How to Run an Effective Digital Marketing Campaign For an IT Company

The digital space continues to evolve, giving IT businesses and others an easy time connecting and selling to their audiences. Most customers now turn to the internet as the first place when they want to buy something.

As an IT company, you aim to run digital marketing campaigns that provide all the information your ideal customer needs. In addition, with the right strategy, your campaign will position you as the perfect company to work with.

Therefore, digital marketing campaigns are essential. They will be the best way to ensure you are not losing potential clients to your competitors. However, running an effective digital marketing campaign doesn’t always come easy.

In this post, we’ll look at how to run an effective digital marketing campaign that helps win you more clients.

Get Clear On Your Goals

Digital marketing campaigns are designed to serve a unique purpose for each business. Therefore you need to define what your goals are with your marketing campaign.

Doing this sets up the right foundation ensuring that your campaign stays focused on the goals. Your campaign goals could include;

  • Lead generation
  • Brand awareness
  • Grow sales
  • Increase customer engagement
  • Establish thought leadership

Defining your goals will help you determine the format to use for your digital marketing campaign and the right messaging.

Identify Your Target Audience

When running a digital marketing campaign, it is important to avoid targeting everyone, or else your message may get lost in the noise.

Instead, invest time in identifying;

  • who your target audience is
  • where they are in their customer journey
  • the problems they face
  • how your products or services can help them solve their problem

You can identify your target audience by checking your website or social media analytics to see who buys your products or engages with your content.

Doing a bit of research on your competitors can also help you determine who your ideal audience is.

With your target audience in mind, you can create buyer personas that best describe them to help you refine your marketing message.

Create a Working Budget

Having a set budget for your digital marketing campaign allows you to look at your options and go for what suits you best.

For instance, outsourcing your digital campaigns requires you to have a good budget to work with the best. 

Comprehensive services like Pathlab’s digital services for media will deliver on your goals and ease the learning curve that includes some mistakes.

When creating your budget, consider your earning goals from the campaign you’ll be running.

With a realistic goal, you can allocate a budget that does not affect your expected profit margins.

Determine Your Marketing Channels

As an IT company, you can leverage different marketing channels for digital campaigns to help you get to your goals.

Investing in different channels at the same time will be tasking but it will expose your company to different groups of people.

Therefore, ensure that you work with the different marketing channels available to you and utilize them efficiently.

Some of the best marketing channels include;

  • Social media (Facebook, Instagram, Pinterest, LinkedIn, and even TikTok)
  • Google search – Optimize your website content for SEO to ensure that you rank for the keywords your customers search for.
  • Emails – Email marketing is the best way to nurture leads and convert them to paying customers.
  • Google Ads

Develop Marketing Funnels

Your ideal customers are in different stages of the buyer’s journey and you need to meet them where they are.

Some customers will be more aware of their problems and the solutions available while others will not.

Those who are most aware will be relatively easy to sell to immediately compared to those who don’t know they need your products.

Therefore, the content you create for the different groups will vary to ensure that it meets them where they are and leads them to the next stage.

Creating funnels through email marketing allows you to cater to different customer groups and get sales.

Here are some of the things you can do to get your marketing funnel going;

  • Create a free lead magnet to help you capture people’s emails
  • Determine the different groups you’ll be addressing
  • Create a series of emails that goes to each specific group
  • Nurture your cold leads and turn them to warm leads ready to buy

Invest in Your Content

You need to ensure that you plan your website and social media content right to capitalize on your marketing channels.

The content you create will either sell your company to your ideal customers or lead them away.

Therefore, ensure that you create content that addresses your customer and not your company.

Most digital campaigns fail when they focus too much on the company’s abilities instead of connecting with the customers.

In addition, include a call to action (CTA) in all the content pieces you create for different channels.

Doing this will help prompt engagement from your audience and meet your marketing goals.

Track & Measure Your Results

Measuring and tracking your digital marketing campaigns allows you to determine whether you are on the right track or not.

If your campaign is not yielding the desired results, then you can re-examine it to determine which parts you can improve and what to discard.

On the other hand, if everything is going well, you can add to your marketing efforts to increase the results.

At this stage, you’ll need to fall back on your goals to help you determine your progress and ensure you stay on track.

Adam Hansen

Adam is a part time journalist, entrepreneur, investor and father.