3 Deadly IT Company Marketing Mistakes and How to Avoid Them
You’ve worked so hard making your IT company the best of the best. But, do people even know you exist? That’s where marketing comes in. IT companies, especially, need to boast about their services and convey their offerings effectively online. This solidifies their professionalism and validates their existence. Users want to see a technology company that also knows how to present itself.
With so much at stake, why would your own IT business want to mess around with foolish marketing tactics like wasting spending on areas that don’t convert? It shouldn’t. We know you’re aces with technology, but now it’s time to focus on selling everything you have to offer in a clear and smart way. This is where a strong marketing strategy comes into play and why it’s so important you know what to do and what not to do. Here are the three deadly IT company marketing mistakes and how you can avoid them.
1. Poor content
Converting leads remains a major part of marketing. To do this, you need to provide great content that inspires readers to click. Otherwise, consider it a failure. Well-written content needs to offer a purpose to users, like answering questions. If your content isn’t converting, check that you’re not focusing too much on specs, rushing to sell, or not linking to the next step.
How to avoid: Remember your buyer personas as you write. This will connect you to the perfect customer at the perfect time. For instance, if your persona is seeking IT security services, simply offer an introductory link to a more comprehensive piece of content to help guide them along.
2. Not promoting content or using the wrong channels
If you want to lose marketing money fast, keep everything about the business to yourself. So many different marketing channels exist that can help businesses promote online to their targeted audience.
How to avoid: It’s up to you, the business, to research where your intended customers are and how to reach them. That could be Twitter, Facebook, LinkedIn, YouTube, or technology blogs. Become a social media guru. Find out the best day and time to post. Trust us, just knowing where your people frequent will help expand your reach.
3. Not measuring results
Even if you follow our above recommendations to a T, you won’t glean any meaning without seeing some numbers. How are you supposed to know if your campaign worked? Numbers give insights, and insights make you a smarter marketer. Unfortunately, 40% of companies say they have trouble proving the return on investment (ROI) on their marketing activities (see other useful internet statistics here).
How to avoid: Track every campaign you launch. Use tracking codes, pixels, unified threat management (UTM) codes, and custom URLs. You can even ask customers how they found you. This way, you’ll see clearly what worked and what didn’t. Then, you can make tweaks so the next campaign brings even better returns.
Mistakes happen, especially with digital marketing. Fortunately, they can be repaired or altered without fear of a business closing. If your IT company has made the above mistakes, simply fix them, learn, and move on. You can then relaunch a fresh campaign that serves everyone better in the long run.
Remember, IT company marketing strategies have plenty of room for mistakes and disappointments. This means that you’re not alone. As long as you research, prepare, and continue learning, you won’t be held back. Never give up!
Now that you know the 3 deadly IT company marketing mistakes you should be avoiding, you are probably curious about the things you should be doing to have a successful marketing plan. Although marketing for IT companies may seem intimidating, if done properly it is no more difficult than marketing for any other type of business. In fact, when it comes to marketing for IT companies, applying everyday marketing ideas to the IT world can be extremely effective. Simple concepts such as making a plan, listening, and evaluating the effectiveness of previous marketing strategies can all come in handy. If you want to be successful, follow these five things that you must do when marketing for IT companies:
1. Establish yourself as an expert in the field
Becoming a top influencer in the IT world can be difficult, but it is by no means impossible. One easy way to demonstrate a company’s know-how in the field is to simply create a blog. Blogs are a fantastic way to show customers and potential customers what you know and even offer a platform for companies to talk about their product and how it is better or different from what is currently available.
2. Create an online presence
Information-technology marketing is as simple as developing an online presence. Social media is at everyone’s fingertips, and smart companies have used several online platforms to establish themselves in the field and attract customers. Using tools such as LinkedIn allows you to not only connect with customers, but it also provides technology companies with a platform for sharing information such as industry news or even their own blog posts. Remaining active on social media is another way to demonstrate industry know-how and attract customers.
3. Develop a marketing strategy
Strategizing is an important marketing tool for any industry, but it is especially important when it comes to marketing for technology companies. This is because when it comes to technology, things are constantly evolving, and customers look for experts in the industry who they can rely on. Marketing strategies for technology companies can mean many things, but some of the best strategies for IT companies include requiring an email sign-up on your company blog, which will allow you to add customers to your mailing list; email marketing; contributing to other websites as an expert; and simply adding a contact form on your website.
4. Understand the target market
Marketing in the IT industry can be challenging because with so many different areas and interests, finding the right market may prove to be difficult. While this may seem impossible to achieve, a few simple tips will help target the correct customers and keep existing customers. Some of these tips include understanding why your current customers are buying from you, understanding the competition, and analyzing your current products in order to identify benefits that potential customers may like.
5. Create a clear, concise message for customers
This last item is important but rarely ever considered. When it comes to marketing for IT, having a clear, concise message is key to attracting more customers. This means that if you are to describe your services or business, you need to do so in just a few sentences. Remember that you are the expert—and those who are listening to you or reading about your content should be able to understand the product and how it is beneficial to them without losing interest. Going on for an hour will more than likely cause potential customers to lose interest and will have a negative impact on your IT business.
When it comes to marketing, there are countless ways to promote a product or company, as you can see from above. When it comes to IT marketing, however, it can become difficult to find consistent success in marketing because technology is always evolving. With the next best thing continuously on the horizon, IT companies have to constantly reinvent themselves and remain up to date. Relevancy is key to a strong marketing strategy, so you need to highlight your company’s IT strong points. Once you’ve avoided some major marketing mistakes and set up a plan to make sure you have the must-have marketing strategies in place it’s time to take the next step to continue mastering your IT company marketing plan. Some marketing strategies work better than others, but ultimately having tricks up your sleeve will set you apart. Here are some of the best-kept IT company marketing secrets that will provide a competitive edge to your business:
1. Update regularly
Successful marketing is about remaining relevant to the market and trends. Don’t let your website or ads go stale. Continue to update information and content with evolving products or exciting company news. Fresh content will keep viewers coming back to your page if you run a blog or a website. It also tells viewers that you are dedicated to updating content on a consistent basis, which shows a great deal of effort on the part of your company. Audiences want to be kept up to date, so providing fresh content shows your commitment to viewers as a reliable company.
2. Quality over quantity
With any good website comes content. Quality over quantity is something you should try to adhere to when creating content for your website. The information provided can be in-depth but make every word count so you aren’t taking up space with placeholders. Make things easy for visitors to find. They want the information they are looking for within mere seconds, so be sure to provide them with quality information that they can sift through quickly.
To market your company to potential clients or customers, don’t overdo it with information. Include important aspects without hitting people over the head with statistics and information that isn’t pertinent to the core of your business.
3. Viewer engagement
Do you genuinely care about your audience? Well, companies that do are successful at marketing their company and products. It shouldn’t be a secret, but part of having a convincing marketing campaign is showing viewers that you care about what they need. Let your audience know that your company is human.
Always approach content creation, web design, videos, graphics, and images with your audience in mind first. Your second focus can be on your brand and company as a whole. The ultimate goal is to show your customers you care about what they need, and in turn, they will care about and follow your brand.
4. Brand personality
Brand personality refers to basic human qualities that consumers attribute to specific brands, such as competence, excitement, sincerity, or sophistication. It’s what keeps customers coming back, time after time, differentiates your business from your competitors, and makes your company unique. Your brand identity is the core of who your company is and what you represent. When you have an audience, they should be able to see things that convey who and what your company is, as well as the products you are selling. Defining this identity to your audience can take a bit of tact, but it’s an important aspect of delivering an authentic brand that will build trust and loyalty within the market. If thoughtfully developed, your brand will be the outermost layer of what is deep within your organization. In the IT world, you clearly want to be perceived as competent, coming across as a leader and influential in the world of technology. By simply defining your brand and what it stands for, you can connect with your audience and start the process of creating loyal customers.
Build Your IT Company Branding with These Simple Design Strategies
Constructing a brand is one of the hardest hurdles to overcome when strategizing for your IT company. As mentioned above, a brand is more than an image or tagline; it’s the identity of your company from its core. It is the one thing that consumers and competitors will return to throughout the life of your business.
Brand strategy consists of three integral components of any business: purpose, consistency, and impact. Think of these as an outline for developing solid marketing strategies and tactics that will boost your marketing potential and revenue over the long-run. But before you begin conceptualizing strategies, here are the basics that you need to understand about your company. These simple strategies will help build your IT brand…
Your company mission statement should define what your IT business does and what it plans to accomplish by way of products or services. Your mission statement will influence every other aspect of your business as well as the direction you take with building your brand. Whatever you decide on for a mission, ensure that it remains consistent with the overall purpose of your company. Everything you post or design for your company website or social media pages should match your company’s mission. Anything that doesn’t fit will only confuse consumers about your real purpose.
Who is your target market? In order to build a successful brand, you need to know who your customers are. Defining your audience and honing in on who they are is imperative to creating an effective brand that people will connect with. Your business does not need to appeal to everyone, but knowing exactly who your audience is integral to creating a brand strategy. This will enable you to focus all of your efforts on the right customer.
Company logo and tagline
Every image conveys a story, which in turn creates emotion. Your company logo and tagline are the first representation of your business, so be sure you have created something unique and memorable for your audience. Hiring a professional designer with expertise in branding and identity will help you build a strong brand. You can collaborate and brainstorm with a professional for ideas or specific details you want in your tagline and logo. They, in turn, will take that information and develop something custom for your business.
Once you have a strong brand created, it is time to integrate that brand into all aspects of your business. Your brand should always be visible and consistent across the board. This goes for both web design as well as tangible branding means such as business cards or advertisements. Everything should showcase your company logo, so your brand is presented to the customer upon initial interaction. Branding never really stops because your business should always strive to be ahead of the curve.
Starting a business off the ground is a huge accomplishment, and branding that business so it becomes successful is the next most significant step. Good branding can revitalize your business from a small company into a top competitor. Customers should feel like they can trust your company and its products. Build customer loyalty through exceptional brand strategies, and your business will soar.
While some of these points may not be big secrets, they are crucial to a successful IT company marketing strategy and can be influential in how you do business. For the best IT company marketing and branding strategies, you have to be able to cut through the white noise. Appealing to a large audience is key, but more importantly, you want them to find value in your company. Customer engagement will create trust and eventually loyalty to your company and brand. When you work hard to avoid major marketing mistakes, put good quality marketing strategies into place and spend time focusing on developing the brand you want to be known for, your IT Company will be successful.
If you have any questions or would like to discuss how we can help with your IT company marketing needs, please reach out to our team today.