7 Best Marketing Strategies for Tech Companies
Technology companies like yours need to develop effective marketing strategies to generate the type of leads that convert into sales. Although getting started may seem difficult at first, you can easily set educating and informing your audience as your general mission.
To achieve those goals, you need to engage in the following seven marketing tactics. These will help you maximize the results you get from the time and money you spend on marketing.
Most buying cycles, at some point, involve the internet. For instance, when people have a problem, they might visit a search engine to look for a solution. Similarly, many businesses and individuals who need equipment will go online to learn about products.
Needless to say, many shoppers only consider brands that they can find online. This makes it necessary for you to make sure that they can find you. In most cases, you use a website and blog to host your content.
Of course, content marketing involves more than blindly creating content. It involves a careful assessment of the needs of your audience and creating content that meets those needs.
Rather than trying to “bait” people by publishing content with keywords that get noticed in search engine results, create content that solves real-world problems and satisfies real desires, without requiring a purchase.
Such a commitment to useful content will position your brand as being trustworthy while demonstrating that you prioritize people above profits. Of course, successful content marketing will result in long-term relationships that lead to sales.
Generally, you should publish original content that addresses every stage of the sales cycle. Also, be sure to use multiple formats, including video, images and text. That way, you can maximize the utility of your website to diverse audiences.
Technology consumers often lack the knowledge and experience needed to make smart choices. They know that. They also understand the bias that is inherent to branded marketing messages.
For these reasons, shoppers often depend on expert opinions from influential people.
Such “influencers” have established themselves as experienced and successful industry players and have built large numbers of followers. As a result, influencers have become go-to sources for information that can help buyers choose the best products and services.
Technology companies are aware of the power of influencers and look for ways to win influencer endorsements and recommendations. With such credibility in the marketplace, brands gain an advantage over competitors while dramatically expanding brand awareness.
To get your brand noticed by influencers, you should first understand the people who comprise your target market. Find out what personalities they admire and what online platforms they prefer. Also, learn about their needs, challenges and desires.
Ultimately, the effort you spend getting noticed by the right experts, blogs and publications will build your credibility. Also, influencer marketing will give you access to large influencer audiences that you otherwise might never reach.
Give customers a chance to meet the people behind your brand by attending industry events. This tactic also gives prospective buyers an in-person experience with your products and services. For startups, events provide a venue for establishing a presence in the marketplace.
When you attend an event, be sure to present the things that will make potential clients say, “Wow!”. These might include cutting-edge technology that you’ve developed or innovative products. Of course, your team and brand story also have enough value to attract attention.
Regardless of whether you attend a trade show or sponsor your own event, be sure to offer educational opportunities. For example, you should have plenty of accessible information on hand so interested customers can learn more.
Also, your team can hold breakout sessions that include product demonstrations and roundtable discussions. Such workshops can help establish the competence of your firm and give you a chance to earn media exposure.
Most of all, be sure to have a booth or other mechanism in place for collecting and managing leads. As part of the collection process, be sure to distinguish general leads from those who specifically request a direct follow-up.
Email Marketing and Marketing Automation
Make your marketing effort sustainable and predictable by building your email list. This practice gives you a direct line of communication between your tech company and your customers and prospects. Also, email marketing can insulate your brand from changes to external platforms such as social networks and search engines.
Needless to say, creating and managing an email list can become challenging, especially when it includes thousands of contacts. Fortunately, there are many tools available that can automate many tasks and help you build an effective sales pipeline.
Marketing automation can also help you segment your list, increase personalization and add intelligence to your email campaigns. As a result, you can send the right message to the right people at the right time, thus dramatically boosting the effectiveness of your work.
Even with the right tools, email marketing presents challenges. For starters, getting noticed in cluttered inboxes can often seem impossible. Also, creating enough high-quality, valuable content can tax the human resources available to your firm.
To get the best results, be sure to avoid being overly pushy. Do this by sharing tips and providing other educational content along with your pitches and special offers. Email and marketing automation are extremely cost-effective tools and can offer impressive returns on investment.
Paid online advertising gives you another affordable and effective way to reach your customers. Among the top networks, those operated by Google and Facebook usually offer the largest audiences and, therefore, opportunities.
On Facebook, ads can drive subscribers as well as traffic to your website. Facebook has a robust targeting system that helps you define who sees your ads. Also, the platform provides outstanding reporting and analytics tools that help you measure and tweak your results.
For the most part, advertising with Google costs more than with Facebook and lacks the precision that Facebook offers. Still, the powerful A/B testing features Google offers makes it easy to find out what designs and messages get the best results.
Google also provides retargeting features that expose website visitors to your brand after they have left. Retargeting is effective because it reconnects with people who have already expressed an interest in the products and services that you offer.
Social Media Marketing
The popularity of social networks makes them ideal platforms for marketing your brand. Regardless of whether you operate a B2B or B2C company, you’ll find that social media helps you connect and engage with your target market.
Get started with social media by realizing its potential for developing relationships. So, rather than constantly pitching sales, use your social media profiles to share valuable information and expertise. As time passes, people will begin to regard your brand as their source for solutions.
Ideally, your social media content will inspire users to share your content with others, increasing brand recognition and awareness. Furthermore, by sharing your expertise, you can assume a position of leadership within your industry and thereby inspire confidence and win sales.
As you engage people on social media, be sure to be a team player. In addition to sharing your own content, share content posted by your followers. Also, lighten the mood by sharing entertaining content, as well as material that personally interests you.
To effectively use social media, be sure to choose the platforms that your target market prefers. Also, post content in various formats, including video, graphics and text. Let the human element of your business shine and tell a story that reflects the personality and values of your brand.
Fast internet connections and high-resolution mobile and desktop devices make video a potent marketing tool.
Rather than reading blocks of boring text, many people would rather watch a short, entertaining video. In addition to being more fun, video content can be more effective. For example, rather than writing about how to do something, you can show it to people.
Video can also be an effective tool for taking prospects and customers “behind the scenes” of your tech company and introduce them to your team. Additionally, you can produce short videos that document customers' journeys and experiences.
Look for creative ways to leverage video content. For example, live streams via Facebook, YouTube and other services give you opportunities for impromptu interactions with your audience. Additionally, you can broadcast live and recorded webinars and online events such as product rollouts.
Market studies show that the most effective types of video content include testimonials, tutorials and product demonstrations. Still, you should always look for new ways to use video to add value to your customers.
Now that you’ve learned good marketing strategies for tech companies, put them to use. Meanwhile, always remember to look for and try other new tactics. A little trial and error can help you achieve fantastic results.
Eric Gordon is an independent business development and marketing specialist for SMEs. He loves sharing his insights and experience to assist business owners in growing their revenues. You can find Eric on Twitter @ericdavidgordon