What Does Inbound Marketing Look Like for IT Vendors?

There are a number of reasons why inbound marketing is now the communication medium of choice for so many mid-market and enterprise IT vendors.

They include:

• More effective communications with modern buyers and decision makers
• Potential gains that are greater than those offered by traditional outbound marketing methods
• ROI that is comparatively higher

Inbound marketing is all about attracting prospects to your company instead of going out to hunt them down. While traditional marketing methods relied on cold calls, direct mail, and email campaigns, the inbound approach uses content marketing, organic search traffic, and opt-in offers to attract potential clients.

If you are a mid-market or enterprise IT vendor, here are some strategies that could work for you.

Creating Educational Content

First, you’ll start by creating and distributing educational content that your target audience will find engaging, relevant, and valuable. Most people research online before committing to a purchase, so they are eager for good content that helps them make informed decisions.  

It has been said that 80% of decision makers prefer articles that are well-written rather than advertising fluff to assist them in making a purchasing decision.

Many companies use buyer personas, or archetypes of their ideal client, to inspire the creation of content such as:

• Blog posts
• Whitepapers and Ebooks
• Infographics
• Podcasts
• Videos

When these content items resonate with their audiences, those people frequently share them with friends, expanding your reach and, ideally, driving up sales.

Search Engine Visibility

Your educational content has a direct impact on search engine visibility. Quality information you post on your website can attract inbound links, while content posted on your social media channels will drive visitors back to your company website. Now there are more ways for your IT company to be found online which will help generate more inbound traffic.

Other factors that enhance search engine visibility include faster load times, optimizing for mobile devices, and using keyword phrases that mirror popular search terms. Although these strategies are more labor-intensive, the results are worth it.

Social Media Marketing

Social media marketing is one of the most effective inbound marketing tools for increasing online visibility. Consumers like doing business with people, not companies, and platforms like LinkedIn, Facebook, and Twitter can give even high-tech businesses a human element that’s easy to relate to.

When you engage with your audience and post information they want, you can slowly build up a loyal following that will share your content with friends that regularly visit for updates.

Bottom Line

When implemented properly, inbound marketing is a powerful and effective way of engaging with prospective clients and strengthening relationships with existing ones. It’s all about using bi-directional communication channels to deliver excellent content, attract attention, engage with people, and earn their trust in a way that increases sales.

Does your IT company use any inbound marketing strategies, or are you stuck with outdated, outbound methods? Let us know your thoughts in the Comments box below.

To learn more about what inbound marketing looks like for mid-market and enterprise IT, watch our webinar recording, IT Sales Has Changed. Is Your Team Living in the Past?