Building trust and showing expertise are the key ingredients used by investigation companies in their quest to find more clients. You also must find ways to stand out from the competition, such as by becoming an expert in specific investigative techniques or using cutting-edge tools important to your target market. Before you choose marketing techniques, learn everything you can about your prospective clients, whether they’re individuals needing private investigations or corporations that require background checks, labor relations or litigation services.

Speaking and Writing

Speaking at events that your target market attends gives you a way to show your expertise in investigating while getting in front of potential clients. Find appropriate venues, such as addressing the chamber of commerce if your target market consists of corporations. Send proposals to speak at human resources conferences if you primarily work on employee misconduct cases. If you like to write, work up articles about techniques and trends or how to choose investigative services, and submit the pieces to regional business magazines and local newspapers.


Develop an elevator pitch, and use it at networking events that your target market attends, including chamber of commerce events if you primarily sell your services to corporations. Use your pitch to tell a quick story about one of your recent clients, or identify a common problem your audience has, such as a business owner wishing he could verify prospective employees' backgrounds before he hires them. Form referral partnerships with companies that cater to the same target market as you do, such as law firms, financial institutions, insurance agencies and accounting firms. When you meet with your referral partners, provide brochures and copies of articles you’ve written about investigating so they recognize the type of clients you want to work with.


Build a website that helps clients feel they can trust you. While confidentiality is critical in the business, you still can post case studies from corporations or testimonials from individuals without using their names. Mention your credentials, including your license number. List any special training you’ve received, such as workshops where you or your staff have learned new investigative techniques and tools. Provide downloadable PDF forms on your site that companies can fill out for due diligence requests, pre-employment screening or claims investigations. Add a downloadable retainer agreement so clients understand how you bill for ongoing services and expenses and how your firm reports results.

Direct Marketing

Mail a direct marketing letter to corporations focusing on a few services you offer, such as handling background checks, criminal investigations, corporate due diligence or employee compensation claims. Begin the letter by identifying a common problem the market faces; for example, ask if they think one of their employees is faking an injury in order to receive worker’s compensation. If you sell due diligence or auditing services, use statements that mention the risks the company takes in not knowing everything about the business they want to invest in or buy.