An effective technology marketing plan is key to building and growing your IT business. It makes sense to attack the process is an organized fashion, rather than just taking a “scattergun” approach, which can waste time and money, and never really help you learn what kind of marketing works.
Here’s a five-step guide to devising and following through with a technology marketing plan:
1. Decide your budget—in terms of time AND money
Before you can start to properly plan how you’re going to market your IT business, you need to ascertain what resources you have to dedicate to the process.
In this day and age, “resources” means more than money, as many effective marketing methods cost time instead. These can include blogging and social media marketing. How many days per week of marketing resource you have is now often just as important as your financial budget.
2. Determine your target market
Marketing is always more effective if you have a clear target market. It doesn’t necessarily have to be the same target market every time, but it does make sense to have a clear focus for each marketing push.
For example, you could choose to focus on “one man band” clients during one marketing drive, and larger companies or a specific vertical market during another.
3. Determine what you want to sell
You may just be planning to market your services in general, but sometimes you will want to focus your efforts on a specific product or service. It’s important to be clear on this, as it’s sometimes easier to put a concise marketing message across if you’re promoting a specific offering.
Assuming your business is successful, you will probably work on numerous technology marketing plans over its lifespan—so you don’t need to push every product and service during every marketing initiative.
4. Choose your marketing methods
Most marketing strategies will encompass a selection of marketing methods; perhaps a social media campaign backed up with a series of blog posts and some targeted email marketing.
The important mistake not to make is to throw too many different marketing methods into the mix at once. It’s better to do a few things perfectly than to throw everything at the wall and see what sticks.
5. Devise a way to measure your success
This final point is crucial, and backs up the previous point about only concentrating on a few marketing methods at a time.
Part of your ongoing marketing planning must be finding out what works. This isn’t always an exact science. While you can measure social media engagement, for example, it’s not always easy to work out which customer engagements actually lead to sales. However, do put some thought into making the results of your marketing efforts measurable in some way, be it by number of new leads or customer signups, or simply by revenue comparisons from before and after your campaigns.
What do you think are the important priorities when devising a technology marketing plan? Let us know in the Comments box below.
And to follow-through on the tips introduced in this short article, be sure to download your free copy of the special report on the “Top 10 IT Marketing Strategies For Consistently Attracting New Business Clients to Your Small IT Business.”