Even if you don’t have a dedicated marketing staff, there are still things you can do to make your service offerings more visible to other businesses. A few weeks ago, we featured Part 1 of our “big marketing ideas.” Now we’re sharing Part 2.
Join Your Local Chamber of Commerce
A local chamber can be a great way to get your business name out in the community. Chambers offer free programs and services for members, and can even help connect businesses to chamber members. It also presents networking opportunities that may not be found elsewhere.
Search for Speaking Opportunities
Whenever you have a chance to get in front of a group of peers or potential clients and showcase your organization’s expertise – do it! These kinds of opportunities can come through your Chamber of Commerce, tradeshows and networking events, industry associations (ASIS, NFPA, NSCA, etc.), and even local colleges or universities.
Establish Social Media Presence
There are several social media options that work well for systems integrators. Twitter and LinkedIn offer platforms to establish communication with clients and potential customers. Start a Pinterest account and link to industry articles and helpful tips. Pin photos of building projects you’ve been involved with. Load a company Instagram account with product and project photos. But a helpful hint: As you create your company profiles and start working on social media content, don’t just blast content about your organization. Ask questions, look for opportunities to answer questions or join conversations, share industry-related stats, and offer tips that customers will appreciate. Need to learn more about this? Watch our archived webinar on understanding social media channels and how to use them.
Start a Blog
You don’t have to post new content every day, but blogging a few times a week is a good way to keep in touch with customers and the industry, and subtly convey information about your business. Make sure your content doesn’t blatantly pitch your company. Use blog posts to offer your company’s take on the latest industry research, discuss a new project and the challenges it offers (after clearing it with the customer, of course), feature case studies, offer customers a behind-the-scenes look at training and other events happening within the company, etc. When you use blogs and social media to show the “personal” aspect of your business, it will help give your company a personality that will set it apart. To learn more about how to leverage your online content for lead generation, check out our recent webinar on content development for integrators.
Guest Post on Other Blogs
If you’re not ready to start your own blog (or if you want to expand the reach of your existing blog), contact product partners, industry associations, or local news publications to see if they’re open to receiving occasional blog posts from your organization. You’ll be reaching a new audience.
Conduct User-Group Discussions
Whether these are held via webinar or in person, consider connecting groups of customers using similar technology solutions. Providing a platform for these customers to meet regularly and discuss challenges, ask questions, and meet other professionals using similar technology within their organizations. As these groups grow, encourage participants to bring visitors with them. Your current customers may bring an industry colleague along who isn’t one of your customers, but who has questions about access control, digital signage, or mass notification. This could turn into a new opportunity for your company.
Publish a Report or White Paper
Does someone within your organization have knowledge or insight that could be shared with clients, potential customers, or industry professionals? If so, consider putting together a report that puts these thoughts down on paper. Creating reports and white papers can demonstrate your company’s expertise, and they will most likely be shared. This content could be housed on your website; it’s up to you as to whether you’ll offer it to anyone, or ask for contact information first to track who’s downloading and why.
Print Incentives on the Back of Business Cards
As long as you’re giving out business cards, consider printing some sort of coupon or incentive on the back. It could be used for 10% off a service call, a free one-hour consultation, or a complimentary analysis of a current system.
What’s missing from this list? Did you read Part 1, featuring others marketing ideas for integrators?