Top 3 Mistakes IT Companies Make in Digital Marketing

The very first mistake is neglecting SEO, as it's a slow process.

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SEO often gets deprioritized by IT companies, with more focus on paid ads or direct outreach.

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But by overlooking SEO, companies miss out on substantial organic traffic and long-term brand visibility.

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Consider the case of HubSpot, which invested heavily in SEO through educational content and blog posts.

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By targeting high-ranking keywords relevant to their industry, HubSpot generated millions of monthly organic visitors, with 75% of their blog traffic coming from search engines.

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This consistent SEO focus helped HubSpot capture qualified leads more cost-effectively than paid ads.

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The second mistake is failing to adapt content for different stage of the buyer's journey.

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Many IT companies make the mistake of crafting only technical or product-centric content, missing out on prospects in the early and mid-stages of the buyer’s journey.

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Cisco is a prime example of a company that successfully tailors its content to different stages.

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Cisco’s blog features articles on broad IT topics (top of the funnel), case studies and whitepapers (middle of the funnel), and detailed product information (bottom of the funnel).

This approach helps them nurture leads by gradually addressing pain points, establishing credibility, and guiding prospects toward conversion.

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The third big mistake is failing to leverage social proof—like testimonials, case studies, and user-generated content—can cost IT companies a significant amount of trust and credibility.

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Research from Nielsen shows that 92% of consumers trust recommendations from others, even people they don’t know, over traditional ads, making social proof a crucial trust-building tool.

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Salesforce effectively incorporates customer stories and video testimonials on its website and social channels.

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These case studies show real-world success stories and highlight how Salesforce has solved similar problems for other companies, offering reassurance to new prospects.

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This strategic use of social proof has been instrumental in maintaining their status as a top cloud solution provider.

For a detailed discussion on how, intelligence marketing can help your business, reach out to us on seosouq.com today.