Want to be the most sought-after IT company in your area of expertise?
Pay more attention to marketing. It’s that simple.
If you’re not actively using digital marketing strategies, then your IT company is likely getting far less business than your competitors, and the gap between companies that use digital marketing and those that don’t is only widening.
You may not like it, but the truth is that a good story wins every time when two companies offer about the same services at about the same level.
Your skills and services are how you alert potential customers that you are one of the many possible solutions to their problems.
Your marketing strategy is how you convince them that they like you.
The truth is, people want to work with people they like.
Fortunately, this article tells you exactly what the smartest IT companies are doing their marketing today.
Do you really need a marketing budget?
Let’s not beat around the bush. Yes, you need a marketing budget.
But you probably want some tangible numbers to back up that assertion, so here they are:
Salesforce annually spends about 50 percent of their revenue on marketing. That is no joke. And how is Salesforce doing these days? They still hold the largest share of the CRM market, so they’re doing pretty well for themselves. If the top CRM in the world spends 50 percent of their revenue on marketing, that should tell you something about how important it is.
And it’s not just Salesforce…
Tableau proved that marketing was important by spending 58 percent of their revenue on sales and marketing, and they’ve experienced 27 percent revenue growth year over year, thanks to this strategy.
The trends confirm that the companies willing to spend the most on marketing are the ones that winning and experiencing the fastest growth.
Now, let’s look at what to use that budget on…
High-value content and video marketing
Content is probably the most important part of your marketing plan. More important than which social media platforms you focus on and more important than the number of SEO keywords you try to rank for.
Content is the foundation.
It may be frustrating, but it’s true that your audience is distracted by enormous volumes of content every single day. So, yours has to stand out. Plain and simple.
Now, that doesn’t mean you have to create the most interesting content. But it does mean that you must provide something that interests your audience looking to purchase information technology services.
Video marketing is an excellent way to provide high-value content, and it works especially well in IT because a short video is easier to digest than an infographic with piles of data about your high-level services.
Videos can and should be fun and personal to get people interested. Like this one. So, once your audience is interested, then you can tell them the details.
Influencers and LinkedIn marketing
So where do you post that content?
You’ll likely want a multi-channel marketing plan, but let’s talk about LinkedIn for a moment. It’s an effective platform for information technology services.
On LinkedIn you can get past the flood of personal interactions happening on a lot of the other social platforms and reach more people who are interested in benefiting their businesses. It’s also the platform where you’re likely to find influencers in IT and related fields.
Because people listen to people they know and trust. If you can convince just one influencer that your services are worthwhile, they can spread the word to their many followers who already trust them. It’s a way to gain trust in your brand without having to individual gain each person’s trust.
Of course, you can also create your own influencer if you have an impressive employee whose personality sells, or maybe even yourself!
PPC and display marketing
Now, here’s the thing about content marketing and building up a presence with an influencer (or creating your own influencer) — these things take time.
But there are things you can do to go ahead and boost traffic while you’re implementing those long-term strategies. And PPC is perhaps the best known of those.
Pay Per Click on the other hand uses display marketing ads, which are the ads you see on the sides of websites and at the top of search results. A well-placed display ad can get you in front of people who are already looking for IT services.
Your marketing campaign needs multiple strategies
A good IT marketing campaign involves building up each of these short-term and long-term strategies. So, let’s run through the strategies again:
High-value content, including videos and SEO-conscious text,
LinkedIn influencer posts, and
PPC display ads.
Implementing all three gives you a solid foundation for reaching your customers. Although there are several other strategies and tactics, these are proven to work in the IT Services industry. If you or your team need support in building out your marketing, reach out to Colorado Digital Experts today!