Securing clients is always a focus when you are running a tech firm, however, the thing that is all too easy to forget is that it is important to think about more than just the number of clients you have.  

Quality should be the focus.  

Thinking too much about the number of clients that you have, can mean that you waste time, money and resources, which will often have the opposite effect of what you want to achieve.   

Whilst you do want to try and reach as many people as you can, you do need to think about the type of clients that you are securing for your tech firm and working to grow, develop and improve the client base of your firm as much as you can.   

Once you identify them, you are going to want to try and work towards these target clients; and to help you to achieve this, I have put together my guide on everything that you need to do and how best to go about doing this.   

Look at your data first  

Before you start to go further afield, you are going to want to take the time to look at the data that you already have on hand. This will help you to lay the foundations of your efforts and get one step closer to where you want to be. Also, it is easy enough to access this data. 

Start by looking at the personal and company characteristics of those who are subscribers to your email newsletters. If you notice a pattern, then you are almost there to discover who your target clients are.  

It is worth noting that this data will not always be complete and there are likely to be plenty of gaps along the way, but it will give you enough of a starting point that you can then try and find out more and more over time and build on this data.   

Spread out your search  

Once you have taken into account the data that you already have for clients of your tech firm, then you can start to branch out and take your search wider. Think about what the clients would look like, if you were to imagine your ideal client, then think about whether or not the clients that you are attracting match this.   

You also need to consider whether or not you want to be niche with the services that you provide (this can prove to be a useful way to appeal to clients) or whether you prefer to be a more general firm. 

There is no right or wrong answer in deciding this, but what it will do is help you to think about the client that is going to be right for you and consider what it is that they need from you. Be that expert guidance in a small area of what you can do or an overall service that covers a range of things. 

The data that you can learn and utilise in a broader search is not going to be as specific as the data that you have in your firm database. However, that is not to say that it cannot be useful. You may just need to consider what information you can find and how you can then use it.   

You may find the area of work that these potential clients do or the types of things that they are looking for online and whether or not you are going to be able to match that with your tech firm.   

Create personas for your tech firm  

Once you can bring together the information that you have learnt about your clients and those that could become clients in the future, then you can build a persona to match.  

The idea of a persona is that it is a fictional profile that marketers can then use to tailor the marketing efforts that you have to best appeal to those who are going to be long-lasting and worthwhile clients of your tech firm.  

Some of the key aspects that should be included in a persona are:   

• Demographic information- their age, their gender, whether they are married or not. Do they have any children and what is their average household income?  
• Educational information- what level of schooling did they reach? Did they go on to further education?  
• Company information- what does their company do? What industry do they fit into? What is the size of their business and how many employees does it have?   
• Their job- what role do they hold within the company, do they have anyone that reports to them?  
• Challenges- Are there any challenges that they face? Is there a way that you may be able to help them to solve these issues?  
• Habits- where do they shop? Do they shop online or in person? How do they make their buying decisions?  

All of these things can help you to think about not only what your perfect client looks like, but also how you can find a way to appeal to them too.   

Not only do you want to make sure that you find the right information on your ideal clients, but that you also know how to use this information to appeal to them and to bring them on board.   

These personas are a way to think like your client, which will give you a much better chance of appealing to them.   

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Fractional Marketing Director and Interim Marketing

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Need help?

If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.