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10 WAYS
TO GET NEW CLIENTS FOR
IT SOFTWARE
DEVELOPMENT COMPANY
specializes in online marketing for IT companies
Features
IT Software Development Market
B2B-orientation
Services are provided to
other businesses
Sales cycle usually
lasts 3-12 months
The later companies start
...
4
Feedback from the target
audience to improve service
offerings, pricing strategy and
positioning on the market
High-qual...
Lead Generation
Keypoints
The same marketing tools in
the same period of time will
bring different results to the
largest system integrator
IBM and ...
Chances of “winning”
6-figure projects
cause bloody
competition in the
industry, including
budget wars
2
$$
Business reality – in which big
jackpots are up for grabs –
presumes no silver bullets and
no genius ideas allowing to
out...
Customer acquisition in the
IT industry requires
systematic tedious efforts
put in various marketing
channels and experime...
10 Mediums
To Consider for
IT Software Development Companies
Google AdWords
Search Advertising
#1
Targeting
location =
U.S. &
Canada
Keywords are
expensive!
(high CPC
bids)
What IT companies should know
A limited volume
of highly tailored
queries
More time to collect
statistically significant data
and correct the plan of ac...
Recommended minimum monthly budget for
AdWords: $5,000+
The stats for the ‘software development company’ query in the US G...
Google AdWords
Remarketing
#2
Previous visitors or users can see
ads as they browse websites that are
part of the Google Display Network.
1
Reaching peo...
Google AdWords
Gmail
#3
Gmail promoted ads allow
IT companies to target
people receiving Gmail
messages from their direct
competitors (by specifyi...
Bing Search Advertising
(Yahoo & Bing Search Engines)
#4
According to the stats in August
2015, Bing share on the US
search engine market was
20%, giving way only to
Google with i...
Competition is
still high in Bing,
but lower than in
Google
What IT companies should know
Approximate
monthly
budget start...
Email Marketing
#5
Goals
• increasing the number of
touchpoints with decision
makers in prospects'
companies
• acquiring leads
#1 Step
Creating and enhancing the
database of decision-makers
(do not forget about segmentation!) #2 Step
Launching campa...
LinkedIn Advertising
#6
LinkedIn
allows IT companies to target particular decision-makers of any kind by:
Specific company
(Company name)
Industry...
What IT companies should know
CPC bids on LinkedIn start from $2
and rise up to $10 for some
industries.
Social Media
Advertising
#7
We recommend IT software
companies to consider Facebook
and Twitter after they create the
database of decision-makers.
Com...
#8
Inbound Marketing
Inbound marketing works in the long run
and assumes the following:
o IT company creates valuable
personalized content usin...
What IT companies should know
Blogging will be a waste of time without aiming it
at a proper Buyer Persona and their inter...
Guest Blogging
#9
Getting in touch with
reputable bloggers & opinion
leaders (like Mashable and
TechCrunch) and publishing
posts on their we...
Webinars
#10
Webinars enhance
communication with the
company’s target audience by
diving deeply into their interests
and demonstrating ...
There are various ways of getting new customers for IT software
development companies including PPC advertising, social me...
irina@kraftblick.com
www.kraftblick.comPrepared by
Kraftblick team
THANK YOU!
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10 Ways To Get Clients for IT Software Development Companies

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In a real life the ability to deliver “world-changing” IT solutions is not persuasive enough for decision makers to open their corporate wallets. Every IT software development vendor has to promote the expertise of its team!
Kraftblick team has prepared the presentation showcasing 10 ways for IT software development companies to acquire new clients from Internet.

Published in: Marketing
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10 Ways To Get Clients for IT Software Development Companies

  1. 1. 10 WAYS TO GET NEW CLIENTS FOR IT SOFTWARE DEVELOPMENT COMPANY specializes in online marketing for IT companies
  2. 2. Features IT Software Development Market
  3. 3. B2B-orientation Services are provided to other businesses Sales cycle usually lasts 3-12 months The later companies start marketing activities, the more they delay the moment of signing a business contract with a prospect
  4. 4. 4 Feedback from the target audience to improve service offerings, pricing strategy and positioning on the market High-quality traffic convertible into leads Lead generation Marketing Goals
  5. 5. Lead Generation Keypoints
  6. 6. The same marketing tools in the same period of time will bring different results to the largest system integrator IBM and world’s leading retailer Walmart B2B marketing strategies and tactics differ from those used by B2C companies 1
  7. 7. Chances of “winning” 6-figure projects cause bloody competition in the industry, including budget wars 2 $$
  8. 8. Business reality – in which big jackpots are up for grabs – presumes no silver bullets and no genius ideas allowing to outperform competitors instantly and get customers regularly with little or no budget 3
  9. 9. Customer acquisition in the IT industry requires systematic tedious efforts put in various marketing channels and experiments with them 4
  10. 10. 10 Mediums To Consider for IT Software Development Companies
  11. 11. Google AdWords Search Advertising #1
  12. 12. Targeting location = U.S. & Canada Keywords are expensive! (high CPC bids) What IT companies should know
  13. 13. A limited volume of highly tailored queries More time to collect statistically significant data and correct the plan of actions A finite amount of high-quality website traffic
  14. 14. Recommended minimum monthly budget for AdWords: $5,000+ The stats for the ‘software development company’ query in the US Google in SEMrush
  15. 15. Google AdWords Remarketing #2
  16. 16. Previous visitors or users can see ads as they browse websites that are part of the Google Display Network. 1 Reaching people who have visited the website or used the app before Users will see company’s text, image or video ads as they log in to Google account, YouTube or Gmail with their emails. Targeting ads to users from the corporate email database2
  17. 17. Google AdWords Gmail #3
  18. 18. Gmail promoted ads allow IT companies to target people receiving Gmail messages from their direct competitors (by specifying @competitordomain.com as keywords) Goal: «catching» competitors' customers
  19. 19. Bing Search Advertising (Yahoo & Bing Search Engines) #4
  20. 20. According to the stats in August 2015, Bing share on the US search engine market was 20%, giving way only to Google with its 64%. Bing share in Canada and the UK was 6-7%.
  21. 21. Competition is still high in Bing, but lower than in Google What IT companies should know Approximate monthly budget starts from $1,500- $2,000 Targeting location = U.S.
  22. 22. Email Marketing #5
  23. 23. Goals • increasing the number of touchpoints with decision makers in prospects' companies • acquiring leads
  24. 24. #1 Step Creating and enhancing the database of decision-makers (do not forget about segmentation!) #2 Step Launching campaigns: writing privately-colored emails with call-to-action messages #3 Step Analyzing results (Open Rate, Engagement, Response Rate), sending out follow up emails Email Marketing Steps
  25. 25. LinkedIn Advertising #6
  26. 26. LinkedIn allows IT companies to target particular decision-makers of any kind by: Specific company (Company name) Industry (Company Industry) Position, duties and seniority (Job Title, Job Function, Job Seniority) Members of certain LinkedIn groups
  27. 27. What IT companies should know CPC bids on LinkedIn start from $2 and rise up to $10 for some industries.
  28. 28. Social Media Advertising #7
  29. 29. We recommend IT software companies to consider Facebook and Twitter after they create the database of decision-makers. Companies can use their email database to show ads to decision makers while they are browsing through social media. What IT companies should know SOCIAL MEDIA
  30. 30. #8 Inbound Marketing
  31. 31. Inbound marketing works in the long run and assumes the following: o IT company creates valuable personalized content using blog, for example o Content gets distributed by marketing specialists over various marketing channels o Marketing team puts efforts into converting attracted website visitors into leads by gathering their contact information.
  32. 32. What IT companies should know Blogging will be a waste of time without aiming it at a proper Buyer Persona and their interests. Content creation is just one step of the inbound marketing. Companies write and promote blog posts to attract website traffic with a purpose of converting it into leads.
  33. 33. Guest Blogging #9
  34. 34. Getting in touch with reputable bloggers & opinion leaders (like Mashable and TechCrunch) and publishing posts on their websites helps driving the target audience to the company’s own website and has a positive effect on corporate reputation and image. Post topics may cover:  In-depth analysis of the industry trends  Market research with infographics  Unbiased product reviews  Interviews with tech C- level executives  Avoid blatant advertising!
  35. 35. Webinars #10
  36. 36. Webinars enhance communication with the company’s target audience by diving deeply into their interests and demonstrating company’s expertise.
  37. 37. There are various ways of getting new customers for IT software development companies including PPC advertising, social media advertising, email marketing, inbound marketing, guest blogging and others. There’s no silver bullet in lead generation for B2B. Each traffic channel should be used wisely if IT companies do not want to lose money. Also business growth assumes investments and regular marketing activities rather than one- time actions with no or a small budget. The best marketing strategy for IT software development companies would be experimenting with several promotional sources, picking up the most efficient one and scaling it. Thoughts to take with
  38. 38. irina@kraftblick.com www.kraftblick.comPrepared by Kraftblick team THANK YOU!

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