Digital Marketing Strategies for IT Products: 3 Areas to Focus On

When you market your business, you are marketing the products or services you offer. As an IT company, digital marketing is one of the best ways to reach your target audience, show them how they can benefit from working with your company, and encourage them to convert.

So, how can you get started?

There are many digital marketing strategies available for IT products, and the ones that work best for your business depend on your brand and goals.

If you need help figuring out which methods are right for you, call us today at 888-601-5359 to speak with a strategist, or keep reading to learn more about digital marketing strategies you can use to grow your IT products company.

1. Search engine optimization (SEO)

Search engine optimization, or SEO is one of the most effective ways to get your products in front of interested potential customers. This is the process of boosting your website’s rankings in the results of search engines like Google for specific keywords related to your business.

Ranking on the first page of results can have a dramatic impact on your ability to attract qualified traffic. In fact, seventy-five percent of searchers never click to the second page of results. If you aren’t on the first page for searches related to your products, you’re missing out on potential customers.

Achieving the rankings you want requires a well-planned SEO strategy.

Google looks at many factors when determining the rankings for any given keyword. Many of these factors are ones you can improve on your own website.

1. Optimize for relevant keywords

If you are trying to rank for a particular keyword, you need to utilize that keyword on your site. This will help Google figure out the context of your site and rank you in search results accordingly.

You can use keywords in the titles, headings, meta description and the body copy. But as you incorporate them, you need to be careful that you don’t use them too often. This is known as keyword stuffing, which can have a negative impact on your rankings. You should only use the keywords where they fit and flow naturally.

2. Earn links from other reputable sites

Another important step in any SEO strategy is earning links from other reputable sites. Links are important because they signal that other site owners trust your site, which builds your authority and reputation online.

The more credible sites link to your site, the more Google will trust that your content is valuable and reputable. And given that their primary goal is to provide their users with the best possible results, they always aim to rank the most credible, helpful sites highest.

A great way to obtain backlinks is by producing content. When you produce content, other site owners can check it out and consider using it as a resource.

If they like the content you post, they may mention it on their own site and include a link to your page as the source. This will show search engines that other sites see you as a trustworthy source of information, and have a positive impact on your rankings.

3. Improve user experience

It’s also important to note that because Google wants to help their users, they take user experience into consideration. Sites that are easy for users to access and navigate rank higher than those that are confusing or have technical issues.

One of the most important factors in user experience is mobile-friendliness. Since many users conduct searches on smartphones and tablets, your site needs to be usable on those devices.

The best way to do this is with responsive design, which ensures that your website can adapt to whatever screen size or browser your visitors are using.

You can also improve user experience by monitoring your site speed. Many Internet users are impatient, so if your pages take more than a few seconds to load, they’ll return to the search results and choose another site.

This will increase your bounce rate, which can negatively impact your rankings. If you’re not sure if load times are an issue for your site, you can check by using Google PageSpeed Insights.

These are only a few of the many factors that you can optimize to improve your website’s rankings and reach more of your target audience. But with the right SEO strategy, you can continuously improve your online visibility to reach qualified leads and generate sales for your IT products.

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2. Pay-per-click (PPC) advertising

Pay-per-click, or PPC, ads are a cost-effective way to reach potential customers because they show up above search results for specific keywords related to your business.

These advertisements are triggered by keywords of your choosing. You create campaigns by selecting the searches you want to appear for, then placing bids on those keywords.

PPC operates on a bidding system, and each search triggers an auction. If your bid is among the highest, your ads will appear above the organic results, denoted by an “Ad” tag.

When you choose your keywords, it is best to choose long-tail keywords rather than short, broad keywords. Long-tail keywords are typically 3 or more word phrases.

Long-tail keywords are better because they are more specific to what users are searching. For example, a user searching “network solutions for small business” is much more likely to become a qualified lead than one searching “it company.”

Long-tail keywords also have less competition because fewer advertisers bid on them. This means that the cost-per-click (CPC), or the average amount you’ll need to bid, is lower. This can help you attract leads for a lower investment and make the most of your marketing budget.

PPC also brings in more qualified leads. People who visit your site through a PPC ad are 50% more likely to make a purchase than organic visitors. When you select keywords with clear purchasing intent, you can be sure that you’re allocating your budget to attracting traffic that’s likely to convert.

In addition, 65% of all high intent searches result in a click on a PPC advertisement. This means that people who are closer to conversion are clicking on ads because it suits what they are seeking.

PPC is a valuable method to use because they drive in the right traffic. When you utilize PPC, you’ll be able to advertise your products to interested people.

3. Content marketing

Content marketing is a great opportunity for your business to attract credible leads and boost your SEO efforts.

Content can take a variety of formats, including videos, infographics, blog posts, articles, and in-depth guides. Each piece of content you should create should provide your target audience with helpful information.

Consumers frequently use search engines like Google to find information and answers to their questions, and content marketing is the practice of providing that information.

Content marketing has many great benefits for your business. When you publish helpful, informative content, you establish your brand as an authority in your field. As members of your target audience continue to read your content, you’ll earn their trust and build your reputation.

Everyone wants to work with brands they trust, and content marketing can show your target audience how experienced and knowledgeable you are about your industry.

Content marketing is also a great opportunity to help your target audience learn more about specific products and solutions that are best-suited to their needs. If a potential customer is unsure of what kinds of products they need, how they can benefit from various types, or how to choose the best options, you can help them by providing that information.

You’ll want to keep the focus on genuinely helping them, but in many cases, this type of content affords you the opportunity to reference specific products and show readers their benefits.

Content marketing often plays a role at the top of a company’s sales funnel. You can use it to draw in potential customers who are still in the research phase and encourage them to check out other parts of your website. This is a great way to get members of your target audience engaged with your brand and closer to conversion.

Content creation is valuable for marketing because it brings your target audience to you, rather than you reaching out to them. It lets potential clients engage with your brand on their own time and is beneficial both to you and your audience.

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Digital marketing services from WebFX

If you’re ready to improve your IT product company’s marketing strategy, WebFX can help. We’re a full-service digital marketing company, and we’re dedicated to helping our clients succeed with custom digital marketing strategies.

When you partner with us, you won’t get a generic plan. We’ll take time to get to know your business and create a custom plan that’s as unique as your needs and goals.

We’re passionate about what we do, and it shows in the results we drive every day. To date, we’ve driven over $3 billion in sales and 7.8 million leads for our clients.

We also offer plans tailored to individual marketing budgets and needs and publish transparent pricing, so you know right from the start what you’ll be getting and how much it will cost. It’s our goal to provide you with as much information as possible, so you can make informed decisions for your business.

Learn more about digital marketing for IT products

Ready to start generating more leads and sales for your IT products? Contact us online or call us today at 888-601-5359 to speak with a strategist about your digital marketing goals.

We look forward to working with you!