Marketing Strategies for Technology Companies
Every company must market itself to build brand awareness, generate leads, and secure new customers. Without marketing, your potential customers may never see your company in search results when looking for products you provide.
The right marketing strategies for technology companies allow you to reach these prospects through a variety of channels, educate them on how your products match their requirements and create a long-term, mutually beneficial relationship.
So, the question becomes what marketing programs should you deploy? Which strategies will produce the greatest ROI?
Even if you operate on a shoestring budget, you can succeed in your market. Although marketing spending for tech companies is approximately 15% of the total annual budget, you can leverage some strategies without breaking the bank.
The following three strategies have generated the best results for tech companies on a tight budget and helped them reach their performance goals.
Create and Distribute Valuable Content Regularly
Every tech firm needs to develop a broad range of content, including blog posts, articles, white papers, case studies, eBooks, guides, infographics, videos, and more. Whichever media will reach your prospects and get your message across effectively should be the ones you use.
For the greatest success with your content marketing program, you need to get into the mind of your ideal prospect. What issues do they face that your products or services can resolve? How can you communicate these benefits in an interesting way and without subjecting them to an annoying sales pitch?
Anticipate their questions, provide useful information, and help them through the decision-making process. When you understand the buyer’s pain points and purchase journey, you can deliver the right content at the right time using the right channels.
Distribute your content where your ideal prospects are most active. Many B2B technology decision-makers use LinkedIn as a primary social media platform. However, using multiple channels to distribute content can provide the most value for your investment.
Keep in mind your content will also play a role in search engine rankings. A properly optimized piece of content will show up during a search and attract visitors to your website for more information. Then, you can begin to build a relationship.
Publish new content at least weekly, including blogs. Research how often your competition posts new blogs and what topics they cover. If they are successful, you might want to consider following their lead. Also, pay attention to the questions your customers ask. If similar inquiries arise, you should make them the focus of new content.
If you create a significant piece of content, like a white paper or guide, consider requiring an email address in exchange for the download. This tactic can become the basis of your lead nurturing efforts and help keep your company in the prospect’s mind.
Finally, contribute your content to other websites. By sharing your content, you can enhance link building and your site’s SEO. If your content is something another company would find useful, you could benefit from the links back to your site. The more links you receive from quality websites, the more search engines will view you as an authority. You can then improve your rankings for related queries.
Leverage eMail Marketing
Savvy marketing professionals understand email remains a top strategy for technology companies. Compared to other options, managing email marketing campaigns requires one of the lowest financial investments.
The challenge is building an opted in list of subscribers. You can add prospects by collecting emails from content downloads, salespeople contacts, trade shows, events, web inquiries, and more. You can also encourage prospects to contact you by using pop-ups, display ads, and website contact forms. Marketing automation software can help you manage your contacts and segment them based on a variety of criteria.
Your email strategy should involve frequent contact with a targeted message to each segment. Integrating a drip campaign can help move prospects through the sales funnel.
You can cover a broad range of topics, depending on the recipients and where they are in the sales cycle. Sharing industry news, disseminating company information, and educating subscribers are some useful ideas. Eliminate aggressive sales emails. By tying your email strategy into your content marketing program, you will supply information recipients will appreciate.
Use Organic Social Media
Social media platforms, such as LinkedIn, Facebook, Instagram, and Twitter, let you hear from your customers and prospects. You have an opportunity to respond to posts, give advice, and provide value to your followers.
Build your list of followers carefully and segment them based on interests. Your goal is to build relationships, establish credibility, and become a thought leader in your industry. Also, provide customer support when needed. When prospects witness the quality of your public support, they will view your firm favorably and more likely to try your products.
Consider integrating appealing visuals and video to help your posts stand out. The more interesting your posts, the more shares you will likely get. You stand a greater chance of attracting influencers as well. If you draw their attention, you can expand your reach dramatically.
Establishing a following will take time. You will need to tweak who you follow and who follows you to get the right audience. Although time-consuming, organic social media can produce cost-effective results.
To maximize your marketing investment, look for strategies and tools that offer the greatest opportunity to engage potential customers. Your best options will be those that deliver the best results and fit within your budget.
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With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.