Marketing for IT companies: 4 basic and essential strategies

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According to a survey released by the Brazilian Association of Software Companies (ABES) , the growth of the IT market in 2021 was 17.4% in Brazil, and 11% worldwide. For 2022, the expected growth in Brazil is 14.3%.

Key takeaways from this article:
With the IT sector booming, investment in marketing becomes favorable to attract more customers and expand the business.
By implementing IT company marketing strategies, it is possible to strengthen customer relationships , build a strong brand, accelerate the sales process, and generate a competitive edge.
To take the first steps towards creating marketing strategies, you need to define your ICP and your persona.
These tools will help you find communication that is more aligned with your audience and sell to the right customers. Learn more in Practical Guide | Guide to saving time selling to ideal customers
In other words, the market will remain buoyant, opening up a sea of ​​possibilities for service providers in this segment. So, this is the perfect time to invest in marketing for IT companies and boost the organization's growth.

Through marketing, it is possible to accurately reach your target audience, increasing sales and expanding your market.

Furthermore, regardless of the scenario, it is necessary to maintain the attraction of customers in movement and, in this way, preserve the company's profitability.

With this in mind, we wrote an article explaining the benefits and marketing strategies for IT companies that can be applied to promote the organization's development and keep it relevant in the market.

To not miss any concepts or tips, just continue reading the article!

What is marketing for IT companies?
Marketing for IT companies is the set of activities developed to attract, convert and retain customers . In addition, through marketing, organizations in this sector also have greater ease in achieving a more appropriate market positioning in order to expand their business.

Over the years and with the rise of digital transformation , marketing has become an extremely robust concept, able to meet various objectives that a company has.

If the goal is to increase market authority, a good content marketing strategy is very welcome.

Or, if the goal is to generate leads, SEO tactics are a great option.

How important is marketing for IT companies?
Marketing for IT companies, as you saw in the previous topic, goes beyond increasing list of turkey cell phone numbers sales. In fact, this is one of the consequences of a well-structured marketing plan.

With this in mind, marketing can:

strengthen the relationship between the company and the customer;
contribute to building a strong brand;
facilitate decision-making for buyers;
generate competitive advantage;
speed up the sales process.
6 marketing tips for IT companies
1. Define your ICP and create a persona
The ICP and the persona are two tools that cannot be left out of marketing strategies for IT companies, because they guide the tone of campaigns and allow for increased identification between the target audience and the company.

The Ideal Customer Profile (ICP) , in Portuguese, the ideal customer profile, is nothing more than a set of characteristics that define your most profitable customer.

The persona is the fictional representation of a buyer of your service. Personas have:

name;
age;
habits;
specific positions;
tone of voice;
purchasing behavior .
By understanding these aspects of your audience, you will be able to develop more assertive marketing campaigns and strategies that are aligned with the real needs and form of communication of the customers you want to capture.

Using these two tools is crucial to the success of your marketing strategies, so take advantage and be sure to check out the following articles:

ICP: what it is, why it is important and 5 essential tips on how to define your company's ICP
What is a buyer persona and how will it help your sales process?
2. Map your customer's purchasing journey
Another vital element in building marketing strategies for IT companies is understanding your customer's buying journey.

By studying this journey, it is possible to define specific tactics that favor customer conversion, step by step.

The purchasing decision process varies according to each business model, however, in general, this process takes place through the following steps:


Through this process, developing the marketing funnel will be even easier.

The stages of the marketing funnel are:

top: awareness of the need and interest in solving it;
means: consideration and purchase intention;
background: evaluation and purchase or implementation.
3. Sell solutions, not products
Change your pitch. Your marketing will never deliver the results you expect if your strategy approaches your products or services in a technical way.

Buyers want to find a solution that improves their business as a whole, and talking only about the technical features of products and services can make it difficult for your audience to perceive value.

So, understand the difference between price and value and include this concept in your approaches. This will undoubtedly further enhance your strategy and attract more customers interested in what your company offers.

4. Be present on social media
It is essential to have a good digital presence.

Imagine that a potential customer searches for your company on the internet and comes across a cluttered website, with little information, confusing and not visually appealing. Do you agree that this initial experience already demotivates the customer and prevents them from contacting your organization?

Well, that's why a good website is essential.

Furthermore, being present on other channels, such as LinkedIn, for example, is also important because it demonstrates professionalism and concern for the company's image .

Think about it: any marketing strategy you use in your company can be a trigger for potential customers to search for your services online. So, it’s best to prepare the groundwork to make a good impression, right?

5. Create content
Content marketing strategy is one of the most valuable tips on how to get clients for IT companies.

Content marketing aims to create and publish content that is relevant to the ICP, attracting and even retaining customers.

This strategy also helps to engage active customers and generate brand authority and credibility and, therefore, its visibility.

Content production can be done in the following ways:

blog articles;
social media posts;
newsletters;
webinars;
eBooks;
free materials.
Find out more! See how digital marketing can help your company sell more:


Now that you understand the main marketing tips for IT companies, deepen your knowledge and download our free eBook to stay up to date with the main sales and marketing indicators: Sales and Marketing Indicators: KPIs that you should use