If you want to grow your customer roster, you need to do additional IT marketing that includes getting out into your community and getting to know decision makers.  How do you connect with decision makers?

If you are targeting the small business owner and manager, you will meet a lot of bank managers, but they will not necessarily be the right decision maker for you.  Similarly with directors from non-profits, you might meet a lot of them but they will not have a lot of money to spend on computer services.  You might also find a lot of big Fortune 1,000 company employees, but again, they will not be your targets for IT marketing.  

You need to know who your target decision maker is so you can get the most out of your IT marketing and networking activities.  

Partner Programs

You can build a name for yourself in the local community by joining a partner or reseller program.  As an example, you could join the Microsoft Certified Partner Program; however, you have to be proactive as a small firm and seek out your local field representative.  Shake hands, talk to your field rep and exchange business cards.  You want the field rep to attach your face with your name.  You can contact him/her every few weeks to give updates and ask questions and brainstorm.   

What Are the Problems?

You should learn about the problems of your chosen niche.  Ask your field rep as part of your IT marketing plan if he/she can think of any ways you might be able to help with the big problems.  Then ask if there is anyone involved in the channel partner programs that would be responsive to partnering, for work quotes or for non-competing skills sets.  Partner programs can bring great opportunities for IT marketing when used properly.

Added By:  Joshua Feinberg