Lead Generation

10 Lead Generation Strategies for IT Companies

 August 23, 2020

By  Elie Vigile

Wouldn’t it be great if you could spend less time chasing leads and more time building your business itself? If you could find a way to passively generate leads rather than having to look for them actively?

Finding leads is a time-consuming process, and it doesn’t always result in sales. But without new leads, your growth potential is severely restricted, and your business will begin to stagnate. We’ve been there, and we know the frustration, but we’ve come through the process having learned the most effective ways for IT companies in the US to generate leads.

Now we want to help you do the same and grow your business, so we’ve put together the ten best lead generation strategies for IT companies.

1)Understand your ideal client’s pain points

You can have the greatest products and services for the best price in your industry, but it won’t matter unless the customer realizes they need it.

The first and most crucial step in generating leads and driving sales for any business is determining who your ideal client is. Identify who your prospects are, what brings people to your site, and the problems they need to be solved. Developing this client persona will help you tailor your marketing approach, ensuring your content is relevant to the audience most likely to become leads.

Once you know who they are, their goals, and the challenges they face, you have a list of their “pain points.” Highlight these pain points, why it’s essential to address them, and then explain how your service is the solution.

2) Create thought leadership content

People don’t always go online looking to hire services; they go looking for information. During the process, if they come across a service that solves a problem more easily than they can, then they may buy. But they must believe that your product is worth the spend.

If your prospects are looking for information, they will visit several sites in their search, including your competitors’. However, by providing high-level content relevant to IT, you can differentiate yourself from the competition.

Thought leadership content establishes you as an authority in the industry and builds your audience’s trust in your expertise. For any content that you post to be considered “thought leadership,” it needs to be targeted to the right audience, accurate, valuable, and educational.

By providing valuable information that meets your potential clients’ needs, you present your company as a worthwhile opportunity.

3) Optimize landing pages

Your landing page is the client’s first interaction with your company, so you want to make sure you make a good impression. It should represent your company’s brand, provide clear information about your services, and be easy to navigate. You can’t generate leads if they are struggling to find information, your layout is confusing, or your site isn’t optimized for mobile browsing.

To capture your leads’ interest and hold them on your page, make sure that you have attention-grabbing headlines. Remember to include a distinct Call To Action; never assume that your lead will know how to take the next step if they are interested in hiring your company.

Don’t underestimate the power of a live chat feature; a prospect may only be a few questions away from becoming a lead. Having the live chat feature available on your home page lowers the barriers for them to reach out and ask questions in a casual conversation, rather than navigating to “contact us.”

4) Use video marketing to its full potential.

Videos are a compelling marketing tool. When given the option to learn through reading or video, most people prefer video. A well-scripted and polished video is one of the most effective ways of converting leads and will make your company look professional.

Videos only need to be about a minute long, so keep it short, and focus on your targeted leads.

Grab their attention, address their pain points, explain your solution, and provide a call to action. Be as clear, engaging, and creative as possible to capture their interest, and convert leads.

5) Recognize LinkedIn’s business potential

Using networking sites and social media is a great way to generate leads. It gets your company in front of people, establishes you as relevant, and, best of all, approachable. If people can interact with your company on these platforms, conversations they start can lead to sales.

Before you launch an account on each of the platforms, it pays to know the different demographics they cater to. Running multiple social media pages takes up time and resources, so focus on where your target market hangs out – businesses don’t scroll through Instagram looking for new software.

When it comes to IT and business to business lead generation, LinkedIn is the best networking platform. Join groups and contribute to discussion boards, providing helpful resources and information. Just don’t use it as a sales pitch: the purpose is to establish you as an IT authority, so that leads come to you.

6) Use current customers to generate more leads.

One of the best resources that your business has for generating more leads is your current customers. Each customer who’s had a positive experience with your IT company and services can generate leads for you. Customer reviews and referrals are incredibly powerful and heavily influence other prospects’ decisions on whether to use a business.

You can actively take advantage of this by setting up a referral program, providing your customers with the incentive to refer others to your company. When you put the right referral programs in place, you’ll set up a ripple effect: referrals become leads and customers who refer others.

7) The power of product comparisons

Product comparisons allow you to see the pros and cons of different products, compare features and services, and significantly aid the decision-making process. Providing one on your site makes it a lot easier for the consumer to determine the best option and simplify the buying process.

Give the comparisons a layout that’s easy to read, and makes it clear what the differences are between products or service. For Software-as-a-service providers especially, comparison tables are a highly effective strategy for helping leads choose which level service is the perfect fit for them. If they can look at the table and see the service that perfectly matches their needs, it reduces the barriers to making a purchase.

8) Increase the level of customer service

People want to know that they matter – providing excellent customer service from the beginning of their interaction with you is an effective way to generate leads. Don’t allow your company to become too busy to walk new leads through any questions they may have, regardless of how difficult or easy they may be.

Resist the temptation just to send them a link to the page of information that answers their questions.

Instead, if you take the time to communicate with your leads, you build relationships that will influence their purchasing decision. If they’re looking into solutions from more than one IT company, and you take the time to engage, then you’re the company that they will trust and invest in.

9) Provide an in-depth answer to a difficult or commonly asked question

If you can provide a comprehensive answer to a difficult question, you establish yourself as a thought leader and an authority in the IT industry. Answering commonly asked questions will boost your ranking in search engines, putting your company in front of more leads. The key to getting the best result for your content is to write it in a way that your target market will understand.

If you’re answering a question for businesses looking to hire an IT company because they aren’t technologically savvy, writing a detailed answer containing technobabble won’t be of any help.

By writing content that even a 7th grader can understand, you demonstrate that you know enough about the topic to simplify it, and clearly explain it. It inspires confidence in your leads that you’ll be able to provide the service they need with clear lines of communication.

10) Use Co-marketing to your advantage.

Creating marketing campaigns to extend your reach is expensive, but what if there was a way to cut costs and reach further? There is, with co-marketing. By building strategic relationships with other companies and organizations, you can use co-marketing to share the campaign price and reach new markets.

But won’t sharing a marketing campaign with another company create leads for the competition?

Not if you work with a company within your industry that isn’t a direct competitor. You each have similar prospects, but don’t offer the same products or services. By creating a marketing campaign together, both companies gain reach and leads.

A further benefit of co-marketing is trust by association. The company you partner with already has a client base built on trust, their association with you influences that client base to trust you over your competitors.


Developing strategies for lead generation is far more effective than spending your time chasing leads manually. Every business is different, and you may find that some of the strategies listed above work better for you than others, but all will require some degree of time and work. Whichever one you get started on, stick with it, be prepared to learn and tweak aspects as you go until you start seeing the results you want.

At 1800 copier, we specialize in helping IT companies in the US generate more traffic, leads, and sales, taking care of your marketing so that you can focus on your business growth. If you’d like to learn more about our services and how we can boost your lead generation, get in touch today, we’d love to help.

Elie Vigile

I help copier dealers turn their website and online presence into a lead generation machine using our custom marketing system which allows them to save money on advertising and bring in a new flow of customers without having to constantly rely on their sales team.

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