Q: I've just started a computer consulting firm. How
do I get the word out, short of taking out a full-page ad in The
New York Times?
A: There are many alternatives to costly mass media for
marketing your computer consulting business. Your top priority
should be to set up an ongoing marketing program that employs a
variety of tactics to reach a narrow target audience. Here are four
ideas to get you started:
1. Build a targeted prospect list. Write down a target
audience profile—that's a detailed description of your
best prospects. What types of businesses are they in? What
characteristics do they have in common? Then build a list of
business-to-business prospects that fit your profile to use on an
ongoing basis. Tap business directories, trade journals and
magazines, Internet sources, association membership lists and other
resources to locate the names of prospects that fit your criteria.
Decide how many prospects you'll call per week and be sure to
follow through.
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2. Network with your business prospects. Identify the
business and professional groups in your area whose membership is
composed primarily of information services professionals or
business executives who'll be good referral sources for you.
Before joining, attend a variety of meetings, then select only
those that proactively support networking and lead exchange.
3. Establish yourself as an expert. If you enjoy public
speaking, you can give seminars at high-tech conferences or talks
at luncheon meetings for technology-oriented groups. Another option
is to write articles or columns for trade journals or even your
local newspaper if it's read by your prospects. A related PR
tactic would be to create a tip sheet, such as 10 Ways to
Prevent Computer Crashes, for local print publications or
business and trade journals to run with your byline.
4. Advertise selectively. Instead of taking the gunshot
approach via mass media, run a small-space ad campaign in the media
that reaches your target audience with the least amount of waste
and that they look to for information on computer technology.
Kim T. Gordon is a multifaceted speaker, marketing expert and
media spokesperson—and one of the country's foremost
experts on entrepreneurial success. Her newest book, Bringing
Home the Business (Perigee, $13.95, use http://www.smallbusinessnow.com/books.htm),
identifies the 30 "truths" that can make the
difference between success and failure in a homebased business.
From formulas for positioning a business and creating an image to
Internet marketing strategies and tips for work-at-home parents, by
reading just one truth per day, in one month, readers will master a
complete course on homebased business success. To read an excerpt,
get information on media appearances and seminars, receive free
how-to articles and advice, or contact Kim, visit http://www.smallbusinessnow.com.
The opinions expressed in this column are
those of the author, not of Entrepreneur.com. All answers are
intended to be general in nature, without regard to specific
geographical areas or circumstances, and should only be relied upon
after consulting an appropriate expert, such as an attorney or
accountant.