B2B Digital Marketing for IT and Tech Companies: Is It Necessary?
Generally speaking, the fullness (or lack thereof) of your sales funnel depends on how well you’re able to get your products or services in front of the right people on the right platforms at the right time. In other words, the stronger your digital marketing strategy, the fuller your funnel promises to be. For tech companies in particular, however, there’s an added challenge: While this idea that stronger marketing equals a fuller funnel is certainly true of digital marketing for IT companies, there’s an extra layer added into the mix when you consider the challenge of having to explain complicated technologies to a less technical audience. It’s tricky, but when you get that messaging right, your funnel is sure to thank you.
So, if you’re wondering whether B2B digital marketing for IT and tech companies is a necessary investment, the answer is a resounding yes. Getting your brand in front of the right C-level decision makers is hard enough. Convincing them to purchase a highly technical product or service – one that they may not fully understand – can be downright herculean. But a good digital marketing strategy will help you do both.
Fortunately, there are plenty of IT marketing solutions to help IT and tech companies not only simplify and refine their messaging strategies, but also to promote that messaging to a targeted audience across an array of platforms.
IT Digital Marketing Solutions
Your digital marketing strategy is nothing without a defined brand to lean on, and your brand is nothing without its messaging. In B2B marketing for a tech company, that messaging is particularly important because in most cases, you’ll find yourself selling to individuals who probably know a whole lot about business but not much about technology.
So while these buyers are unlikely to care about how your technology works, they do want to know how your technology will solve their problems and benefit their company. It’s up to you and your brand messaging to make those solutions clear; some of the best marketing for an IT company starts out by toning down the tech speak and focusing instead on the solutions and benefits being offered.
Once your messaging is in place, there are three key areas where it can be most effectively promoted:
1. On Your Website
Your website is your most powerful marketing tool – especially as a B2B business. According to a recent study performed by FocusVision, B2B buyers read a reported 13 pieces of content before making a buying decision, and eight of those 13 come from the vendor’s website. (The other five are from third-party sources.) Additionally, nearly two-thirds (65%) of B2B buyers cite vendor websites as one of their most highly influential content types.
2. On Your Social Media Channels
Social media is a huge piece of the puzzle when it comes to digital marketing for tech companies. One social platform, LinkedIn, found that 75% of B2B buyers and 84% of C-level executives use social media to help make purchasing decisions. And for buyers who used social media as a resource in the purchasing decision, 63% noted that they were more comfortable with the vendor’s expertise and credibility, and 67% felt more confident that they had the information to make a decision.
3. In Thought Leadership Content
Thought leadership content is an important part of digital marketing for tech companies because it builds trust. Remember those five third-party pieces of content that B2B buyers tend to read before making a purchasing decision? Many of them are in industry publications. A 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study found that 55% of decision-makers use thought leadership content as an essential way to vet a business, and 58% of business leaders noted that thought leadership led them directly to awarding business to an organization.
Digital marketing for IT companies plays a big part in ensuring your sales funnel is always full. Simplify your messaging in a way that speaks to your audience, and then make sure to share it on your website, on your social media channels, and in thought leadership content.
For more information, or for help setting up B2B marketing for your tech company, contact us today, and one of our team members will be in touch.