Marketing a data systems consulting and design firm can be challenging, especially for business owners who lack a marketing background.
The right market approach lets smaller data systems consulting and design firms scale their visibility with consumers. What small companies lack in resources, they can make up for in marketing intelligence and expertise.
Public Relations Strategies
Marketing and public relations are two distinct promotional disciplines. While marketing flows blatant advertising messages to audiences, PR takes a more educational and informative approach. If you want to send unrestricted marketing messages to your audience, buy a mailing list and perform a direct mail campaign. But if your strategy calls for sophistication, media buy-in and thought leadership, hire a PR consultant. The art of storytelling is a core PR competency. Storylines need to be believable and objective while communicating your brand's strengths and value proposition.
A lack of personal marketing experience is not an excuse for moving forward without the support of a promotional knowledge base. Entrepreneurs and leaders of data systems consulting and design firms are usually hesitant to engage in high-risk marketing. Since inexperience raises the risk level, the quality of the marketer is just as important as the quality of the message. If you don't have a marketing background, it's critical to either educate yourself about basic marketing principles or consult with a professional marketing firm. We advise our business partners to seriously consider outsourcing their promotional requirements because professional marketers tend to have their fingers on the pulse of the marketplace.
In a difficult economy, consumers expect businesses to engage in a certain amount of price matching. Without price matching, if they can locate lower pricing from a competing data systems consulting and design firm, customers will transfer loyalty to the competition - and take their friends with them. Survey the marketplace. If competitors have adopted price matching strategies, you have no choice but to adopt price matching as well, even if it means reshaping your business model to accommodate a new pricing structure.
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