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6 min read

Marketing for IT Companies: 11 Tips That Produce Real Results

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The IT industry is booming. If you're responsible for the marketing of an IT company, now is an ideal time to capitalize on the growth of the information technology industry.

To compete (and win) in the modern business landscape, it is essential to have a comprehensive and well-thought-out B2B marketing strategy, technology stack and human resources to execute.

It’s critical to invest in a winning strategy, technology and people, because you can bet that your competitors have and will continue to double down on what's working. 

In this blog, we’ll discuss:

  • The opportunities and difficulties that IT companies face when it comes to marketing and lead generation.
  • A few different practices that work well specifically when it comes to marketing IT products and services

The B2B tech industry is growing rapidly and this could have a big impact on your business.

The information technology industry is huge. It's worth billions of dollars and employs millions of people around the world. 

According to the World Bank data, it’s worth an estimated $3 trillion and employs around 10% of the world's workforce. 

And, it’s projected to continue growing at a rapid pace. In the next decade, it is expected to more than double in size.

Can competition and opportunity = success for your business?

In the tech world, competition is the new normal. With so many companies vying for attention, it can be difficult to get noticed by the right people at the right time. 

While there is a lot of competition between technology companies, there is also a big potential for growth and success. But, you must get in front of your target buyers at the right time with the right message.

That's why marketing for IT companies is so important. You need to be sure that your message is seen by your target audience. 

If it is, you can rise above your competitors.

But you need to move quickly because your rivals are probably already looking at the same tools and tactics that the winners in your space are leveraging.

The secret to a successful marketing campaign is to create one that is tailored to your target buyer and addresses their needs and wants directly on their terms. With a well-executed marketing strategy, you can take advantage of opportunities in the IT industry and keep your company’s sales funnel predictable and healthy.

So, what does a successful marketing campaign look like? 

Building a Killer B2B Marketing Strategy

In the last 10 years, the biggest change in marketing for IT companies has been the switch to digital marketing. This means that businesses now have to focus on creating a strong online presence. And they must use several digital tools and tactics to reach their target audience. 

In today’s world, a digital marketing strategy should incorporate many elements, including creating a website optimized for conversion, content that's dialed in for Google rankings and readability, and using search engine optimization (SEO) to dominate rankings and clicks. 

Before you can start designing a good B2B marketing strategy, it is important to recognize the obstacles you face. Otherwise, the marketing strategy may not be effective in overcoming these challenges.

It’s important to understand the current challenges IT companies face today.

Understanding industry challenges can help you improve the quality of your products and services, as well as improve customer satisfaction. 

Take the time to:

  • Know your competition  To stand out in a crowded marketplace, you have to understand your competition. Get to know your competitors by spending time studying their websites, blogs, and social media messaging. 

You’ll want to take note of:

  • The size of their company and how it compares to yours
  • The type of messaging they use
  • The marketing tactics that they use the most
  • Their clients
  • Stay up-to-date with the latest technology trends. Read technology blogs, attend technology conferences, or follow technology companies on social media. This can help you position your product/service appropriately.
  • Know your Buyer Persona(s) - Marketing agencies create buyer personas based on market research and real data about existing customers. Creating a buyer persona helps you target your marketing and sales efforts more effectively. Knowing all about your buyer persona’s pain points and needs helps you gear your message to them.

When it comes to purchasing IT software, there will more than likely be more than just one decision-maker. So you’ll need to create several personas.

Let’s say, for example, a company is in search of ERP software. 

If the company has multiple locations, that type of buyer will be focused on managing data across multiple sites.

If the company has a single site, that type of buyer will be more interested in streamlining internal business processes.

When creating buyer personas, take into account:: 

  • Seniority level: company director or thought leadership 
  • Function: responsibility for company-wide operations
  • Industry: type of business
  • Size of company: mid-size or large enterprise

Keep your goals in mind

As you develop your IT company’s marketing strategy, it doesn't hurt to keep your goals in mind. There are many goals that marketing teams for IT companies may have, but some of the top goals may include: 

  1. Increasing brand awareness for the company 
  2. Generating new leads 
  3. Nurturing existing leads 
  4. Closing more sales 
  5. Increasing customer retention/loyalty

Here are 11 marketing tips for IT companies: 

  1. Keep your website up-to-date and informative 
  2. Use social media platforms to connect with potential and current customers 
  3. Use search engine optimization techniques to ensure that your website appears as the top result for relevant keywords 
  4. Create and distribute engaging content (e.g. blog posts, infographics, eBooks, etc.) 
  5. Develop relationships with industry thought leaders and bloggers 
  6. Leverage data-driven marketing tactics 
  7. Conduct A/B testing regularly 
  8. Make use of retargeting campaigns 
  9. Use email marketing to stay in touch with your customers 
  10. Host webinars and podcasts to generate leads 
  11. Implement a referral program

#1 Keep your website up-to-date and informative 

Websites should be user-friendly, have a clean and organized design, be easy to navigate, and provide relevant and useful information. Your website is often the first impression a potential customer has of your company. Its design can help users determine whether a website is worth exploring further or not.

Generally speaking, Google gives preference to websites that are designed for mobile devices, because they are easier to read for use on the smaller screens of smartphones and tablets. This is called "mobile-first indexing".

However, if a website is designed for desktop computers, but can also be used on mobile devices, it will not be penalized by Google. It may even receive a ranking boost because it is more comprehensive than a website specifically designed for mobile devices.

#2 Use social media platforms to connect with potential and current customers

Using social media platforms can increase brand awareness, create a more personal connection with potential customers, and provide a way to share company news and updates. Sharing informative content on social media can help generate leads and drive website traffic.

#3. Use search engine optimization techniques to ensure that your website appears as the top result for relevant keywords 

Search engine optimization is important because it helps your website rank higher in search engine results pages, which can lead to more website visitors. There are many ways to do SEO, but some common methods include optimizing website content, building backlinks, and using keywords throughout your website.

#4 Create and distribute engaging content (e.g. blog posts, infographics, eBooks, etc.) 

Good content helps to attract visitors and keeps them engaged with your website. 

By providing relevant and interesting information, businesses can build trust and credibility with potential and current customers, which can ultimately lead to more sales.

Create and share content like videos, blogs, and social media posts. This can stimulate interest in your products or services. 

With content marketing you want to connect with your target audience by providing information that doesn’t sound like a sales pitch. You also want to make sure your content contains the correct keywords so that search engines can find the information on your website.

#5 Develop relationships with industry thought leaders and bloggers 

Industry leaders and bloggers set trends. By developing relationships with influencers, you can stay up-to-date on the latest developments in the industry. You may also get insights and advice from them on how to grow your business.

#6 Leverage data-driven marketing tactics 

Data-driven marketing tools are a worthwhile investment. Having access to data gives marketers a deep understanding of their target audience, including their needs, wants, and preferences. Data analysis is essential when creating a targeted and effective marketing campaign and monitoring its performance.

#7 Conduct A/B testing regularly 

A/B testing compares two versions of a web page to see which one performs better. A/B testing  lets you see which page converts more visitors into customers or leads.

#8 Make use of retargeting campaigns

A retargeting campaign uses cookies to track website visitors and displays targeted ads to those visitors as they browse the Internet.

Retargeting helps businesses recapture lost customers, and it's been shown to be more effective than traditional display advertising. According to an article published by AdRoll, retargeting can increase return on investment (ROI) by up to 400%. This is because when someone visits your website but doesn't purchase anything, they're six times more likely to convert if they see your ad again as they continue their online journey.

#9 Use email marketing to stay in touch with your customers

Sending your customers timely updates about your products or services helps you to build a relationship with them. Provide them with valuable information that they can use so that they will be interested in reading your emails. 

A marketing automation platform will simplify email marketing. These programs are useful tools for managing customer data, creating and automating email marketing campaigns, and tracking and measuring their performance.

#10 Host webinars and podcasts to generate leads 

Hosting a podcast or webinar can help you get leads. If you have a podcast or a webinar that people enjoy, they are more likely to listen to it and recommend it to others. This helps expand your reach and get more listeners. 

If you include links to your website or blog in your podcast episode or webinar, people who listen to or watch the episode are more likely to visit your site. More web traffic can potentially mean new leads. 

An informative podcast or webinar can help you establish trust and credibility, and make people more likely to do business with you.

#11 Implement a referral program

Reward your existing customers by referring new customers to your business. Referral programs can be implemented in a variety of ways, but they typically involve some combination of a rewards program, referral link, and referral code. These programs can help your business by generating word-of-mouth marketing, attracting new customers, and increasing customer loyalty.

 Embrace the Challenges and Reap the Rewards

Marketing for IT companies is about building a comprehensive, integrated and effective plan to help sell your products and services. If you embrace the challenges of designing a marketing and sales strategy, you’ll likely reap big benefits from your efforts.

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