As an entrepreneur you know that small business marketing can be challenging. When you’re marketing a service such as IT consulting that many people don’t fully understand, the challenge increases exponentially. In order to move from the early days of relying on word-of-mouth business and scale up you’ll need a structured marketing push that shows you’re not just another IT services firm.
Thankfully, standing out from other IT consultants is not all that complicated and can be divided into three main activities:
- Figuring out how to explain what it is that makes your business different.
- Knowing who your best customers are – or could be – and talking directly to them.
- Creating stories that connect emotionally and reinforce your status as a small-to-midsize business.
Figure out how to explain what it is that makes your business different
You know that your business isn’t like any other IT consultancy, but your future clients don’t. Spend some time thinking about what, specifically, makes your small business different from others in your same category. If you have a corporate background, you can leverage that, or you can relate your start-up story to connect with small business customers. Every small business owner is different, know what makes you different and use it to your advantage.
Know who your best customers are – or could be – and talk directly to them
Differentiating your IT consulting firm from others also involves who you target as customers. While your services can be useful in a variety of industries, organizing your IT marketing efforts around verticals makes it much easier to explain how what you do benefits specific customers. Maybe your favorite projects are with construction companies, or your parents ran a grocery and you have detailed industry knowledge to offer. Don’t be afraid to get creative! Determine who you want to work with and craft content marketing that resonates with them.
Create stories that connect emotionally and reinforce your status as an SME
Take notes as you solve client problems and help customers improve their productivity, security or profitability. Record how your relationship with the client began, what their issues were, and how you solved those issues. Check in with them a few weeks and months later to find out how your work is continuing to help. Then transform this story into a narrative that potential customers can understand – a story that touches on the emotions of frustration and the relief they felt when you fixed the problem.
Of course marketing your IT consulting business isn’t as easy as one-two-three. But, following this system for coordinating your marketing content and strategy will simplify what you need to do to take your business to the next level.