In a crowded IT marketplace, making sure your brand is front and centre can be a challenging feat.
The ever-evolving algorithms of Google and LinkedIn make it difficult to ensure your prospects can easily find you. For smaller and less established organisations, it is not uncommon to be overshadowed by the bigger, more well-known brands, which are often treated more favourably – coming out on top even when they don’t fit the exact search criteria. This makes it increasingly difficult for smaller businesses to be found by prospects, putting them at a distinct disadvantage.
According to research from B2B Stars, almost half of small and medium-sized businesses (SMBs) (48%) in the UK say the biggest challenge they face is a lack of visibility compared to larger competitors. Further to this, almost three-quarters (74%) say their business struggles to get visibility online from the likes of Google and LinkedIn, with 45% putting this down to rules and algorithms changing too often and being hard to follow.
For IT companies, this lack of exposure can severely impact growth and customer acquisition. However, by adopting strategic approaches, IT SMBs can level the playing field and ensure they get more than just a moment in the spotlight.
The importance of a strong digital presence
One key strategy to improving brand visibility is maintaining a consistent, accurate and up-to-date digital presence. This means ensuring that business profiles, websites and social media accounts are regularly refreshed with the latest information. When digital profiles are neglected or contain outdated details, it can lead to missed opportunities or even harm a business’ reputation. An accurate, active online presence makes it easier for potential clients to find your business, fostering trust in a market where technical expertise and reliability are paramount.
In the IT industry, where credibility is essential, showcasing your company’s strengths through updated information, such as accreditations and industry recognition, is a surefire way to stand out. Not only does it create a positive first impression, but it also ensures your business stays relevant in search rankings, which can often be dominated by larger companies.
Meaningful engagement with customers and prospects
Actively engaging with customers and partners is another effective way to gain visibility. This means businesses need to ensure they have a presence in the spaces in which their customers operate. Community-driven platforms provide a forum through which businesses can meaningfully engage with their customers and prospects.
Encouraging satisfied clients to use these platforms to leave positive, authentic reviews and share their experiences also helps build a company’s reputation, especially when competing against larger companies that may dominate in search rankings. Star ratings can act as a quick snapshot of these relationships and a business’ reputation – helping IT SMBs to stand out in the crowd. Together, these reviews and star ratings act as powerful social proof, reinforcing the credibility of a business’ IT solutions and services.
Monitoring and responding to online feedback is equally important. Engaging with both positive and negative reviews demonstrates a commitment to customer satisfaction and fosters a sense of community around your brand. IT companies that take the time to address concerns or highlight success stories can stand out as responsive and trustworthy, even when competing against larger players.
Data-driven dominance
In addition to managing their own digital presence, IT companies can gain a competitive edge by leveraging tools that provide insights into other businesses. Access to accurate and comprehensive data about prospects, partners or competitors allows companies to identify the right businesses to target, improving efficiency in their outreach efforts. This approach helps IT SMBs make informed decisions about how to engage with the market, which can lead to better visibility and stronger business relationships.
Equal opportunity in a crowded market
The competitive landscape of the IT marketplace will always present challenges, especially for SMBs trying to gain visibility. But by maintaining a strong digital presence, engaging with customers and partners in meaningful ways, and leveraging data to inform business decisions, IT SMBs can carve out a space for themselves.
In a world where larger companies often dominate due to sheer size and access to resources, these strategies offer a way to compete on equal terms. Success in today’s digital landscape requires more than just a moment in the spotlight – it demands sustained engagement, building credibility and the ability to foster lasting relationships. This is more than just a strategy; it’s a game-changer that will redefine the success of SMBs in the IT industry, ensuring long-term growth and stability in an increasingly competitive market.
About the Author
Raffaele Apostoliti is CEO at B2B Stars. B2B Stars is the only B2B platform that enables companies to find and connect with suppliers and clients based on trustworthy criteria. All companies with at least 10 employees registered in the covered markets are already visible in the platform and they can claim their Company Page and update relevant information. The result? A unique opportunity to find, connect and engage with trustworthy partners in business.
