Your Customers Already Know You



Doing an IT marketing mailing to your current customers is a great place to start because, for one thing, you already own the list. But even more importantly, they already know, like, and trust you. And that's one of the biggest obstacles to overcome when you're doing any kind of direct marketing like this.

IT Marketing: What to pitch?

If you feel comfortable talking with business owners and business managers about providing virus protection, firewalls, passwords, data backup, and power protection, you have a good opportunity to tie in the IT audit concept and data protection.

Offer a heavily discounted IT audit package. Let's say that it's regularly $400, but as a special now through the expiration date, it's $299. You might consider putting an extra bonus in there, like an entry-level battery backup unit, or surge protector, or your prized system inventory worksheet template, or a CD or DVD from the last data protection seminar you gave. As part of your IT marketing strategy, give away something you think will have that little bit of an extra pull.

IT Marketing: Keep track of your results

If you see that you get five percent inquiries and half of those inquiries ultimately end up taking the audit, this gives you a good baseline to measure and compare other lists and the responses you get from similar mailings.

You're going to have a much more receptive audience with your existing customers than anyone else through your IT marketing efforts. If you're doing any kind of outbound telemarketing, even if they're not customers you've done a lot of work for, at least these people know you and they hopefully like you and trust you.

Help Your Customers Utilize What They Already Have

Look to your existing customer relationships to find out additional ways that you can help them better use what they already own. There is an excellent chance that they've bought a lot of things that are collecting dust. If they are using them, they may be only scratching the surface of their usefulness.

IT Marketing: Cementing Relationships

These are not only great opportunities for you to help them get more out of what they already own, it's also a great opportunity for you to pick up a lot of good, incremental service revenue. And it's also a great way for you to cement the long-term loyalty and relationships that are really important for any computer consulting business.

The Bottom Line on IT Marketing

Using your existing clients for IT marketing is a great first step. You can either introduce new products or services or help them better utilize technology they already have.

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