Almost every industry that relies heavily on technology goes through major changes every year. In a field like marketing, where best practices change so quickly, it can be difficult to stay on top of things. Still, some strategies of marketing for IT companies stand out.
Using the strategies outlined in this article, you'll improve marketing results for your IT Company and get a clear idea of how to implement some of the most important marketing tactics.
Best Tips on Marketing for IT Companies
1. Make sure you set crisp campaign goals
The first thing you should do before you initiate your first marketing campaign is to decide what you wish to gain from this campaign. Ask a few questions: Do you wish to get more direct sales? Do you wish to aim for online sales or offline sales? Are you highly focused on improving the flow of your leads? Do you wish to hire dedicated programmers for better online visibility? Do you want to increase your engagement percentage with your audience?
The questions are plenty but you should be clear on what you wish to aim for. The important part here is that you should set a clear goal and then also set a few crucial key metrics that would help you measure that goal. Once you have the goal in mind and the key metrics (or KPIs), you would be all set to initiate your first marketing campaign.
2. Research Your Buyers and Your Marketplace
Research means undertaking an effort that would help you clearly get an idea and also understand what the position of your marketplace is and what the expectations of your audience are. This should not take months, but only a few weeks. Proper research would help you get an idea of what you should expect out of your campaign.
3. Check for Opportunities that would Help you Branch Out
In today's market, businesses are unable to pursue every distribution channel simultaneously because of budget constraints. Your investment should be directed to channels that are most likely to generate strong returns. Hence, researching your audience to find opportunities for diversifying your strategy would be a big help.
Identify sub-channels that would give you the best reach. For instance: probably YouTube or reaching out to influencers would work well for you. After this, you can diversify how you want to proceed and whether the returns would be worth the investment made.
4. Utilize the Paid Social
92% of social marketers currently use Facebook ads. The advertising revenue from Facebook Marketing and Instagram Marketing is only increasing. Paid advertising options on other platforms for social media marketing such as Instagram, Pinterest, Twitter, and YouTube are also high in demand.
The algorithms of social media platforms are constantly changing, making it necessary for the brands to pay for promotion in order to get visibility. The key to maintaining or gaining momentum with your social strategy is to embrace paid social with both hands.
5. Utilize conversion tracking tools to monitor performance
As your marketing goal represents the endpoint of your journey, your performance tracking illustrates how far you've come. You should monitor your performance metrics as precisely and specifically as possible. You can optimize your campaigns better if you have more data.
What metrics you decide to measure depends on what marketing tactics you embrace. However, it is very necessary to have correct tracking mechanisms in the right place before you initiate any kind of campaign, whether online or offline.
6. Take Into Consideration Your Existing Content
Most marketers today understand what role well-created content plays in building their audience. However, they often make the mistake of creating new content and not considering their existing content. The truth is utilizing your current content to its full potential is crucial if you want to remain competitive in today's marketplace. 82% of marketers use their content marketing activities while more than 60% of marketers measure how successful their content marketing strategy is through their sales.
For instance, you can update your old content with infographics and updated data before republishing it; or you can consider turning your existing series of blog posts into an ebook.
7. Utilize Machine Learning and Automation
Marketing is indeed a time-consuming job. Whether it is email generation, data entry, or even analysis of an ad campaign, it takes a lot of time. However, the truth is, it should not be time-consuming, at least not as much as you assume.
In order to increase your bottom line, automating various aspects of your marketing operations strategy is one of the best ways to do so. AI and ML models can bring great results in marketing automation. All you have to do is use the right data labeling tools to gather and analyze the data correctly so that your AI model can learn it efficiently.
Let us take the example of email marketing. Approximately 74% of marketers believe that e-mail marketing generates an increment in customer engagement. Hence, automation of your email funnel is currently the best way to save time while also getting the best out of this mode of marketing. You can also consider the automation of other tasks like email responses. There are tools available in the market that can help you in making this process automized, but these tools give you basic functionality and are often limited in order to overcome this one can hire a team of developers who will help you in creating a personalized tool that can not only monitor email marketing but also other aspects of social media such as Instagram, Facebook, etc.
Alternatively, you might want to contemplate partnering with a SaaS marketing agency. This collaboration can significantly alleviate the burden of managing such pressure, making everything more manageable for you.
Social media tools like Google, Instagram, and Facebook keep on introducing new features which would help you automate your new ad campaigns and hence build an audience in a better way.
8. Segment your audience and target them accordingly
It doesn’t need to mention that your audience doesn’t belong to just one kind of demographic. And of course, different audience means different marketing tactics.
For instance: Let us say that your clients are basically small or medium businesses. But this information is not enough to create an entire marketing campaign. You need more and finer information. Marketing for a restaurant will differ from how you will market for a retail client.
The more information you have, the more customized your campaigns will get. And hence, you will get better results.
9. Give High Priority to Authenticity
This one is very important. Businesses today create content based on agendas, which consumers are well aware of. In order to build authentic relationships with audiences, brands should develop better strategies than content that is sales driven. By creating live content, you can give more priority to authenticity in your marketing.
You can stream live Instagram and Facebook videos, host a podcast and have a one-on-one with customers. This will be a hit with your audience and they will respond positively. This would also have a long-term positive impact.
10. Stay in Tune with the Trends
Last but not the least, the key to developing a successful marketing strategy is not just to adjust priorities on an annual basis. To stand out from the crowd, you must always be looking for new technologies and opportunities. It is important to keep up with the latest updates on tech and marketing trends to stay ahead of the competition.
Marketing, whether online or offline, is a complex process that comprises many dynamic portions. However, your business will stand on a firm foundation if you master the essentials first. This foundation comprises regular experiments through which you would discover methods to re-use old tactics, find new tactics, and also an efficient manner to measure metrics that matter. A business that builds that foundation and avoids stagnation will not only survive but also outpace its competitors.
Harikrishna Kundariya, a marketer, developer, IoT, ChatBot & Blockchain savvy, designer, co-founder, and Director of eSparkBiz Technologies, a Software Development Company. His 10+ experience enables him to provide digital solutions to new start-ups based on IoT and ChatBot.