Smaller tech firms often struggle to convince clients they have the staff, knowledge, and ability to handle their business. These smaller firms fear they come across as too small. Their prospective clients are similarly concerned that a smaller firm won’t be able to provide them an adequate level of service. Even worse, clients may worry a small firm cannot withstand business vagaries and may be forced to close their doors before their needs are met.
The reality is smaller firms are losing business because of their size—or the perception of their size. But how do smaller tech firms make themselves seem larger and inspire confidence with both prospective and current clients?
The first, most important step is to develop a solid reputation. You must put a metaphorical stake in the ground. When you are small, you cannot be all things to all people. That is why it is imperative to identify a niche market, and then own that market. By focusing on a specific market, industry, or technology, even small firms can acquire expert status.
But expertise isn’t enough. You must also develop a consistent and visible message that demonstrates that knowledge and expertise across a variety of media, including marketing collateral, social media, and a website.
Because your firm’s website is typically the first place people will go, a strong website must be at the forefront of a cohesive marketing campaign.
Begin by beefing up your firm’s image by talking about areas of expertise and specialization. Make sure prospective clients know exactly who you are, what you do, and how you can help them with their problem.
The next step is to increase the visibility of the firm’s leadership.
Visibility requires more than bio pages on the website. A firm’s experts must command a greater presence. Their expertise and thought leadership must be showcased in the form of educational content.
Our research has shown that one of the best ways to build confidence and trust is to share knowledge freely with those who seek it out. The content and messaging cannot be arbitrary, they must answer questions on the minds of any prospective client or address specific trends and concerns in the market. This strategy is particularly important and beneficial for smaller firms, especially if the content is released regularly.
So, before the writing begins, take time to determine what general issues a firm can “own,” and then develop a number of more specific topics, even developing a content calendar with working blog titles based on those topics. This approach makes it easier to manage the volume and type of content produced.
But don’t stop at blog posts. Create different types of content. Develop a few pieces that are more substantial, such as white papers or executive guides. This content can be placed behind a form, so ensure it is information worthy of the exchange for an email address.
The creation of different types of content is beneficial for a number of reasons. For example, the content represents the depth or breadth of expertise. It also develops a well of thought leadership you can share with your prospects and clients. Fortunately, the deeper the well, the larger your firm will appear.
Of course it takes time to create engaging and interesting content. This is why careful planning can make a difference.
By planning a series of blog posts around a specific issue, a day or two can be committed to writing several posts for publication over time (usually weekly or bi-weekly). A good content calendar allows enough breathing room to continue working with clients and developing business.
It’s never easy to grow a tech firm. Fortunately, smaller firms can at least appear larger by developing a website that showcases their expertise in a specific market or technology. By sharing their knowledge openly, smaller firms give their clients, prospective and current, assurances that they can get the job done, today and into the future.
- Watch our free webinar, 2016 Marketing Planning: Building the Visible Firm, for more information on how to build an effective marketing plan for your firm.
- Check out our new blog post, Why Your Professional Services Firm Needs an Editorial Calendar in 2016, to understand why you need to keep your content organized this upcoming year.
- Get a copy of our Online Marketing for Professional Services book to learn techniques that will generate more leads and increase awareness of your firm.
How Hinge Can Help
Creating a comprehensive marketing plan is key to success in 2016. Hinge has developed The Visible Firm℠ program to help you create a marketing strategy and more. It is the leading marketing program for delivering greater visibility, growth, and profits. This customized program will identify the most practical offline and online marketing tools your firm will need to gain new clients and reach new heights.