Marketing For Information Technology Companies
Lots Of Competition
Gartner predicts that worldwide IT spending will reach almost $3.6 trillion in 2018. That’s close to $10 billion every day.
While there’s no doubt that IT is a huge market, it’s also one that’s extremely competitive. It can be tough to keep up – much less, get ahead – in this sector where disruption is the norm.
A smart digital marketing plan that incorporates goal setting and measurement, integrated channel strategies, and scalable tactics can be the difference of whether you make it or break it in your specialized field.
Digital Marketing Challenges For IT Companies
Many IT companies – especially small- and medium-sized ones – have a tough time finding the budget and/or internal people to build and execute a marketing strategy. As a result, they end up pulling staff from other functions to create a makeshift marketing team.
Unfortunately, these makeshift teams are often made up of people who don’t know how or don’t even want to work on marketing projects. After all, there’s a reason why they were in non-marketing positions before they were assigned these extra duties.
This happens a lot with the sales team. They get thrown into marketing duties, because someone made the decision that marketing and sales were “close enough to the same thing” and that the sales team should take ownership of marketing efforts.
All this approach does is create unhappy people who end up neglecting their own jobs to take on these duties that were forced upon them. This ends up costing you more money than it would to hire or outsource a dedicated team.
Disjoint Marketing Efforts
Maybe you do have an internal marketing team of specialists – a social media manager, an online advertising expert, a couple of people who write content now and then, and other miscellaneous talent. But each of them is so focused on their specific job that they can’t see the big picture of how all marketing functions should work together.
Without an experienced leader, the team’s efforts don’t produce as much as they should. In fact, some functions could be working against each other because their goals are so different.
Measuring The Impact Of Digital Marketing
To measure how well your digital marketing strategy is working, it’s important to set goals and then determine what metrics can be used to measure those goals. This is easier said than done in most cases, especially if the goals aren’t well defined.
In fact, a study by the Content Marketing Institute found that only 19% of B2B marketers rated their organizations as excellent or very good at aligning metrics to their content marketing goals. B2C marketers had similar responses with 20% rating their organizations as excellent or very good.
Identifying Target Market & Aims
It’s easy to get so wrapped up in site traffic numbers and social media follower counts that you forget to consider if these audiences are potential customers for you. This shotgun approach to marketing may look good on paper, but it may not be so great when you look at overall company growth numbers.
If you take this route, your strategy may end up costing you more than you realize because your sales team will end up spending more time chasing unqualified leads and less time nurturing excellent prospects.
When you work with Creative Mindscape, we’ll help you identify your target market and develop a digital marketing plan geared to this audience. In addition, we’ll help you develop measurable goals so that you can accurately monitor your progress.
Creative Mindscape In The IT Sector
Creative Mindscape works with IT organizations on a variety of levels – from helping to build up a single marketing channel to acting as the company’s virtual CMO. In addition to marketing expertise, our team has a solid understanding of the IT market and the unique challenges it faces.
We don’t believe in cookie-cutter marketing plans. Instead, we believe that only a tailored approach will give your company the results it should be seeing. So, all of our plans are customized to your specific company and its marketing goals.