Marketing for IT: 5 Strategies to Boost Your Success

If IT professionals and companies are always on the lookout for trends and news in their area of ​​expertise, it is equally important that they are aware of the best ways to promote their business and expand their customer base. In this scenario, IT marketing is increasingly urgent to stand out from the competition and generate the long-awaited results.

It is worth remembering: far beyond offering your products and services as a self-employed professional or IT reseller , you need to use a structured and intelligent strategy so that you actually achieve your goals.


The good news here is that the rise of digital has made actions in the segment much easier, cheaper and more assertive. Check out our 5 tips for planning and implementing IT marketing and boosting your success!



1. Know your audience well: creating personas

There is no effective marketing action without meeting this first essential rule: know very well who you want to reach. What is the profile of your potential customers? What are your needs? What kind of problems do they have and how can you help them?

In this sense, to help you organize all this information, an extremely useful marketing tool is inserted: the creation of personas. “Personas” are nothing more than fictitious profiles of one or more people based on the real characteristics of their audience.

In this way, they condense information such as gender, most common age group of your audience, type of content consumed, work, needs, interests and other important data. This profile will vary if you want to sell your services to common tech users who need IT support or work as a consultant for companies , right?


With the persona(s) in hand, it’s easier to get the language right, make good ads and direct your work to the profile of customers you really want to attract. Therefore, an important tip is to interview your existing customers and collect information to understand their needs, goals, how their work helps them, what they deem important in IT services, among other points.


2. Bet on the sales funnel

Ever heard of a sales funnel? In addition to having an assertive knowledge of your target audience, it is necessary to understand the level of interest that different potential consumers express when contacting your work. It is worth adding here that a customer journey unfolds until the sale of the product or service is completed.

In this scenario, there are different types of potential customers – and it is important that you consider them all and develop different actions depending on each of these moments or profiles):


Top of the Funnel: people who don’t know they need your service or product (they are classic customers who only contact a professional when they have an IT crash or problem). For this audience, it is necessary to offer interesting content that helps them in their daily lives and helps them diagnose that they need your work;

Middle of the Funnel: People who already know they have an IT problem. Your role, at this stage, is to point out solutions to this problem, creating triggers for your company’s work;

Funnel Bottom: people who already know your IT problem and are already active in the search for a company or professional that can solve your question. These are the customers who are already “ready” to close the deal. Here, your communication should be more direct, highlighting the benefits of your work and why your company is the right solution at this time.

As we have seen, the sales funnel allows you to map the potential customers of your business, fitting them into different stages of the purchase journey so that the work of attraction is better developed.

3. Invest in a solid digital presence: responsive website and social networks

Today, there is no way to talk about marketing for IT (or for any area!) without considering the relevance of the digital medium. With the massive use of the internet and the change in consumer profile, the presence of online marks a presence in the most diverse purchase processes – and it is necessary to ensure that your business appears in searches.


The importance of responsive website

The creation of a site with good navigability and focus on conversions, here, is an indispensable first step for IT entrepreneurs. This means that your address must meet basic criteria for responsiveness, including fast loading time, design that is easy for the user to navigate, well-defined portal sections, and a quality branding.


When it comes to conversions (or business opportunity closings), it’s also important to get it right. In addition to inserting a section with contact data, include calls and buttons throughout the site to encourage the user to contact your business, access certain content or leave your email to stay on top of the news.


Consistency on social networks

What are the social networks in which your audience is most present? The objective, at this stage, is not to create profiles in all media (which later may even end up abandoned…), but to identify those that are most valuable for your strategy. Be where your audience is !


Maintaining consistency through up-to-date publications is also essential. The ideal is to create a posting calendar, which can include IT tips, information about your products and services, blogposts and all kinds of relevant content that may interest and/or help your audience.


4. Offline marketing: frequent industry events and fairs

Marketing for IT doesn’t just live from digital strategies! Offline actions are also valuable, especially if you want to increase your influence and cement your name in the local market.

Keep an eye out for events, fairs, lectures where you can attend, network and expand your reach in the market. It is worth remembering that this is not only valid for events in the IT area: it is also interesting to research occasions when your potential customers will be present.

That way, if your persona belongs to certain professional segments (such as law, management and entrepreneurship, among others), follow the congresses and events in the area and identify those who can generate good contacts.


Take advantage of these moments to establish partnerships, close new deals and learn more about your persona, analyzing how you can improve your offers to attract and retain more customers.


5. Create email marketing strategies

Betting on email marketing is one of the most effective ways to offer relevant content, promote your services to potential customers and maintain communication with existing customers. That way, you can fix your company’s image in the public’s mind.

The first step is to create the mailing, that is, an email list of potential and current customers. To do so, it is necessary to plan actions to capture these contacts, including calls on the site for those who want to keep up to date with the news (thus informing the e-mail) and forms that offer e-books and other materials in exchange for the user’s contact.


With contacts, formulate different actions for clients and non-clients, developing appropriate content for each profile. IT tips, tutorials, event announcements and promotions are examples of content that you can send via email. Be careful not to send excessive emails and only send them to the people who have authorized them!

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