Marketing in an IT company

Marketing in an IT company

Marketing and sales are vital to the success of any company, including technology companies. To maximize the result of your investment, you need to look for working strategies and tools. But due to the specifics of IT it can be more difficult - how to advertise a product, the benefits of which can't always be explained in a couple of sentences? Let's share our tips on how to create an effective marketing strategy for IT.

What is a marketing strategy

A marketing strategy is a business promotion plan for reaching potential customers and turning them into actual customers. A marketing strategy contains the company's value proposition, key brand messages, target audience data and a list of promotion channels.

Most companies base their marketing strategy development on four basic pillars:

  • Product - what are we promoting.
  • Price - what rates and payment options are offered.
  • Place - where we announce the product and brand.
  • Promotion - how we develop the business.

A marketing strategy should revolve around a value proposition that explains to the audience what the company is to them, how it works and what it can be useful for. The ultimate goal of a marketing strategy is to achieve a sustainable competitive advantage over players in the same field.

Why an IT project needs a marketing strategy

In order to create a recognizable name for an IT brand and establish sales, it is necessary to have a clear Roadmap (roadmap) for the strategy implementation. The main purpose of technology marketing is to help a business achieve its goals. In addition to the practical benefits, a competent strategy will also save you a budget due to the proper allocation of resources.

The first and most important role of a marketing strategy is to set precise goals and objectives for the business. It coordinates the actions of employees, establishes benchmarks for task performance and increases the efficiency of the entire team.

Many IT business owners have difficulties with the correct segmentation of products, defining prices, sales channels, etc. This problem is not new and is common to both novice and experienced entrepreneurs. Another purpose of a marketing strategy is to help you create an offer, build pricing and determine the marketing segment for each product.

Moreover, a marketing plan will help you find new products relevant to your niche. In this way, you are not only promoting your existing product, but also opening up new market slots and new audiences.

Still not sure you need a marketing strategy? Take a look at the statistics:

  • Marketers who formalize a strategy are 313% more likely to succeed, with only 16% of companies drafting such a document.
  • Professionals who set specific goals are 376% more likely to achieve the desired results.
  • Companies that prioritize marketing are 13 times more likely to recoup their investments.

How to build a marketing strategy for IT

We have compiled a list of seven must-haves to consider when creating an IT marketing strategy.

Do a SWOT analysis

Start with a SWOT analysis to identify strengths, weaknesses, opportunities and threats to your business. To avoid bias and encompass different perspectives, involve colleagues, experts, potential users - anyone who agrees to help.

A clear picture of what you know best, what areas you need to improve in, what expertise is sufficient (or vice versa) and how you differ from the competition will arm you with the tools you need to build a sound marketing strategy.

Define the value proposition

Marketing strategy is built on a company's value proposition, which in turn is based on core strengths and differences from competitors. Determining the value proposition is the step where the most time and resources will be spent.

Start by listing the key customer benefits and value of your products or services, and then identify the key differences from your competitors. The best value propositions are clear, straightforward, and address customer concerns.

Establish the goal (or goals) of your marketing strategy

The primary function of IT strategy planning is to support your business needs. Start by defining your business needs, goals, and objectives.

Marketing strategy goals are measurable results that will be achieved within a certain time frame and will measure the effectiveness of the effort. They also help marketers align expectations and plans, coordinate efforts, and determine what it takes to achieve results.

When planning your IT strategy, it's important to remember that you're not reinventing the wheel. A review of your existing IT infrastructure will help you identify problems, see what's working and where you can save resources. Keep an eye on what's happening in your industry - this will help you identify gaps in the market, needs that aren't being met, common requirements, trends and innovative ideas.
Choose your promotional methods

Depending on your target audience, you need to choose the best marketing methods and formats to promote. Find out where your audience lives (what social networks they prefer, what blogs, websites, forums, etc.) and use this information.

Decide what technology promotion tools you will bet on and how much time and budget you will spend on advertising, PR, content marketing, SEO, community management, events, etc.
Define your metrics.

It's important to identify the key metrics and KPIs you'll use to compare and analyze the effectiveness of your IT marketing strategy over time. These may include:

  • Service level metrics, such as the number of help desk calls;
  • Operational metrics, such as capacity utilization;
  • Business metrics - budget and customer satisfaction;
  • Qualitative metrics, such as feedback and feedback.

With the right approach, an IT strategy can be a powerful tool for driving growth and efficiency in your business.

An example of an IT strategy: a checklist

We have prepared for you a handy checklist for creating an IT marketing strategy. Use it as an example and a basis for your promotion plan:

  1. Company information. Mission, team, management.
  2. Goals. What you plan to achieve and how.  
  3. Competitor analysis.
  4. SWOT analysis: strengths, weaknesses, opportunities and threats.
  5. Target market. Target market. For whom your product is intended.
  6. The sales cycle. How, when and where people buy your product.
  7. The unique selling proposition. What sets you apart from your competitors.
  8. The brand. Perception and positioning, plans.
  9. Marketing channels and promotion tactics.
  10. Performance assessment and KPI.

Marketing tools and channels for IT

There are some of the most effective marketing tools in the IT industry that technology companies can use for promotion.

Video Content

Video content as a marketing tool is very popular among IT companies. The explanation is simple - the most complicated things are usually easier to show than to write in text. While some people may not have time to study a technical description, almost everyone has time to watch a fascinating, exciting two- or three-minute video. Use funny, interesting or informative stories, show customer testimonials, create animated infographics and explanations.

Working with Influencers

Business executives and decision makers often enlist the help of experts when evaluating something new. Therefore, technology companies are increasingly partnering with experts to increase their credibility and visibility. More often than not, they rely on Influencers - people who are trusted or admired by a large audience. This approach leverages bloggers' loyal audience for marketing.

Quality Content Marketing

No matter what industry you're in, there are likely many competitors already in it. Some of them don't put a lot of time and effort into their content, and for good reason. Valuable, useful content (like a blog) with answers to the most common questions not only increases your expertise, but also builds a positive image.

Tell the best stories, personalize content for each stakeholder, share truly valuable knowledge, and make content unique - without stealing.

The bottom line

We hope we've convinced you that marketing for IT companies is just as necessary and useful as in any other industry. If everything is done correctly, the promotion of even the most complex IT-product will go successfully and new clients will not keep you waiting.