IT services aren’t typically thought of as particularly glamorous—the products and services you’re selling aren’t like a sports car or the latest fashion. But even if you have the best-qualified techs and cutting-edge equipment in town, your IT support company can stagnate or shrink if you aren’t getting new customers. In this article, we’ll take a look at how to be different, using innovative ways to approach marketing your IT company.
How to start thinking about marketing your IT company
Most IT business owners went into business to solve technology issues, not to become a marketer. But there’s no reason you shouldn’t start marketing your IT company; in fact, even small steps can pay off over time. Don’t try to tackle everything at once; instead, consider breaking down your marketing strategy into three questions:
- What are you selling?
This is your “unique selling position.” You need to define your products and services before you can sell them. And, you want to be able to communicate how your products and services are different (and better!) than anyone else’s. - Who are you selling it to?
This is your target market. An IT services company isn’t likely to sell to teenagers, for example. Instead, your business will need to communicate the features and benefits of your products and services to other businesses. You’ll want to understand who you’re marketing to, whether it’s small businesses, medium businesses? What type of businesses? Attorneys, engineering firms, doctors, accountants? Each of these industries will have unique needs that you’ll want to address. - How are you selling it?
These are your marketing methods and can include word-of-mouth, online ads, print ads, branded company vehicles, and so forth.
Who are Millennials, and what do they want?
As Baby Boomers are retiring, every industry across the globe is buzzing about Millennials. As a group, they have huge buying power, but how can you attract customers from this audience? In general, Millennials were born roughly between 1986 and 1996. That means they are young adults, around 22 – 36 years old. There are 83.1 million millennials in the US, making them the largest generation in US history.
Most people—but Millennials in particular—don’t like to feel like they’re being sold to. This is especially true when the sale is disguised as charity. Traditional advertising isn’t particularly effective with Millennials. They place a high value on environmental friendliness and social responsibility when it comes to what they buy.
Your brand has a high standard to meet if you want this generation’s hard-earned money.
How to market to Millennials
Millennials don’t want to be marketed to even if they plan to buy. They see right through ads and are a very savvy audience. Small businesses excel at building rapport with customers and marketing to them in traditional, but personal, ways. And, small businesses have an advantage, since they offer local alternatives to large corporations and national chains. You want to make it clear that you understand your community’s needs and want to be part of something bigger.
Be sure your business information appears correctly in Google Local and Google Maps, for starters. Consider doing the same for other search engines like Bing, as well. There are many online business directories and social media sites that you can find to list your business in as well.
Once you’ve completed those steps, you’ll want to offer value within the first three seconds. Your marketing should be genuine first, and as entertaining as possible. Millennials expect to interact with brands just like they would interact with a friend. If you’re too salesy, you’ll strike the wrong chord.
Most importantly, don’t be afraid to fail—not everything you think of will be effective.