IT marketing needs to remember the human component which comprises sales. Too often sellers get in their own heads, falling into an “us vs. them” mentality which ultimately ends up estranging prospects. A better way to go about things is to remember just what drives buyers. Consider these common emotional features of a tech sale:
IT marketing can be complicated, and sometimes, it helps to work with an agency so you can most effectively reach target demographics. Such organizations specializing in MSP outreach facilitation can be essential in helping optimize outreach efforts. Part of that optimization will include communication of marketing plans to internal staff. They need to know the who, what, where, when, how, and why. The following are tips which help you communicate this to your team as you develop your marketing outreach:
Your IT marketing campaign should educate potential clients to help them make informed decisions. This is easier to say than do. Following are three pillars of education to help you do this:
Ensure information is easy to find
Expedite education of buyers from beginning to end
Make what you do and how you do it readily apparent
Ensure Information is Easy to Find
You’ve got to make information easy to find. Buyers are subconsciously looking for one reason or another to avoid converting to a given suite of products or services. Everyone wants to save money.
Your site should have links sending potential buyers where they need to go. It should have quick information immediately available. That information should be presented in a way that’s easy for those who don’t have deep experience with technology to digest.
Expedite Education of Buyers from Beginning to End
From the beginning to the end of your IT marketing process, you need to be educating potential buyers. Wow them from the start. Show them how certain possibilities previously thought unattainable are easy to realize with your products or services. Especially as pertains to cloud computing, such tactics are effective.
Make What You Do and How You Do It Readily Apparent
If you provide tech services and/or products which essentially facilitate “turnkey” technology services, you need to show how this is possible, what mechanisms make it possible, and any other relevant data which may define such services. Cloud computing, continuous monitoring and support, management of mobile devices–these are all key to modern MSP provisions. Find ways of appraising prospective clients of these new innovations in a manner they can understand.
Better Education May Increase Conversions
An IT marketing campaign that is educational can make prospects make an informed decision concerning products and services. Educate as thoroughly and effectively as possible.
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Oftentimes, IT marketing solutions take a while to mature. When they do, ROI is measurable and sustainable in a continuous way. When they don’t, money is lost. The thing about modern SEO marketing is that it takes time, skill, and investment for sought profit. If you must leave a marketing agency, ensure you don’t pull the cookies out of the oven before they’re baked all the way through. Before finding new marketing representation, consider these things:
Personal skill isn’t requisite to professional experience
Your IT marketing stands to inform itself effectively based on observation of the market, competitors, and your target clientele. There are always going to be areas where you can improve. Competitors will be better than you at some things, worse at others. What you want to do is figure out where you’ve got an advantage and emphasize that such that your disadvantages can be overcome by increased profit over time. Following are several things you can do to help you outperform competitors:
When it comes to sales, nothing beats getting your customers to be your biggest source of IT marketing power. After all, if you’re delivering on your promises so well that your customers give you referrals, you know you must be doing something right. The market and your new customers will see that, too. To exploit the power of referrals, however, it is vitally important to actively solicit that support from your customers. It’s not good enough just to sit back and hope customers will help you in that way. After all, they’re busy. And besides, we all need a little nudge now and then.
IT marketing oftentimes employs outbound email marketing to reach prospects. There are statistical models stipulating the most effective time to send such emails is between Tuesdays and Thursdays from the start of a workday to about 11 PM. A lot of automated emails are sent on a schedule, making it less complicated to reach large quotients of clientele effectively. Time and money are conserved.
Here’s the thing: such outbound marketing strategies have come to define the market, but it turns out there are other times you can send these materials effectively. One of the most effective times is actually over the weekend on Saturday and Sunday.
Your IT marketing strategy will have some leads that quickly develop into sales and some requiring constant nurturing to convert. Think of it like a child learning to walk before learning to run. Your prospects are born into your company’s service delivery suite upon conversion, and they grow with you over time. With that in mind, following are a few tips to help you effectively nurture leads:
You need to have an effective IT marketing strategy if you wish to sustain long-term success in the competitive IT industry. However, many IT providers make simple advertising mistakes that can limit earning potential. Here are the three most common digital marketing errors and the best ways to avoid them:
1. Not Using Social Media
Does your IT company have a social media presence? Social media provides an excellent opportunity for your IT business to reach out to new customers and build upon existing relationships. However, many IT providers are not on social media platforms, which significantly limits the effectiveness of a digital marketing strategy. A social media presence will not only build your brand but is a free form of advertising that can help you reach a broad audience. (more…)
Your IT marketing can get stagnant if it isn’t properly managed. Sometimes, you have to be a little aggressive with it in order to reach the prospects you need to convert. Following are five signs to determine if your current marketing campaign needs such a reboot: