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Marketing for IT Companies: 10 Best Tips & Practices

August 28th, 2023

IT companies often face unique challenges in marketing, such as explaining complex solutions in easy-to-understand terms or standing out in an already saturated market. For a broad understanding of the types of digital marketing, the challenges involved, and the skills required, check out this comprehensive guide on Digital Marketing Overview: Types, Challenges, and Required Skills

This article provides 10 actionable marketing tips and best practices tailored for IT companies. We’ll delve into why outsourcing might be a good option, explore core marketing strategies, and provide 10 best tips and practices to elevate your marketing game.

Why Would You Outsource Marketing?

IT companies often focus on product development and customer service. This leaves limited time and resources for marketing initiatives. Marketing for IT companies requires a unique set of skills – you need to have a technical understanding, that your existing team may not possess.

If you are considering outsourcing, you can get help by consulting with an Arizona Marketing Agency experienced in the IT industry to gain specialized support. Outsourcing can offer numerous benefits (including access to specialized skills, more time to focus on your core business, and potentially higher ROI on your marketing campaigns).

Core Marketing Strategies for IT Companies

SEO (Search Engine Optimization)

Search engine optimization is the cornerstone of digital marketing. By improving your site’s visibility on search engines, you can increase traffic and potential conversions.

Content Marketing

Content marketing allows you to establish thought leadership and build trust among your potential clients. From blog posts to white papers, valuable content can significantly impact and improve your business.

Social Media Presence

Active engagement on social media platforms like LinkedIn, Twitter, or Facebook can help you connect directly with your target audience and keep your brand on their minds.

Email Marketing

One of the most cost-effective forms of marketing, email marketing allows you to nurture leads, send targeted messages, and achieve a higher customer retention rate.

Paid Advertising

PPC (Pay-Per-Click) advertising and social media ads can offer immediate visibility and quick results, but they require strategic planning to ensure that you’re reaching the most relevant audience at the lowest cost.

10 Best Tips & Practices for Marketing in IT

1. Understanding Your Target Audience

Knowing your target audience’s needs, preferences, and pain points is crucial. Develop buyer personas to help tailor your marketing strategies more effectively.

2. Leveraging Data Analytics

Use data analytics tools to gather insights on customer behavior, website traffic, and engagement metrics. Make data-driven decisions to optimize your marketing campaigns.

3. Establishing Thought Leadership

Through high-quality content like white papers, webinars, or podcasts, you can establish yourself as a thought leader in the IT industry, gaining trust and credibility.

4. Personalizing Customer Interactions

Personalization is not just a trend but a necessity. Use CRM software to personalize emails, content, and user experience based on customer data.

5. Utilizing Video Marketing

Video content is highly engaging and can explain complex IT solutions in an easy-to-understand manner. Also consider creating tutorial videos, product demos, or customer testimonials.

6. Employee Advocacy

Your employees can be your best brand ambassadors. Encourage them to share content and news about your company on their personal social media accounts.

7. Account-Based Marketing

Rather than a one-size-fits-all approach, account-based marketing targets specific high-value accounts with personalized campaigns.

8. Automation Tools

Use automation tools for tasks like email marketing, social media posting, and data analysis. This frees up time for strategic thinking and creative work.

9. Influencer Collaborations

Partner with influencers who resonate with your brand to reach a broader, yet targeted, audience.

10. Continuous Learning and Adaptation

The digital marketing landscape is ever-changing. Stay updated with the latest trends and technologies and be willing to adapt your strategies accordingly.

How to Implement These Tips

Creating a Marketing Plan

Before fully getting started, create a comprehensive marketing plan outlining your strategies, budgets, and timelines.

Assigning Roles and Responsibilities

Clearly assign tasks and responsibilities to your team members or outsourced agency for efficient execution.

Setting KPIs (Key Performance Indicators)

Set measurable KPIs to monitor the success of your marketing campaigns. This will help you understand what’s working and what needs adjustment.

More Resources

If you’re interested in reading a more in-depth guide on creating a content marketing strategy (which is an essential part of the overall marketing plan) take a look at this article on 10 Steps on Creating an Effective Content Marketing Strategy.

How You Can Market Your IT Company

We’ve now covered a variety of tips and practices – each of which can significantly impact your IT company’s marketing success. If you’re constrained by time or lack specialized marketing skills, consider outsourcing your marketing to an experienced agency. Don’t wait to get started—Phoenix IT companies should take immediate action to implement these marketing tips and elevate their business.

Now is the time to take your marketing efforts to the next level. Start implementing these tips today to see transformative results.

Tags: marketing, marketing for it companies

Categories: Content marketing

10 Steps on Creating an Effective Content Marketing Strategy

December 13th, 2022

According to the Content Marketing Institute, content marketing is a “marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

Content marketing is vital in spreading awareness of your brand, attracting and expanding your customer base, and subsequently increasing your revenue. As such, it is important for every business owner to know how to produce effective content marketing.

What do you need to do?

Effective content marketing strategy can make the difference between business stagnation or advancement to the next level of profitability. The following are 10 steps on creating an effective content marketing strategy:

1) Outline your objectives

The first step in creating an effective content marketing strategy is figuring out the exact reason(s) why you need the strategy. That way, you will have a means of measuring the effectiveness of your strategy according to the goal for which it was created. Clearly define the purpose for which you are creating your content marketing strategy.

2) Take the time to understand your audience

Once you have outlined your objectives, the next step in creating an effective content marketing strategy is understanding your target audience. You need to have deep, accurate insights of their needs, tastes, and preferences. You must also have clear buyer personas to enable you to know what type of strategy will be most effective with them.

3) Conduct intensive market research

Map out your content marketing competitors, what they are doing to draw and expand their audiences, and what works or doesn’t work for them. Use that information to then develop a creative strategy which will give you comparative advantage over them.

4) Clearly define the target topic and relevant keywords

After conducting market research, you will have a clear idea of what the most prevalent topics and keywords that customers are interested in are. So use metrics such as the search volume of the relevant keywords to come up with a content marketing strategy that will be effective in attracting customers.

5) Analyze your current material

Proceed to analyze the content marketing approach you have been using up to the present moment. Is it in line with your objectives? Has it been successful in attracting and engaging your target audience? Depending on your answer, figure out which aspects of that content marketing strategy you will keep and which you will change.

6) Elaborate your action plan

Now that you have acquired an in-depth understanding of where you are and what you need to do, systematically and clearly define a step-by-step action plan for implementing your new content marketing strategy. Will you use infographics, blog posts, videos, or whitepapers? What is your plan for your campaign design? What type of content will be most captivating to your audience? Jot all that down in a cohesive plan.

7) Identify and organize the resources at your disposal

What will you need to successfully implement your new content marketing strategy? Do you have someone to conceptualize and produce content in-house? Or will you have to outsource the work? Do you have adequate time to dedicate to making the content marketing campaign successful? How about assets like print materials? Organize your resources for the task at hand.

8) Come up with a timetable for producing and publishing content

For your content marketing strategy to be successful, you must be consistent in publishing content. That means you should have an organized schedule for creating and publishing your content. So create a schedule you can stick to so you can get the most out of your content marketing campaign.

9) Develop, publish, and promote your content

Once you have created an elaborate action plan, organized available resources, and drawn up a timetable for publishing your content, it is time to actually get the work done. So come up with content that will help you achieve the objectives you outlined in the first step. Publish the content and then use various tools such as social media and google ads to promote the content.

10) Analyze the effectiveness of your work

You have put a lot of work into developing an effective content marketing strategy. As such, it is important to see exactly how effective the strategy is. Is your website traffic higher? Has engagement with your platform and posts increased? Are you witnessing a surge in orders? Investigate all key performance indicators and establish whether you have a winning strategy.

Start winning today!

In an era of increased digitization, content marketing will maintain a central place in business. So waste no time in taking advantage of this. Follow the steps outlined above to create an effective content marketing strategy that will improve your business outcomes tremendously.

Categories: Content marketing

Account Based Marketing Examples, Tactics & Strategies

December 9th, 2022

Account based marketing (ABM) is a strategy that is quickly gaining traction in the world of digital marketing. It is a targeted approach to marketing that focuses on specific, high-value accounts, rather than a broader target market. ABM can provide powerful results, but it requires a specific set of tactics and strategies to be successful. In this blog article, we’ll look at some of the most effective account based marketing tactics, and strategies that businesses can use to increase their success.

Define your audience

When it comes to account based marketing, the key to success is understanding your target audience. Before you can begin crafting strategies and tactics, you need to have a clear idea of who you’re targeting. You should look at their needs, wants, and pain points in order to create effective campaigns. Start by conducting research into your target accounts. This includes both existing customers and prospects. Use tools like LinkedIn and Salesforce to understand more about the company’s size, industry, and more. This will help you create a more tailored approach when crafting your account-based marketing campaigns.

You should also consider segmenting your target audience. This will help you personalize your messages and make sure that they resonate with the right people. For example, you could segment by job titles, industries, or geographic locations. This will ensure that the messaging is relevant and resonates with the right people.

Finally, think about the best channels to reach your audience. This could include social media, email, direct mail, or even events and tradeshows. Identifying the right channels will help you maximize the impact of your campaigns and get the results you’re looking for.

Once you have a clear idea of who your target audience is, you can start planning your account-based marketing campaigns. By understanding who you’re targeting, you’ll be able to create a strategy that is tailored to their needs and interests, ensuring greater success.

Do your research

If you’re looking to implement an effective account-based marketing (ABM) strategy, it’s essential that you do your research. Understanding the goals of your target accounts and what they need can help you develop a targeted strategy that’s tailored to their needs. It’s also important to know which ABM tactics and strategies will be most effective in achieving your desired outcomes.

One of the best ways to get started with ABM research is to look at examples of successful ABM campaigns. This can provide valuable insight into which tactics have been effective for similar businesses and how you can apply them to your own strategy. Look for case studies or reports from industry experts, read blog posts and other online resources, and ask your peers for their insights.

It’s also important to do research on the key decision makers at each of your target accounts. You should understand who they are, what their roles are, and how you can best engage them. Knowing what motivates them, what resonates with them, and how they like to receive information can all be useful in crafting an effective ABM strategy. By researching your target accounts, industry trends, and the most effective ABM strategies, you can ensure that your ABM efforts are well-targeted and focused on delivering maximum results.

Create targeted content

Creating content that is specifically tailored to your target accounts can be one of the most effective account based marketing strategies. By understanding the industry, buyer personas and pain points of the accounts you are targeting, you can create content that is designed to meet their needs.

To begin, you should start by identifying the key decision makers within each account you are targeting. This can be done through researching the company online, or through reaching out to the account directly. Once you have identified who the decision makers are, you can create targeted content that speaks directly to them. For example, if you’re targeting a company in the healthcare industry, you could create content that speaks to the challenges they face with regards to compliance regulations and patient privacy.

By focusing on creating content that is relevant and specific to your target accounts, you can make sure that your message resonates with them. Additionally, it will help you build credibility and trust with the decision makers within the accounts. This can ultimately lead to more sales opportunities down the line.

Personalize your approach

Account based marketing (ABM) has become an increasingly popular tool for marketers looking to reach the right people, with the right message, at the right time. Personalizing your approach to account based marketing can make a huge difference when it comes to driving results.

Personalizing your approach to ABM starts with developing an understanding of your target accounts. This includes researching the company’s history, recent news, products and services, as well as their competitive landscape. With this information, you can begin to create unique messaging and content that is tailored specifically to each target account.

Once you have developed your individualized messaging, you need to make sure it gets in front of the right people. That means leveraging multiple channels to reach the decision makers in your target accounts. Digital advertising campaigns, email outreach, personalized sales calls and even direct mail campaigns can all be effective tactics. By tailoring your approach to each account, you can ensure that your messaging will have maximum impact.

It’s also important to track your success and adjust your strategy accordingly. Track response rates to each channel, analyze the effectiveness of each piece of content, and take note of any trends in terms of which content resonates best with different types of accounts. By staying on top of your analytics, you can quickly identify what’s working and make adjustments as necessary.

By taking a personalized approach to account based marketing, you can ensure that your message reaches the right people with maximum impact. Through careful research and experimentation, you can develop an effective strategy that drives meaningful results.

Use account-based advertising

Account-based advertising is an effective way to target specific accounts and reach the decision-makers within them. By creating personalized campaigns for each account, you can ensure that your messages are tailored to each company’s needs and goals.

When creating account-based campaigns, there are a few things to keep in mind. First, you need to make sure you have accurate data on each account you’re targeting. You should also consider the best type of ad format and platform for each account, such as display ads, search ads, or social media campaigns.

To make sure you get the best return on investment (ROI) from your campaigns, use retargeting tactics such as remarketing lists for search ads (RLSA) and custom audiences for social media campaigns. This will allow you to re-engage with users who have already expressed interest in your products or services.

Lastly, don’t forget about testing different ad formats and messaging to determine which works best for each account. Regularly analyzing the performance of your campaigns will help you identify which strategies are driving the most conversions and optimize your campaigns for the best ROI.

By using account-based advertising, you can increase your reach and engage with key decision-makers at potential customers to generate more leads and sales. With the right strategies in place, you can get the most out of your campaigns and achieve your marketing goals.

Develop partnerships

Partnering with other companies to develop an account-based marketing strategy is one of the most effective ways to target specific customer accounts and drive growth. When done right, partnerships can help to create a competitive advantage, increase customer engagement, and build long-term customer relationships.

When looking for partners, it’s important to find ones that have similar customer needs and interests to ensure they are a good fit for your overall goals. This could mean partnering with a company in the same industry or similar vertical. Once you have identified potential partners, start by discussing how you can work together to achieve mutual objectives.

Once a partnership has been established, both parties should work together to develop strategies that focus on customer experience, such as targeted campaigns, joint product releases, and personalized customer outreach. These activities can help to drive targeted growth, strengthen customer loyalty, and create an opportunity for cross-promotion.

Evaluate and adjust

As you begin to execute your account based marketing strategy, it’s important to track your progress and make adjustments as needed. The best way to do this is to use key performance indicators (KPIs) to measure success. KPIs will help you determine if your efforts are leading to real results, such as increased sales, higher customer satisfaction, or improved customer engagement.

Additionally, it’s important to ensure that your ABM efforts are aligned with the overall business goals of the organization. If a particular tactic isn’t working or there is an opportunity for improvement, be sure to adjust your strategy accordingly.

To get the most out of your account based marketing efforts, it’s essential to regularly evaluate and adjust your tactics. Doing so will ensure that you maximize your investment and generate meaningful results.

Conclusion

Account based marketing (ABM) is a powerful strategy for targeting the right customers with the right message. By using ABM, businesses can increase efficiency, boost sales, and improve customer relationships. By utilizing the tactics and strategies outlined in this blog post, businesses can successfully use account based marketing to drive growth and build meaningful relationships with their customers.

ABM is a great way to engage customers on a deeper level, which in turn will help create loyalty and foster trust. Additionally, ABM can be used to reduce costs associated with marketing and increase ROI. With a targeted approach, businesses can make sure they are reaching the right people with the right message and create an effective strategy that drives success.

Overall, account based marketing is a powerful tool that can be used to target specific customers, generate leads, and increase conversions. By leveraging the strategies outlined in this blog post, businesses can use ABM to reach their desired goals and grow their customer base.

Categories: Branding, Content marketing, Direct marketing, email Marketing, Marketing strategy, Paid advertising, Product marketing, SEO, Social Media

Why You Need an Account Based Marketing Agency?

November 12th, 2022

Should I Hire an Account Based Marketing Agency?

Account based marketing (ABM) can be a very powerful strategy for B2B marketers targeting enterprise clients, but most companies don’t practice it well. Most rely on traditional B2B marketing tactics, in which prospects pass through numerous levels of qualification or nurturing prior to conversion. If the B2B marketer is successful in getting a marketing qualified lead (MQL), the sales team likely must parse through numerous opportunities to determine if each is a sales qualified lead (SQL). This traditional process can be costly to fill the top of the funnel and then nurture the opportunities though the middle of the funnel. A lot of time, effort, and money spent can lead to low conversion rates and low return on marketing investment.

Sales and marketing effectiveness and efficiency can be improved through strategic, well executed account based marketing. An account based marketing agency experienced in B2B strategy can help.

What is Account Based Marketing?

Account based marketing (ABM) is a business-to-business strategy that a marketer customizes to each key prospect in its target market. ABM is based on the premise that every enterprise account is unique: Different use cases, procurement practices, and buying criteria.

Rather than solely trying to cast a wide net for inbound leads, account based marketing focuses outbound efforts toward targeted, high-value ideal accounts, which should maximize conversions and ROI. ABM is most useful when the product, service, or solution being sold has a higher price and a longer, more complex buying cycle.

Because of the complexity, it is common for the potential client to have a buying committee of multiple influencers (personas) involved in the decision making process (e.g., members of procurement, operations, finance departments). With such a complex buying and selling process, it is logically beneficial for the seller’s marketing process to be personalized to each target account.

How an Account Based Marketing Agency Can Help

If the seller’s marketing team is under-resourced or inexperienced in customizing unique one-off campaigns, it may be beneficial to hire an account based marketing agency to facilitate the strategy and execution. An external ABM agency can help the sales and marketing better align their goals and collaborate more strategically. For each targeted account, the ABM agency may help in identifying, researching, and understanding the target account’s various buyer personas. The agency can help repurpose generic marketing assets and messaging into customized communication workflows. The agency can help leverage and customize existing case studies, white papers, videos, presentations, articles, and proposals for each persona in each account for each stage of the buyer’s journey.

The Account Based Marketing Process

A strong ABM strategy begins with defining the attributes that make the targeted account an ideal fit. Focusing on the traits and needs of these organizations will help the marketing team develop campaigns that leverage intentional person-to-person relationships and deploy effective messaging and placement. Because account based marketing is designed with each targeted client in mind, it can create a better customer experience, shorten the sales cycle, and increase the closing rate. An account based marketing agency can help prepare the targeted personas with thought leadership content and positioning tactics before the buyer is approached by the salesperson. As the selling cycle progresses, content can be modified and quickly delivered to each buyer persona based on the behavioral triggers in the ongoing engagement.

Benefits of Hiring Account Based Marketers

An experienced, knowledgeable, strategic account based marketing agency can execute the heavy lifting of content creation, customization, and delivery. Such an agency partner can research target markets and industries, ideal customer profiles and can deliver custom campaigns to drive sales. The best ABM agencies can research and expand one targeted campaign to reach another similar one, opening the opportunity for even greater increased revenue with little extra effort on the selling company’s part.

The success of ABM relies heavily on tracking buyer journey stages, optimizing conversion rates, and calculating customer acquisition costs (CAC). Skilled account based marketing companies like Nvent Marketing can provide reach, engagement, and conversion analytics so that future campaigns can be improved.

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Should I Hire an Account Based Marketing Agency?

If you’re still contemplating whether to hire an account based marketing agency, it may be worth the effort to get a complimentary consultation to learn more and consider the costs and benefits. Contact Nvent Marketing to get started.

Categories: Branding, Content marketing, Direct marketing, email Marketing, Marketing strategy, SEO, Social Media

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