Around 40 percent of the global IT market calls North America its home. This means that tech organizations have a massive amount of competition, so their marketing needs to be at the top of its game.
Marketing for IT companies has its own specific needs and requirements that set it apart from other businesses. In this guide, we’re going to take a look at the fundamentals of technology marketing and what IT companies need to do to stand out in a crowded marketplace.
Having a great marketing strategy means more sales leads, which means more revenue. You need a marketing strategy that is as unique as your company.
Are you ready to find out the best marketing strategies for IT companies? Then read on.
1. Demonstrate Your Expertise
Positioning your company as a thought leader can do wonders for your reputation and the trust that your customers place in you. To become a thought leader, you need to demonstrate your expertise. One of the best ways to do this is through content marketing.
Content marketing can take the form of videos, podcasts, blog posts, and more. Whichever approach you take, creating high-value, well-researched content can give your website’s authority a tremendous boost, which will also help you rank more highly in search results. You can also expect to get more backlinks from other
Post summaries of complex technical issues, talk about the latest developments in your industry and their impact and discuss how to solve common IT problems.
Showing your expertise demonstrates the value of your company: don’t hide your light under a bushel.
2. Put Effort Into Your SEO
Earlier, we discussed how creating great content can help with your search engine optimization, yet there’s more to SEO than creating good content. SEO is all about boosting your position in search results, and it’s one of the most cost-effective forms of marketing.
Not only is it low-cost, but SEO can also yield dividends for a long time after a campaign has ended!
Great SEO requires good content, a strong backlink profile, and some technical changes. You should, for instance, pay attention to your business’ meta descriptions, metatags, and off-page items. Create a lean, mean website that is designed to perform well in search results, and you’ll start seeing results within months.
3. Ensure That Your Website Is Engaging
A badly-designed website speaks volumes about your company. If your website is badly made, your technical expertise will be called into question, fairly or unfairly. It also provides an irritating environment for your customers and visitors, which may lead them to visit a competitor’s website instead.
Your website should have an emphasis on speed. A slow website is frustrating for everyone, and also harms your SEO. Ensure that you use dedicated hosting, have a lightweight theme, and have the necessary bandwidth.
You should also use analytics to your advantage. Take a look at your bounce rate and consider what may be driving visitors away from your website.
4. Be Active On Social Media
You may think that social media marketing is solely for B2C customers but this is incorrect. LinkedIn is of vital importance for B2B companies, as many would-be customers use it to research businesses before making a decision.
Being active on LinkedIn means interacting with people who comment and message you, as well as posting content from your blog onto your company’s feed. You can also republish studies and white papers, but be wary of Google dinging you for plagiarism: it’s best to post a summary and link to the rest of the text.
5. Consider Using PPC Ads
Pay-per-click ads offer a great way to boost your website’s ranking in search results while you’re waiting for an SEO campaign to bear fruit. However, you should also consider using it alongside your SEO campaigns at other times, too.
A PPC campaign is a great way to appear on the first page of results for your targeted keywords, and the analytics from these campaigns can also be used to inform your SEO campaign. You can see which keywords are performing very well and then target these in an SEO campaign, rather than wasting an SEO campaign on keywords that will never produce strong results.
PPC ads are more expensive than SEO campaigns but you can set a price limit that falls within your budget. Treat it as an accompaniment to a strong SEO campaign.
6. Capture Email Addresses in Exchange for Content
Email marketing is a fantastic marketing option for technology businesses, but how can you capture emails? One fantastic way to capture email addresses is to offer your best content as an ebook, in exchange for an email address.
Everyone gets something from this: you get an email that you can then target with email marketing campaigns and they get usable content.
There are other great options for email capture, too. You could, for instance, offer a discount on your products and services in exchange for signing up for a newsletter, or run a competition that requires email entry.
Offering something in exchange for an email is necessary, otherwise there’s no way to capture emails from those that aren’t yet your customers.
Marketing for IT Companies Doesn’t Need to Be Difficult
Marketing for IT companies can seem incredibly complex, yet it isn’t really. There is a huge range of different strategies that can be used, whatever your budget.
If you would like some help creating marketing campaigns that will produce results, our team of experts is here to help you. For more information about our services or to arrange a consultation, contact us today.