Marketing for the Tech Industry

Don't rely on just one strategy!


Tech Company Marketing Overview

You’re all set up with your SaaS company. You’ve got your team and your product ready to go. But where do you begin to make sure you’re making the most of your marketing? Many tech companies - especially startups - have their staff wearing many hats and covering a variety of roles. One role that may be more elusive is marketing.

Knowing where to start to develop an effective marketing strategy can seem overwhelming. Many CEOs, marketing managers, and product managers - or whoever is tasked with handling marketing - want to make sure that your strategy is effective and will provide quality results. You don’t have time to waste on trying out ineffective strategies - the success of your company relies on having a winning marketing strategy that you can implement right away.

That’s where we come in. We’ve compiled some of the top, proven inbound product marketing strategies for tech companies. This list will help you get a solid understanding of where to start with your marketing and help make sure that your marketing strategy is effective right from the start.

Variety is key

One of the biggest mistakes marketing managers often make is relying too much on one strategy. As the old adage goes: don't put all your eggs into one basket. It may be tempting to start small and only test out one strategy at first, but to really see results you need to employ multiple strategies to make sure you're reaching a wider audience and able to reach all of your target audiences.

This may sound overwhelming (and expensive) but it doesn't have to be. These strategies will help make sure that your efforts have the most impact and make sure your marketing dollars and effort are stretched to their full potential.

Know your audience

The first step in marketing is to make sure you know who your audience is. And while you might have a general idea, you need to get way more specific than "companies who need our tech."

One of the best, most effective ways to make sure that your product marketing is going to be as effective as possible to is get a specific, clear idea of who your audience is. One of the best tools for this is to create buyer personas.

When you create detailed, in-depth personas for your ideal customer, you're helping your marketing strategy become highly personalized. This allows you to better focus your marketing efforts and help you reach the exact audience you want. This strategy makes sure the customers you do get are high quality and more likely to turn into life-long customers. Putting the effort into creating buyer personas will have a huge payoff by helping you reach people who already want your product.

This should also be your first step before actually implementing any other marketing strategy. Creating buyer personas will create an overall map of where you should specifically focus your efforts. You'll know where to find your ideal audience and what key words they'll be looking for.

Compelling content

Content marketing is in vogue at the moment - and for good reason. Our current advertising landscape is saturated with ads. While there is still some value in placing ads, many people have learned to tune them out. This renders traditional ads much less effective.

The answer is to create compelling content. This means that you'll need to establish yourself as an authority and create content that your audience will be searching for - the 'inbound' part of inbound marketing. Providing content that your ideal customer needs and is looking for establishes you as an industry authority and will attract customers who want to be there.

You can get really creative with your content creation. You can create articles on your blog, guest post on other industry blogs, create video content, host education materials on your website, product tutorials, and more. The goal here is to make sure that you're creating quality, well-sourced content that will build trust with your potential customers. When you produce content that is informative, it sets you up as an industry leader. Your audience is more likely to trust you, and soon you'll see an increase in your revenue.

Email marketing

Are people still using email marketing? Yes! Though email has been around for a long time and may seem like an outdated method, its power as a marketing tool has held steady over the years.

Email marketing isn't as effective for cold marketing - in fact there are international rules and laws you should be aware of if you're going to do cold marketing emails. While you can use cold emails, it's more effective to cultivate and nurture an organic email list.

You can create this email list by obtaining peoples' email addresses ethically. The best way to do this is exchange something for their email address - such as a download, a newsletter, a promo code, etc. This will also help ensure that your email list is higher in quality than a purchased email list.

Email marketing doesn't have to stop once you've turned your leads into clients, either. Email is an excellent way to make sure that you're staying in contact with your customers. Continue using emails for upselling, product updates, exclusive promos, reminders, and more.

In addition to email marketing still being an effective strategy, it's also a relatively easy one to initiate. There are plenty of high-quality email marketing platforms that you can use to create compelling emails - many of which are free. Platforms such as HubSpot, MailChimp, Constant Contact, and more allow you to create and manage a successful email campaign that will help you craft successful email marketing campaigns.

You're likely already sending emails to clients. But shifting your perspective to view every email you send as a part of your marketing strategy is a sure way to boost your revenue and build your business.


Another old-school method that still holds its value is networking. There is still plenty of room in networking to get creative. It's a great idea to incorporate both in-person and online networking strategies.

For in-person network marketing, consider hosting an event. There's a lot you can do for events, including hosting industry conferences, product reveals, or even just industry-specific networking. You can often co-host events with other industry leaders or companies that are related to yours in order to reach a wider audience. For example, if you're an SaaS company, you can offer to host an event with a hardware tech company.

Online networking is also on the rise. You can host webinars, live Q&As, or discussion panels. Another form of online networking is through collaboration with other tech industry authorities - and even journalism.

A great way to start establishing yourself as an industry authority is by making connections with writers for online tech magazines, newspapers, and blogs. Outside of creating content on your own blog, you can create press releases and pitch them to various reputable tech websites when you release new products. Creating relationships within industry media is a great way to boost your marketing strategy.

Another great online networking marketing strategy is guest posting. You could team up with another company in the tech industry and guest post for their blog - and they can guest post for yours. Not only will this help you network with potential customers, it will also expose you to a wider audience. It's great for networking and for freshening up your content schedule.

Also consider having a high-profile brand try your product and post a review on your blog. You could even consider running a promotion like letting a customer have one month free service in exchange for guest posting on your website demonstrating how much your product has helped them.

Regardless of how you choose to network, it can be a powerful marketing tool for your inbound marketing strategy. Networking allows you to create connections both in your industry and with potential customers. It lets your potential customers know that you're an authority to be trusted.

Social media

Social media marketing is a powerful aspect to your marketing strategy. This is going to be your tool to share all the great content you created and make those networking connections.

While almost every company these days has social media accounts, it's important to make sure you're using those platforms to market correctly. Simply having an account and making posts isn't going to get you the quality marketing interaction that you need.

Social media platforms allow you set highly-specific parameters for targeted marketing. Use the data from your buyer personas to set the parameters for your targeted social media marketing so you can be sure your ideal potential customers will see your boosted posts and ads.

Social media marketing goes beyond just paid advertising and posting content, though. Another key factor that customers look for is if you're active in social media communities. This means that you'll need to make sure you're interacting with your followers, responding to comments, liking and interacting with other posts, and contributing to quality discussions online.

When you're busy running a tech company, interacting on social media may seem like a waste of time. But setting aside even just thirty minutes a day to manage your social media accounts and interact with social media communities is actually an effective marketing strategy. It's ideal to check more often in the day, since real-time conversations are key, but any response is better then none. These are the things that potential customers look for. Having an active social media account shows that you're engaged and responsive. It not only helps potential customers find you, it also shows them that you're trustworthy and approachable.

Developing and implementing your strategy

Now that you're familiar with some of the most effective marketing strategies for tech companies, it's time to develop a strategy that's personal to your brand. Before launching your marketing campaigns, it's important to make sure you're planning ahead and you have all the information you need. Before launching, make sure you have:

  • Keywords, descriptive phrases, and slogans nailed down

  • Solid buyer personas  

  • Clear, measurable goals; know what your KPIs and target metrics will look like

  • Know which strategies you'll focus on first

Most of these strategies can be implemented right away. Begin gathering data before you even start to get a baseline for what your KPIs look like before you launched your marketing campaign. Remember to always track your data over time and adjust your marketing strategy as you go.

Gathering all of this information and implementing a marketing strategy can be time consuming, especially for smaller tech companies where everyone is performing multiple roles and responsibilities. Consider outsourcing many of these tasks to inbound marketing companies such as Captevrix. These marketing companies work with you to develop and implement targeted marketing strategies so you can focus more of your attention on running your tech company.

For many tech companies, knowing where to start with marketing can be overwhelming. But with the strategies outlined above, you will now have a solid start that can help you lay the foundation for great marketing. As your company grows and you continue to increase your revenue, you can learn to make adjustments to the strategies above and try new methods to market your company. But the methods mentioned here are going to be the cornerstone for a successful marketing strategy that will give you lasting success.

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