ensuring you stay relevant. Combining blogging efforts with social engagement maximizes outreach.
Examples
- Sharing blog updates via LinkedIn grew Brian Williams’s blog traffic substantially.
- Useful articles shared on Twitter and Facebook help connect businesses with their target audience.
- Engaged LinkedIn posts often trigger interactive responses, enhancing brand visibility.
7. Keep in Touch with Email
Email newsletters are far from outdated. They’re a direct and effective way to remind clients about your brand or update them on your latest offerings.
If you meet a prospective client who isn’t ready to buy, adding them to your email list ensures you stay on their radar. A well-crafted newsletter showcases your expertise without overloading potential customers.
Email also serves as a low-cost yet impactful strategy for small businesses aiming to maintain high levels of engagement.
Examples
- Meeting someone at a seminar and following up with emails enhances future sales opportunities.
- Cost-effective newsletter platforms help expand outreach for startups.
- Email lists have proven effective for converting leads into paying customers when timing aligns.
8. Expand Your Reach With Seminars and Webinars
Hosting events allows you to position yourself as an expert while reaching intended audiences. Unlike casual interactions, these environments convey your deep knowledge in a structured way.
Seminars cater to local networks, introducing your services to audiences in a specific geographical area. Online webinars reach remote clients while maintaining personalization, thanks to platforms like GoToMeeting.
Educational events put you and your business in front of people actively looking for answers, creating opportunities for cooperation.
Examples
- Webinar attendance from different regions nearly quadrupled the reach of a small IT firm.
- Live seminars allowed networking professionals to secure long-term contracts.
- GoToMeeting users reported better audience retention and post-event follow-ups.
9. Treat Marketing as an Investment
Marketing isn’t just an expense — it’s a growth investment. No matter your company’s size, allocating resources to strategic campaigns can result in measurable improvements.
Even with modest budgets, as little as $200 monthly can generate long-term client relationships and new prospects. Marketing creates visibility, fosters trust, and opens doors.
Growing businesses must spend money to make money. Even minimal investments often yield significant success when paired consistently with the right efforts.
Examples
- Small expenses like well-designed ads have led to significant new sales contracts.
- The newsletter implementation strategy helped turn low-budget campaigns profitable.
- Startups with solid investments in marketing saw consistent audience growth over years.
Takeaways
- Focus on solving customer problems by refining your website's language to emphasize "you" instead of "me."
- Regularly update your blog with practical solutions to attract new clients and establish credibility.
- Use tools like e-mail campaigns and webinars to nurture leads even before they are ready to buy.