IT companies can and should resort to and must resort to digital transformation in marketing and sales to not only attract customers but to increase the reference image they have in the segment. For this, it is essential to understand which channels are more attractive and offer a higher ROI – and which are not.
Good practices in digital marketing consist of creating channels to acquire customers. It’s like traditional marketing: the goal is always to sell more and better.
In the IT market, therefore, it is no different.
The advantage of the segment is that many products and services are more accessible through digital means.
And that makes the mission of doing digital marketing for IT companies open to countless possibilities.
However, to attract customers and be assertive in the mission of showing yourself as a reference to the market is not an easy task – and you know it well.
The advance of technology is fast and you, more than being prepared to innovate, need to continue generating value for your customers.
Therefore, not only prospecting but selling must take place within modern processes and practices: an essential combination to grow.
In this article, we will talk about the importance of choosing good actions in marketing that not only bring more consumers but also act in reinforcing the brand and, in that way, you can sell more and better to them.
Let’s check it out?
3 habits for digital transformation in IT companies
If there is a market segment that has an obligation to always innovate, this is – without a doubt – that of Information Technology.
Not that it’s easy, especially for older and consolidated companies. However, understand that it is possible to reinvent your business through digital marketing strategies.
It is possible – and always will be – to bring something new to attract customers today and in the future.
Therefore, for this digital transformation to happen in the marketing sector, some habits need to be present.
It is not easy to change some processes. After all, they were the ones who took your business there, right?
But society requires change. Customers demand personalized, real-time delivery.
And to do that, you need to change some thoughts. Such as:
1 – Think outside the box
There are things that, as they are repeated, end up falling into the cliché: “think outside the box”.
This is one of those phrases, especially as it is used by many people on many occasions. However, few are the ones who show the way out of that box.
To think outside the box is to be aware that there is a lot (a lot) going on from the door outside the office.
There is a world where apps revolutionize the service industry. Where a startup bothers and very large real estate, hotel owners. Where youtubers take space from television stars, among many other examples.
Constantly pursuing information is a great habit. Test, experiment, talk, move around events.
Ask – including for employees – about what they think of the service the company provides today.
All of this will help you get out of the box and have positive insights.
2 – Know your company and employees
Still about thinking outside the box: get to know the role your company plays. What is it really a reference in and what is the strongest skill of each of your collaborators?
Only in this way will it be possible to manage the different characteristics and vocations of each one to focus on developing the best solution.
Here, obviously, we are not talking about having the essentials to produce constant innovation. To have people focused on the customer and who work within a positive culture, such as DevOps.
This is good practice to ensure the customer’s success. After all, when internally you get the best out of each, externally this is reflected in better products and services.
3 – Evaluate competitors from different segments
The next – and equally important – step is to assess competition. Benchmarking strategies or applying the SWOT analysis help at this point,
For those who develop services but do not understand that it is necessary to innovate daily, the present is already a threat.
Disruptive companies only remain strong when they correctly interpret who their competitors are.
A famous example of this is Coca-Cola. She understands that her biggest competitor is … water.
That’s right. Because if someone quenches thirst with water, the company has lost the chance to sell a soft drink.
It may seem obvious, but very few people think that at first.
The options that IT companies have within digital marketing
You may ask yourself: is it expensive to do digital marketing in the IT segment?
In fact, this is a relative question. It depends on the investment that IT companies are willing to make.
But one thing is certain: when compared to traditional marketing – the so-called outbound marketing -, digital costs less.
And when we talk about inbound marketing strategies, then, this is an absolute truth.
It weighs against the traditional way of prospecting customers for the high cost of linking to established media.
Acquire sponsorship fees at events, prepare stands, hire billboards, agencies …
The possibilities are several within marketing and we have separated some of them for you to be aware of.
Make use of auMarketing is undoubtedly an important part of the whole process.
This is because technology contributes to optimize the distribution of shares, screening of leads and also opportunities.
Not to mention, of course, the routine of resources and resources within the marketing sector.
In order to successfully execute automation, consolidated planning is required. Have assertive marketing strategies and management as well.
After all, you need to have the necessary metrics to know how close or far to the ideal scenario you are today.
Making use of email marketing means building a relationship with the customer.
This, of course, starting from the point that you will not buy a ready list, both to trigger cold mail and to cold call, ok?
After all, there will be many contacts there who have not even shown interest in your solution or your company.
“Ah, but it will be very difficult to build a relationship. Starting from scratch doesn’t work. I need quick results in my company ”.
Right. This is often the reality. So, if you don’t have an email list of potential prospects, then it’s time to assign that mission to the marketing team.
“But it will take a long time, likewise. I still want to buy an email list ”.
Okay. So, how about we adopt a good practice at this time? Pay attention only to those who replied to your email.
In other words: ignore the others who, before the message, had no interest in what you sell.
Opportunities on Google
If the mission, given the scenario mentioned above, is given to marketing, there are opportunities – and many – to be explored at Google.
There is plenty of space for businesses that need visibility – even for a market with so much competition in which IT companies are inserted.
Within this reality, two ways of operating at Google are consolidated: SEO and Adwords.
SEO on Google
First of all: you know what is SEO?
SEO optimization is the optimization technique in search engines. It brings together technical knowledge that aims to improve the positioning of a specific page in Google searches.
And of course, in other search engines, such as Bing and Yahoo.
In general, the rule is: the content most relevant to users will appear first.
Therefore, when it comes to producing content, it is vital to know well the algorithm and mechanisms that Google considers ideal for good positioning on the page.
And then, obviously, the better positioned it is, the more visualization will occur. So, if the content is good and optimized, it will have a lot of relevance.
But, calm down. It is necessary to give time to time, let the page go creating the authority to gradually go up in the ranking.
Adwords, in turn, are paid ads. It consists of the following: the company creates an ad from the keywords that, for it, are interesting.
It also establishes a minimum and maximum value for the costs of these ads, and an auction system will counter all advertisers of the same keyword.
Of course, whoever is more competitive wins. However, value is not the only decisive factor.
The greatest weight will be on the relevance of the ad and also on the page the user will be directed to.
Because of this, IT companies must prepare a specific page for the advertisement offered.
So, if you are selling a service, create a visual and intuitive landing page, with a form that contributes to your lead generation.
Videos on YouTube
The most eye-catching possibility in recent years is YouTube videos. That’s because, first, it’s fully integrated with Google.
Second, the video platform is the second largest search engine in the world. Back, of course … well, you must already imagine the answer, right?
Of course, much more time is required for this. A more elaborate planning and people with knowledge.
Yes, it is necessary to do it, but it is necessary to do it well. Be strategic to grow and have quality to differentiate yourself.
Sales transformation for IT companies
When we talk about digital transformation as a way to grow, not only the marketing area should be impacted.
The technology present in the sales sector of IT companies is very important. Otherwise, all your efforts in attracting customers may have been in vain.
The use of a CRM for IT is strategic and important in several aspects.
It is step number 1 to solve the problems that you have in your sales process today.
It is also an appropriate way to qualify the leads that the marketing nurtured and made available to your pre-sales team.
It is through the use of the software that you also manage other processes related to the customer’s journey in purchase.
Make use of multiple funnels, such as:
Time to speed up sales
Prospect, qualify and accelerate opportunities. Do the correct sales management with the metrics that are relevant to the business.
Give autonomy and power to the sales team due to technology, using automatic actions and templates for proposals and emails.
All of this is done for you to sell more and better.
In an organized way, growing within the IT business segment is not and will never be a headache.
So, how can we help you?
Find out more about how a CRM helps technology companies achieve better results every day by talking to a consultant.
Enjoy and read two articles that will help you better understand the role of technology to sell.
The first talks about exactly what CRM is and what benefits it brings.
The second talks about 8 tips on how to increase sales with the integration between marketing and CRM.
A hug from CWT, your CRM. #RunCWT