top 10 it marketing strategies
TRANSCRIPT
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Top 10IT Marketing Strategies
For Consistently Attracting
New Business Clients toYour Small IT Business
www.SPHomeRun.com
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Top 10 IT Marketing Strategies for Small IT Businesses
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Contents
How Can You Consistently Attract New Small Business Clients? ............................... 3
The Top 10 Marketing Strategies for Small IT Businesses ........................................... 3
1. What are the some of the best ways to draw in new business? ................................. 4
2. Where should I search for new contracts? ................................................................. 5
3. How can I most effectively market my business? ...................................................... 6
4. How do I find more qualified clients? ......................................................................... 7
5. What is the best way to generate a steady supply of monthly clients?..................... 8
6. How can I draw in higher paying clients? .................................................................. 9
7. What are some sales call strategies that could help me gain new customers? ...... 10
8. Why can’t I find any new clients? ............................................................................. 11
9. How do I become a widely known business? ............................................................ 12
10. What are the best-known ways to market computer consulting services? .......... 14
Conclusion ....................................................................................................................... 15
Additional Recommended Reading ............................................................................... 16
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How Can YouConsistently Attract NewSmall Business Clients?
Where there is a will, there is a way. Wehave the way here but the real question
is, do you and your company have the
will (to shift your business paradigm to
its full potential)?
Technology is the cornerstone ofcomputer consulting businesses, VARs,
IT solution providers, managed serviceproviders, computer repair businesses,and IT services companies. It is also a
key infrastructural element of many
small businesses such as dental
practices, health clubs, and restaurant
chains.
Thus, if you have the core skill set to
handle the overwhelming majority (75 –
85 percent) of these businesses’ general
IT needs, and provided it is correctly
nurtured and courted, there is no reasonyou or you and your partner(s) cannot do
a reasonably decent job for your clients,
and for them to be with you for many
years to come.
So if you are at the stage where you arelooking to grow your business, take
stock, re-tool and re-align with a
stronger, more deliberate, and proactive
plan of attack. The game plan we havehere is based on many years of hands-on
and eyes wide-open experience. It will
guide you to know exactly what to do inyour quest for higher paying customers.
The Top 10 MarketingStrategies for Small ITBusinesses
The ultimate goal we are seeking is to beable to consistently generate leads that
are pre-disposed to becoming high-
paying, ongoing, service agreement
clients. To achieve that, your big value
has to be your credibility, your brand,and your expertise, where you're coming
in to take care of anything andeverything having to do with a localsmall business’s IT needs.
The top 10 strategies you need to hone inon are:
1. What are some of the best ways
to draw in new business?
2. Where should I search for new
contracts?
3. How can I most effectively
market my business?
4. How do I find more qualified
clients?
5. What is the best way to generate
a steady supply of monthly
clients?
6. How can I draw in higher paying
clients?
7. What are some sales callstrategies that could help me gain
new customers?
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8. Why can’t I find any new
clients?
9. How do I become a widelyknown business?
10. What are the best-known ways tomarket computer consulting
services?
1. What are the some ofthe best ways to draw innew business?
As a computer consulting business
owner, you need to proactively andconsistently tap into streams of new
business in order to boost your
company’s continued growth. There is
no need to re-invent the wheel, but there
are five simple ways that you can put to
work to be able to draw in new business.
Join and get active in four or five
different local business-relatedorganizations.
You want to get out there, to buildrelationships with your target client
market. This way you can make your
presence felt and known. Four groups for
you to kick off with are:
Chambers of commerce that are
local city-related, town-related,
or regional-related.
Lead-sharing groups like LeTip
International (www.letip.com), or
BNI (www.bni.com), or
independent-related groups.
IT user groups so you can meetsubject-matter experts who do
similar things, but are non-competing technology providers.
College or university alumni
associations; religious
organizations, or special interest,or minority related, or civic-related groups that you are active
in.
Make a big splash in the littlepond of B2B tradeshows
Local or regional business-to businessrelated tradeshows attract the small
business owners, managers, and
decision-makers that you are trying toreach. Ensure you have a meaningful
presence there in the form of running a
booth, hosting a breakout session, being
part of the planning committee, or
writing an article for their program ornewsletter.
Give talks and sponsor events forlocal business owner groups
Get comfortable at giving speeches andsponsoring seminars on topics that are
relevant and useful to the local small
business groups you are targeting. The
emphasis is “local” -- small businessowners and managers really need that
hand-holding.
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Use value added direct mail tostay in touch with your in-housemailing list
You must consistently grow your in-
house mailing list with new names.These could be collected through white
papers, drawings, or special offers. Send
out direct mail regularly to stay in touch
using value-added information such as a
tip sheet, a tutorial, or an informativespecial report. Bear in mind, when it
comes to substantial small business ITneeds, sales cycles may take a minimumof several weeks to as long as a year or
more.
Invest in relationships with theinfluencers of your target market
The influencers are those who already
have relationships with local smallbusinesses where you want to get a foot
in the door. They are local trustedbusiness advisors and non-competing
technology providers such as CPA’s,
search engine marketing consultants, or
PHP/MySQL developers.
2. Where should I search
for new contracts?Recurring revenue is what it’s all aboutwhen you are a small computer
consulting business. You have to stay
ahead of the game with your qualified
prospects, customers, and clients. You
don’t want to have to worry about
whether or not revenue is coming in at
the turn of the month, or the quarter, or
the year.
You want to know exactly where andhow to seek out such contracts.
Most responsive – your newcustomers
Existing customers who are new to your
business are your most valuable sourceof new potential contracts. Why? These
customers have already successfullygone through your sales cycle and have
become your customers. You havealready proven your value to them withthe small initial project. Usually, there
will be a follow-up project: a systems
upgrade, network rollout, or something
similar.
At this juncture, you want to askprospects if they've given much thought
to how they would like support handled
on an ongoing basis. If they ask for your
recommendations, that’s when you talk
about your case studies and the greatthings you do for other similar small
business clients.
Second most responsive – yourexisting qualified leads/prospects
Qualified leads and prospects are your
next most responsive group. They match
what is desirable to you in terms of
geography, size, platform and industry.Plus, you have already qualified them as
being worth your time.
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Once these leads and prospects are
qualified, your next move is to set aninitial meeting to talk about their
problems, ask open-ended questions, and
take many notes. That meeting will test
whether the mindsets and personalities
mesh well together and whether the
chemistry is strong enough to take the
next logical step: a small initial proving
ground project.
Third most responsive – yourcustomers who have been withyou for years
Based on your new marketing plan, after
you have transformed your annual
revenue to the point that the majority of
your service revenue is from new
customers with service agreements, it’s
time to go back to your old clients whowere grandfathered in (clients who havebeen with your company for over 5
years) and plant the seeds.
Tell them about this new arrangement
with your new clients, how well it’s
working out, and the glowing casestudies that result.
You have to approach your long-time
clients from a position of strength; more
than likely, you’re going to need to givethem a deadline or an ultimatum. Inorder for this strategy to be effective,you want to present this message at a
point where you can afford to lose these
clients.
3. How can I mosteffectively market mybusiness?
As much as you may like to be on anequal footing with huge computer
superstore chains, as a small IT company
with limited resources, you cannot and
do not want to be all things to all people.
Instead, try to outsmart the industrygiants with precise and effective targeted
marketing. Understand right away that
small business is not a niche and notspecific enough of a target market.
Narrow down by Geography
First, narrow your target market
geographically. It could be in terms of a
certain mileage range, driving time, zipor postal codes, or a portion of the state.
For many small IT companies, a service
radius of 30 to 60 minutes by car usually
fits the bill. You want to look at how fast
you can reach them in an emergency.
Narrow down by Size
Second, all small businesses are not
created equal. Innuendos aside, know
that size really matters.
Look for small companies that produce
between a million to twenty million
dollars in annual revenue (or your local
currency equivalent). Generally, the
more sophisticated their IT needs, the
better their match for you. They
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understand what IT can do for their
businesses.
Narrow down by Industry
Third, decide whether they make the cut.
Know their industries, their niches, andwhat makes their businesses tick.
Are these prospects qualified to be
clients of yours? Are these prospectssimilar enough to your existing clients?
Are they worried about the same basicset of IT issues to be worth your
courtship and lead nurturing?
With a target industry in mind, approachyour marketing campaigns one industryat a time. Why? Because it is easier tohit the raw nerve and make prospects
take notice of your company.
Focus your marketing activities onmeasurable actions
At this stage of the game, you absolutelyshould not waste any money or time on
lame, outdated, untargeted retail-oriented
advertising like phonebook ads, couponpacks, or newspaper ads.
Instead, your marketing vehicles should
have headlines that resonate with yourintended audience. Make sure that your
marketing copy has benefit-focused
bullet points, a strong, compelling, and
clear call to action (Visit Our Website
Now to get Your Free Report on the
“Top 20 Little-Known Secrets of
Expensive Technology Consultants”),
and expresses an urgency that motivates
prospects to take action immediately.
4. How do I find morequalified clients?
Let's get one thing straight. Not all small
businesses are created equal. They are
not homogenous.
Like peanut butter and jelly sandwiches,
not everyone eats theirs the exact same
way.
In fact, small businesses are largely
fragmented and only a targeted approach
will help you reach the specific marketsegments of more prospective qualified
clients that you seek.
Focus on B2B not B2C
Make sure you strictly focus on the
business-to-business (B2B) segment.
You do not want to take on any paying
customer especially in the business-to-
consumer (B2C) space, where you willbarely breakeven because that one-shot
deal will cut into your customer
acquisition costs.
Platform match is crucial
Your core skills must match the platform
prospective clients are predominantly
invested in, and the platform they are
going to use in the future. For example,if you are a Microsoft Windows
specialist, you will not be able to
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lucratively support a prospective client's
Apple Mac OS needs without bringing ina subcontractor.
Past and current IT Support
You need to know if prospective clientsare used to paying for their IT support,
as opposed to receiving free support
from friends, family members, and other
volunteers.
Get an early start on the salescycle
Stay away from auction-based situations
where you are a commodity brokerbidding for jobs. If you are doing this,
you got there far too late in the sales
cycle. You have to get there before there
is an active need. Plant the seeds,
demonstrate your expertise, and train
them to know that you are the only onethey should consider calling for their IT
needs.
5. What is the best way togenerate a steady supplyof monthly clients?
An IT business without marketing is onborrowed time.
For your small IT business to grow
profitability, you need to have a cost-
effective marketing plan.
This plan needs to continually create
awareness among key local decision
makers who can hire your company and
ultimately become incredibly loyal toyour company's ongoing service
agreement program.
Begin with the end goal and workbackwards
A lot of people do not realize this, but
you want to begin with the end goal and
work backwards.
For example, if your goal is to build astrong recurring revenue base from a
support agreement-centric business, thatis where to spend your marketing timeand dollars.
Focus on the decision makers incompanies that are geographically
desirable, of the right size, in the right
industry, on the right platform, and areused to paying for professional IT
support.
Move these prospects from qualified
leads to sales appointments. Move them
from small “proving ground” projects to
major remediation projects. Then movethem to: “Gee, have you given much
thought to how you would like your
support handled on an ongoing basis?”
Reach out to prospects muchearlier in the sales cycle
Essentially, you have to nurture and train
prospects much earlier in the sales
cycle—showing them that you are the
one-and-only best solution to their
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needs—way before they are ready to
bring someone in to help with theirbusiness and IT problems.
Nurture your leads with value- added interactions
Make use of white papers, seminars and
speaking engagements with local
business groups and deeply niche’d
technology providers, to plant the seeds
and create awareness. Once therelationship is started, stay in front of
leads and prospects and nurture them
with regular follow-up on a value-addedbasis. Here’s what this means: Do not
constantly ask, “Are you ready to buy
yet?” Instead, offer valuable advice that
provides a tiny sample of what your
prospects can access once they become
clients.
Get the processes and timing right
You have to strike while the iron is
hot—know the best time to suggest an
ongoing support arrangement. If the
initial proving ground project goes well,
there usually will be a follow-upremediation project. When these new
customers are patting you on the back,
that’s the best time to ask how theywould like to have these systems
supported on an ongoing basis.
In the IT space, marketing to anyone and
everyone will not draw in the recurring
monthly revenue streams you seek. You
have to know how to invest your time
and resources in effective marketing that
gets you and your company to the kind
of revenue streams you desire.
6. How can I draw inhigher paying clients?
If you have been working for the IT
equivalent of the minimum wage and
want to put on the brakes, you have
come to the right page. You need to stop
under-selling yourself and your skill set.
First of all, some of the things to avoid:
Low volume approach (i.e. small
home business users are
unprofitable and not worth yourtime).
Stay away from auction-based
bidding situations (e.g., onlineauction market places where
people make their decisions
largely based on price).
Do not lead with a product-
centric pitch (do not just sell the
hardware and the software tools).
Instead hone in on the right size
(mentioned in point three), the B2B
segment (mentioned in point four), plusthe following two areas to turn thingsaround to get higher paying clients:
Be a true outsourced ROI-focusedCIO
Make sure that you understand what
makes your clients tick; the problems
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that they are facing in their
marketplaces, their regulatory issues,their competitive landscapes, and how
they take prospects through their sales
cycles. These are vital concepts to grasp
if you are looking to attract higher
paying clients.
Always lead with your company’s
value propositionAlways lead with your marketing pitchand your sales pitch. All of your
messaging needs to focus on your
company, your value proposition, andwhat you bring to the table. Don't be an
evangelist for someone else’s channel
program.
7. What are some salescall strategies that couldhelp me gain newcustomers?
Whether you are a computer consulting
business, VAR, network integrator, IT
solution provider, MSP, or computer
repair business, if you are primarily there
to help your local small businesses on an
outsourced basis with their IT problems,
the future of your business is yourclients.
So you have to have a steady supply of
prospects, customers, and clients.
In addition to targeting tightly qualifiedleads in the B2B space (discussed in
point four), your sales call strategies
should reinforce your marketingcampaigns that advance you and your
company as your area's foremost IT
expert.
Many people mistakenly think they have
to be evangelists for channel programs
that they are involved in. Yet, the reality
is what puts service revenue into your
company’s bank account is promotingyour business, your brand, and your
expertise.
Use credibility builders like whitepapers, special reports, speaking
engagements, or writing a book topromote you and your brand.
Must-have’s and to-do’s at salesmeetings
Abundant social proof – Your
satisfied clients are your best
salespeople, so bring along case
studies, testimonial videos, and
your client reference list.
Letter of engagement - Ensureyou have the letter of
engagement ready for your small
initial proving ground project in
order to get the ball rolling withnew customers.
Apply the full cost of that
proving ground project –
Rebate the full cost of the
proving ground project to any
future follow-up work you dowith new customers within 30
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days after that initial technology
assessment (proving groundproject).
Guarantee the technology
assessment - Another big thingis to actually guarantee the
technology assessment by
challenging prospects with
something like, “if we don’t find
at least three big time accidentswaiting to happen in your IT
infrastructure, we will fullyrefund 100% of the cost of theassessment.”
Pay attention - listen for subtlenuances and read between the
lines to figure out whether this is
a new prospective client that you
want. If you are sitting there and
sense all kinds of crazy stress, doyou really want this company as
a new customer or client ofyours? When you have enough
irons in the fire and momentum
going in your marketing process,you can afford to be more
selective about the new
customers that you choose.
8. Why can’t I find anynew clients?
This is like you asking your doctor, why
can’t I lose weight? Before such
questions can be answered, there are
some specifics to be established, such as:
Where are you looking? What areyour lead qualification questions?
In other words, is your target prospectgeographically desirable? The right size?
Size (mentioned in point three), whetherexamined by annual revenue or number
of installed workstations and servers, is a
huge issue that throws people a curve
ball. Prospective clients have to be bigenough to afford your professionalrecommendations. Prospective clients
must also understand the value of
working with a local trusted technologyadvisor.
How do you conduct a sales call?
What do you actually talk about during a
sales call? Are you focused on solving
their problems or are you playing therole of box-pusher, pushing the stuff
from the channel programs you have
invested in?
Rather, you want to focus on
understanding their business problems
and how you and your company’sexpertise can help to solve those
problems on an ongoing basis. This
needs analysis is not just a one-time
event; it’s for you and your business’long term success and survival.
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What kind of time and resourcesare you putting into marketingactivities?
In order to acquire clients that are worth
having, it takes work and it takes amarketing budget.
Quite often people are under-invested in,
many times ridiculously under-invested
in, marketing activities because they arenot thinking about the lifetime value ofthese clients.
You want to make sure you have a
proactive plan of attack on how you aregoing to deliberately go after the kinds
of new clients that your business needsto be able to secure its future growth andlong-term viability.
Keep track of what’s been workingand what’s not working
The solution to why you can’t find anyclients should include an in-depth review
of what you are actually doing. Keep
control of your time management by
using a journal. Also for the next coupleof weeks, be really specific about where
every 15 minute or half hour block of
your business week is going. Then check
back to review and to see where the timeactually went.
Similarly, take note of the things that
you do to sabotage your opportunities to
find new clients like:
hoping for the tooth fairy to slip
the client list under your pillowat night
having tunnel vision by focusing
on unprofitable small officehome office (SOHO) users
not looking hard enough for
prospective new clients
giving up at networking events
before trying
overlooking the enormous
potential of relationships with
other trusted business advisorsand non-competing technology
providers
being completely naïve about
how to let target prospects know
about you and your great IT
skills
looking in the wrong places for
clients – such as phonebooks,coupon pack ads, general
newspaper advertising, and
online auction marketplaces
9. How do I become awidely known business?
The reality is that “widely” is a relativeterm.
Our definition of widely is: to make yourbusiness stand out locally, in a niche, as
well as in the real and virtual worlds. It
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is important to cover the bases,
especially the most relevant bases.
Start locally
By local, we mean a serviceable radius
that you can get to in a 30 to 60 minutedrive.
Here’s why: If you do your job well, you
won’t have many emergencies.
Clients, however, want the peace of
mind to know that you can get there fast
enough if there is an IT emergency.
It isn't just about creatively solving
business IT problems with ROI focus.You are your clients’ IT “insurance
policy” of sorts. They want to know that
if they have to make a “claim,” you are
going be there super-fast.
Within a niche
When we think locally, it becomes easier
to be more widely known in specific
kinds of small businesses within a niche
in that area.
For example, let's say you are going to
focus on the IT needs of dentists in the
Greater San Diego, California (UnitedStates) area. There are about 1,600dentists in this area according to
www.zapdata.com —a very “healthy”
market segment if you are looking to
have 10–20% market share. That’s verydoable if you are really tightly focused
on this small (but IT-intensive) niche.
When you are focused on one segment at
a time, it quickly moves you further
along in the sales process, because thereis much less competition and a lot less
sales resistance.
Be everywhere
You want to be everywhere within your
chosen niche—to have a real presence
and be an active member in relevant
local business organizations,
committees, and trade shows.
Sponsor an event from time to time.
Step up to the plate and write the regular
tips column on IT issues in a newsletteror blog. This will help you become morewidely known.
Network with bloggers and podcasters
who cover your particular niche. Thishelps you get some virtual ink from
those publishers on occasion.
Do something unique
To really stand out from the crowd, write
a book, donate something remarkable, or
join the board of directors of a relevant
organization.
Write a simple plan of attack
If you want to attract new small business
clients consistently, we strongly
encourage you to write a simple plan of
attack: a checklist to prioritize by month,
by quarter, and by year.
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Plan at least 12 to 18 months into the
future. Block out that time on yourcalendar, and start working on these
goals week-by-week, month-by-month,
and quarter-by-quarter. Tackle one small
goal at a time, making progress on
becoming more widely known.
10. What are the best-known ways to marketcomputer consultingservices?
The right way, or the best-known way, to
market you and your computerconsulting services is not rocket science.
In fact, we've been talking about some of
them for the last fifteen years. These are
ideas that can be used right away in the
field.
In a nutshell, you have to:
Think B2B and not B2C — you
do not want to be a charity;
Reach prospects at the top of the
sales cycle — grab mindshare
and plant your seeds early;
Focus on your value propositionand not just product reselling;
Properly qualify your leads;
Build mutually beneficial referralrelationships with local trusted
business advisors and non-competing technology providers.
When networking, don't just think one
relationship at a time; build relationshipswith many people who can refer five or
ten clients. It's up to you to choose
whether you want to pay a referral fee.
Bear in mind, however, these trusted
business advisors are constantly asked
for advice on a very wide variety of
professional services, including how to
find local, competent, professional IT
help. People frequently ask for referralsfrom other trusted business advisors.
Give yourself a goal of meeting one newperson like this each month. Start
planting these seeds through mutual
acquaintances active in certain
organizations. Taking someone to lunch
a couple of times a year is inexpensive
relative to what that relationship can
bring to you over the long term.
It’s building up a friendship in which the
trust works both ways.
So get yourself plugged in, because these
folks can eventually become a fabulousextension of your sales force and will get
you some of your highest quality leads.
Bear in mind because of how these leads
come your way, there are much quicker
sales cycles and very little (if any)
interest in price shopping. You have lessselling time and more billable time—at
higher hourly billing rates. Cool stuff all
around!
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Conclusion
Like the winning quarterback who goes
into the football game with loads of
game plans up his sleeve, we have givenyou the game plan for tackling many of
the most common marketing and client
attraction challenges that stand in the
way of a small IT business’s futuregrowth.
While channel programs, vendorauthorizations, certifications, and SOHO
customers had their places in a bygone
era, the game has changed. While
investing lightly in any of one of these
areas will rarely harm your company's
future—each of them could even
moderately help—the days of betting
your company on any one of theseinstitutions have passed by.
Have you noticed lately how your
business’s performance is relative to
your local competitors? Are you
satisfied? Or are you ready to get back in
the game, so you can proactively attract
the best high-paying small business
clients in your local area?
Within these pages is a proven game
plan that has been shown to be effectivein hundreds of local markets across theUnited States, the United Kingdom,
Canada, Ireland, Australia, New
Zealand, South Africa, and the
Caribbean.
The time is now for you to take action
and apply these proven top 10 marketingstrategies for consistently attracting new
clients to your small IT business.
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Top 10 IT Marketing Strategies for Small IT Businesses
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