IT Marketing Tips: How To Identify Your Market

IT marketingThe IT industry is full of managed service providers (MSPs), and the ability to identify your customer base is a critical IT marketing skill in today’s competitive environment. Being able to identify a typical client is the first step toward creating an effective sales pitch. A well-defined target audience allows you to create a unique sales pitch that meets the needs of your customers. On the other hand, trying to target everyone is inefficient and will make it more difficult to expand your business. Targeting a specific market is a more affordable and efficient way to grow your organization. Here are four tips to help you target the right audience as an IT provider:

Analyze Customer Base

The first step in targeting a specific market is to look at your current clients. Analyze their characteristics and find common themes among them. For example, are they mostly small companies or are they large corporations? Do they have specific needs or just need general IT assistance? Identifying these characteristics enables you to create unique profiles of the different types of customers who use your IT services.

Learn From Your Competition

Another effective IT marketing technique is to learn from your competitors. Who are their clients? Do they share similar qualities with each other? Do they target a specific group? These are all critical questions to consider and will help you learn valuable lessons that can be applied to your company. If possible, rather than going after the same customers your direct competitors court, focus your targeted marketing approach on a group that hasn’t been flagged by other MSPs. This may be difficult in small service areas, but is possible in larger markets and the benefits are numerous.

Study Your Products and Services

Take a deep look at each of the services you provide and look for areas where improvements may help target a specific audience. For example, focusing on improving your virus protection may be beneficial for companies continually dealing with cyber-attacks. Advertising how you can keep these businesses safe is an appealing message to these potential clients. What’s more, it can highlight a service your existing customers may not have known you provided, and is a great way to grab everyone’s attention.

Choose a Specific Demographic

As always, it is essential to consider targeting a specific demographic, which includes age, location, gender, education level, occupation, and many other characteristics. Looking at your current clients can help you identify common demographics and will help you target a specific audience. Besides demographics, you can also consider using psychographics, which includes personality, values, interests, lifestyle, and behavior. These are all important characteristics to consider whenever trying to define a specific target audience.

As you can see, defining a target audience is a critical IT marketing technique if you want to stay competitive. Being able to analyze your current clients, learning from competitors, studying your products, and choosing a specific demographic can help you identify your target audience. Once you have made your decision, it is important to evaluate it and ask yourself a few questions. For example, is my target audience large enough? Will they see a need for my services? Can they afford to use my IT services? How difficult is it to reach these clients? All of these are essential questions that must be considered as you continue to develop your target audience. Once you have a targeted market, it is much easier to reach new customers and expand your business in the IT field.


Bryan Fuller

Bryan Fuller has been the President and Chief Executive Officer since founding Contigo Technology in May of 2013. Contigo focuses on providing state-of-the-art technology coupled with superior IT support to local Austin businesses. In addition, Bryan works to ensure that he always have enough staff to deliver lighting fast response times for his managed IT services clients in the Austin area. He works diligently to hire and train all his employees but especially help desk agents and onsite IT services technicians in Austin to provide an excellent customer service experience to clients. Bryan is also concerned with the onslaught of cyber security risk facing companies in Austin and lined up the best talent and software to combat this IT challenge. Prior to founding Contigo, Bryan had leadership roles in software companies such as SolarWinds, NetIQ, CA. Inc, and XMatters (formerly Alarmpoint). Bryan holds a B.B.A from Texas Tech University.