Tech companies face a high-stakes market in which grabbing the attention of customers is difficult, and earning their loyalty is not easy. In order to stand out from the crowd and reach tech-savvy customers, companies must explore and implement advanced marketing strategies.
The statistics paint a clear picture: 70 % of tech buyers use content to help them make their decisions, whereas 61 % prefer content created by thought leaders in tech. Social media and content marketing are a great way to attract buyers. 70 % of users read content when researching purchases, and 80% use social media. This shows why smart digital strategies connect companies with their customers. Tech companies need to improve their marketing strategies and create plans that will not only engage their audience but also produce measurable results.
Does Digital Marketing Work For Technology Companies?
We invite you to learn more.
Tech companies are primarily interested in individuals who influence purchasing decisions at their companies. Engagement of these figures via a bold digital approach that showcases industry expertise and innovative solutions can make all the difference to any enterprise tech player.
Digital marketing allows for more precise targeting via social media ads (SEO), content marketing, and search engine optimization. This allows tech companies to put their marketing message & value proposition in front of developers, engineers, or cybersecurity professionals who need the software and technical equipment rather than shouting into the air, hoping someone will hear.
B2B technology companies can create campaigns that are tailored to the specific challenges and preferences of C-suite executives in the case of B2B marketing.
We know, too, that technology companies need to go beyond simple promotion and become trusted advisors in their industries. To cultivate thought leadership, you can publish insightful white papers, host high-caliber events in your industry, or actively participate in online conferences. These digital marketing initiatives not only enhance brand credibility but also show that you understand the complex issues faced by your potential clients.
Core marketing strategies for tech companies
Let’s start with a reality check: Tech companies need to blend marketing strategies that are tailored to their audience and aligned with business goals. Content marketing, SEO, and social media marketing are key strategies that help tech companies reach their marketing goals.
By creating top-notch content that educates, engages, and entertains their prospects, tech companies can establish themselves as thought leaders and attract organic traffic to websites. Lastly, by optimizing your website with keywords and being active on social media, you can increase visibility as well as create brand awareness. Email marketing is a great way to nurture leads. Partnering with influential figures from the tech industry helps build strong connections and drives conversions.
What about being more specific?
Digital Marketing Tactics for the Tech Industry
Video Content
It’s no secret that a tech company’s marketing strategy should include goals such as promoting products and services, building connections with customers, and positioning the brand to be a thought leader in the industry. Video content can help you achieve all of these goals at once.
Video and live events are more engaging and capture the attention longer than textual content. They also make it easier to understand technical concepts and product features. Yes, this is crucial for a technology company. As an example, consider NVIDIA’s marketing strategies for video series:
Live events are another medium for tech companies that allows them to reveal exclusive content, new product launches, and company updates. Events like webinars and conferences are described in the simplest terms. Real-time feedback & interaction with the audience is possible.
SAP is a multinational software company based in Germany that holds a number of successful live events. SAP offers a number of live events during the year, including SAP TechEd, SAP Sapphire Orlando, and SAP Analytics Cloud Launch Event.
Utilizing Marketing Automation Tools,
digital tools are widely recognized for their ability to streamline marketing processes and increase revenue. How can tech companies make the most of these benefits, though?
Marketing automation tools can be a great help for tech companies to execute next-level strategies. They automate repetitive and time-consuming activities like lead nurturing and social media management. This allows marketing teams more time to focus on strategic initiatives, such as campaign development and data analysis.
Marketing tools are a great way to automate mail. They can help you convert leads into customers while fostering stronger relationships with your customers and increasing their satisfaction.
Tech companies also use marketing automation tools to optimize resource allocation and measure campaign performance. This results in an increased ROI.
Creative and Community Building Aspects
Building Online Communities & Customer Portals
Building an online community as a form of marketing is a new way to engage your audience and increase brand awareness. It also helps you build loyalty and engagement. This is a far cry from traditional marketing techniques that are centered on selling products and services. Instead, it fosters a sense of belonging and shared values between community members. This goal is easier to achieve for companies that offer technology experiences.
Building a community is a way for tech companies to create a place where people who are connected to their brand can share ideas and experiences and interact with them on a deeper, more meaningful level. It is possible to create opportunities for community members to interact with each other as well as the brand after defining the purpose of the community and selecting the appropriate platform (online communities, social media groups, or dedicated community websites) for the “society.” This could include hosting discussions, organizing competitions, or sharing valuable information that sparks conversation.
The community is a loyal member of your brand, spreading your message and attracting customers in your name. Remember that the community can be a valuable source of feedback. You can also refine your services, products, and strategies based on the input.
For example, Stack Overflow and Discord are two tech communities. These platforms are geared toward programmers, game developers, and gamers. They provide valuable resources for peer-to-peer support, learning, and knowledge sharing. These platforms allow members to connect via real-time voice/video chat and customizable channels.
Another example is the SAP community: it’s a forum where users can ask questions and exchange information.
The customer portals of PlayStation are a great example of digital marketing in the gaming industry. These portals are more than just support pages. They allow players to track their trophies, chat with friends, and even buy games.
Innovative Call to Action
Like other industries, tech also needs call-to-actions (CTAs), which are creative and engaging, to engage their audience, increase conversions, or achieve marketing goals. CTAs that are innovative can make your tech company stand out and create a lasting impression.
The CTA of DropBox is a good example. This well-known service hosts files and combines a clear benefit proposition with a personal approach. It uses the phrase “Find the right plan for you.” Simplify storage and collaboration.”
Adobe Creative Cloud also showcases its main functions through its CTA: “Finding the right app. Design. Edit. Create.”
Call-to-actions also encourage action through a combination of urgency and benefits that are clear. Here are a few examples that use this idea:
Zoom “Host an online meeting in seconds.” “Join from anywhere.”
Grammarly: “Prove the point with perfect grammar.” Join for free.”
Evernote : “Capture notes and ideas and organize yourself.” Start your free trial now.”
NVIDIA – Seize the season with GeForce GeForce. Upgrade to the ultimate holiday upgrade and enjoy unmatched performance and features.
Marketing Techniques that are Budget-Friendly for Tech Companies
Email Gate and Link Building
Link gating, as all marketers know, is a long-term marketing strategy that aims to limit access to content until the user provides their contact information.
This strategy is particularly useful for tech companies. It can help them generate leads, gather insights and feedback, and increase sales.
Email gating is a variation of link gating and can be a powerful tool for lead generation. It captures the email information of interested individuals, which will form the basis of future targeted email marketing campaigns.
Email gating is a variation of link gating and can be a powerful tool for lead generation. It captures the email information of interested individuals, which will form the basis of future targeted email marketing campaigns.
Email gating can be a useful tool for tech companies seeking an effective digital strategy. This is especially true when it comes to promoting free trials or exclusive product demos. This tactic can also be used to promote events such as webinars and conferences, product updates and industry trends, or even new features. Offering an exclusive whitepaper, guide, or study is another great way to capture the email addresses of users/prospects.
Link building is also important for tech companies. We know that pages in the top 10 positions on Google receive an average of 3,8x more links. Quality backlinks are like endorsements. They show that your tech firm is trustworthy. This also makes it easier for customers to find your business.
Link building is also a key component of your content marketing strategy. Although influential content will attract links without any effort, a visionary approach to link-building can increase the reach of your material.
Interactive Content and Branded Games
Want to make your voice heard? Welcome to the interactive content world.
It is not necessary to mention how competitive the tech sector is. Interactive content and branded games can help tech firms break through the noise. Some individuals may use technology in their everyday lives but are not as familiar with the tech world. Interactive content is a great way to introduce new products, features, and possibilities.
If you are a tech enthusiast, interactive content and online mini-games will help to spark your interest, introduce new concepts, & convert you into a regular tech enthusiast.
As Cisco and other top-tier tech companies have proven, creating an emotional connection can be a powerful tool for marketing.
Remarketing Tech Companies
NurturingIt’s existing customers will be more cost-effective and easier than acquiring new ones. Studies show that 71% of consumers are more likely to purchase from brands they know. This is also true when it comes to tech companies and products. This translates into higher conversion rates when remarketing campaigns are used instead of targeting cold audiences.
Remarketing is a great way to personalize messages and offers, especially when technology companies have access to valuable information about their customers. This includes their preferences, purchase histories, and pain points. It also helps to create a more impactful and relevant experience.
Existing customers are also a great opportunity to upsell and cross-sell. Understanding their needs and patterns of usage allows you to suggest additional products or services that complement their current purchases. This can increase revenue and average order value.
Not least, customers who are satisfied and engaged will be more likely to stay with you for the long term. Then, investing in remarketing will increase the customer’s lifetime value and lead to increased profitability and sustainable growth.
Apple is a great example. The tech brand encourages its existing iPhone users to upgrade by promoting the latest features.
Netflix, the most popular streaming service, is one of many tech companies that invest in remarketing. You can check out this mailing:
Last Words – Overcoming the Marketing Challenges of the Tech Industry
You may want to look at what the tech companies are dealing with in order to get a better understanding of their digital marketing strategies.
These companies are faced with a complex landscape that is constantly changing, including algorithms, privacy issues, and measuring ROI. Digital marketers are well aware that the algorithms of search platforms undergo thousands upon thousands of changes every year, requiring them to be agile in order to remain competitive.
Data privacy and security is another big issue that tech companies face. They must implement data collection, storage, and usage practices that adhere to privacy regulations. Data management practices of tech companies have been significantly affected by the GDPR, a rule from the European Union.
CMI’s Technology Content Marketing Budgets and Trends With Insights 2022 highlights the challenges that tech companies face when creating content. The biggest hurdles are creating content that appeals to multiple groups in their target audience (51%) and finding subject-matter experts (SMEs) who can make this content (49%).
