As an information technology business owner, you’re aware that your marketing efforts can make or break the success of your company.
Even the most innovative IT solutions in the world won’t help your bottom line if you are not connecting with your customers with the right message and value proposition.
If your IT marketing strategy makes you feel like you’re spinning your wheels, it’s time to step back and take a look at why your efforts aren’t producing the desired results and what to do about it.
1. You are Focusing on the Wrong Channels
When you’re excited about your company and the solutions that you’re offering, or you want more marketing activity, it’s easy to jump on every social channel that gets big press, or someone promises will deliver results.
While it seems like promoting your product on every platform is the most productive thing to do, it can lead to a lot of wasted time and resources.
To get the most out of your time and energy on social media, review your social traffic across all channels and look for the profiles that generate the highest amount of engagement in terms of comments and shares. This will help you determine where to focus your IT marketing social media use.
Stop doing this: Jumping on every social platform.
Do this instead: Invest in the social media channels where your ideal customers and market influencers can be found.
2. You are not Consistent
Take a look at your marketing efforts over the last several months.
• Do you skip a week or two—or even a month or two—between social posts?
• Do you send out emails to your subscriber list only when the moment strikes you?
• Are you randomly updating your website content and publishing to your blog?
Those are telltale signs of inconsistency.
There’s an art to successful IT marketing, and consistency is one of the top factors of success.
Planning your IT marketing strategy ahead will help keep you on track and connecting with customers on a regular basis. Hit-and-miss marketing is never a solid solution for any IT company, so get your routine down to a repeatable system.
Stop doing this: Randomly and inconsistently updating your marketing assets.
Do this instead: Establish a marketing calendar for the creation and use of marketing assets.
3. You do not See Customer Patterns
Your customers are constantly giving feedback about your content and products. You can see this through Social comments and analytics.
Understanding the patterns of the feedback you receive can help you tap into the core of what your customers want from your IT company, so it’s crucial to pay close attention.
These patterns can come in many variations, from buying habits to traffic patterns. You can learn a lot about your customers and what they want by analyzing key metrics like engagement, sales, onboarding success, and churn.
Learn to identify the metrics that help you identify positive customer patterns and amplify what’s working.
Stop doing this: Ignoring valuable customer metrics.
Do this instead:Establish a consistent marketing metrics reporting system or dashboard.
4. You are not Creating an Unforgettable Experience
The IT industry is crowded and competitive, and it’s critical that you create an experience that separates you from the competition.
Your customers’ experience with your IT business can either turn them into a lifelong customer or quickly send running to another solution or competitor.
There are several ways that you can make your business stand out. Here are some ideas on how to improve your customer experience.
• Define your customers’ ideal experience and choreograph the journey
• Deliver value to your customer through every step of using your technology service and products
• Base your customers’ experience around their needs. Ensure they have what they need, when they need it
• Quickly engage and interact with customers via social media.
• Celebrate your customers success with unexpected, but positive, attention
You only get one chance to make a good impression on your customers. Their experience with your business is your best shot at getting it right.
Stop doing this: Leaving customer interaction and journey to chance.
Do this instead: design and use a customer journey map that lets you proactively build delighted customers.
Are Your IT Marketing Efforts Falling Flat?
If you are feeling overwhelmed with the choices and actions necessary to improve your marketing results it may be time to get some help.
Valens Point can help you can transform your IT marketing strategy, from discovering customer behavior patterns to creating an exceptional experience, into a repeatable system that gets results.