Technology firms marketing is now an umbrella term that encompasses a whole bunch of actions. It’s important to note that the “run-of-the-mill” marketing activities that work for any old business aren’t necessarily going to be the best fit for technology firms, however. What’s more, some technology firm marketing activities are going to be more worthwhile than others depending on your immediate goals.
Before You Get Started: Assess Your Tech Firm’s Objectives
Technology firm marketing should be executed based on what you’re trying to get the prospective client to do next.
Do they need to know simply that your business exists, or why you’re the best tech business in your domain area for them? You could even be at the point where you need the client to officially agree to working together. Here are quick summaries of common tech firm marketing objectives that technopreneurs face all the time:
Building Authority: Make sure prospects know you are different from other tech firms next door by presenting your point of view on both your domain area and common client issues.
Establishing Trust: Allow prospective clients to get to know your personal tech brand by making an introduction and revealing your personality and values.
Demonstrating Capabilities: Help clients realize your specialty tech areas and reassure them that you truly solve problems for your clients, in their business.
Asking for Referrals: Keep the business coming by asking your established, ideal clients to introduce you to other people just like them.
Depending on the maturity of your tech firm marketing strategy, you may be in a position where you need to work on all of these things at once, or just focus on a couple of areas in particular. For each of these objectives, there are some ideal marketing activities (that you can do every day, of course) that will strengthen your overall chances of success.
Tech Firm Marketing Activities for Meeting Your Business Objectives
If you want to prospective clients to identify you as the tech “expert of choice,” you’ll need to show off a little. Write down your point of view on hot technology and domain issues of the day and transfer that to a digital medium. It’s a great idea to get a blog started on your tech firm’s website, but even if you don’t have one, using LinkedIn Publishing tools is a great way to broadcast your tech business knowledge.
If writing for tech firm marketing isn’t your strong suit, try finding your voice by reading tech journals and blogs. You will get an idea.
Give prospective clients that have agreed to communications links that go directly to your resources. That way, you have more control over whether you’re reaching the right people instead of hoping that they’ll stumble across you. Just be sure to keep your contacts organized by the practice areas and topics that are most applicable to their needs.
Send “Trust”-focused Emails
These messages will be similar to the “Expertise” emails mentioned above, but show more about who you are rather than what you know. Share personal anecdotes about your life experiences, your professional journey, and other details that will help your prospect realize your tech firm’s mission and get an idea of your values. Clients are more willing to work with the attorney they know over the competitor they don’t.
Refine Your Ideal Client Profile
As your launching tech firm marketing efforts, working with new clients and generally evolving as a professional, acknowledge which clients you can serve best. Do your ideal clients have some commonalities in their personal background, or initially approach you with the same business (tech) problems? Keep a running list of when client engagements go particularly well and try to determine why that was the case.
Organize Evidence of Your Success
At the same time that you’re refining your ideal client profile, organize that list of successes so you can give future clients an idea of the results you can deliver.
How many dollars have you saved or won during litigation? What’s your case win rate? In practice areas where courtroom litigation is less common, do you have testimonials or satisfaction ratings that demonstrate your achievements on behalf of the client? Building a standard survey for your current and former clients may be a good way to collect some of that information.
Starting the Relationship
Take a Tip from Sales – Develop a Line of Questioning
At some point, prospective client CXOs will have a good idea of what kind of tech firm you are and how you can help them… but may not realize that they could use your help now, or at least set up a retainer with you for when the need arises. Asking the right questions can get prospects thinking about scenarios where they may need your services and get an engagement started. Your list of questions could get pretty long, but brainstorm a few questions every day until you have enough to use on different types of clients. If you need somewhere to start, you may be able to adapt some of the questions from this HubSpot article and put a tech spin on them.
Make Time to Check In
Maintaining an established client relationship is a lot easier than starting a new one from scratch, but that doesn’t mean there isn’t any work involved. In some cases, the tech firm marketing “Expertise” or “Trust” messages that you’re sending out can still be helpful to your current clients. Make a note of topics that can strengthen or support your current clients’ needs, and send out a basic message (“Hey, I thought you might find this interesting.”) to stay active in the relationship.
Asking for Referrals
Referrals from Your Existing Clients
If you’ve successfully assisted a client, chances are that they’d be happy to give your name to someone they trust. The closest people to your client – family, friends, business associates – are usually similar to your client, too. By getting the referral, you turn one ideal client into two. All you have to do is ask.
Referrals from Your Professional Network
Clients aren’t the only ones who can ally themselves with your tech firm. Establishing referral agreements with your professional network can be equally effective for client generation. Reach out to members within your non-competitive attorney network and broader professional network and see if you can establish a “client-sharing” agreement. LinkedIn or other social media platforms may be a good place to start.
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