One of the most effective ways in IT marketing to expand beyond your initial client base is to reach out into your community and mingle with those you know to be decision makers. It is especially beneficial to find those that will be most helpful to you within your chosen niche.
For example, if you plan to target small business owners and managers, you may go out and meet a lot of bank branch managers; however, these people are not your kind of decision makers, nor are the non-profit executive directors that do not have money to spend on your IT services. It’s important for you to familiarize yourself with the kind of decision maker you’re looking for and figure out how to find this person in the organizations you belong to or seminars and conferences you attend.
PARTNER PROGRAMS
Joining a partner or reseller program can be an excellent IT marketing technique and will help you become known in the local community. For example, you could join a Microsoft Certified Partner program. Once you do this, particularly as a smaller IT firm, it is critical that you identify the local field representative and make contact. Then take the time to talk to the field rep, exchange business cards, make sure they remember your face and your name. Send this person emails or call every few weeks to give them updates and ask them important questions about the local market.
INVESTIGATE THE ISSUES
Once you establish a relationship with the decision maker in this partner program, or any decision maker you meet, truly investigate the problems in the local community. Ask the decision maker if there are any really big issues they continually run into when speaking with others, and if he/she knows any ways you could help solve them. Ask if there are any members of the channel programs that might be interested in partnering, either for work quote issues or even non-competing skill sets. Local channel representatives and other such decision makers are a great source for helping to identify common community problems and furthering your IT marketing plan.
Blogged By: Computer Consulting 101 Professional Kit
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