6 Ways Your Website Is Ruining Your IT Marketing Efforts
6 Ways Your Website Is Ruining Your IT Marketing Efforts. Here’s How To Fix It.
As someone who works in an IT company, it isn’t completely far fetched to assume that you have more knowledge than most about how to create a good website for your business.
You probably understand what is required to create a well designed website, and what features are essential to make your site as user friendly as possible.
One thing that many IT company directors and other senior members seem to forget, however, is the features that can make or break your marketing efforts.
The truth is, when IT companies are competing against many different companies, your website needs to positively impact your marketing method, whether your marketing methods directly involve the website itself or not.
Here are six ways that you could potentially be ruining your IT marketing efforts with your website, as well as how you can fix this.
Not Utilizing Data Visualisation Techniques
As an IT company, it may be tempting to spout about your achievements on your website in several, long paragraphs.
This is extremely counterproductive as people want to find information as quickly as possible, and they are unlikely to hold attention long enough to read your posts.
Instead, use data visualisation techniques to display the most important information that you have already used in your other marketing methods.
This will promote your site, increase engagement, and encourage a higher conversion rate because people will find the information they need quickly.
Releasing Random Content Not Relevant To Your Sales Funnel
If content marketing is something you’ve just introduced into your marketing strategy, you’d be forgiven for struggling to understand what you should be writing about.
Writing about things without direction, however, is one of the biggest B2B marketing mistakes you can make.
Instead, it is crucial that you create content that satisfies customers throughout all three stages of your sales funnels process, continuing on with the marketing efforts you’ve put in using other methods.
Relying On Old Content To Bring In Traffic
Some IT companies will create a few pieces of content that provide masses of information to their audience and leave it at that.
The truth is, however, that search engines prefers websites that are consistently being updated to provide renewed value to their audience.
By relying on old content, you are also damaging marketing efforts as there is no proof you are keeping up with the latest trends in the IT industry.
Instead, break big topics into smaller ones, and see what similar companies are writing about to gather inspiration for your own website.
Not Checking Regularly For Broken Links
Another thing that Google dislikes is broken links.
It isn’t enough for you to create a blog post, add useful links from the internet, and never check them again.
If a customer clicks on a link that is no longer working, however, they may not stay around long enough to convert into a customer due to frustration at not being able to find the information they need.
Instead, use a broken link generator to find broken links, or manually check your blog posts regularly and remove links that no longer lead anywhere.
Not Targeting Your Website Towards Your Target Audience
A big part of your marketing efforts will be focused on gaining the interest of your target audience, and this shouldn’t stop once people reach your website.
Far too many IT companies will focus on what appeals to the masses, which leads to confusion from your target audience, who aren’t sure what your speciality actually is.
To fix this, Digital Authority Partners recommends focusing on understanding your content, creating white papers, and targeted landing pages that directly resonate with your audience and let them know that you are an expert in your field.
Focusing On Traffic But Not Conversions
Keeping track of your analytics is important, but not knowing which ones to focus on as an IT company can be a big problem.
While overall traffic is something you should be monitoring, you need to pay more attention to how much of your traffic is converting.
If the number is low, you may want to think about changing the marketing methods that draw customers into the website to increase conversions and more strictly following your sales funnel method.
As an IT company, it isn’t good enough to create a solid marketing campaign without the right website to back it up.
You need to make sure that you are paying attention to key things, like how you display your information and your conversion rates, to makes sure you’re doing all you can to be successful.
Luckily, the mistakes most commonly made are easily fixable, and often don’t take up a lot of valuable resources that you have dedicated towards other things.