Designing an IT Marketing Campaign That Meets Clientele at Every Stage of the Sales Cycle
1. Awareness
Your IT marketing team must first facilitate awareness in clientele through content of the advertisement variety. Social media and articles help here, as do basic advertisement strategies like targeted content.
2. Engagement
Once you’ve made clientele aware of your operation, it’s time to engage them. Calls-To-Action (CTAs) in content can help. Additionally, putting a “contact wall” to content that’s reliable can be ideal. Basically, a prospect has to put in their contact information to read a given article or something similar, allowing you to reach out later.
3. Evaluation
Testimonials, metrics, pain points, and expository white papers are useful here. These help your prospects evaluate your MSP to determine if it’s a right fit for them. It’s absolutely integral that you design this content around your target demographic, so it’s most relevant to them.
4. Purchase
Many think this is the final stage of the cycle, but it isn’t. People have “buyer’s remorse”, especially if there’s some component of your provisions they misunderstood. Purchase is integral, but maintaining purchase can be a challenge.
5. Post-Purchase
Once a client has made a purchase, you’ve got to provide them good customer service and regularly check in on them to ensure things are humming along as clients expect. Ideally, you’ll exceed their expectations.
6. Advocacy
Clients who have made a purchase and found that purchase exceeds their expectations in a positive way will become advocates of your company, delivering positive reviews and testimonials which help you acquire more clients.
Designing Content Across the Sales Cycle
An IT marketing team that takes into account each stage of the sales cycle and designs content accordingly will likely retain existing satisfied clients and additionally acquire new customers who will become long-term advocates.