The information technology (IT) industry is rapidly growing. Through innovation, the technology growth engine is increasingly growing year-over-year, allowing economies, businesses and individuals to become more digital, more connected, and more automated. Globally, the industry is worth $5.2 trillion and experts don’t predict this to slow down. In fact, CompTIA predicts economic growth in this sector will increase by 3.7% this year.
As you can imagine, the industry is highly competitive. To this end, consumers have high expectations around IT businesses and how they represent themselves across digital platforms. As a player within the IT space, how can you leverage marketing to stand out against competing companies? We are going to discuss four key strategies for your IT company that will lay the foundation of your marketing strategy and ensure you meet the expectations of your clients.
1. Conduct Marketing Research
Before you can develop and implement your marketing strategies, it is crucial to have an overall understanding of the business environment that you are operating within. The purpose of conducting market research is to understand customer needs and expectations and leverage this research to inform your B2B marketing strategy. Those who use market research see a growth rate that is 3-10 times faster than those who go without it; further, they are up to twice as profitable.
2. Take Pride in your Website
Your website is your digital storefront. In some cases, it will be the first point of contact that potential customers have with your business. Forrester reported that a well-designed website could increase conversion rates by up to 200%. Further, 38% of people will stop engaging with a website if the content/layout is unattractive. Being in the IT industry, there is an expectation that your digital platforms will be representative of your technical capability, so don’t overlook this.
Start with assessing the functionality of your website. Is the content easy to find? Are the call-to-actions clear and accessible? Is the content easily digestible? Think about the aspects and functions of other websites that provide you with a positive user experience and draw some inspiration for your business. A common mistake is testing your website functionality across desktop but not mobile. With up to 70% of internet traffic coming from mobile phones, ensure you are checking how it performs across both.
3. Content Marketing & Thought Leadership
In an increasingly competitive IT space, a thought leader is an individual or a brand whose views on a specific topic are deemed to be influential and authoritative – Digital Authority
When we talk about thought leadership, we are talking about content marketing. This includes whitepapers, blogs or articles focusing on solutions or insights. The content should be customer-centric and seek to educate and inform. Don’t forget to optimise your blogs and articles for SEO to guarantee that users can find your content.
Developing content builds trust and credibility with your target audience, improves your brand visibility and lead generation. It gives your organisation an opportunity to build your reputation to ensure your business is a key consideration in a consumer purchasing decision. While developing relevant, insightful and interesting content can be time-consuming, it is an inexpensive activity that you are able to fit within your budgets.
4. Social Media
While operating in the B2B marketing realm, LinkedIn is the primary social media platform for businesses to leverage. It is the primary platform to promote everything your business is doing in the IT space. 76% of buyers of IT products/services get recommendations from their network on LinkedIn. Further, the platform is the top-rated social network for lead generation. So, how can you leverage LinkedIn for your IT company?
- Build up your network. Connect with individual thought-leaders, decision-makers, clients and companies you would like to work with in the future. The greater your network, the more impressions and engagement your social activity will receive.
- Join relevant groups on LinkedIn and be active within those groups. This includes engaging with posts and sharing your thoughts/insights.
- Push out content. This includes the blogs, articles and whitepapers your business is creating and sharing relevant content to your network.
For more information on how to leverage LinkedIn to build brand awareness and increase lead generation, click here.
Market research, a functional and effective website, targeted content marketing and social media are four essential strategies for IT marketing. Taking pride in your digital platforms will ensure consumer expectations of your IT business are not only met but exceeded, and guarantee that your online presence accurately represents what your business does.
For more information on IT Marketing, please don’t hesitate to get in touch with our team. With extensive experience in the field, our B2B marketing consultants know what it takes to drive brilliant results on a range of digital platforms.
More importantly, on behalf of everyone at The Lead Agency, we hope you are staying safe and well during these times.