Marketing in IT. Part 1. Half of IT companies do not know what they do.
I decided to start this cycle of articles by digging notes from various trainings I was lucky to attend and structuring the material. The cycle “Marketing in IT” is almost entirely based on the materials of mini-trainings by Radmilo Lukić . What I learned at these trainings allowed me to achieve good results. Hope to help you too.
Half of IT companies do not know what they do.
First of all, you need to decide what your company is doing. Of course, you may think that you are “a system integrator, implementing ERP systems and possessing highly qualified personnel”, in the eyes of the customer, you can look like “normal guys, twist the components and put a broken Windows”.
Based on this, you need to soberly assess what you can do, what you do and what you should do. What is your mission in the market. What benefits the client will receive working with you. What is the main product for you and what is accompanying. And the worst thing - you have to force yourself to follow these principles.
The first step, after understanding your goals and the mission of the company, will be the preparation of a blitz resume of the company (and further for key products), which will have the following options:
• one paragraph for the site, brochures, press releases, etc .;
• 50 words for email;
• 30 seconds for a telephone conversation;
• one sentence.
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If the first three points, as a rule, do not raise questions, then why do we need a fourth, it is often necessary to explain. Imagine that you have an appointment with your main client, a very busy person who can bring you so much money that your company will enter the next round of development. You encounter him at the door, and he informs you that, unfortunately, the meeting will not take place, because the most important shareholders arrived, and he goes to their meeting on the 5th floor. Unlike the typical loser who would try to postpone the meeting (and getting on the schedule of a very busy person is good luck by itself), you have to say “Let me hold you” and be able to convey the essence of your offer in the elevator as he moves from the first floor to fifth.
In drawing up the blitz summary, the following template will help:
For: general consumer
Which: description of the problem or opportunity
Product: product name
Is: product category
Which: the main advantage of the product and the main reason for the acquisition
In contrast: the main competitive product
Our product: a description of the main advantage.
Example: “For IT professionals working in a tight time constraint who need to receive information about new developments and technologies in a timely manner. Articles on habrahabr.ru allow you to navigate the rapidly changing world of high technology. Unlike specialized Internet resources, habrahabr.ru allows you to quickly find out what is really important for IT. ”
What will be in part two strongly depends on the comments and interest in the article as a whole. There is still a lot of material
Half of IT companies do not know what they do.
First of all, you need to decide what your company is doing. Of course, you may think that you are “a system integrator, implementing ERP systems and possessing highly qualified personnel”, in the eyes of the customer, you can look like “normal guys, twist the components and put a broken Windows”.
Based on this, you need to soberly assess what you can do, what you do and what you should do. What is your mission in the market. What benefits the client will receive working with you. What is the main product for you and what is accompanying. And the worst thing - you have to force yourself to follow these principles.
The first step, after understanding your goals and the mission of the company, will be the preparation of a blitz resume of the company (and further for key products), which will have the following options:
• one paragraph for the site, brochures, press releases, etc .;
• 50 words for email;
• 30 seconds for a telephone conversation;
• one sentence.
')
If the first three points, as a rule, do not raise questions, then why do we need a fourth, it is often necessary to explain. Imagine that you have an appointment with your main client, a very busy person who can bring you so much money that your company will enter the next round of development. You encounter him at the door, and he informs you that, unfortunately, the meeting will not take place, because the most important shareholders arrived, and he goes to their meeting on the 5th floor. Unlike the typical loser who would try to postpone the meeting (and getting on the schedule of a very busy person is good luck by itself), you have to say “Let me hold you” and be able to convey the essence of your offer in the elevator as he moves from the first floor to fifth.
In drawing up the blitz summary, the following template will help:
For: general consumer
Which: description of the problem or opportunity
Product: product name
Is: product category
Which: the main advantage of the product and the main reason for the acquisition
In contrast: the main competitive product
Our product: a description of the main advantage.
Example: “For IT professionals working in a tight time constraint who need to receive information about new developments and technologies in a timely manner. Articles on habrahabr.ru allow you to navigate the rapidly changing world of high technology. Unlike specialized Internet resources, habrahabr.ru allows you to quickly find out what is really important for IT. ”
What will be in part two strongly depends on the comments and interest in the article as a whole. There is still a lot of material
Source: https://habr.com/ru/post/19783/
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