Lead Generation in the IT Industry

by Jan 16, 2017B2B Lead Generation, Outbound Marketing

Lead Generation in the IT Industry

Every industry is different, and what may work for the construction industry, for example, may not work for IT. Lead generation varies from industry to industry, and from target group to target group. To make sure you’re creating the right campaigns for the IT industry, it’s important to note how the industry functions.

Let’s start with the fundamentals, what is lead generation?

“Lead generation is the process of collecting names and contact information about qualified prospects which will be contacted by the salespeople for generating orders. It usually involves direct response advertising and telemarketing.”

[Business Dictionary]

This means that instead of calling people randomly, the sales team have a list of people who already showed interest in your products/services. These leads can come from many places:

Organisations will use the information collected to personalise the communication with the prospect/lead.

What type of information do organisations ask for?

Neil Patel

Neil Patel

This is an example of Neil Patel’s landing page. Neil Patel is a sales and marketing expert, labelled as a genius by the likes of Forbes and Entrepreneur magazine. On this landing page, he offered a free webinar to teach business owners how to gain an audience. This online marketing training was free, but attendees had to insert their details to gain access to the live webinar.

What details did they provide? They had to give their:

  • Name and surname
  • Location
  • Email address

These attendees are what we call leads. With their information, Neil can send customised marketing campaigns to make them purchase other similar products or services.

Smart? We thought so too.

Now this is only one way of generating leads, as mentioned before, there are other ways. Let’s explore them:

Blogs, EBooks etc. – You can generate leads by writing an informative and helpful blog, and then at the end of the blog prompt the reader to give you some information if they want to receive more tips straight to their mailbox. Another way is to “lock” certain content and require an email address to unlock it.

Offers – You can host a giveaway or competition, in return for a few details. The offer must be of value to the reader, don’t offer ice to an Eskimo for example.

Social Media – You can generate leads through social media campaigns, ads or other content.

How does lead generation differ in IT?

The main difference in the IT industry is the target market. In general, most users in this industry frequent social media and emails. Therefore, you should take this into account when developing your campaigns.

Fortunately, social media and email are the most affordable ways to market to an audience.

Generate leads using social media

There are four ways to generate IT leads using social media:

#1Answering Questions

Social media platforms work with hashtags, which you can use to answer questions and appear like an expert. For example, if you’re in the IT industry, simply searching for posts with #IT or #Technology can help you to see what everyone is saying about the subject. Replying to these posts can result in a larger discussion, and ultimately in more leads.

The goal here is to redirect users to your landing page, where they can fill in their information for your lead pipeline. Of course, you must use these social media platforms strategically to achieve this. One way is to simply say, “We want to help you further with this issue, download our free eBook on this topic from our website. Here’s the link”. When the user clicks the link, they are redirected to your landing page with the free eBook download that requires their information to unlock.

Make sure you first keep the conversation going before pointing them to your landing page. This will require spending time on your computer, but luckily, there are companies like SnappSales that can do that for you.

#2 Joining Groups

One of the most understated way of generating leads is through groups. The best thing about a group is you know that everyone there has the same objective. Groups are the social media equivalent of an exclusive club, become part of the club and you’re one step into generating more leads.

Groups work well on Facebook and LinkedIn. To find a group, simply search the topic in the search bar. Click on groups and you will see all the relevant information pop up.

Tip: Join a group that already has many members if you want to maximise your time online. Post in the group at least twice a week and respond to other posts. Life is all about making valuable connections, and business is no different.

#3 Posting Videos

There is no denying the value of video content. According to Forrester Research, the value of 1 minute of video is that of 1.8 million words. If you haven’t yet created a video, you better start moving.

Content that works best in videos are:

  • Quick tips
  • How to’s
  • Basics in…

These types of videos will help your audience solve a problem while keeping them entertained. You can either direct them to your landing page after the video or request their details to unlock the video. Either way, you generate more leads for your business.

#4 Posting Other Content

Apart from videos, you can also post other content such as blogs, pictures, statuses and motivations. These are all good ways to generate more leads for your IT business. Remember, the goal is always to point them to your landing page so that you can collect their details.

Generate leads using email

Another great way to generate leads in the IT industry is through email. Just send a whole bunch of emails to a list and you will get responses because everyone reads their email, right?

Well, yes and no. People read selected emails. There is so much junk that comes into mailboxes that prevents most users from seeing valuable marketing campaigns. Emails that get noticed are those with catchy subject lines.

But before we get into that, let’ talk about how you will receive these email addresses.

A good way to receive email addresses can be through:

  • Referrals
  • Landing Pages
  • Blogs
  • Offers

Here, you will only require the reader to give you their email address. Once you’ve received their email address, you can start sending email campaigns.

To write good email campaigns, read our posts here (Email Marketing Tips for a Compelling Campaign)(How to Build an Effective Email List)