What is the key phrase that describes your business? Have you ever tried googling that phrase to see if your website is in the top search results? Let me take a step back. Do you know what your prospects who can become your customers search to find services or products like yours?
It would be useful for you to stop here and think a little before you continue reading!
I remember sitting down with a clients who used to manage around 500,000 contacts on their CRM and would spend 9 million euros on printing brochures and flyers for promotional purposes. The same client had a few big contracts with call centers where they would call anyone and everyone reading the same script, hoping if they would make a purchase, at times even begging the person not to hang up or to reconsider on the service they currently use!
When I asked them what is the conversion rate from calls to prospect (meaning what percentage of receivers of the calls would actually turn into potential customers) they told me around 1 to 2 percent! Does this number really justify the investment?!
So I am going to take a step back and introduce two arguments and marketing approaches companies usually consider:
Despite the fact that it is considered as one of the most innovative and fastest moving sectors, the IT industry is no better than most industries when it comes to digital marketing.
Although its easy to assume that anything "digital" can be easily picked up by companies dealing in technology, there are still many aspects of digital marketing that are sometimes lost from IT firms.
So where can IT consultancies, software houses, system integrators and many others start in the path to improvement?