IT has been a growth industry for decades, but it’s also one that has a rapid churn of ideas. Staying ahead of the pack means that technology companies have to know how to grow their businesses while staying adaptable. A lot of this comes down to good marketing. IT firms wishing to build effective marketing campaigns should consider the following areas:
Tech service companies are used to doing extensive research to determine their target audience. According to a report issued by Hinge Research Institute, over 83% of IT firms conducted frequent research on those already in or those who may be a part of their potential target audience in 2016 and 2017. Conducting regular research lets you know what your customers are looking for. This information feeds into the rest of your marketing strategy, from PPC management to search engine optimization. B2B customers especially need to have a hook presented that they can hang their needs on. This can’t be done through guesswork. Audience research should be an ongoing project by IT marketing teams.
If you are in the IT industry, you understand that your web presence serves as a kind of virtual business card. Your website needs to give a great first impression. Customers on your site should be able to easily access important links and information, including an FAQ, products and services page, about page, testimonials, customer service information. Don’t forget to include social media links as well. It’s also a good idea to make certain that your webpage not only looks good on a desktop machine but is also optimized for mobile users. In fact, Google has been making moves that could put mobile site versions as the canonical version of a website. Therefore, mobile-friendliness and site speed are among the most important technical factors for modern search engine optimization and creating a positive first impression for smartphone users.
A big part of customer education means having experts on your team. Build up the presence of these individuals within your organization and in your industry by regularly releasing valuable and actionable content written by them. This content can include blog posts, instructional videos on YouTube which may include how-to’s or tips that can be linked to your company webpage. You can also hire an outside writer to write on their behalf. Over time, and with quality content, your company expert will start getting recognition. They might even get invited for speaking engagements and can bring even more business and conversions to your business through networking.
Today’s search engine optimization techniques are not the same as they used to be even just a few years ago. Some of the tricks that were used in the past to gain top placement can end up doing more harm than good. You stand a better chance of getting top rankings and visibility by knowing what the rules are and watching how keywords shift as the IT sector changes. Using PPC management tools can be instrumental in finding which keywords are the most effective for your SEO efforts.
Beyond expert posts, offering content that educates and engages your audience is a great way to fuel growth. Blog posts can be used to answer the most frequent or current questions that your target audience is asking. Educating visitors about your product through the use of tutorial videos can demonstrate your offering in a way that’s easier to grasp. By offering free reports, eBooks and webinars in exchange for a name and email address, you can instill more trust and obtain information that potentially will help you to nurture them into becoming a new client.
Social media is one of the most important ways for businesses of all types to gain more customers and encourage growth. Having a page on Facebook for your business encourages potential customers to ask you questions quickly and get direct answers. Customers will also try to engage your company on other sites such as Twitter and LinkedIn. If you have customers trying to engage you on these platforms, you need to be out there meeting them.
Research has shown that content that contains infographics are shared 2.3X more often over social media than any other type of content. Animated infographics and explainer videos can be even more effective in getting viewer’s attention, will fit just about any topic, can explain complex concepts well, and are relatively inexpensive to produce. IT companies, for better or worse, need to look like they are on top of all things IT, not just their field of specialization. A modern and technically-savvy website using these features are a key part of attracting and retaining leads. Consider how you can improve on these factors over 2018 so your business can continue to grow.
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