Posted On December 1st, 2018
15 Years In Business. Practically Zero Marketing.
Most IT business owners unsuccessfully “dabble” in marketing. They send out a sales letter or postcard, get few or no results and then swear off direct mail. Later, they might test their luck with an ad in a trade publication or newspaper. Again, no results. Then they’re on to the next “shiny object” everyone is talking about…only to test it once and throw it away when the phones don’t ring. There’s another kind of marketing that is even LESS effective: our go-to approach for way too many years of NO marketing at all.
Zog, Inc., was founded nearly 20 years ago, in 1999. The majority of my clients came from referrals and JV partners. For about 15 years, we never did any type of marketing. I simply didn’t know how. With a degree in electrical engineering and a background in technology and infrastructure, marketing was far outside my comfort zone.
Back then, Zog did have a marketing/salesperson on staff. However, since I was a champion of sales and largely ignored marketing, he followed in my footsteps. Sure, he implemented some Google AdWords campaigns that helped us acquire a few new clients, but we needed more. MUCH more. Read full article and comment →