Best Marketing for an IT Company

[Nathan Damboise]

What are some of the best ways you found clients?

Mailers? Craigslist? Door to Door?

 

[Y.F.N.C.G.]

Referrals, podcasting, networking events, door-to-door, in that order.

 

[Rodney Mushero]

I was thinking about doing door to door marketing as it puts a face to the company name and also gives the business a little more credibility. while I can be found on craigslist, facebook and the company website if you are trying to drive local traffic you might not be able to with a website unless you do targeted ads on Google or Bing but even those gave me dismal results.

 

[Rodney Mushero]

I think you meant "gives the business a little less credibility". Nothing makes you look cheap and desperate quite as much as begging for business.

Did you choose your lawyer, doctor or dentist because they knocked on your door? I'd guess you probably didn't.

The relationship between a client and a computer service provider is a lot like that between a patient and their dentist. You might have chosen your dentist because you have an urgent problem that needed to be fixed right now and he/she just happened to knock on your door at the right time, but you're much more likely to have asked around among friends and family to see who they use and taken their advice. You probably didn't choose the cheapest, you probably didn't haggle over the price, and if the first visit went well you probably stopped shopping around right there and then. You've probably even recommended your dentist to other people in the same position.

It's exactly the same thing for you and your clients. Don't chase them, make them want to come to you!

Thank you for that blunt insight. I guess that can be seen as a poor way of doing things. I have never had a problem with door to door as it's more of a "Heads up I'm here!" approach more than a "you need me right now!" approach. I suppose I'll drop all efforts and do exactly as you say

 

[fencepost]

I've at times contemplated sticking my head in at other offices in buildings where we have clients, but sanity prevails and I don't. I'd much rather talk to my clients in those buildings and say "So how are the other offices/practices/businesses in the building handling their IT?" Make sure you leave some business cards as well - I don't recall which podcast I heard it on recently, but it had someone who tells clients, "No, hang on to that stack and give them away - ordering business cards is one of my favorite things to do!"

I figure if folks in the building are having issues, they'll grumble about it in elevators, chatting, or maybe during the increasingly rare smoke breaks that people take - after all, few things make people happier than complaining.

 

[seedubya]

I think you meant "gives the business a little less credibility". Nothing makes you look cheap and desperate quite as much as begging for business.

Did you choose your lawyer, doctor or dentist because they knocked on your door? I'd guess you probably didn't.

The relationship between a client and a computer service provider is a lot like that between a patient and their dentist. You might have chosen your dentist because you have an urgent problem that needed to be fixed right now and he/she just happened to knock on your door at the right time, but you're much more likely to have asked around among friends and family to see who they use and taken their advice. You probably didn't choose the cheapest, you probably didn't haggle over the price, and if the first visit went well you probably stopped shopping around right there and then. You've probably even recommended your dentist to other people in the same position.

It's exactly the same thing for you and your clients. Don't chase them, make them want to come to you!

Sorry to be blunt but this is rubbish. You're mistaking YOUR idea of how to choose a professional with other people's ideas. Outbound methods work extremely well as long as they are carried out professionally. Maybe try to recognise your bias. Just because you don't like someone calling or can't do it successfully yourself does not mean the world agrees. Most companies, in every industry, above 4 or 5 people have someone whose full time job is doing outbound marketing and sales, just like @Rodney Mushero is suggesting.

@Rodney Mushero Feel free to go door to door. Do it as a "Here We Are" campaign. Bring a gift. Branded stuff like pens or notepads or even microwave popcorn or sweets\candy. Be nice. Start a conversation with the gatekeeper. Answer a brief IT question or two if possible. Now you're established in their mind as that nice man who gave me free stuff and answered my questions.

Edit: My assumption is that your doing B2B.

 

[seedubya]

please ignore ....

 

[seedubya]

What - everything you say, or just this message?

(Oops. There I go, being blunt again!)

You know where the ignore button is. It's an easy way not to have to read all those pesky, disagreeable posts. If you want approbation I'm sure your mirror will oblige.

 

[computerbeing]

Ranking highly on the search engine results is for us by far the most effective means of marketing.
It does take time and a lot of effort if you are in a competitive environment such as a large city but it pays off.
The best when starting out is to do a flyer campaign and of course make sure you provide exceptional service so that you get many referrals.

 

[seedubya]

Ranking highly on the search engine results is for us by far the most effective means of marketing.
It does take time and a lot of effort if you are in a competitive environment such as a large city but it pays off.
The best when starting out is to do a flyer campaign and of course make sure you provide exceptional service so that you get many referrals.

Again, this depends on your target market and your location. Flyer campaigns seem to be illegal and/or unacceptable in the States.

 

[callthatgirl]

outbound: No clue
inbound: Google, blogging, social media, referrals from other techs, referrals from clients, YouTube and my podcast. Not in any order.

 

[wickedmojoit]

Google is # 1 for us over all.
Other then Google my others are, networking and B.N.I, client referrals, F.B, drive by traffic.
I haven't done any good old fashioned B2B cold calling in a while, should get back to it as I picked up many great clients from it.
A lot of cold calling success depends on your personality and approach. Going for a hard sell doesn't work, a warm introduction to who and what you are works best. Oh and I always bring treats, no body hates the lady that shows up with fresh baked goods.

 

[urcomputech]

I've always relied on referral from clients, but recently I've tried canvassing local businesses. The very first day, we found a dental office that is turning into a regular client. I've walked the neighborhood a few more times since then with no luck. This forum has given me better ideas and will report on my results as time goes on.

 

[ComputerPro]

Since we incorporated 8 years ago and tried just about everything I can tell you our short list that works great for us! And also what we avoid:

What works:
1. Word of mouth (by far the best, cost nothing just do great service)
2. Be in a great location and have great signage. Cost a bit but very much worth it.
3. Vehicle wraps / lettering. If done right its the best out there next to word of mouth. Think about this... you can spend $700 per month, every month on radio, TV, print etc and get a tiny return especially if you stop it after a few months..... OR..... you can spend $700 'ONE' time to letter / logo a vehicle and it drives around every month after that (at NO extra cost) and KEEPS on advertising for you day after day. Works great for us.
4. Website. Goes without saying. Google ranking, SEO is very important!
5. Social media, Facebook etc. Free, except for your time. Ability to be seen by thousands, etc. If done right it works.

What we avoid:
1. Radio. The pitch is the same. " Don't do it for a week or so or it won't work", "you need to keep it up to build 'top of mind awareness'" had always been the great sales pitch. Well the $500 - $1000 every month just isn't worth it. I could put that kind of money to use for much better methods and results.
2. TV (see number 1.)
3. Billboards. Too costly for what you get. Maybe for a special event or something but not for general advertising.
4. Coupon books. Work a tiny bit but usually not enough to make a decent profit. Sometimes it can backfire and you lose money. This happens when your normal customers use the coupons when they would have come in anyway but you get no 'new' customers form the campaign. Also, when it's over they don't keep working for you like the top 5 do.
5. Flyers, door hangers etc. The sign of a 'new guy', startup, or very small business. We try to avoid this. Save the printing cost, labor to pass them out or mail them (they are once again, 1 time things that after thrown away, stop working for you.). Instead save and get your vehicle done nicely so it can work for you day after day.

Other little things that work well once your established:
1. Business cards are pretty much a must and can be found very cheap nowadays. Overnight prints.com has 5,000 double sided for like $99.
2. PENS! People throw away flyers, coupons, and yes.... even business cards, but very few people will throw away a great writing pen! It just doesn't happen. Prob not great for startups due to cost ($400 or so for a decent amount) but great to hand out once your established to keep the name out there. Also it makes you appear higher on the legitimacy scale.

 

[fencepost]

One thing I saw the other day that jumped out at me and would work well with vehicle wrap: magnets. The truck I saw them on wasn't for IT services, but they had a nicely-done job, and an area with 3 fridge magnets with their logo and information right there on the truck. Interested in what they have? Take a magnet and give them a call.