Digital innovations are transforming businesses across industries; changing the way they operate and reshaping the economy. According to IDC, businesses are entering a future dominated by the “digital transformation economy”.
The premier global provider of market intelligence and advisory services, IDC predicted that by 2020, half of the top 500 companies in Australia will become part of the digital transformation economy, as they see the majority of their business depend on their ability to create digitally enhanced products, services, and experiences.
With such focus on the products and services that tech companies provide, it is vital that companies in the sector position their brand in a way that stands out from the competition.
Tech companies use IT marketing tactics to build their brand and generate demand for their products and services. But with heavy competition in the sector, it is vital that technology marketers differentiate their products and services from their competitors.
Why IT Marketing is so Difficult
Standing out in the Crowd
Barriers to entry in the IT sector are getting lower and as such, the technology marketplace is becoming crowded. Growth in the sector is showing no signs of slowing down, so having a strong brand, good positioning and clear value proposition is vital.
In order to differentiate themselves, IT marketers have to find a way to communicate how they solve consumer problems, rather than simply promoting a product. As such, they have to match the features of their product with the needs of the market to show how their products and services can add value to the customer.
Getting Noticed by Decision Makers
As mentioned above, the crowded marketplace is creating major problems for IT marketers. Not only do they have to find a way to differentiate their product but they also have to get the message out there. With such high competition, this can require a significant marketing budget. In order to get noticed, tech marketers have to drive awareness and demand for their technology solutions through a range of channels such as Search Engine Marketing, Display Advertising, Remarketing, Social Media Trade Shows, and PR efforts.
Mastering Marketing Technology Tools
Today’s companies use an average of 16 different marketing technologies and tech marketers typically need to stay ahead of the curve. Your competitors are doing it and you don’t want to be left behind, so it’s important to ensure you are active on the important channels for your business. IT marketing teams have to be technology-savvy and find the right tools and solutions to meet their objectives.
How to Solve Tech Marketing Challenges
As a technology marketer, there are numerous channels, strategies and tactics available to help you overcome these challenges. The most effective strategies for your company will, of course, depend on your unique goals and objectives as well as your team’s skills and resources. However, the following are some best practices for an IT marketing campaign.
Develop a Content Marketing Program
For each dollar spent, content marketing produces three times more leads than paid search.
Content marketing helps you to create, nurture, and grow your customer base by influencing buyer behaviour and ultimately motivating action. Effective content marketing will help you establish relevance and build relationships with your target market. It also allows you to communicate your brand and value proposition, which can help you differentiate your offering and stand out in the crowded market.
Leverage Marketing Automation
Marketing automation is a software program that can automate repetitive marketing tasks in order to generate leads for your tech business more efficiently. It incorporates email marketing, CRM, lead nurturing, lead scoring, and contact management, and has been proven to significantly increase a company’s performance. According to Forrester Research, B2B marketers who implemented marketing automation software increased their sales pipeline by an average of 10%. Another study conducted by Forrester reported that companies that excel in lead nurturing generated 50% more sales-ready leads.
IT marketers should understand the impact that marketing automation can have on their lead generation campaigns and take steps to leverage this tactic.
Engage with Social Media
Social media is one of the most effective ways of communicating with your target market as it helps to share your message and culture, and articulate the value of your products and services. The real beauty of Social Media is that, unlike most other channels, it gives your audience the opportunity to interact with you and have a two-way conversation.
Ensure Your Marketing is Integrated
IT marketing is complex as technology companies typically experience long sales cycles. As such, your marketing strategy has to engage them for a prolonged period of time. In order to do this, your strategy should incorporate many touch points and make use of multiple channels. An integrated marketing strategy ensures your business presents a consistent brand image and user experience across all the channels that you use.
An integrated marketing approach keeps you in contact with current customers and prospects from beginning to end. Forrester Research reported that 86% of marketing professionals believe their long-term success is dependant on successfully integrating multiple channels under a single integrated marketing strategy.
The above best practices are just some of the things that you can do to improve your IT marketing, however, the list of strategies, tactics and channels is exhaustive. If your business doesn’t have the resources or staff in house to be across them all, it can be useful to get in touch with a specialist marketing consultant. Contact the experts at The Lead Agency today for more information.