In this article, you’ll find 18 best marketing strategies for software companies and IT businesses from the technology experts at Malinovsky Marketing Agency.
Every minute you spend reading will be your investment, not a waste of time.
- Marketing Strategy for an IT Business: Key Tools
- Website
- SEO (Search Engine Optimization)
- PPC (Pay-Per-Click) Advertising
- YouTube Advertising
- Content Marketing
- Media and Public Relations (PR)
- Social Media
- Marketplaces for Finding Business Services
- Forums
- SERM (Search Engine Reputation Management)
- Email Marketing
- Direct Sales
- Exhibitions and Conferences
- Partnership
- Lead Nurturing Strategy
- Contribute to Open-Source Projects
- Influencer Marketing
- Inbound/Outbound
- How to Build Best Marketing Strategies for Software Companies?
- Conclusion on Marketing Strategies for IT Companies
Do you know the company Netflix? Netflix was launched in 1997 as a humble DVD rental company, but since 2005, its strategy has changed as interest in DVDs declined. Adapting to the changing times, Netflix is now the leading streaming giant. The idea behind the company’s founding hasn’t changed — movies. What has changed? Marketing strategy is the actions that lead to success.
Strategy drives a company’s performance.
Digital marketing strategies for IT companies require focused actions to achieve your goals. So stay focused and develop a clear information technology marketing plan.
Set SMART goals. Understand your clients and evaluate your resources: finances, time and team. This will lay the foundation of marketing for software companies.
Develop a strategy now, save time later.
Follow your digital marketing plan for a software company. If you don’t stick to it, you will waste time and money without achieving your goal.
Marketing Strategy for an IT Business: Key Tools
You have identified your assets, desired results and target client groups. The next step is to identify marketing tools that fit your company’s parameters and combine them properly.
How to compose a detailed description of the parameters of you as a company and your target audience read our article “How to get clients for a software development company?”.
Let’s take a look at the tools for creating a marketing strategy for an IT company.
Website
A website is not just a tool. It is the digital face of your business.
If you’re a software company, your website is an example of your work.
A well-designed, user-friendly website makes a strong impression and inspires trust with clients and search engines alike. If you want your website to strengthen your online business, it should not be a one-page website. Recommended website structure:
- Home
- Services
- Custom Web Development
- Mobile Development
- Solutions
- CRM Development
- Food Delivery App development
- Industries
- Fintech
- Healthcare
- Real Estate
- Technologies
- Python
- Ruby on Rails
- React.js
- React Native
- Case Studies
- Case 1
- Case 2
- About
- Blog
- Article 1
- Article 2
- Contact Us
A good website is an essential element of marketing strategies for IT companies. For example, ScienceSoft is an example of a well-structured website. Allocate separate pages for each Service, Solution, Technology or Industry to increase search engine rankings.
The content of the site is about you, your services, your case studies, and forms the users’ opinion of your company.
An important tool for website promotion and contact with your target audience is a useful active blog. Share valuable ideas, trends in the industry, talk about your knowledge and experience. Stake on the quality of information in your blog.
A successful website should be SEO-optimized for search engines. Follow the rules, consider the specifics of SEO for software development companies, and set up analytics.
SEO (Search Engine Optimization)
SEO is the process of optimizing a website to increase its visibility in search engines. Most people turn to Google when looking for information. The search engine is available on all devices. Everyone uses it for different queries, including your potential clients. They may use Google or even Bing to find companies that can fulfill their software needs.
According to Google Keyword Planner, the query “custom software development company” is searched for by 1,300 people per month in the United States.
Appearing at the top of search results increases your visibility. When interested users see that your website ranks high in search results, there is a high probability that they will become your clients. Users generally trust websites that rank well.
The website of ScienceSoft, a large technology company, ranks fourth for the search term “custom software development company”:
The screenshot above shows data from ScienceSoft, a giant in the development industry. They attract up to 2,000 people from the US to their “software development company” page for 130 keywords. To optimize your ranking, gather keywords relevant to your business. With proper promotion, a spot at the top of the lists can be yours. Use SEO as a crucial foundation for a marketing strategy for IT business.
PPC (Pay-Per-Click) Advertising
PPC is an advertising model where you pay for each click on your ad.
There are different kinds of advertising — Search Ads, Display Ads, and others. Search Ads work similarly to SEO.
Let’s take the same query, “custom software development company”. You can attract traffic to your website for this query by placing advertisements in search engines (PPC) above the organic search results.
You choose the keywords on which your ad will appear. Payment is made only when users click on your ad and land on your website.
Marketing strategies for software companies, like PPC, give quicker results than SEO. The moment you start running your ad, you start receiving clients. Whereas in SEO, it takes time to get results. But SEO is beneficial for the long run.
Display Campaigns in Google Ads or Bing Ads will display your ad on selected websites. They also allow you to target particular audiences’ interests, gender, and age. Users are taken directly to your site once they click on one of your graphic ads.
PPC Ads is a swift and efficient start. Acquiring leads through it reinforces your confidence in the potential of SEO. This will make it easier for you to make decisions regarding long-term investments in SEO.
PPC allows for quick lead acquisition and marketing ROI. You can then reinvest those funds.
Spend to earn.
YouTube Advertising
YouTube isn’t just for videos—it’s a powerful platform for use in a marketing strategy for an IT company. Being the second most used search engine, it reaches billions of people monthly, making it ideal for targeting potential software clients.
Video content is more engaging for users, and it can explain complex software ideas with better clarity.
YouTube attracts a more visually inclined audience. You can customize your ad based on demographics, client interests, search history, and even specific YouTube channels.
While its huge reach and its flexibility are beyond dispute, be aware of the downsides: ad skipping, viewer fatigue, and production costs. So think carefully about your marketing ideas.
Options encompass in-stream ads with skip functions, non-skippable ads, bumpers, display ads, and more.
Drive traffic through search engine advertising, targeting users searching for your services. After visitors leave your website, use YouTube ads to get them back onto your business with retargeting.
YouTube ads are particularly effective for startups and SaaS.
Content Marketing
A well-thought-out content marketing funnel, creating valuable content, sharing it with your target audience, and connecting with potential clients on a regular basis is what a content marketing strategy is all about.
Blog, articles, videos, e-books or other formats, this strategy allows you to showcase your authority, create demand and turn visitors into clients.
For example, you’re currently reading a successful content marketing article. You’re looking for information on effective marketing strategies for software companies. Imagine that your clients are also seeking solutions to their problems through technology companies and can find you as an expert in their area of interest.
The decision-making process of clients for ordering development services is rather long. Anticipate their questions and concerns, even if they aren’t directly asked. Go into detailed descriptions of how your services can be of help. More value you provide, more credible and memorable your user will find you.
Examples of articles by digital marketing agency Malinovsky for technology companies:
- Why Choose React Native in 2023.
- What Is a Fair Ruby on Rails Developer Hourly Rate?
- How to Make a Food Delivery App From Scratch.
Media and Public Relations (PR)
Leveraging media and PR can bring your software development company into the limelight. Effective PR initiatives develop your brand’s exposure, trustworthiness, and reach to clients.
Your audience has certain media tastes, and we know them.
The content on your blog isn’t just for your site-they can appear in prestigious platforms like Forbes.
For example, you could write an article about how developers can increase e-commerce sales. Publishing your work in these types of magazines helps reach your target audience, as discussed in our previous content strategy discussions.
Samples of pieces tech firms have posted on Forbes:
Social Media
Social media is an excellent tool for a marketing strategy for a startup software company as well as for established enterprises. Social media platforms offer opportunities to build professional and business connections, share content, establish authority, and find potential clients.
We are certain that LinkedIn, Facebook, and Twitter are most effective for tech companies. Other social networks have a limited impact in the B2B segment.
Social media isn’t just about a company’s profile; it’s about its people. By promoting key personnel on LinkedIn, you can expand your network and attract potential clients. Just as search engines evaluate information based on the E-E-A-T philosophy, the same principles are important to your clients. E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness.
Your profile should depict you as an experienced and reliable professional. Show who you are friends with, that you are quoted, how you attend conferences, and win awards. It is important for your client to understand who they are trusting with their money. When a client is planning a serious project, they are serious about choosing a contractor as well.
Marketplaces for Finding Business Services
There are specialized platforms like Clutch, GoodFirms that spotlight tech companies by bringing clients to them.
More than 100,000 technology companies are listed in the Clutch directory alone. And the total traffic of the site is 1.5 million visits per month.
Listing on these platforms amplifies your online footprint. The reviews on these platforms are verified by the platform itself to ensure that the information is authentic. Such platforms have ratings and awards, and receiving them also increases the credibility of your company in the eyes of potential clients. Clutch is known for its rigorous verification process and genuine client reviews. When software companies publish case studies on Clutch, it increases their credibility and builds trust with potential clients.
When clients search for software services on Google, Clutch and GoodFirms often dominate top spots. Remember the screenshots from the SEO section? You will note that Clutch was one of the first results:
Platforms like Clutch and GoodFirms give software development companies increased visibility and third-party verification, attracting potential clients. They also offer paid placement for top rankings (sponsored).
Whether you choose a free profile or a paid listing, having your company featured on Clutch is already a significant addition to marketing strategies for software companies.
Forums
Discussion boards offer a venue to tackle inquiries related to your proficiency and promote links to your site or pertinent pages displaying your goods and services. When your answers resonate with forum participants, they may explore these links further, enhancing lead acquisition and the chance of sealing transactions.
By scrutinizing forum dialogues, you can identify client hurdles and adjust your products or services to fit. This understanding can mold your promotional tactics.
Discussion platforms also present a chance to evaluate rival feedback and measure their expertise.
An example of a Quora forum discussion on behalf of software companies:
SERM (Search Engine Reputation Management)
SERM (Search Engine Reputation Management) is a strategy for building your brand’s reputation in search results. It involves actively monitoring and managing your online reputation by optimizing positive content and removing negative mentions.
Reviews can have a significant impact on your reputation. Popular sources of reviews include Google Business, Clutch, Goodfirms, social media, and recruiting platforms like Glassdoor and Indeed.
Imagine researching a company profile by typing “Hyperlink InfoSystem reviews” into Google:
If you see a company rating below 4 stars, do you want to contact them? And if you encounter negative employee reviews, wouldn’t you wonder about the atmosphere in the company? You are looking for a partner for a pleasant long-term relationship, so you consider all available information when making a decision. Every detail is important.
A robust online reputation attracts new clients, builds trust, and differentiates you from competitors.
SERM tactics encompass search engine optimization (SEO), content creation, review management, social media monitoring, and engagement with industry influencers and experts.
Focusing on detailed, positive feedback from clients is crucial. This consistency helps build your standing in the feedback marketplace.
One particular skill is to establish such a level of interaction with clients that they voluntarily leave positive reviews even without your request.
Email Marketing
Email marketing is another tool in marketing strategies for software companies. It is a strategy of using email campaigns to communicate with your audience. By creating personalized and information-rich emails, you retain clients, maintain communication, and gain new clients.
Email marketing could be a part of your content strategy for your client base.
Let your clients know when new articles have been published on your blog.
If your client base is limited, it can be expanded. For instance, if e-commerce stores are your target, collect their contacts and send newsletters with valuable insights or exclusive offers.
For sales, sequential emails can be effective.
Email sequence examples:
- Introduction of value proposition.
- Invite to product demo.
- Practical case-study, testimonials, call to action.
Direct Sales
Direct sales entail personal talks with potential clients to sell products or services. Through such personal discussions, salespeople understand what clients like and identify certain challenges and desires. This would also drive home the company’s commitment to meeting each client’s individual needs with customized software solutions.
For loyal clients, direct sales excel at selling add-on features or services by leveraging the established rapport. You might suggest updating a website or software that would greatly improve efficiency. Sometimes, while engaging with the client, they might bring up their concerns, affording you the opportunity to address them with future solutions.
If the matter involves direct sales to prospective clients, then target the firms that already have a product to be improved.
Perhaps a future client does not have some kind of tool. On the other hand, through the analysis, you will be able to say not only with words but also with numbers that they do need the software. With the potential client, you can spend time and attention by preparing a particular proposal, pointing out what can be improved and how. This would be a nice touch and demonstrate your commitment right from the very first contact.
Maintaining a balanced and non-pushy sales approach is crucial in direct sales. As technology gets better, virtual meetings, web demos, and interactive presentations are making long-distance clients easier to connect with, conquering the physical barriers. The skills and character of the salesperson play a big role in the results of direct sales.
Tools like LinkedIn, email marketing, and conferences can amplify direct sales efforts. Combine tools to strengthen your marketing strategy for software development companies.
Exhibitions and Conferences
Industry exhibitions and conferences are significant for finding prospective clients, developing alliances, and showcasing products.
Trade shows and conferences build a very positive outlook for your company in people’s minds who cross your brand.
Events can be either free or paid. It is so important in our rapid-moving world to be aware of recent technological solutions and know the latest industry news. You need to hear experts’ opinions and count on your own. Of course, you won’t get new clients every time, but sometimes you will meet investors or make beneficial connections for the future. Or sometimes, you may just find people whom you are able to help.
Schedule of some of the largest conferences:
| Conference | Date |
|---|---|
| CES | January 6–9, 2025 |
| SXSW | March 7–16, 2025 |
| Google Cloud Next | April 2025 (TBA) |
| RSA Conference | May 5–9, 2025 |
| Microsoft Build | May 2025 (TBA) |
| Apple WWDC | June 2025 (TBA) |
| Black Hat USA | August 2–7, 2025 |
| Dreamforce | September 2025 (TBA) |
| TechCrunch Disrupt | September 2025 (TBA) |
| AWS re:Invent | November 30 — December 5, 2025 |
Partnership
Collaborating with industry peers amplifies your reach and visibility. For example, a partnership with a marketing firm can open up opportunities for new clients, as their clients may also require your services. Such partnerships simplify transitions. Insights from your partner about the client streamline communication, bolstering the relationship and expediting results. Endorsements like these foster trust swiftly.
To identify potential partners, consider platforms like Clutch, which aggregates company data.
Large software development companies can also be very valuable clients. They often outsource significant parts of big projects.
Working for a renowned client in software development may bring extensive experience. The plus here is that you will not need to work directly with the client. Your client will be a development company like yours. It is much easier to find a common language, and if you prove your skills, you can get regular orders.
Lead Nurturing Strategy
A client nurturing strategy is an ongoing process of attracting potential clients. It involves reaching out to those who are not yet familiar with your services and developing relationships with existing clients. The sooner these relationships are established, the faster the sales in the future.
Educate your potential clients. Educate them via blogs, white papers, client success stories, webinars, and software tutorials. Demonstrate how your experience will help solve their problems, enhance business operations, and remove unwanted complexity.
What clients may be concerned about:
- Not sure about the benefits of technology.
- Development cost too high.
- Data security concern.
- Uncertain developer qualifications.
- Lack of confidence in development company’s reliability.
- Fear of having possible miscommunication with the developers.
- And more.
Not every consumer of your content will become a client, but spreading your message and positive reviews can attract new business. Happy clients or readers often refer new ones.
You can offer existing clients additional services you haven’t provided before. For example, encourage them to update their software regularly. Or you can recommend upgrades that will make their operations more efficient and smooth. And don’t forget about app security. Like insurance, it’s often overlooked until something goes wrong.
Marketing for software companies doesn’t end once a contract is signed with a client.
Maintain client relationships before, during, and after each project.
Contribute to Open-Source Projects
Contributing to open-source projects enhances your company’s reputation in the software community. The contribution showcases your expertise and builds trust. Your company is synonymous with quality when working on notable projects, thus increasing visibility on your website and expanding your audience.
Engaging with global developers also sparks new software marketing ideas and collaboration opportunities.
Influencer Marketing
Let the influencers your target audience trusts talk about you.
Imagine influential figures whom your target audience respects and admires. When these influencers share their experiences with your company, it goes beyond typical advertising. It is like a real recommendation to your future clients, and they will be interested in finding out more about your company, products, and services.
The power of influencer marketing lies in the fact that it can take away doubts about your company from potential clients.
Suppose you read about the startup Eyeware Tech. Would you want to learn more? Now, what if Elon Musk mentioned Eyeware Tech?
Influencer marketing isn’t solely about reaching a wide audience. It’s about reaching the right one.
Identify the influential personas that resonate with your target audience and collaborate with them to create engaging and powerful content.
EPAM Systems is a global leader in software development solutions and digital platforms. The company cooperates with highly influential people who know everything about technology and how it will continue to affect different industries. These individuals are highly recognized professionals in their fields. For example, the EPAM podcast includes Bruce Schneier, an American cryptographer, author, and computer security professional.
Or podcasts and mentions of the company EPAM by Lynn M. Revenburg, MBA – Managing Director North American Insurance Advisory Lead.
Salesforce, a leading name in client relationship management (CRM) software, incorporates influencer marketing into their software development marketing strategies. They collaborate with influential industry trailblazers, analysts, and consultants. Michael Krigsman, an industry analyst, speaker, and host of the CXOTalk show, has welcomed Salesforce executives and specialists onto his show. Together, they discussed Salesforce products, client success stories, and industry dynamics.
An influencer isn’t strictly an individual. Companies can act as influencers for one another. Organizing or joining collective events facilitates audience sharing.
Seek out those who can bridge you to your audience and whom you can mutually benefit.
The people and companies you find today will shape your tomorrow.
Inbound/Outbound
Inbound and Outbound are the strategies for their combination of tools in IT industry marketing.
Inbound marketing is a kind of magnet that attracts clients to your business. You will let them come to you without your proactive pursuit. This inbound approach includes blogging, engaging in social media, SEO, and creating great content. Give them insight and build trust for when the time comes they’ll be looking to choose your solution.
Conversely, outbound marketing is like a superhero with a megaphone, announcing its presence. It’s about delivering your message to a broad audience, hoping to capture attention. Outbound tactics include cold calling and email marketing, which are about reaching many people, regardless of their current interest or buying readiness.
To maximize impact, many firms blend both strategies.
Balance the best marketing strategies for software companies according to business goals and target audience needs.
How to Build Best Marketing Strategies for Software Companies?
A marketing strategy for an IT business involves effectively combining various tools.
To choose the proper tools, identify the resources of the company – finance, time, personnel – the business’s current market position and the point at which you want to arrive. SWOT analysis for a software development company can help you with this.
In our work with clients, we are often faced with limited resources, but that doesn’t mean effective marketing strategies for IT companies aren’t available. A case in point is the promotion of Celadon in the UAE.
The Celadon project had constraints such as budget, staffing constraints, and time. This action plan was hinging on available resources. We researched the market, developed our website, launched Google Ads, and secured our first clients. Profits from these clients were reinvested into marketing. A portion of the budget targeted SEO and local placements in the UAE because such placements can be more cost-effective. After three months, we achieved our first organic conversions, and at the end of the year, the company brought in 200 qualified leads. Therefore, with consistent effort in a strategic manner, the goals were accomplished within the given budget.
Results can be achieved with any resources, the main thing is to build the right marketing strategy.
Choosing specific tools helps create a customized digital marketing strategy for software companies. To realize your vision, you’ll need a team comprising marketers, SEO experts, seasoned copywriters, and other professionals. Assembling and training this in-house team requires time, which can extend the client acquisition timeline.
Although your clients may hire some in-house developers, it is often more effective to involve an external team that is dedicated specifically to the project. This is the same in marketing. Opting for those who are already experienced in the upcoming tasks is a wise choice.
Conclusion on Marketing Strategies for IT Companies
You have explored our guide to proven marketing strategies. You might have tried various marketing methods or are just starting to explore marketing strategy for software development companies. It’s not about using all strategies, but picking and blending the right ones. This blend can be tricky due to factors like resources, competitors, and market shifts.
Grasping industry nuances is vital.
If hiring and strategy-building seem daunting, lean on experts with a track record in your sector.
With us, you get a marketing plan tailored to your needs.
