Are you deciding if a digital marketing strategy is right for your IT business, or perhaps just not sure what it should entail. Whether you’re looking to increase your presence on social media or search engines, an increase in high-quality traffic means higher conversions.
Why Do You Need a Digital Marketing Strategy?
In today’s ever-evolving digital landscape, when you begin to think about all the digital channels, technologies, and options available, it can be overwhelming. That’s where a digital marketing strategy can be beneficial as it provides a roadmap for how your tech company will reach potential customers online and achieve their marketing goals and business objectives.
In your strategy, you’ll want to outline how your company will use digital channels to reach its marketing goals and take into consideration your target audience, business objectives, budget, and resources.
Reach Your Ideal Audience
In your digital marketing strategy, you’ll want to identify your ideal customer. When you know your audience and the type of person you are trying to attract, you can create more meaningful campaigns—addressing their pain points, providing solutions to their questions, understanding their buying journey and providing helpful content along the way—that will convert leads to clients.
Not knowing your customer’s behavior and profile makes it difficult to compete against your competitors and stand out from the crowd. Once you have identified your target audience, you can start thinking about the tactics and techniques you will use to reach them.
Achieve Marketing Goals + Business Objectives
Business objectives can vary depending on your company, but generally, you might have the goal to increase brand awareness, lead generation, website traffic, and customer engagement, as well as improve conversions and sales, or gain a competitive advantage.
After you have identified what you want to achieve then you can start thinking about tactics. Let’s say you want to increase your website traffic, to drive more traffic you might consider starting a blog and/or optimizing your website to improve SEO, paid search, or retargeting. If increasing conversions and sales is your priority, you might review your website to make sure it has forms or other opportunities for contacts to get in touch online, develop a content offer for your target audience, or email prospects in your database.
You’ll also want to take into consideration how you’ll measure results. For the examples above, that might include tracking your website sessions, form submissions, or deals closed. Having tangible measurements and information will allow you to adjust your marketing efforts and make data-driven decisions.
Digital Demand Generation Campaigns
Demand generation focus on content to build awareness and interest in your products or services. The goal is to drive demand for your company’s offerings and generate qualified leads that can be nurtured and eventually converted into paying customers.
There are various tactics that could go into a successful campaign, including content marketing, social media advertising, email marketing, search engine optimization, and pay-per-click advertising. It’s beneficial to create helpful resources, such as e-books, webinars, and case studies, to educate and engage potential customers.
A well-executed digital demand generation campaign can help generate qualified leads. With you can have a series of ongoing nurture campaigns that enroll contacts based on specific content they’ve engaged with on your website or criteria as a way to eventually convert leads into customers.
Blogs + Content Writing
If you don’t have a blog on your website, you’ll want to start one. Let’s say you have a blog post on internet security software, you can attract visitors from search engines based on what they’re searching for. Of course, you’ll want to research what topics and keywords they’re searching to improve your search rankings and ensure all your efforts pay off.
Focus on posting blogs consistently to gain organic traffic, 2-3 times per week is ideal but you’ll have the most success sticking with a cadence you can commit to. Pay attention to what your competitors are doing as well, and determine how you can stand out.
Keyword Analysis + Why it Matters
As mentioned above, you’ll need to include keywords and phrases to ensure your content writing efforts pay off and that your blogs show up in search results. But, your content won’t convert if you put numerous keywords in your content and don’t have a plan in place.
Keywords and phrases are what a person types into a search engine. Then what shows up in the results are blogs and website pages Google (other search engines) algorithms determine as relevant to that particular search query, and how it should rank for that particular term.
You’ll want to use keywords related to your company and the products or services you offer. For example, say you offer managed services, then you’ll want to ensure that’s what your keywords convey. Keywords vary with the competition, search volume, and whether they’re short or long-tail keywords.
Having a keyword strategy for your business and understanding competitor analysis can help your content stand out and show up in search results. Feedback user tools are a great way to understand any weak points of your website, and how to improve it.
Behavioral Targeting
Behavioral targeting is a digital marketing technique that involves tracking and using a user’s online behavior to deliver personalized advertisements. The intent is to deliver relevant and appealing advertisements to the individual, based on their past actions and interests.
By delivering personalized, relevant advertisements, behavioral targeting can increase the likelihood of a user taking a desired action, such as making a purchase or visiting a website.
Overall, adding behavioral targeting to your digital marketing strategy can help tech companies improve their marketing efforts, increase conversions, and better understand the needs and preferences of their customers.
