Marketing in the technology sector is evolving and software companies need to align themselves accordingly if they want to expand their customer base. You might know that the B2C sector offers top-notch customer services to woo people to buy their products. And therefore, customers have become habitual of receiving outstanding services.
As a result, companies in the B2B sphere cannot escape from providing the same experience to customers if they want to compete with other market players. Thankfully, organizations can implement enterprise technology solutions (ERP and CRM software) to offer excellent customer experience and a speedy issue-redressal mechanism.
This article will talk about the top 4 digital marketing strategies for IT organizations to help them build a robust customer base.
1. Exciting video content
Do you know that 96% of consumers significantly increased their video consumption in 2020, and 90% said they want to see more videos from brands and businesses?
Remember that people fret analyzing spreadsheets full of numbers and technical jargon. But they enjoy watching easy-to-understand videos that explain product features in a simple yet exciting way.
Here’s what you can do:
- Create video testimonials highlighting what your present customers think about your product and how it has helped them achieve efficiency, productivity and build a robust customer base.
- Sometimes you can create fun (and pun) videos that enable customers to peek at what your employees do to relax and have some fun. These may include any recent team-building activity or an environment-friendly event you organized.
- Tutorials and explainer videos that provide 360-degree information about your product and services would be something that you should include in your video content strategy.
- How about publishing video infographics on your YouTube channel? Put some animated GIFs, pictures, and quotes to transform your dry and dull textual infographics into lively and bubbly video infographics. Always remember that the more interactive your content is, the more customers would want to share it with their friends and peers.
2. Brainstorm a flawless influencer marketing strategy
In today’s hyper-competitive social media ecosystem, companies are trying to reach customers through all possible mediums. And this is why you need to form long-lasting relationships with influencers if you want to stand apart from the crowd.
The internet is full of marketing collaterals — blogs, ebooks, guidebooks, How-to articles, infographics, and video testimonials. Moreover, customers are troubled by the daily unsolicited emails they receive in their inboxes. This is where influencers come in as a relief. They try and test the product/service firsthand and, as a result, are competent enough to share their practical experience with the audience.
“Practical experience” counts for today’s generation that is already overloaded with unwanted information.
Another benefit is that influencers have an immense following and therefore have the potential to spread their message far and wide. So if you want to reach your target audience, influencer marketing is something you must incorporate into your digital marketing strategy.
Adhere to the steps mentioned below to build a flawless digital marketing strategy:
- Research and build buyer personas for your IT product/service. For example, if you sell business management solutions like Enterprise Resource Planning software, you can target inventory managers, finance and accounting managers, and supply chain leaders.
- Determine which influencers your target audience (TA) is following. LinkedIn and Twitter are the best ways to connect with your existing customers and prospects to identify which influencers they follow and interact with.
- The next step is to build social credibility. You can start by creating worthy blog posts, whitepapers, and case studies and sharing them on social media groups that your influencers frequently visit. Remember that influencers like associating with thought leaders and not people who want free social media visibility.
3. Hyper-targeted content
The amount of content generated on digital platforms is immense. And customers fret about falling inside this never-ending maze of content they don’t need. So, creating relevant, unique, and to-the-point content is critical if you want to grab the customers’ attention.
But remember to stay away from click-bait strategies and content AI systems that churn countless (but irrelevant) blogs.
So what should you do?
- The rule of reciprocity
This rule says that if you create an excellent marketing collateral — blog post, ebook, case study, guidebook, the recipient would want to share it with others. In short, if you offer relevant content, you will get excellent word-of-mouth. However, remember that your competitors are striving hard to reach your target audience, so getting ahead of that initial entry point is necessary. And hyper-targeted content will help you do just that!
- Create personalized content for each stakeholder
Each person is different. Likewise, each customer is also not the same as the other.
And therefore, every customer will not appreciate the content you create. But don’t worry. You aren’t looking to please everyone. Instead, it would help if you focus on building effective buyer personas. This way, you will build credibility and emerge as a thought leader for different stakeholders. The end goal of this exercise is to motivate customers to agree to buy your solution.
- Build a single data repository
The biggest mistake many organizations make is storing business-critical data across different data repositories. It confuses the customer, and ultimately they prefer leaving your website.
A better way would be to organize your data, marketing collaterals, customer testimonials, and market projections in a single repository. For example, you can have a “Customer Resources” section on your website, providing access to hyper-focused content to customers.
4. Invest in marketing automation tools
You must have heard the phrase quite often: “Smart work is better than hard work.”
And the best part is that it appropriately applies to the IT industry.
Because with the advent of marketing automation tools, you don’t need to do repetitive and manual tasks.
For example, collecting leads, segmenting contacts, and sharing marketing collaterals consistently and systematically can now be done with automation tools without human intervention.
We should also focus on how a B2B company gets leads:
- The marketing department collects & organizes leads based on the company’s requirements.
- They nurture the customers into opportunities (customers who show high-interest levels in buying the product or subscribing to the service).
- They forward this list of opportunities to the sales team, who interact with customers to explain product benefits and solve issues in real-time.
Digital marketing has a very bright scope for IT organizations due to various reasons:
- It helps them reach a broader audience than traditional marketing events.
- It’s more cost-efficient than conventional marketing events.
- It’s faster, efficient, and less error-prone.
- It allows companies to form robust and everlasting custom relationships.
- It provides relevant statistics helping to gauge the audience’s reaction.
- It opens cross-sell and up-sell opportunities.
In short, you must implement digital marketing strategies to expand & retain your customer base and get ahead of your competitors.