November 4, 2013 at 10:14 am

Inbound Marketing for IT: Benefit Focused Marketing

Inbound Marketing for IT: Benefit Focused Marketing

Your clients rely on you for every tech-related topic under the sun, even some things that aren’t really tech-related. And you’re happy to help. After all, uncovering the technologies that make businesses more efficient is what you DO. But does your prospect know that? So often in marketing we have to remind our clients to step away from the jargon. People ask me, “How can you write for my business when you have no clients in this industry?” While we can never replace the expertise that you bring to the table, more often than not, being a third party that is outside the business allows us to find benefit-focused marketing that really hooks your prospect. When it comes to marketing for IT firms, it’s time to step away from features and company focuses and align more closely with solving prospect problems, revenue generation and highlighting user benefits.

marketing for IT firmEnough About You, Eliminate the “Leave Behind”
People sometimes get offended when I start this conversation – so I’ll try to keep it as painless as possible. Consider this question, “Why should your prospect choose your company?” If that answering contains ANY information about your company, it’s the wrong answer. “We have 30+ years in the IT field, the best techs in the industry and a really expensive software program that gives us tons of reports about your networks.” Where, in that sentence, did you tell your prospect anything about the benefit they’ll actually receive by being a client? We need to back up. Stop with the collateral information. If a prospect wants that, they’ll seek it out. What your prospects really want to know is how they stand to benefit from working with your company.

Benefits Over Features
When you’re discussing benefits (rather than yourself), you have to eliminate jargon. No one understands “IT Infrastructure Consulting” or “Network Administration” — and even “proactive IT strategy” doesn’t really strike a chord with an executive trying to cut costs and increase efficiency. Without sounding cliché, really pour over the benefits in your services. Will your customers save money as a result of their server upgrades? Will their users save time and frustration by upgrading to cloud services? Will implementing a long-term strategy help them prepare for the growth goals that they have? You need to take time to understand your prospect and their goals before you start pitching them a list of services. Eliminating jargon-heavy pitches allows you to become a problem solver rather than a salesperson.

You should never stop educating your customers. Firms that educate their customers have better growth and client retention rates, and can significantly decrease the length of their sales cycle. Your prospects are trying to understand more about how you can help them operate more efficiently and the more information that you can provide that helps them understand that – the more likely you will be to close the sale when they’re ready to reach out.

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