8 Marketing Strategies for Tech Companies
“Businesses and brands that succeed are those that generate real value.”
WHY IS MARKETING IMPORTANT FOR TECH COMPANIES?
Marketing is essential for tech companies to establish their presence in the market, attract and retain customers, differentiate themselves from competitors, and drive revenue. It's a critical component of a tech company's overall business strategy. Good marketing is much more than just having a great product or service. It’s about understanding your target audience and selling them on your brand in ways that resonates with them.
1. Content Marketing: Content marketing plays a crucial role in informing, educating, and explaining concepts to consumers. In the past, this content was predominantly physical, but the digital landscape has made it essential for tech companies. Digital content, including blogs, e-books, how-to guides, and podcasts, is now instrumental in positioning technology and software companies as industry leaders. Blogs, in particular, offer significant benefits for lead generation, as they attract visitors seeking answers to their questions. Marketers who prioritize blogging, according to HubSpot, enjoy a 13x higher return on investment compared to businesses that don't. While a company blog doesn't directly sell products and services, it demonstrates an understanding of customer pain points and offers solutions. Search engine optimized blog and website content also attracts customers organically and supports direct marketing efforts. Digital content marketing, especially through blogs, empowers tech companies to connect with their audience, demonstrate expertise, and ultimately drive business success.
2. Email Marketing: Email marketing is an essential component of your marketing process and sales funnel. In fact, 31% of B2B companies report that email is their top-performing marketing tactic for nurturing leads, especially subscription-based email newsletters that share news about products and promotions with existing customers. Email also provides an easy way to stay in touch with audience interests and track customer engagement. Marketing teams can use email to track digital analytics, such as click-through and open rates. This data lets your team refine its marketing process and target consumers more accurately.
3. Organic Social Media: If you want to grow your brand’s digital presence, organic social media content should be an integral part of your digital marketing strategy. Organic content allows you to build relationships with your target audience and share valuable insights that can't always be found in paid advertisements or promotional campaigns. Organic content allows for honest conversations between brands and customers as long as it's well thought out and targeted to the right audience. By creating meaningful connections with people who are interested in what your business has to offer, you'll be able to use word-of-mouth advertising and potentially increase brand awareness over time. This is especially useful for companies selling complex technology products which require careful consideration before someone makes a purchase.
4. Paid Social Media: Technology brands use paid social media to drive conversions by targeting niche tech audiences likely to be interested in your products and services based on algorithm data. Paid social media campaigns also tend to cost less than pay-per-click (PPC) ads and are more targeted by platform and user activity patterns. For B2B marketing, LinkedIn is the top social media platform, with 80% of all B2B leads originating from there. Additionally, investing in paid social media can help increase website traffic from organic sources and encourage users to share, comment, and click through to other sites. This type of organic traffic is a powerful tool for tech companies, who can use it to boost lead generation and increase conversions.
5. Pay-per-click Marketing: Technology brands use paid social PPC advertising is a digital marketing method where companies pay a fee every time someone clicks on their ad, but effective PPC ads generate substantial revenue that exceeds the small click fee. PPC campaigns are valuable tools for companies to cut through the noise of hyper-competition and drive website traffic.
Since companies pay for this advertising method only when someone clicks through to their website, they don't have to worry about wasting money on impressions that don't result in conversions. PPC allows you to target specific audiences based on the keywords they type into search engines like Google or Bing, so you can reach people who have already expressed interest in finding related products or services. Think of PPC advertising as warm outreach to potential customers rather than cold outreach.
Another great advantage of using PPC ads is that your team can quickly test out different messaging and offers. Marketing teams can create multiple ad campaigns with different copy, landing pages, and keywords that best target a particular audience. This lets marketers measure the performance of each campaign using data analytics to see which worked best and add similar techniques to future ads.
6. Influencer Marketing: Influencer marketing has become an increasingly popular strategy for tech companies looking to grow their presence and increase brand awareness. Nothing builds social capital like having influencers actively promoting your product or service.
Tapping into existing social networks gives tech brands a competitive advantage. By partnering with well-known influencers in the same industry, your team can quickly reach new audiences in ways that traditional advertising can't match. Not only does this help spread the word about your products faster, but it also forms valuable relationships with customers who would otherwise be hard to reach.
Influencer marketing can also help increase the credibility and reputation of a tech brand. When high-profile figures who use your products and services recommend your brand, it helps establish credibility and quality quickly. Influencer conversations surrounding your brand are also more likely to generate organic discussion with their audience, which leads to more users sharing about your brand on social media and engaging with your content.
7. Video Marketing: From live-action to animation, video is one of the most diverse and flexible marketing mediums. Video is an easy-to-consume, visual and memorable format that engages audiences in a way that no other channel can. Put another way, for technology organizations that have a story to tell and an eye on strategic impact, video is the watchword.
8. Website Development: In an increasingly digital world, customer acquisition and retention can be won or lost on any given web page. Modern web users expect seamless experiences, responsive sites, mobile apps and other robust digital solutions. Technology brands’ site functionality and build should operate in tandem to create a seamless user experience, while the site design and copy should guide users to take desired actions and make obvious how to achieve their goals. A simple web technique to leverage in 2022 is providing answers to frequently asked customer questions about your product on your website.
“How strongly people believe in an organization and its basic precepts weighs heavily on success.”
Begin building your strategies today:
To increase sales, marketing technology companies must invest efforts to fully understand their customer. From understanding needs and value drivers to speaking their language and earning their trust, leveraging the voice of the consumer in marketing efforts is critical to the success, and increase in sales, of every technology.
At Quillio Studio, developing brand-leading strategies is what we do.
To accelerate your growth, define your brand direction, introduce a greater environment for collaboration, and source new opportunities, get in touch for a free consultation and brand audit with us.
