You’ve already created a dynamic website, maximized your SEO potential, and built a strong social media presence. Unfortunately, so has the competition. So, how do you maintain your positive momentum in the competitive IT market? What do you need to do to differentiate yourself from the rest of the pack? The key is strategy. IT industry leaders don’t achieve that status by chance. It takes a solid foundation and innovation to stay on top, and here are a few of the tools you need to get started…
CLARIFY YOUR VISION
Many IT companies focus on selling technology instead of selling themselves. While this may close the deal, it won’t build the kind of customer loyalty you need to enjoy real staying power. So, the question is…what does your company do (or aim to do) better than anyone else? Whether your goal is to provide affordable tech, cater to a specific industry, offer scalable solutions, or set the industry standard for service, create a unified company vision. Establish your why and that will drive your how.
BRAND YOUR MISSION
Your brand is derived from who you are, who you want to be and who people perceive you to be. If your current messaging is out of sync with your company vision, it’s time to rebrand. Source some new ideas to find an approach that is more in line with your vision. While your logo and website are the mainstays of your brand, your brand should also permeate to your social media, print materials, on-hold messages, and office environment.
TAILOR YOUR MESSAGE
In IT, you deal with the hands-on customers who have a decent knowledge of business tech and the hands-off customers, who are more than happy to hand you the reins. You wouldn’t explain a technical problem to these customers the same way, so you shouldn’t market to them the same way. When in doubt, avoid over-technical language in your general marketing, and always offer content that is valuable to the consumer. Whether it’s a blog covering paper-saving tips or a landing page highlighting the best VoIP features, tailor your message to your target audience.
ELEVATE YOUR SERVICE
Analysts say that customer experience will overtake price and product as the key brand differentiator by the year 2020. So, what do customers want from their business technology provider? According to Customer Thermometer all of the top 5 reasons customers gave for feeling a connection with a brand are to do with caring. Caring about me, caring about the world, understanding me, being like me, being made to feel special. Anyone who has scrolled through restaurant reviews on yelp knows the impact of poor service. Make it a priority.
ENGAGE YOUR CUSTOMERS
Happy customers are the best advertisement, and can help you quickly build your business through word-of-mouth. The next time a customer goes out of their way to commend you for catching a problem on the server or adding a dozen new network devices after hours, kindly ask them if they would mind writing abut their experience or sitting for a quick video testimonial. In addition to your website, you can also showcase your testimonials and encourage referrals with your custom on hold messages.
At the end of the day, people want to do business with companies who care about them, have a vision they can stand behind, and communicate those things well.