Digital innovations are transforming businesses across industries; changing the way they operate and reshaping the economy. According to IDC, businesses are entering a future dominated by the “digital transformation economy”.

The premier global provider of market intelligence and advisory services, IDC predicted that by 2020, half of the top 500 companies in Australia will become part of the digital transformation economy, as they see the majority of their business depend on their ability to create digitally enhanced products, services, and experiences.

With such focus on the products and services that tech companies provide, it is vital that companies in the sector position their brand in a way that stands out from the competition.

Tech companies use IT marketing tactics to build their brand and generate demand for their products and services. But with heavy competition in the sector, it is vital that technology marketers differentiate their products and services from their competitors.

Why IT Marketing is so Difficult

Standing out in the Crowd

Barriers to entry in the IT sector are getting lower and as such, the technology marketplace is becoming crowded. Growth in the sector is showing no signs of slowing down, so having a strong brand, good positioning and clear value proposition is vital.

In order to differentiate themselves, IT marketers have to find a way to communicate how they solve consumer problems, rather than simply promoting a product. As such, they have to match the features of their product with the needs of the market to show how their products and services can add value to the customer.

Getting Noticed by Decision Makers

As mentioned above, the crowded marketplace is creating major problems for IT marketers. Not only do they have to find a way to differentiate their product but they also have to get the message out there. With such high competition, this can require a significant marketing budget. In order to get noticed, tech marketers have to drive awareness and demand for their technology solutions through a range of channels such as Search Engine Marketing, Display Advertising, Remarketing, Social Media Trade Shows, and PR efforts.

Mastering Marketing Technology Tools

Today’s companies use an average of 16 different marketing technologies and tech marketers typically need to stay ahead of the curve. Your competitors are doing it and you don’t want to be left behind, so it’s important to ensure you are active on the important channels for your business. IT marketing teams have to be technology-savvy and find the right tools and solutions to meet their objectives.

How to Solve Tech Marketing Challenges

As a technology marketer, there are numerous channels, strategies and tactics available to help you overcome these challenges. The most effective strategies for your company will, of course, depend on your unique goals and objectives as well as your team’s skills and resources. However, the following are some best practices for an IT marketing campaign.

Develop a Content Marketing Program

For each dollar spent, content marketing produces three times more leads than paid search.

Creating valuable, unique content is an integral component of your marketing strategy. Without content that engages and interests prospects, you’ll likely struggle to maintain ongoing relationships and move customers through the buyer journey.

In recent years, inbound marketing strategies have become all the more popular. Approaches of this nature rely on customers being drawn to your brand because you offer them real value, as opposed to your business actively seeking them out through advertisements and the like. Content such as blogs, case studies and eGuides can be incredibly effective in bringing more customers to your brand that are actually interested in what you have to offer.

Leverage Marketing Automation

Marketing automation is a software program that can automate repetitive marketing tasks in order to generate leads for your tech business more efficiently. It incorporates email marketing, CRM, lead nurturing, lead scoring, and contact management, and has been proven to significantly increase a company’s performance. According to Forrester Research, B2B marketers who implemented marketing automation software increased their sales pipeline by an average of 10%. Another study conducted by Forrester reported that companies that excel in lead nurturing generated 50% more sales-ready leads.

IT marketers should understand the impact that marketing automation can have on their lead generation campaigns and take steps to leverage this tactic.

Engage with Social Media

Social media is one of the most effective ways of communicating with your target market as it helps to share your message and culture, and articulate the value of your products and services. The real beauty of Social Media is that, unlike most other channels, it gives your audience the opportunity to interact with you and have a two-way conversation.

Ensure Your Marketing is Integrated

Integrated marketing strategies are made all the more important in the IT sector, as customers typically progress through a long and complex buyer journey.

By incorporating numerous tactics in your strategy, you’ll be able to reach prospects in various exciting and engaging ways. This not only helps you maintain an ongoing, meaningful and value-driven relationship, but also assists your business in reinforcing a consistent brand image. As such, you can build a strong brand across a number of different mediums that all work together in helping you build a favourable, known reputation in the market.

Interested in advancing your IT marketing strategy, but not sure where to begin? By getting in touch with an experienced marketing professional, you can apply these tactics and others to your specific business context. This can, in turn, help your IT company establish a comprehensive, systematic marketing strategy that drives conversions and facilitates the achievement of your goals.