Finding Your Niche to Create New Business

Most IT businesses are started by technical people that branch out on their own in search of creating a successful business, but more to do what they love. This passion for the industry can sometimes be overshadowed by the day-to-day ins and outs of running a business. Finding new business is one of the hardest parts of running an IT solution company and can cause many tech minded individuals to struggle even after they are well established.

Carving out a niche is a good way to create repeatable new business. This can be accomplished in several ways.

Find your Specialization

This may be a specific platform you are good at, software or hardware solution specializations provide ways to differentiate you and allow you to focus your marketing efforts.

Learn a Vertical

Getting familiar with a specific vertical can easily create sustainable and repeatable business through networking, word of mouth, and specific advertising. It is important to learn the lingo of the trade/vertical and the common tools used. This will assure you are looked at as a subject matter expert rather than just a general tech.

Focus Marketing

Once you have a specialization utilize focused marketing to drive new leads. Advertising in trade magazines or on trade related websites can provide a captive audience. Get involved with organizations and community groups specific to the vertical. Purchase a marketing email and address list for your specialization and create a marketing campaign to create brand awareness.

By finding your niche you can assure repeatable business, differentiate your business in your market, and drive new sales. If you have been, or your area is vertical horizontal, consider specializing in specific platforms. Becoming an expert and carving out a niche will provide opportunity and drive new sales, while allowing you to get the most bang for your buck out of marketing efforts.

Frank Gurnee
VP, Channel Services, ExchangeDefender
(877) 546-0316 x4777
frank@ownwebnow.com