In 2019, the information technology sector is expected to reach $5 trillion globally. As the industry continues its’ rapid expansion, those who fail to adapt accordingly will likely be left behind in the rush. Competition is high, so if you don’t adequately satisfy the needs and preferences of consumers, your company’s ongoing viability may be threatened.
What makes you different from those with similar offerings? How are you going to make sure consumers are not only aware of who you are, but also maintain an ongoing interest in your business? If you want to reach your organisational goals and lead your company to success, these are just some of the many questions you’ll need to answer.
The Difficulty With IT Marketing
A strong, comprehensive IT marketing strategy can help your business establish clear direction and create highly targeted initiatives.
IT services are typically commodities, so customers often find them difficult to distinguish between. When searching for an IT company online, prospects are bombarded with a vast array of services that they perceive to be relatively similar. Even if there are certain intricacies that set your offering apart of the rest, there’s no guarantee that consumers will understand the technicalities of your service. If prospects can’t comprehend your unique selling points, they’ll likely struggle to differentiate your offering from the next.
This is where effective marketing is vital, playing an integral role in your ability to overcome the distinctive challenges of the IT sector. With marketing, you can strategically position your brand in an ever-competitive business landscape, clearly communicating your B2B value proposition.
There are, of course, various marketing tactics that your company can focus on to start building an exceptional strategy. Not sure where to begin? Discover the benefits that come with a systematic, targeted IT marketing approach by exploring the following.
1. Conduct Market Research
Understanding your target audience is crucial as, if you don’t, your marketing efforts may be completely misguided.
Researching and accurately defining buyer personas is a great starting point, helping you determine key groups of consumers who are likely to convert. Trying to reach everyone in the market is almost always going to be counterproductive.
“Firms that conduct systematic research on their prospects and clients grow three to ten times faster – and are up to two times more profitable.”
So, you know who you’re trying to reach, you understand the type of marketing approach your target audience will respond to – what now? While it may be tempting, don’t fall into the trap of simply stopping there. The business landscape you’re operating in is constantly evolving and, thus, market research needs to be a continual process.
An out-dated B2B marketing strategy is costly and ineffective, so regularly recording and analysing new, valuable insights should be a priority. Market research can aid in the discovery of exciting, innovative business opportunities that will boost performance, while also helping you identify current downfalls that require attention.
2. Search Engine Optimisation
Online domains that rank on the first page of Google enjoy almost 95% of website traffic. So, how can your IT company’s website become one of them?
Regardless of how extraordinary your website or offering is, if the right prospects aren’t aware of your brand’s existence, you’ll struggle to get the results you desire. This is where integrating a comprehensive Search Engine Optimisation strategy into your marketing has the potential to deliver tremendous results.
Search Engine Optimisation helps businesses boost their online visibility. There are various, systematic tactics that companies can employ to improve their ranking in Google’s search results, one of which is focusing on certain high-value keywords. This involves incorporating highly relevant, well-ranking terms in unique, value-driven content, which is then shared on a business’s website.
Another important component of your SEO strategy is internal linking, which reinforces the connections between your content. When done right, internal linking provides Google with an enhanced perception of your website’s structure while also boosting your online authority. Main landing pages will typically have more incoming internal links, reflecting their significance on your website and encouraging Google to favour them over content that is deemed less valuable. For more information about internal linking and how it can be integrated into your marketing strategy, see our in-depth blog on the topic.
3. Build a Brilliant Website
Relying on your product or service to sell itself isn’t always going to be enough. Your website is at the centre of your business, so it needs to accurately and clearly reflect your organisation’s image and level of expertise.
For many prospects, your online domains will form their initial impression of who you are and what you’ve got to offer. If potential customers are greeted by a website that’s difficult to navigate, out-dated and confusing they’ll likely look elsewhere.
When designing your organisation’s website, it’s important to take the following into account:
- Compatibility with mobile devices;
- Usability and ease of navigation;
- The value and relevance of the information being shared;
- Search engine optimisation techniques;
- Using an appealing design that enforces your branding;
- Minimising the loading time of webpages;
- Including calls to action;
- Connecting your site with social media.
For more information, or to speak with an IT marketing professional, get in touch with the Lead Agency today. We can get your IT business up-to-date on B2B marketing 2020 trends, so you can proactively plan for future success.