I’m continuing to broaden my marketing horizons and trying to learn more about different industries and ways of marketing to them. Today, we’ll take a look at IT services. Unless it’s an app, you’re more than likely marketing to a business, which makes it a B2B landscape. But, as I’ve said before, although the buying time frame might be longer than in a B2C scenario you’re still marketing to people and need to think about what makes them tick and what will make your service stand out from the crowd.
So with that, here is some interesting information I found that I thought would be interesting to you, my dear readers.
A blog about how to sell IT services in 6 steps. Value prop must be identified, followed by uniqueness of your service and how that fits in to your target market’s needs.
Here is an Information Technology Services Marketing Association you may want to rely on if you are in this industry.
Lastly, although this article, Tips for Marketing Your Service Business, doesn’t exactly talk about IT, it does talk about how to market in the service industry. “Compete based on value. What will make customers or clients select your company vs. your competitor’s?”
As always, don’t forget to check out my twitter hashtag #careeradvice101 or just follow me, Linder83.
Unless you are looking for someone for a director level or VP level position, even manager, most skills can be learned & experiences can be gained. It seems to me that before the recession, hiring managers were more likely to hire you based on how you fit in overall and if you didn’t have all the skills, you’d learn them eventually. However, since the 2008-2009 time frame, hiring managers have become the buyers in the perpetual job search and can buy any house (candidate) they can. So why bother buying the fixer upper when you have a ton of move in ready homes?
I am of the mindset that it is more important to find the person who will be game for anything. It may not make sense to hire the new grad, but if they’ve had any experience, it may make more sense to go that route, not only because it may be more inexpensive (let’s be honest, budgets are always at the fore front) but also because they may be more inclined to learn and do as much as possible for the chance to move up the ladder. At the end of the day, if you hire someone with the exact skill set you are looking for, you may soon realize that that is all they are good at, or that they are less likely to think outside the box.
So I leave you with this, skills can always be acquired and experience can always be gained! Who will you hire next?
For those that watch the “Million Dollar Listing” shows on Bravo know that the people on there make a lot of dough. Yes, they are successful at what they do. And yes, some of them have been brought up in fortunate homes but they have succeeded at what they do by being creative. A $15 million dollar home won’t sell itself. How do you get in front of people, make them realize that the investment is worth it, not only for the sake of location?
Things have changed, but not as much as you might think. Flyers and brochures are still very valuable, as shown in the image above…which is already a bit out of date. Although aerial videos, via drones, are showing up more and more, and most people won’t even go see a home if there are no photos, that listing sheet is still very important.
But, how do you bring in the masses, and other agents who might have a buyer for your home?
Here is a great article for the 25 Real Estate Marketing Ideas the Pro’s Use. I’ll highlight my favorites, which I base on the fact that these can be applied to any kind of marketing. Because at the end of the day…marketing is marketing. It’s just a matter of how you word & present things.
1. Write Listings that Sell –> content is king in all industries!
2. Drip Campaigns via email –> this allows you to weed through your prospects and potentially identify those that are ready to take the next step in the buying cycle.
3. Blog blog blog
4. Social Media –> use the platforms that make sense for your industry.
How do these apply to your industry?
P.S. Here is another great article titled, 7 Marketing Ideas for Real Estate Agents in 2014.
P.P.S. Have you heard of Buffer? How do you use it? Is it similar to hootsuite or even better?
Here’s another fun acronym for you, CPG –>consumer packaged goods. Most would say that the brands that fall in to this category are within the realm of B2C marketing. Which might be true. But within every category of anything, there are sub categories and I’d like to think that products such as cookies and coffee, although both are consumable goods are very different & hence need to be marketed differently. For starters, perhaps those that drink a lot of coffee might eat fewer cookies as they consider themselves as constant movers & “fit” people. The latter point there, brings us to an entirely different realm of the B2C & CPG arena –> the health food market which in and of itself makes up a HUGE portion of the overall packaged goods & nutrition sectors. Organic foods alone are set to grow 14% between 2013-2018.
So with all of that, how do you market to all these different people/consumers? Think more about who your target customer is and what their needs are as well as HOW they consume your product. Is it on the go? Is it only on weekends? Is it at the gym or movie theater? All of these need to fall into a separate category that requires a different kind of message. I’ve always found it all pretty fascinating and have said that no matter what kind of “bucket” your business/service/product falls in to, you are selling to people. So, what void are you trying to fill?
Take a look at some more resources I dug up for you that speak to consumer product good marketing:
A Content Marketing Playbook from Top Consumer Brands –>Adweek mag
Digital Marketing Comes of Age for CPG Brands
From Oreo to Redbull CPG Brands are Transforming Marketing
CPG Branding and Marketing Forum
One things seems a constant in all forms of marketing…content is king. It’s just a matter of how you get it out there & attract your key customer base(s).