When marketing your tech services, are you making it easy for people to actually know what you do?
It doesn’t matter if you’re a programmer, network engineer, IT consultant, or all of the above; you want potential clients to immediately recognize what you do and how it benefits them. Otherwise, what reason do they have to hire you? A potential client may not know what they need or be able to see for themselves how you could help. It’s your job to tell them.
To help do that, here are four ways to name and describe the services you offer so that clients “see themselves” in the description.
1.Imagine Your Perfect Customer
Take time to establish what you believe is a perfect customer, recommends
owner of web design and marketing company
All My Web Needs
Howard suggests you really think about who that person is:
- What’s their job?
- What are their interests?
- What do they care about most on a personal level?
“Once you've established an understanding of what your customer wants in the long run, you can cater your pitch to them,” Howard says. “Try to think of ways that your service can help them reach their end goals and focus on those things.”
Say your perfect customer owns his own store. He has a reason for that, right? Maybe it’s because he didn’t want to work regular hours and wanted to spend more time with his family.
What might your pitch look like? Howard provides this one: “My service takes the headaches out of the tech side so you can rest easy. No more late nights trying to figure out this tech stuff and no more stress about how you're going to make it work. I'll handle all that so you can focus on what’s important.”
In other words: your description should focus on the benefits you’ll provide to the person who needs it most. Then, when you have their attention, it’s up to you to impress potential clients with your charm and knowhow.
2.Scope out Your Competitors
You don’t have to reinvent the wheel to describe what you do. In fact, there may be widely used “language” in your industry that potential clients are already familiar with. Check what’s out there.
“I would look first at your competition,” says
partner at marketing company
(@SomethingCreatv). “Who is the biggest name in the space? How are they talking to your clients?”
Don't be afraid to be inspired by them, says Riley, but don’t copy it straight up. “Take what they have, and put the personality of your company into it.”
3.Figure Out What Makes Your Business Distinct
Defining what makes your business unique takes time, says
Mary Cochran (@mccochran),
director of marketing for
(@sleepeasily). “Spend some time writing out your value proposition.”
This should include…
- Who you are.
- Why customers choose you.
- What differentiates you from others.
Since you most likely have direct competitors already marketing to clients, you have to address what makes you and your business different. Maybe it’s your excellent customer testimonials. Maybe it’s your years of experience. Figure out a way to highlight those assets so that it’s clear you provide a distinct benefit.
Be clear in your message. Cochran notes that your marketing could be seen by potential buyers, as well as random people like a neighbor, who just might end up referring your business to a buddy. “Remember every person knows 300 people,” Cochran says. “So craft your message in real words, not jargon.”
In addition to gaining more clients, there’s a risk management angle to having clearly described services. It can help prevent…
Any of these mishaps can easily lead to a technology errors & omissions claim.
Being on the same page as your client is always a goal to strive for and how you convey your work can have a huge impact.