Situation: A small technology company has a handful of major customers. They are very good at what they do and want to expand and diversify their customer base. The challenge is that they don’t have the funds for large-scale marketing. As an additional twist, for now they prefer to stay under the radar of their largest competitors. How do you build market awareness on a small budget?
Advice from the CEOs:
- Start with the basics. Define your market niche and build from there. Create a beachhead in this niche and generate strong testimonials from your current customers. Segue to tradeshows and broader marketing opportunities as you build marketing strength.
- You already have several marquis clients. Look for opportunities in other divisions within these client companies. The work that you have done for existing divisions makes you credible.
- Network with your current clients to develop other opportunities. They won’t want to help their competitors; however, if you can improve what they receive from their other vendors they may provide introductions for you.
- As a small company, focus on a single market where you have strength and credibility. You don’t want to spread yourselves too thin.
- Find a good customer and solve their problem well. Create an evangelist who will tell others about you.
- Look for speaker opportunities at high visibility events within your market niche.
- Consider webinars, these are inexpensive and if you promote them to decisions makers in your target niche you can quickly build credibility.