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Effective IT Marketing Strategies You Can Afford

5 Affordable IT Marketing Strategies to Reach New Customers

April 14, 2021
4 minutes


From lead generating to getting the most out of content marketing and social media, here are some tactics that will help your tech firm be noticed.

Plenty of IT companies market to target audiences using the wrong channels or strategies. The reason for this is that IT companies mostly need to adopt a B2B (business to business) strategy, instead of the general public that buys a product or service in a B2C (business to customer) tactic.

There are many smart ways an IT company can improve their digital marketing and get to the top search results on search engines, with good planning and using the right marketing channels. Here are some of them.

LinkedIn marketing

As a platform for professionals looking for work and businesses looking for clients and collaboration opportunities, LinkedIn is the best place to advertise if you’re a tech firm. In fact, the top industry on LinkedIn is the information technology industry, according to their internal data and research.


LinkedIn is the best place to advertise for B2B marketing (business to business). The extensive search filters and the general demographic consisting of company owners, managers and decision-makers make LinkedIn the perfect social network to build relationships.

B2B marketers realize the possibility of narrowing down the audiences for lead generation on this platform, by the optimization of factors such as location, number of employees, industry and connections. The marketing automation works the same as any social media platform, but the audience is there simply to do business.

Furthermore, the LinkedIn KPIs or metrics (such as conversion rate, location, demographic, number of views, etc.) make it easy for tracking and retargeting the goals of campaigns to fit the corporate objectives and purpose of each campaign and then relay the findings to ease the job of your sales team.

There are four types of paid ads on Linkedin:

  • Sponsored content
  • Sponsored messaging
  • Text ads
  • Dynamic ads

You can read more about the types and costs of LinkedIn marketing in our comprehensive guide.

But even if running ads on LinkedIn doesn’t fit your budget, your presence on the platform can be of great value. Potential employees can reach out to you, and you can share your progress, knowledge, expertise and projects with a big audience of professionals and like-minded companies.

Learn how to design captivating digital ads

Get inspired by the catchiest and best-designed ads we found.

Lead generation

Lead generation might be a strategy that needs more effort, creativity and design, or even coding knowledge, but it brings a lot of, well, leads!

Through side projects or helpful solutions to your potential client’s issues, you can get their information and re-use their email or other data to target them in marketing campaigns.

Lead generation can be done through webinars, free lectures, e-books, cost calculators (i.e. offering a calculator of how much it costs to get a custom website created), and many other tools or apps that can be of interest to your potential clients.

oh.my Web design cost calculator by WebFX

And since you have a team of developers and web designers, these lead generation campaigns shouldn’t be too hard to realize. A marketing agency or freelancer can help you with the ideation process, but the development itself can be tackled by your team.

Content marketing

As in any other industry,** content marketing can** be a great ally to help your website rank well on search engines, but also to attract people that are at the top of your customer funnel, to keep learning more about your business.

Through sharing expertise, findings, tips and thought leadership, you can help people discover your business, but also acclaim your company’s importance as a part of the IT community. Furthermore, potential customers will see that your team is truly an assembly of experts that can give their five cents on what they specialize in.

Social responsibility campaigns

Instead of paying a lot of money to make your business be seen, why not help someone else save money and save money yourself too?

IT and development services are usually expensive for small businesses and nonprofit organizations. You can help them with your services for free or at an affordable price. By helping small businesses pro bono, or setting up a program for nonprofits, you can get some good press for your business, as well as actually help people.

If you don’t want to give out your services for free, through a hackathon, sponsor developers in training, donate to organizations that help youngsters at risk or girls to pursue a career in IT… There are so many deeds you can do on behalf of the company.

Find out how to build a strong and unique brand

Download our guide to learn all about branding and visual identity

Employer branding

Employer branding refers to the internal marketing and branding strategies, incorporated to make the company be perceived as a good place to work at, that is respected and enjoyed by employees and attracts new potential workers.

The IT industry is incredibly fast-growing and high-quality talent is hard to find. So, take some time to reflect on what your company does best and what makes it a great place to work at.

You would be surprised how different customers, too, perceive companies where employees are happy. At the end of the day, employee satisfaction greatly impacts the effectiveness and productivity of the team.

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Stefanija Tenekedjieva

April 14, 2021

Journalist turned content writer. Based in North Macedonia, aiming to be a digital nomad. Always loved to write, and found my perfect job writing about graphic design, art and creativity. A self-proclaimed film connoisseur, cook and nerd in disguise.