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How Tech Firms Miss Marketing Opportunities
| Guest post by: Faith Seekings |
Article Overview: Many tech firms put a lot of emphasis on their technology and not enough on the service that goes with it. By doing this they’re missing out on a chance to differentiate themselves and including sales-talk that’s meaningful to the end-user.
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Free Download - Does Your Marketing Plan Live in a Drawer? By Faith Seekings |
How Tech Firms Miss Marketing Opportunities
Many tech firms put a lot of emphasis on their technology, but not enough or zero on the service that goes with it. They tend to treat service as an after-thought, as an unimportant bit of data. By doing this they’re missing out on a chance to differentiate themselves and including sales-talk that’s meaningful to the end-user.
Be more than a list of features
It’s easy to compare features lists when shopping around for managed services or custom software, but what about the support service they’ll receive once they buy? We all know it’s the end of the world when mission-critical technology goes wrong. If you’ve developed a great system for customer support, include that in your web copy, have something that stands out from the list of technical specs.
Love the geek talk, what about your clients’ concerns?
The IT department loves technical specs, but it won’t mean much to a non-techie decision-maker. Clients want to know what it will do for them, how it will improve their experience and how it will save them money. Many companies spend/waste a lot of money on software and equipment that just doesn’t get adopted because it’s not properly integrated into their situation. If your post installation service will help ease the transition into the clients’ business systems, it will resonate big-time if expressed in the marketing message.
Customer service is the new marketing...
They say the new marketing is customer service. FreshBooks has made it their very culture to bend over backwards to help clients in any way they can, making them loyal and fabulous cheerleaders.
Adding the service part to the marketing message
It’s likely you are already doing it. You have processes or services in place that you take for granted, thinking it’s just there to make your job easier. Meanwhile, your clients probably really appreciate it.
Write out your process for delivery services and follow-up in detail – pretend you’re explaining it to a five year old.
Ask existing clients what they like best about your company’s delivery, then more specific questions on the service and follow-up.
Re-write all that in marketing-friendly, non-techie language and add it to your website.
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Article Tags: big time, business systems, cheerleaders, critical technology, custom software, customer service, customer support, decision maker, freshbooks, love, money, new marketing, rsquo, shopping, techie, technical specs, transition, web copy
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About the Author: Faith Seekings RSS for Faith's articles - Visit Faith's website We're an all-inclusive marketing, design and web firm; that means full service, from strategy, brand development, excellent design, to final production – printing or web development. Contact me any time with questions, or to book a Rapport Marketing Map session. Click here to visit Faith's website   Web Design Development Why the Huge Range in Pricing Project Turnaround Time What to Expect How Many Points of Contact Does it Take to Make a Sale When is the Right Time to Rebrand Brand Positioning Sessions Clarity |
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