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Successful IT Marketing

Succesvolle IT marketing

Strategies and tips to grow your IT business

As a Managed Service Provider (MSP) in the IT industry, you understand that marketing is not just a helpful addition but an essential part of your business growth and development. The IT market is dynamic and highly competitive. It’s a world where innovation and technological advancements are the norm, which only increases the importance of effective marketing.

However, we all know that lead generation can be challenging, especially in IT. Promoting an IT company requires a unique approach. It requires a thorough understanding of both technology and your customers’ needs. In addition, you must consider the constantly changing trends and technological developments that affect customer demand.

In this article, we want to get you started on these challenges. We will share some of the most effective marketing strategies and tips for the ICT sector. Our goal is to provide you with tools to help you increase the visibility of your business, expand your customer base and ultimately grow your business. So, whether you need help finding the right marketing strategy or looking for new ways to refine your current approach, this blog post offers valuable insights. Let’s explore the road to success together!

Define target group

A. The importance of knowing your customers

It’s all about understanding your customers. Understanding your target group’s needs, problems, and priorities will help you develop attractive and relevant solutions. Take the time to talk to your customers and collect and analyse their feedback. You can continually improve and adapt your services by staying abreast of their changing needs.

B. Segmentation and targeting

  1. B2B vs B2C,
    As an MSP, it is likely that you will work primarily with other businesses (B2B), but this does not mean that you should completely rule out the possibility of working with individual consumers (B2C). Both market segments have unique needs and require different approaches in your marketing strategy.
  2. Industries and niches
    In addition to B2B and B2C segmentation, it is also useful to think about the specific industries or niches your customers are in. For example, a healthcare client’s needs may differ significantly from those of a financial services client.

C. Defining your ideal customer

Instead of targeting broad market segments, it can be much more effective to focus on your ‘ideal customer’. This client is a perfect fit for your company’s service offering. Defining your ideal customer can help you focus your marketing efforts and ensure the best return on investment (ROI).

Start by analysing your current customer base. Who are your most profitable customers? Which customers are the most satisfied? What do these customers have in common?

Consider factors such as company size, industry, location, technology needs and budget. But also consider less tangible factors such as corporate culture, values, and strategic goals. Want to know more? Read our blog: Where is your new customer?

Defining your ideal customer will give you a clear picture of who you are trying to attract. This can help you refine your marketing messages and strategies and give your business direction as you pursue new growth opportunities. If you would like to know more about finding your ideal client read our article: Selling Your Value to New Clients.

Marketing strategy and plan for successful lead generation

A. Set goals and KPIs

Before you start planning your marketing activities, it is essential to set clear goals. These goals should be both ambitious and achievable. They can relate to increasing your brand awareness, attracting new customers, increasing customer satisfaction or improving customer retention. When setting goals, it is helpful to follow the SMART principle: Specific, Measurable, Acceptable, Realistic, and Time-bound.

Next, you need to establish KPIs (Key Performance Indicators) to measure your progress towards these goals. For example, this could be the number of new leads, conversion rate, customer attrition rate, or average customer value.

Tip: Regularly check your progress and adjust your strategy based on the results. Use data and analytics to make informed decisions.

B. Marketing strategies to consider

  1. Content
    Content is a powerful way to provide value to your target audience and demonstrate your expertise in the IT industry. This can range from blog articles and white papers to videos and webinars.

    : Create content that helps your target audience solve their problems. This is how you position yourself as a reliable source of information.
  2. Email
    Email is an effective tool for communicating directly with your target audience. It’s a great way to promote new products or services, build customer loyalty and nurture leads.Tip: Make sure your emails provide value and are not too sales-oriented. Consider using personalisation to increase the relevance of your messages.
  3. Social media
    Social media provides a platform to promote your business, interact with customers and share valuable content. By Social Media, you should think of LinkedIn, Twitter, Instagram or Facebook.
    Tip: Choose the social media channels that are most relevant to your target audience. Try to share interactive content and respond quickly to questions or comments.
  4. Search engine optimization (SEO)
    SEO is essential to increase your company’s online visibility. Optimizing your website and content can help it rank higher on search engines like Google.Tip: Focus on creating quality content around relevant keywords, and make sure your website is fast, mobile-friendly, and easy to navigate.
  5. Events and Networking Opportunities
    Events, such as conferences and seminars, are great opportunities to promote your brand, build relationships, and meet potential customers.Tip: Prepare well for events – know who you want to meet and what you want to discuss.: Bereid je goed voor op evenementen – weet wie je wilt ontmoeten en wat je wilt bespreken. Then follow up with the people you meet to strengthen the relationship.

C. Creating a marketing plan and budget

With your goals, KPIs and strategies clearly defined, the next step is to create a detailed marketing plan. This plan should describe what actions you will take, who is responsible for each, and when these actions will occur. It is also essential to set a clear budget. This will help you manage your finances effectively and ensure you have a sufficient budget to achieve your marketing goals. In addition, good alignment with Sales and Portfolio is the big difference between successful and less successful MSPs. Please read our article: Successful Customer Acquisition, to find out how best to do this interplay.

Tip: Stick to your plan, but be flexible. The world of IT is changing rapidly, and it is essential to adapt your plan as circumstances change. Also, be sure to set aside adequate resources for unexpected marketing opportunities.

Content for successful lead generation in IT

A. The benefits of content for IT companies

Content is a critical component of online success and plays a central role in lead generation for IT companies. It provides an opportunity to demonstrate your expertise, build trust with new customers and improve your online presence. By sharing valuable and relevant content, you can attract potential customers, pique their interest and lead them through the sales funnel.

Tip: When creating content, always keep your ideal customer’s needs and interests in mind. What are their biggest challenges? How can you help them overcome them? Want to know more read our blog: Selling Your Value to New Customers.

B. Types of content to consider

  1. Blog articles and white papers
    Blog articles and white papers can allow you to go deep into complex IT topics, discuss trends, and provide detailed solutions to specific problems.Tip: Use relevant keywords in your blog articles and white papers to improve your SEO and generate more organic traffic to your website.
  2. Videos and webinars
    Videos and webinars can be an engaging way to demonstrate complex topics and engage your audience. They also offer the opportunity to showcase your expertise and answer customer questions directly. Tip: Promote your videos and webinars in advance via email and social media to increase participation. Also, consider making the recordings available to people who cannot attend.
  3. Infographics and interactive content
    Infographics and interactive content can help simplify complex information and present it in a visually appealing way.Tip: Use infographics to visualize statistics or processes. Interactive content, such as quizzes or interactive diagrams, can help increase engagement.
  4. User surveys and testimonials
    User surveys and testimonials can be powerful proof of the value of your services and can help gain the trust of potential customers.Tip: Ask your happy customers to write a testimonial and share it on your website and social media channels. User surveys can also give you valuable insights to improve your services.

C. Content promotion and distribution

It’s not enough to create great content – you also need to actively promote and distribute it to make sure it reaches your target audience. This can be through email, social media, SEO, and even paid advertising.

Tip: Create a content promotion plan that describes how and where you will promote each type of content. This can help you coordinate your efforts and ensure that your content has the most significant possible impact.

The goal of your content strategy should be to attract and engage your ideal customer, ultimately generating leads and driving your sales. By offering a diverse range of high-quality content, you position yourself as a reliable source of information in the IT sector, increase your online visibility, and increase your chances of attracting new customers and retaining existing ones.

Email Marketing for IT companies

A. Building an e-mail list

An essential part of an effective online strategy is building a robust email list. This list is your direct line to potential customers and provides a platform to share valuable content and updates regularly.

Tip: You can start building your email list by putting a newsletter subscription form on your website. Offer something valuable in exchange for a visitor’s e-mail address, such as a free whitepaper, a discount code, or access to exclusive content.

B. Types of e-mails to send

  1. Newsletters
    A newsletter is a great way to regularly engage with your audience, share updates, and showcase your expertise.Tip: Make your newsletters informative and valuable – this is not a place for a hard sell. Use them to share valuable tips, highlight relevant content and provide updates on your business.
  2. Announcements and promotions
    When you launch a new service or have a special promotion, a targeted email can be the best way to spread the news. Tip: Don’t forget to include a clear call to action in your announcements and promotional emails. What do you want the reader to do after reading the e-mail?
  3. Nurturing and follow-up e-mails
    E-mails can also be an effective way to nurture leads and push them further into the sales funnel. This can help support the work of your sales team and can ultimately lead to more sales.Tip: Make sure you have a systematic approach to follow-up emails. This can be as simple as sending a thank-you note after a meeting or offering additional information after a query.

C. Personalisation and segmentation

Personalization and segmentation are crucial in email marketing. It helps you be more relevant to your audience, which can lead to higher open rates, more clicks and ultimately, more conversions.

Tip: Use your email marketing software to add automatic personalisation (for example, by including the recipient’s name in the salutation). Segment your email list based on factors such as interests, behaviour or stage in the sales funnel to communicate in a more targeted and relevant way.

Email is a powerful tool in your online marketing arsenal and can help you generate and nurture leads. By focusing on building your list, sending valuable emails, and personalising your communications, you can strengthen your relationship with your target audience

and ultimately drive your sales and growth.

With a well-considered e-mail marketing strategy, you stay in touch with your target audience, keep them engaged with your brand and provide them with valuable information that helps them achieve their goals. And remember, every e-mail is an opportunity to demonstrate your expertise, build trust and bring your prospects one step closer to a purchase decision. So make the most of these opportunities and use email as a powerful tool for generating leads and growing your IT business.

Social Media Marketing for successful IT Marketing

A. Choosing the right social media platforms

In the world of social media, the difference between successful and less successful campaigns can often be traced to choosing the right platforms. Where is your target audience located? On which platforms are they most active and engaged? These are essential questions when choosing the right social media platforms for your IT business.

Tip: Conduct thorough research on your ideal customer. For example, if you discover that your target audience is mainly active on LinkedIn, this platform should be the focus of your social media strategy. On the other hand, if you find that your target audience prefers visual content, Instagram or Pinterest may be a better choice.

B. Creating a social media strategy

Creating a social media strategy is crucial for success. Without a well-thought-out plan and clear goals, your social media presence can become random and disjointed and may not be as successful as you would like.

Tip: Decide what you want to achieve with social media marketing. Want to increase brand awareness? Generate leads? Offer customer service? Your goals will guide your strategy and tactics. Set KPIs to measure the performance of your social media activities.

C. Tips and tricks for engaging your audience

Engaging your audience on social media is an art in itself. It’s about finding the right balance between promotion and valuable content, between talking and listening.

Tip: Be authentic and interactive. Use social media to start conversations, answer questions and get feedback. Nothing indicates that you care about your customers more than when you take the time to respond and engage in a dialogue.

In addition, don’t forget to diversify your content. Mix and match different types of content – from blog posts and how-to videos to infographics and customer testimonials. This will keep your audience captivated and ensure you stand out in the increasingly crowded social media feeds.

Finally, consider that social media can be an excellent channel to generate leads through paid ads and organic interactions. By sharing valuable content, engaging with your audience, and constantly refining your social media marketing strategy, you can lead your IT company on the road to success.

Search engine optimisation (SEO) for IT

A. The benefits of an optimised website

An optimised website is a powerful asset in the digital landscape. It can make the difference between a successful and a less successful organisation, especially in the IT sector, where competition is fierce. A website optimised for search engines attracts high-quality traffic, improves user experience and contributes to your online visibility and brand reputation. Moreover, SEO can play a vital role in your inbound marketing strategy by generating organic leads and paving the way for growth and success.

Tip: Invest in a thorough SEO audit of your website to evaluate its current performance and identify opportunities for improvement.

B. SEO for Successful IT Marketing

There are two significant differences between successful IT companies and the rest regarding SEO: the quality of their content and the effectiveness of their SEO practices. Here are the three main areas of SEO you need to pay attention to:

  1. On-page SEO
    On-page SEO focuses on optimising the content and HTML source code of a page. This includes keyword research, optimizing title tags, meta descriptions and URLs, and producing high-quality, relevant content. Tip: Use tools like Google Keyword Planner or SEMrush to find relevant keywords for your content. Make sure your title tags and meta descriptions contain your keywords and are attractive to users.
  2. Off-page SEO
    Off-page SEO refers to the activities you carry out outside your website to improve your ranking in search engines. This includes link building, social media, and influencers.Tip: Develop a link building strategy where you generate quality backlinks to your website. One way to do this is to write guest blogs for relevant websites in your sector.
  3. Technical SEO
    Technical SEO refers to the infrastructure of your website, such as the site architecture, the mobile version of your website, and the speed of your site.Tip: Make sure your website is mobile-friendly and loads quickly, as these are important ranking factors for Google. Use tools like Google’s Mobile-Friendly Test and PageSpeed Insights to monitor your site’s performance.

C. Measuring your SEO success

As with any marketing strategy, it is essential to measure your SEO success to know if your efforts are paying off.

Tip: Use tools like Google Analytics and Google Search Console to understand your traffic sources, the performance of your individual pages, the keywords you rank for, and much more. This data can help you refine and optimise your SEO strategy for even better results.


In the competitive landscape of the IT sector, an effective marketing strategy is crucial to your success. Understanding your target audience and implementing targeted marketing strategies is the key to generating leads and driving the growth of your IT business.

A strong focus on the various facets of marketing, such as content marketing, email marketing, social media marketing and SEO, can make a significant difference in lead generation. Any effort you make in this direction, from creating relevant and valuable content to building a solid presence on social media, can lead to increased online visibility, more website visitors and, ultimately, an increase in leads.

The tips and strategies presented in this article suggest that many approaches guarantee success. The most effective marketing strategies for your IT business will depend on your specific goals, target audience, and available resources. However, by continuously testing, measuring and adapting, you can develop a strategy that moves your business forward.

At Force21, we are ready to support you in these endeavours. Feel free to contact us if you need help developing your marketing strategy, lead generation or any other challenge facing your IT business. If you want to know more, read our Marketing page.


Do you want to know more or have a talk? Plan a call with Thijs van Hofwegen, the founder of Force21.

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