For one thing, especially as pertains to IT marketing outreach, you’ve got to reach decision-makers of the clients you’re targeting. They’re unlikely to be interested in any fluff. Traditional copy and non-personalized approaches aren’t going to be effective.
Getting the Balance Right
Of course, you can’t personalize everything, but there are a few things you can do to expedite the process and make outreach efforts much more efficient. Following, we’ll explore a few of these techniques. They include tactics such as:
Telling Relevant Stories That Are Legitimately Interesting
Your IT marketing team should construct scenarios which clients can naturally relate to. Figure out what the decision-makers in the companies you’re trying to convert must deal with on a regular basis. What are their pain points? Where do they excel and where are they treading water? What kind of specific numbers can you bring to their attention so they understand how you might directly benefit them?
Answer questions like these with data, and use that data to construct content that resonates with those you’re trying to convert at an almost personalized level. Use existing clients as a template; they’ll help you determine where patterns exist that may have been hidden otherwise.
Marketing on Multiple Channels
Don’t just market on your website. Use that as a sort of base of operations, but you should likewise branch out into social media. You’ll find many decision-makers and influencers there. You can learn things about them collaterally which directly help your outreach efforts.
Additionally, traditional methods of outreach like billboards or radio can be effective, but you’re likely to get the most bang for your buck through optimal content distributed through the web and designed to be SEO-friendly.
Strategically, you need to think of tech like your clients will. If they don’t have what they need, they’re likely going to just conduct a search through Bing or Google. If you’ve optimized your materials to be visible to search engine algorithms, your information pops up first, and your clients are more likely to choose you than a competitor.
Leveraging Referrals and Reviews Appropriately
Referrals can be incentivized, so can reviews; both of these tactics are likely to help you reach influencers or decision-makers directly. If you’ve got a satisfied client, prompt them through discount or other artifices to give you a good review. Also, Tesla’s got a great referral program, you might learn from them.
Being Relevant to Decision-Makers
You’ll see an increase in conversions from your IT marketing campaign when you leverage referrals and reviews appropriately. Additionally, be sure you market on multiple channels as appropriate to your particular demographic. Lastly, whatever you do, be useful to decision-makers, be interesting, and above all else, be relevant.
