If you’ve been in business for a while, you’ve no doubt found that marketing is a difficult nut to crack. It’s no good just coming up with a catchy slogan and repeating it to anyone that will listen. That might work for Nike – who can afford to plaster the words “Just Do it” for us all to see dozens of times each month – but for those of us without a multi-billion dollar budget, it’s just not going to cut it.
That’s doubly true for the technology industry. Even very large tech companies avoid this kind of marketing, because it’s just not focussed enough. What’s the point of making your business a household name if you’re targeting only a very specific market? And what if you focus mainly on Business-to-Business (B2B) sales? What you need is to develop strong, ongoing relationships with a wide selection of qualified customers. You could produce the best marketing materials in the world, but if you’re just sending them to anyone and everyone you’re going to waste a lot of money!
Think Like Your Customers
Put yourself in your customers shoes for a moment. They’re looking for a technical solution to a problem – Perhaps they want to provide wireless internet for the guests at their hotel, or they need a bespoke Point-of-Sale system developed. Whatever their needs, you can be sure of one thing:
They don’t know as much about it as you do.
They probably don’t even know of any potential suppliers until they’ve started doing some research. Not only that, there are most likely going to be dozens of companies in any given area that claim to be able to solve their problem. How are they going to know who to approach? What information would you want if you were in their position?
How to Build Relationships and Develop Repeat Business
In order to build relationships with potential clients, you’ve got to show them that you’re the experts. One of the best ways to do this is by using written informational reports and case studies from satisfied customers. Both of these formats are used to demonstrate to prospective clients that you’re capable of solving their problem – You’ve done it before, perhaps in a variety of ways, and you’ve got client testimonials to back that up. In short, you’re the experts.
These reports and testimonials could be available on your website so that prospects see them whilst they’re conducting their research. They could be sent directly to warm leads to get your relationship started. You could be providing links to informational reports via your Twitter feed or blog.
Do you utilise cold-calling as a method of sales? If so you can ask prospective clients during those calls whether they’re interested in receiving your free information via email. These are known as lead-nurturing or autoresponder emails. Do you get referrals? Those same emails can be used to turn referrals into clients.
Think back to your customers – Who do you think they’re going to want to do business with? A company they know nothing about? Or a company that provided them with useful information for free? This is how you turn prospects into clients, and develop solid, ongoing relationships that translate into repeat business.
So where do I come in?
My name is Pete Hugh, and I help Tech Companies attract more clients and do more business.
How do I do that? By producing all those written marketing materials for you. I’m what’s known as a Freelance Copywriter – You can read my Bio here, which includes my relevant training, knowledge and work history – and it’s my job to produce top quality marketing materials for tech companies. My services include:
- Writing Informational White Papers that set you up as the experts
- Working with satisfied customers to produce Case Studies and Testimonials
- Social Media Campaigns, as well as training for your staff
- Website content writing and development, including Search Engine Optimisation (SEO)
- Writing Tender Responses that win you more business
- Lead Nurturing Emails (autoresponders) that turn prospects into clients
If this sounds like something you’d like to take advantage of then please get in touch – I’m always happy to explain my services in more detail and demonstrate how I can help you to attract more clients and do more business.