Marketing for Computer Support Business

[PC Supporter]

I run a small computer support business and have been very frustrated from the lack of response from my marketing efforts.

I have tried mass leafleting and business card distribution in my local area with pitiful results. I've also placed ads in my local library. Someone mentioned in another post that leafleting is not targetted enough which makes sense to me.

I also place ads in the local paper but get very mixed results. Admittedly I take out the smallest ad because they're the cheapest and think I probably lose out to the bigger ads. Lesson - pay for the bigger ad!? Again, this method doesn't seem to be very targetted.

Slogger pointed out, quite rightly I believe, that using these marketing methods relies on someone experiencing problems with their computer at the same time that your advert is placed which reduces the odds of success. Instead, it may be better to target my customers before their problems arise. More specifically, I should target small businesses with a direct mail campaign to offer monthly support services.

While reading some posts on marketing, I learnt about the concept of AIDA (Attention, Interest, Desire and Action) and have attempted to incorporate this into a Direct Mail I'm working on to try and boost my business. Here it is:

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Dear Mr. Bloggs,

We’re like health-insurance for computers!
Free computer health-check and virus-check

PC Supporter are a locally-based computer support service who understand that successful businesses rely on smooth-running computers. We provide a range of services to ensure comprehensive computer support for your business:

· 24 Hour Computer support
· Computer maintenance, upgrade and repair
· Remote computer support
· Personalised training for you and your staff
· Affordable professional web development

Why chose PC Supporter? We’re friendly, reliable and take pride in offering quality service at affordable prices. We can be contacted 24 hours a day and work hours to suit you. We offer cost-effective monthly support that doesn’t break the bank.

For more information on the services we offer please visit out website at:

www.pcsupporter.co.uk

If you have any further questions or would like to book your free consultation, please call 0208 437 7732 or 07723 234 444 or email me at jon@pcsupporter.co.uk. Alternatively, I will call you in a few days for a brief chat.

Yours sincerely,

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Have I got the formula right? What improvements can I make?

Are there any other marketing methods that may be useful to my business? As you can see, I do have a website which I've recently incorporated with a blog to generate interest but still have a lot of work to do there marketing-wise.

I welcome any feedback,

Jon (PC Supporter)

[pressd]

In our office, if someone dropped off a few new coffee cups we'd make use of them, and if your details are staring at me from my coffee cup while I'm sitting at my PC having problems then you'd probably be the first person I call.

Something less than boring and with subtle advertising might give them a better chance of actually getting used. Perhaps these ones photo print ones http://www.sussexpromotions.co.uk/mugs_photodurham.html with something like 'for hands on computer support... ph...' Ok, not the most original idea ever expressed but just to get you thinking.

[evej13]

Hi PC,
Just my 2cents.
1. You need a more attention-grabbing headline. It's the #1 read line and is the deciding factor in reading on or throwing in the trash
2. A better intro paragraph to get them interested
3. More work on your benefits.
4. What's unique about your company? Most companies say they offer great service, etc. (although few offer 24 hour service, which is probably one of your USP's)
5. Focus on what "they" want rather than who you are and what you do-- your prospects really only care about what's in it for them.
6. Call to action could be stronger.
7. Short isn't necessarily better-- write until you've said everything you want to say.
8. Add a P.S. It's the second most-read line in your letter.

Hope that helps. If you'd like some more help, send me an email. I'd be glad to look at what you come up with.

Eve

[PC Supporter]

Many thanks for your feedback.

Pressd, the coffee mug idea looks like a great way of getting something permanent on display. But since funds are low, I'm really looking for something cheaper and more cost-effective, hence the direct mail campaign.

Eve, I think you've given me more than your 2 cents. More like a quarter! I definitely need to work harder on this and will gladly take you up on your offer of help.

It's not the first time I've been advised to focus more on what my potential customers want rather than who I am and what I do. I don't know why but I find this quite a challenge.

Anyway, back to the drawing board...

Jon (PC Supporter)

[evej13]

PC,

Looking forward to hearing from you!

Eve

[neon2000]

broadcast your business via adwords of google or other Search Engine using the most powerful description for your site. An attention grabber as what one member advised to you. It may not work out immediately but at least by trying you will soon find out if this would make an impact to your business.

[PC Supporter]

Neon2000,

Thanks for your advice. Do you have any experience of AdWords? I'm not very clued-up but understand that it works by bidding on keywords? Have you experienced any success with AdWords?

Thanks,

Jon (PC Supporter)

[PC Supporter]

Eve,

Thank you so much for your expertise and support in helping me create my first direct mail campaign. You have an uncanny ability to understand how customers think and what makes them tick. You have improved my original effort 1000%.

Cheers,

Jon

[A.N.Onym]

Simply launching AdWords won't necessarily get you customers.

You'll need to do your customer research first, then keyword research and use small-medium competitive keywords in your campaigns.
Also, you'll need to make sure your keywords are targeted - that is, they only bring those people that are interested in your services.

After you are done with picking keywords, you can create or improve the landing pages for your keywords. This will both make the campaign more effective and less costly.

[MattMus]

Hi

it would be nice to see the completed 'revised' letter now that it is complete!!!

Been following this thread for the last couple of days...

Ta