105 Easy-to-Implement Sales & Marketing Tactics for IT SMEs & IT Contractors

It takes a lot more than just being a technical or functional expert to be a successful IT SME leader or IT Contractor. You need to be a holistic business leader that has a wide range of business skills. Two of these critical skills are sales and marketing.

Many IT business leaders shiver, shake and quake in their boots when these words are mentioned. However, without a sound strategy in this area, many businesses fail.

Business-to-Business sales and marketing companies are quick to direct you towards paid marketing and advertising to bring in the clients and rivers of gold. They make it look easy…but as they say, if it looks too good to be true?

In my experience, when it comes to sales and marketing success, there is no substitute to hard work and ballsy-ness! However, you need to know the process of sales and marketing before you can be successful.

Here’s a list of 105 sales and marketing tactics for small technology businesses and IT contractors to win new business and retain clients without having to relying on paid advertising.

LinkedIn Tactics:

1. Optimise LinkedIn Profile: Ensure both your personal and company profiles are both fully complete and optimised with keywords, a professional photo, an eye-catching profile banner and an engaging headline.

2. Grow LinkedIn Network: OrgChart all the roles during your career including senior executives, managers, peers, team members, business stakeholders, partners, suppliers etc and add them to your LinkedIn network. Also include people you’ve met at conferences and events. The larger your network, the more opportunities you have to create opportunities.

3. Grade LinkedIn Network: Identify all your close and meaningful relationships and strategic buyers in your LinkedIn network. These connections are your greatest opportunities for success and should feature heavily in your sales and marketing efforts

4. Create and Publish Thought Leadership Content: Regularly post LinkedIn posts, articles and updates showcasing expertise and insights in your field.

5. Amplify your Content:  Leverage the LinkedIn algorithm by collaborating with colleagues, team members and close network connections to like, comment on and repost your LinkedIn content to amplify your messages and promote your content outside your 1st level connections

6. Engage in LinkedIn Groups: Join and actively participate in LinkedIn groups relevant to your industry or domain. Don’t forget the alumni groups of previous employers or colleges.

7. Leverage LinkedIn Video: Create and share short videos explaining industry trends, solutions, thought leadership or case studies.

8. Automated LinkedIn Messaging: Use tools like LinkedIn Sales Navigator and LinkedHelper2 to automate personalised connection requests, connection reach out campaigns, page follow requests, event promotion, post promotion and follow-up messages.

9. Host LinkedIn Live Sessions: Engage your network by hosting live discussions or webinars on industry topics. Invite notable guest speakers to increase attraction and interest.

10. Ask for Recommendations: Request clients, colleagues, team members and supporters to leave recommendations on your LinkedIn profile.

11. Showcase Client Success Stories: Post case studies and testimonials as LinkedIn updates to build credibility.

12. Utilise LinkedIn Polls: Create polls to engage your audience and gather insights on industry challenges. Repost the results as unique content and thought leadership.

13. Connect with Decision Makers: Use LinkedIn to identify and connect with key decision-makers in target companies. Follow them to gain industry insights. Like and comment on their posts to show interest and encourage contact.

14. Like, Comment and Repost LinkedIn Posts: Be noticed - become active on LinkedIn by liking, commenting on and reposting posts from people who you genuinely want to be noticed by.

Email Marketing Tactics:

1. Segment Your Email List: Tailor content to specific segments of your audience based on their interests and engagement.

2. Send Educational Newsletters: Share valuable insights, tips, and industry news regularly via email or LinkedIn

3. Create a Drip Campaign: Develop a series of automated emails to nurture leads over time.

4. Personalise Email Content: Use the recipient’s name and customise content to their specific needs or pain points.

5. Offer Free Resources: Use lead magnets like eBooks, whitepapers, or templates to grow your email list.

6. Automated Follow-Ups: Implement automated follow-up emails for leads who have interacted with your content.

7. Email Case Studies: Send case studies that demonstrate how you’ve solved similar problems for other clients.

8. Use an Email Signature CTA: Include a call-to-action in your email signature, such as booking a consultation or downloading a resource.

9. Promote Webinars via Email: Invite your email list to free webinars or online workshops.

10. Send Re-engagement Campaigns: Target inactive subscribers with a special offer or valuable content to bring them back.

Social Media Tactics:

1. Post Regularly on LinkedIn: Refer to the first section of this guide for LinkedIn tips

1. Post Regularly on Twitter / X: Share industry news, quick tips, and your own content to maintain an active presence.

2. Create Instagram Stories: Use stories to showcase behind-the-scenes content or quick insights.

3. Create TikTok Videos: Share short tips, tricks and stories via Tiktok.

4. Engage with Industry Hashtags: Participate in conversations using relevant hashtags to increase your visibility.

5. Share Client Testimonials: Post quotes and testimonials from satisfied clients on your social media channels.

6. Run Social Media Challenges: Host challenges that encourage participation and spread awareness of your services.

7. Use AI for Social Listening: Monitor social media for mentions of your brand or relevant industry topics and engage accordingly.

8. Repurpose Content: Share snippets of blog posts, podcasts, or videos across different social platforms.

9. Collaborate with Influencers: Partner with micro-influencers or industry experts to expand your reach.

10. Host Twitter Chats: Organise and lead discussions on industry-relevant topics.

11. Share User-Generated Content: Encourage clients to share their success stories with your services and repost them.

AI and Automation Tactics:

1. Automate Client Onboarding: Use AI tools to streamline the onboarding process with personalised welcome emails and checklists.

2. Chatbots for Lead Generation: Implement AI-powered chatbots on your website to engage visitors and collect leads.

3. Automate Social Media Posts: Use tools like Buffer or Hootsuite to schedule and manage your social media posts.

4. AI-Driven Content Creation: Leverage AI tools to generate content ideas and draft initial versions of blogs or articles.

5. Predictive Analytics for Lead Scoring: Use AI to analyse and prioritise leads based on their likelihood to convert.

6. Automate CRM Updates: Integrate AI to automatically update CRM data based on client interactions.

7. Use AI for Market Research: Employ AI tools to analyse market trends and competitor activity.

8. Automated Proposal Generation: Use AI tools to quickly create customised proposals based on client needs.

9. AI-Powered A/B Testing: Use AI to optimise email subject lines, call-to-actions, and landing pages through A/B testing.

10. Set Up Automated Client Feedback Loops: Automate the process of collecting and analysing client feedback.

Content Marketing Tactics:

1. Start a Blog: Regularly publish articles that address your target audience’s pain points and solutions.

2. Create Video Tutorials: Produce videos that demonstrate your services or explain complex concepts in your industry.

3. Host Webinars: Offer free online workshops or Q&A sessions to share your expertise and generate leads.

4. Publish Case Studies: Develop detailed case studies that showcase how you’ve solved specific client challenges.

5. Create Infographics: Design visually appealing infographics to simplify and share complex information.

6. Develop Whitepapers: Write in-depth reports or guides on industry trends or challenges to establish thought leadership.

7. Guest Blog: Write articles for reputable industry websites or blogs to reach a wider audience.

8. Repurpose Content: Turn blog posts into videos, podcasts, or social media posts to maximise content reach.

9. Podcast Appearances: Be a guest on industry-related podcasts to share your knowledge and connect with new audiences.

10. Host a Podcast: Start your own podcast to discuss industry trends, interview experts, and build authority.

Networking and Relationship Building:

1. Get into Prospecting: Reach out directly to prospects with whom you have close, trusted connections. Phone, email, text, social messaging like Linkedin – nothing beats direct contact.

2. Start a Conversation: You don’t have to start every conversation with a pitch – start with a conversation, build or re-establish rapport and ask lots of questions. You’ll be amazed where it can take you!

1. Attend Industry Events: Regularly participate in industry conferences, seminars, and networking events to meet potential clients and partners.

2. Join Professional Associations: Become an active member of industry-specific associations to connect with peers and stay informed about new opportunities.

3. Referral Program: Establish a referral program offering incentives for clients and partners who refer new business to you.

4. Host Client Appreciation Events: Organise events or webinars exclusively for current and past clients to strengthen relationships and encourage repeat business.

5. Regular Check-ins with Past Clients: Maintain relationships with former clients through regular check-ins, providing updates on your services and exploring new opportunities.

6. Create Strategic Alliances: Partner with complementary businesses to offer joint solutions, opening new avenues for projects.

7. Mentorship Programs: Offer to mentor or coach up-and-coming professionals in your field, which can lead to new business opportunities.

Content and Thought Leadership:

1. Write a Book or eBook: Author a book or comprehensive guide on a topic within your expertise, establishing yourself as an authority in the field.

2. Conduct Research and Publish Findings: Carry out industry-related research and publish your findings in reports or whitepapers to attract attention from potential clients.

3. Create a Content Library: Keep a library for all the content you produce. You can create unique thought leadership pieces by mashing your content and creating a different focus or lens. You can also create an eBook with different chapters.

4. Create a YouTube Channel: Regularly upload informative and educational content related to your industry to build a following and attract leads.

5. Offer Free Workshops or Webinars: Provide value upfront by offering free training sessions or webinars on relevant topics to attract prospects.

6. Offer Free Health Checks: Provide value and show your expertise by providing free health checks for prospective clients to better understand their problems and recommend solutions.

7. Start a Newsletter: Send a monthly or bi-weekly newsletter with insights, updates, and tips that keep you top-of-mind with potential clients.

8. Case Study Video Series: Develop a series of short videos showcasing success stories and case studies, providing proof of your expertise.

9. Guest Speaking: Speak at industry events, webinars, or podcasts to increase your visibility and attract potential clients.

Leveraging Technology and Tools:

1. CRM Automation: Use a CRM system with automation features to manage leads, follow-ups, and client interactions efficiently.

2. Set Up a Lead Magnet on Your Website: Offer a valuable resource like a downloadable guide or toolkit in exchange for visitors’ contact information.

3. AI-Driven Lead Nurturing: Implement AI tools to personalise and automate lead nurturing, ensuring prospects are consistently engaged.

4. Automated Calendar Booking: Use tools like Calendly to simplify the process of scheduling meetings with prospects.

5. Data-Driven Decision Making: Utilise data analytics tools to identify trends, forecast demand, and target the right opportunities.

6. Interactive Website Tools: Incorporate calculators, assessments, or quizzes on your website that provide value and capture leads.

7. Chatbot Engagement: Deploy AI chatbots on your website to engage visitors and guide them through the initial stages of the sales funnel.

Client Retention and Upselling:

1. Upsell Existing Clients: Regularly review your current clients’ needs and offer additional services or upgrades to existing solutions.

2. Client Loyalty Programs: Implement loyalty programs that reward clients for repeat business or long-term partnerships.

3. Regular Client Reviews: Schedule periodic reviews with clients to discuss ongoing projects, future needs, and satisfaction, opening doors for additional business.

4. Customised Client Portals: Offer clients a personalised portal where they can track progress, access reports, and communicate with your team.

5. Customer Success Stories: Actively showcase how your services have contributed to your clients’ success, encouraging repeat business and referrals.

Innovative Outreach:

1. Cold Outreach with Personalisation: Use a mix of cold emailing, LinkedIn messaging, and direct mail with highly personalised content to approach potential clients.

2. Host Invite-Only Events: Organise exclusive events for high-potential leads, offering valuable insights or networking opportunities.

3. Develop a Podcast Focused on Your Niche: Start a podcast where you discuss challenges and solutions within your industry, inviting experts and potential clients as guests.

4. Virtual Roundtables: Host virtual roundtables with industry leaders to discuss trends and challenges, positioning yourself as a connector and thought leader.

Continuous Improvement and Learning:

1. Stay Updated on Industry Trends: Regularly educate yourself on the latest industry trends, tools, and technologies to stay ahead of the curve and offer cutting-edge solutions.

2. Seek Client Feedback: Consistently gather and analyse feedback from clients to improve your offerings and ensure high satisfaction.

3. Experiment with New Marketing Channels: Test new marketing channels and strategies to find additional ways to reach potential clients.

4. Develop a Long-Term Content Strategy: Plan a content calendar that spans the year, focusing on key themes, trends, and challenges that resonate with your target audience.

Time Management and Efficiency:

1. Set Up Automated Workflows: Use tools like Zapier to automate repetitive tasks and free up time for strategic activities.

2. Create a Lead Scoring System: Prioritise leads based on their engagement and likelihood to convert, focusing your efforts where they’ll have the most impact.

3. Time Blocking for Outreach: Dedicate specific blocks of time each day or week to focus solely on prospecting and outreach activities.

4. Outsource Non-Core Tasks: Delegate administrative tasks, content creation, or other non-core activities to free up time for client-facing work.

Community Engagement:

1. Engage in Local Business Groups: Participate in local business chambers, rotary clubs, or tech meetups to connect with potential clients in your area.

2. Sponsor Community Events: Support community events or causes that align with your brand to increase visibility and goodwill.

3. Offer Pro Bono Services: Provide free services to non-profits or startups in exchange for testimonials, case studies, or word-of-mouth referrals.

Client Onboarding and Retention:

1. Streamline Client Onboarding: Develop a smooth and efficient onboarding process that impresses new clients and sets the stage for a positive relationship.

2. Send Thank You Notes: Show appreciation to new and existing clients with personalised thank-you notes or small tokens of gratitude.

3. Regularly Review Client Contracts: Ensure client contracts are up-to-date and reflect current service offerings, allowing for potential upsell opportunities.

4. Create a Client Resource Centre: Offer a dedicated space on your website with resources, guides, and tutorials to help clients get the most out of your services.