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Marketing Strategies for IT Companies & How to Write a Marketing Plan + Template


IT companies have a unique set of marketing challenges. The products and services that IT companies offer are often complex and difficult for the average consumer to understand. Finally, most IT companies sell to other businesses, so they need to create marketing campaigns targeting other businesses.

The good news is that there are several effective marketing strategies for IT companies.

As the owner of an IT business, you know that having a good marketing plan is essential to your success. After all, without customers, your business will not survive.

But what goes into a good marketing plan? Below, we will go over some of the key components of a successful marketing plan for an IT business.


Key Components of an IT Marketing Plan

A great marketing plan has eleven sections as follows:

  1. Executive Summary
  2. Target Market Segments
  3. Unique Selling Proposition (USP)
  4. Pricing and Positioning Strategy
  5. Distribution Strategy
  6. Offers
  7. Marketing Materials
  8. Promotions Strategy
  9. Digital Marketing Plan
  10. Conversion, Referral, and Retention Strategy
  11. Financial Projections

We provide more detail for each of these key components below.


Executive Summary

The executive summary is a brief overview of your entire marketing plan. It should include your overview information from the other sections, such as your target market, unique selling proposition, key promotions strategies, and financial projections.


Target Market Segments

When marketing an IT company, it is important to identify your target market segments. Who are your most likely customers? Consider factors such as age, gender, income, location, and lifestyle when determining your target market segments.

For example, an IT business’ customers may include small businesses, large businesses, or even individual consumers.

Break down each of these segments by considering their needs, wants, and pain points. For example, the needs of an IT business’ customers may include wanting to increase their productivity or improve their customer service.

By understanding your target market segments, you will be better equipped to create marketing messages that resonate with them.


Unique Selling Proposition

Your unique selling proposition (USP) is what sets your IT business apart from other IT businesses. What do you offer that nobody else does?

For example, your USP may be that you offer the most comprehensive IT support in the industry or that you have the most experienced team of IT professionals.

No matter what your USP is, make sure it is clear in your marketing materials. Your clients/customers should be able to see immediately what makes you different from the other business in their area.


Pricing and Positioning Strategy

Your pricing and positioning strategy will be determined by your target market segments and your unique selling proposition.

For example, if you are targeting small businesses, you may want to position yourself as the most affordable option. On the other hand, if you are targeting large businesses, you may want to position yourself as the premium option.

No matter what your positioning strategy is, make sure your pricing strategy is competitive. Consider conducting a market analysis to see what other IT businesses with which you compete are charging for similar offerings.


Distribution Strategy

Your distribution strategy will determine how you get your products and services into the hands of your target market segments. There are several options available to IT businesses, including online, brick-and-mortar, and direct sales.

Consider what distribution method makes the most sense for your business and your target market segments. For example, if you are selling products that require installation, you may need to use a brick-and-mortar or direct sales approach. On the other hand, if you are selling digital products or services, an online approach may be best.

No matter what distribution strategy you use, make sure it is efficient and cost-effective.

Your distribution strategy documents how customers will buy from you. For example, will they buy directly from you in-person? Will they buy online? Will they purchase from your partners, distributors, etc. 



Providing offers through your business is a great way to entice customers to make a purchase. Consider offering discounts for first-time buyers or loyalty rewards for frequent customers. 

For an IT company, some offer ideas including a free consultation or a discount on services.

Your offers should be designed to meet the needs of your target market segments. For example, if you are targeting small businesses, you may want to offer a package deal that includes several different IT services. On the other hand, if you are targeting individual consumers, you may want to offer a discount on your services.


Marketing Materials

Your marketing materials should be based on your unique selling proposition and target market segments. They should be designed to grab attention and generate interest in your business.

Some of the marketing materials you might want to create include product brochures, flyers, and website banners. You will also want to make sure your branding is strong and consistent across all of your marketing materials.


Promotions Strategy

Your promotions strategy includes the methods you will use to attract new customers. It should generate excitement and encourage customers to try your business. 

IT businesses should consider the following promotional strategies:

  1. Host a contest or giveaway on social media.
  2. Offer a free consultation to potential clients.
  3. Create a blog and share industry news and insights.
  4. Give a presentation at a local business association meeting.
  5. Sponsor a technology event or panel discussion.
  6. Distribute flyers in high-traffic areas.
  7. Advertise in local publications.
  8. Create an email marketing campaign.
  9. Participate in tradeshows and conferences.
  10. Leverage online directories and review sites.


Digital Marketing Plan

In today’s digital age, it’s important to have a solid digital marketing plan. This will help you reach a wider audience and drive more traffic to your business.

Some of the digital marketing tactics you might want to use include search engine optimization (SEO), pay-per-click advertising, social media marketing, and email marketing. You will also want to make sure your website is mobile-friendly and easy to navigate.

IT businesses should consider the following digital marketing strategies:

  1. Search engine optimization (SEO)
  2. Pay-per-click advertising
  3. Social media marketing
  4. Email marketing
  5. Website design and development
  6. Mobile marketing
  7. Online reputation management
  8. Display advertising
  9. Video marketing
  10. Content marketing


Conversion, Referral, and Retention Strategy

Your conversion, referral, and retention strategy should be designed to keep customers coming back. Consider offering loyalty rewards, discounts for referrals, and other incentives to encourage customers to continue using your business.

You will also want to make sure your customer service is top-notch. Respond quickly to any complaints or concerns, and always go above and beyond to exceed customer expectations.

IT businesses should consider the following conversion, referral, and retention strategies:

  1. Offer loyalty rewards or discounts for referrals.
  2. Provide excellent customer service.
  3. Send thank you notes or emails after each transaction.
  4. Follow up with customers after they use your services.
  5. Keep your promises and deliver on your commitments.
  6. Ask for feedback and take it to heart.


Financial Projections

Last but not least, you will need to create financial projections for your business. This will help you track your progress and ensure you are on track to meet your goals.

The key information to include in these financial projections are your monthly marketing expenditures and expected sales. Be sure to update your projections on a regular basis to reflect any changes in your business.

Financial projections for a startup IT business may include:

  • Monthly marketing expenditures
  • Expected sales
  • Number of new customers
  • Sales goals
  • Profitability goals



By following these steps, you can develop a quality marketing plan that will help you successfully launch and grow your IT business. Remember to be creative, think outside the box, and always put your customers first. With a little hard work and dedication, you will be well on your way to success!