The Uptick: Growth Tactics for IT Services Firms

Content marketing is now a go-to strategy for B2B services providers. But to make your marketing efforts a success, there is a lot of work you’ll have to do in preparation.

Partnering with a new IT services firm is a difficult decision, with a long tail of positive (or negative) consequences for a business. That’s why buyers are so methodical about their research and doing deep, self-directed research first.

Making your brand more visible, providing value, and allowing prospects to move through their buying journey at their own pace is now a requirement. Have the conversations your prospects want to have, win more trust, close more customers, it’s that simple.

When compared to other forms of marketing, like digital advertising, print advertising, or billboards, content marketing is not just highly effective, it’s also relatively cheap. Just a few well-produced blog posts, videos, or case studies can provide years of positive, measurable results.  

We’d never deny the value of outbound marketing. But when it’s done right, inbound marketing is not only cheaper, but it also aligns with the modern buyers’ journey. If a potential client vets you by reviewing your website and content, are you showing that you understand their business problems?

A messaging audit is the process of comparing what your competitors are saying to prospects, then compare that data to the messages you're using in your marketing. It only takes a few hours to gather that data and put it in a spreadsheet , but it's a great way to centralize how your team understands the competition, and uncover opportunities where you can better connect with prospects.

Don’t let your biggest marketing asset, your website, stand in the way of success. Besides poor messaging and cluttered design, there are lots of technical hurdles that could be hurting the marketing performance of your website.

It sounds so simple, but you’d be surprised how many IT companies fail to grasp just how critical it is to speak ONLY about your clients’ needs, not about your capabilities and skills. They just simply don’t care about our capability; they only want to solve their own problems. 

Making your brand more visible, providing value, and allowing prospects to move through their buying journey at their own pace is now a requirement. Have the conversations your prospects want to have, win more trust, close more customers, it’s that simple.

Are you even in your buyer’s consideration set? Without a proactive attempt to stay visible with on-brand messaging and content, there’s a good chance that you’re simply not even on the radar of your next IT services client.