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What tasks are solved by the marketing department of the IT-company
More and more foreign investors are showing interest in Ukrainian IT-companies, but the deal often does not come to fruition. One of the reasons is the lack of a clear strategy for attracting customers. In order for the business to develop, it is necessary to properly organize the marketing department of the IT-company. It is no less important for the technological sphere than for others.
The first thing to begin with is to determine the target audience and the essence of the product that is offered to it. In order to draw up buyer personas, or a portrait of the client, it is necessary to understand who he is – a marketing director, an investor, a business manager. Then it is necessary to determine what tasks can be solved for the client with the product or service offered by the company. Here you should also take into account the segmentation of the audience, and the main emphasis should be placed on the needs of customers.
Understanding the specifics of customers, their needs and the anticipated benefits of the product, marketers begin to develop a value proposition. Its main task is to demonstrate the benefits of the company and its services to the potential customer. Alexander Osterwalder’s value proposition canvas is considered to be a popular way to compose a document. In this case, the main points are defined:
- Job-to-be-done. This item includes a list of tasks that the company’s product will help with.
- Pains. Here they describe the client’s problems in the process of finding the right product.
- Gains. The advantages of the offered product compared to competitors, its positive qualities that perfectly fit the customer’s needs.
However, defining the target audience and creating a value proposition are not the only responsibilities of the marketing department in IT. The division promotes the product and the company as a whole and uses various digital tools for this purpose. An effective approach is search engine optimization, which allows an increase in organic traffic.
Contextual advertising provides an opportunity to introduce the product to a large number of people.
Social networks are a great tool to promote a product. Their popularity makes it possible to conduct large-scale advertising campaigns, attracting Influencers and bloggers. In addition, having a page in various social networks is an additional plus for the developer. Its active maintenance and proper promotion allows you to attract a large number of subscribers to the products, demonstrate their benefits and create a positive image of the company. You should also not forget about PR-tools and native advertising, which work well.
However, it should be understood that the launch of one tool will not bring the desired result, it is necessary to use a comprehensive approach. This can be the creation of special content for attracting leads or a personalized impact on the most promising companies in terms of cooperation. In any case, the work of the marketing department should be consistent and have clear objectives and goals.