The world of technology is ever evolving. And while tech and software companies are typically focused on developing their product and keeping up with their industry, it can often be a struggle to know how to navigate the marketing world.
Traditional marketing techniques are not only expensive, but often ineffective. Marketing is an evolving industry and can seem overwhelming to try to navigate - especially with little or no marketing experience.
But successful tech marketing is actually not that difficult to achieve. We've designed some strategies that are especially effective for tech marketing. These strategies are designed to help you stay up-to-date in both the tech and marketing industries.
Be an industry expert
Being an expert in the tech industry is especially important. Your customers will want to know that you're the best in the field, especially if their businesses are reliant on your product. And while you know your stuff, the trick is convincing your customers that you know your stuff.
There are quite a few ways that you can demonstrate your authority in your field. For now, we’ll focus on the top three that you can implement right away:
1. Write it out - Tech marketing is all about showing your audience that you have the answers they need. And blogging is a great way to give them those answers. Use your company blog to produce relevant, high quality content that provides answers to questions or problems frequently faced in your field. In addition to your blog, consider guest posting on other blogs, websites, or magazines. This will not only help you reach a wider audience, but it will also signal that your expertise is respected by other members of your field.
2. Engage with your community - Guest blogging can be an aspect of engaging with your community, but so can hosting or attending workshops, speaking events, networking events, and more. Try to join any relevant professional organizations, including local chambers of commerce or networking organizations. Not only will this give you access to potential customers, but it will show that you are invested in your community.
3. Develop your social media presence - Social media is an integral part of life, especially in both the tech and marketing worlds. You likely already have a social media account on at least one platform (and if you don’t, that should be your next step!). Your social media accounts are a great way to share your blog and engage with your community. We’ll cover how to do social media marketing more in-depth in the next section.
The methods mentioned above will help you establish your company as an industry expert. This will boost your tech marketing strategy and boost your company growth and improve your overall ROI.
Engage in social media
You're probably already using social media in some capacity. But did you know that it can be an important aspect for tech marketing? Not only will social media marketing help you target your ideal audience and connect with your customers, but you’ll also be able to utilize in-platform marketing aids to help you target your ideal customers.
With your social media account, you can also begin to branch out and create different kinds of content that will help you build your expert reputation, but will also engage your audience and keep them coming back for more engaging, informative content.
One growing trend in social media marketing is video content. Video content has high customer engagement rates and is relatively easy to begin using. By using video content, you'll not only engage your audience, but you'll demonstrate your relevance and ability to stay abreast with industry developments in both marketing and tech.
SEO - or search engine optimization - is the process of using keywords in your content to be more easily discovered by people who are searching for similar topics. Using it right means you’ll be found more easily by the people who want to find you. This means your leads will be higher quality and are more likely to turn into customers.
Do some research and find out which words and phrases your target audience is using to find you - and your competitors. Then use these words and phrases throughout your website, blog, and social media posts. Ensuring that your website and content are SEO friendly will increase your likelihood of being discovered.
Don’t go alone
The tech and marketing worlds are both quickly and constantly evolving. Your company’s primary aim should be to produce great product or services. But marketing is what helps your company be discovered by new customers and ensures its growth.
Marketing in today’s world can be an exhausting, full-time job - one that’s often done by entire teams of people. If you’re a smaller tech company, just starting out with marketing, or simply looking for a marketing reboot, it’s a good idea to enlist some help to make sure that you’re not bogged down and overwhelmed by making content schedules, engaging with followers on social media, pulling your metrics, and making sure your marketing strategies are working.
Marketing companies like Captevrix can help you optimize your time, create marketing goals, and make sure you’re staying on track. As a tech company, you know the tools you use are vital to your success. Enlisting help with your marketing - whether it’s through a company that helps you handle everything or simply using an email marketing platform - means you’ll be using more efficient tools which will help you focus on the most important aspects of your company’s growth.
You already know that the tech industry is an ever-changing world. And while you’re likely doing everything you can to make sure your company is staying up-to-date and cutting edge, it can be difficult to balance two dynamic, evolving industries and make sure you’re ahead of the game in both. Using the tech marketing techniques we laid out here will give you a good starting point to make sure you’re up to pace in both the marketing and tech worlds.