Technology Marketing Strategies and Tactics That Work

June 15, 2021
Technology Marketing Strategies and Tactics That Work

The technology industry is always evolving each year. The customer’s needs and possibilities are promptly developing, and there are always new competitors hidden in the corner. So, when talking about the marketing strategy for the technology companies. It is not about a one size fits all strategy, but rather about constantly accommodate to the ever-changing market. Some of the most effective latest marketing strategies that one need to achieve on technology companies, which act as the building blocks where you can expand with other tactics and strategies are such as –     

Influencer Marketing

Technology consumers often require the knowledge and experience needed to make smart choices. They also understand the bias that is essential to branded marketing messages. For these reasons, shoppers often depend on expert assessments from influential people. Such influencers have entrenched themselves as experienced and successful industry players and have built large numbers of followers. As a result of this, influencers have become go-to sources for information that can benefit buyers to choose the best products and services.

Technology companies are aware of the power of influencers and look for ways to win influencer endorsements and endorsements. With such credibility in the marketplace, brands gain an asset over competitors while dramatically bolster brand awareness. To get your brand noticed by the influencers, you should first understand the people who encompass your target market. Find out what personalities they appreciate and what online platforms did they prefer. Apart from all these, you also require to learn about their needs, challenges, and desires. 

Ultimately, the effort you spend getting noticed by the right experts, blogs, and publications will frame your credibility. Besides all these, influencer marketing will give you admittance to the large influencer audiences you otherwise might never reach out to.

Inbound Marketing

It is no secret that inbound marketing has been the most prominent and effective marketing strategy in recent years. Yet, arguably it is even more crucial and prevalent in technology companies, with the key industry players such as Hub Spot, Moz, and Kiss Metrics are just examples of those who have a strong inbound marketing existence. In technology companies, you are not selling physical products, and so gaining customer’s trust can be problematic. This is why establishing yourself as a thought expert or leader of your industry is extremely crucial. While inbound marketing can be a complex and large topic on its own, the overall process can be broken down into just three steps such as –

Content Development 

Inbound marketing is all about frequently publishing relevant, high-quality content. So, content development is the essence of the overall inbound marketing strategy. This can be a complex process on its own, but to start, your content you need to target the relevant keywords with enough search volume and with sufficient length. According to the report of Backlinko, content that ranked well on Google averaged has a word length of 1,890 words.

Promoting Your Content 

In inbound marketing, SEO is the primary way to bolster your content, gaining exposure and reach by ranking well on Google or other search engines. Besides SEO we can also use other approaches such as social media and influencer marketing to boost the content. 

Lead Capture

Your content reader won’t bring much value to your business unless you can adequately capture them as the leads. This is why we should have appropriate CTAs and lead capture forms. The most common practice here is to overture something valuable, including downloadable content, in exchange for the audience’s email address. 

Email Marketing

Given customers a chance to meet the people behind your brand by attending industry events. This tactic also gives eventual buyers an in-person experience with your products and services. For startups, events provide a venue for beginning a presence in the marketplace. When you show up at an event, be sure to present the things that will make future clients say, “Wow”! These might include cutting-edge technology that you have developed or innovative products. Of course, your team and brand story also has enough value to entice attention. Regardless of whether you attend a trade show or sponsor your event, be sure to afford educational opportunities. For example, you should have plenty of available information on hand so that interested customers can learn more.

Also, our team can hold the breakout sessions that may comprise product demonstrations and roundtable discussions. Such workshops can benefit an individual to 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 administering the leads. As part of the collection process, be sure to distinguish general leads from those who categorically request a direct follow-up.

Marketing Automation

In a technology company, the length of the sales cycle can vary enormously depending on many different factors such as the complexity of your product, the customer behaviors, and especially, the price tag. For example, if your product costs a mere $10 a month, the sales cycle will be shorter related to software costing, say $1,000 a month. This is even frequent if you are a B2B business, the more expensive and complex your product is. The more decision-makers will be convoluted in the purchase process, which will translate into a longer sales cycle. Yet, both slow and fast sales cycles have their difficulties concerning the lead nurturing and lead qualification processes. In a fast cycle, you do not have that much time to qualify and nurture each prospect, On the other hand, in a slow cycle, the process can be time-consuming and expensive.

This is where a marketing automation tool can benefit from automating the lead nurturing and lead qualifying processes so you can target the proper, qualified leads. Apart from this, you will need to choose marketing automation tools that also administer a CRM system for this purpose. You can also use marketing automation tools to start a drip campaign or automated email campaign. This a very effective marketing campaign that can target the various stages of the buyer’s journey. There are many different marketing automation tools available, so choose the right one according to your needs, business model, and marketing activities.

Final Words

While these are some of the latest marketing strategies that you require to look out for the changes in the marketplace, and especially changes in your audience’s behaviors and needs. The key to successful marketing, even more for technology companies, is to always observe your progress, measure the relevant metrics, find gaps, and adjust your tactics when it is needed.

By Andrew

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