If you’re like most consumers, you perform research online before making a purchasing decision. This is more true for B2B purchases. In fact, research shows that most purchasing decisions are made online before the customer even contacts your company. More decision makers are going online to check out your company before they even contact you.
What does this mean for your tech company? And how does this impact your tech marketing strategy? For one thing, it means you’ll need to make sure you establish yourself as a visible expert.
What is a visible expert
A visible expert is just what it sounds like - someone who is an well-known expert in their field. These are the names in your industry that people are familiar with and associate with superior product, quality, and service. Visible experts can include household names (such as Apple or Microsoft), of they can be more niche-specific and be well-known to industry leaders.
Your company has experts - it's how you are successful - but how well-known are they? Maybe your clients know and trust your company and in-house experts. But that may not be enough. Here's why you should boost your experts' visibility.
Why you should highlight your experts
The answer is simple - the more well-known and visible you are, the more ubiquitously you're seen as an authority in tech, the more business you'll get.
Decision makers and consumers seek out experts before making purchasing decisions. As we mentioned at the beginning of this article, decision makers are making decisions online about your company before they even contact you. That's why it's especially important to make a splash in your industry. Make sure that you're well-known and highly visible in your field.
Easier said than done, right? Well, not quite.
Becoming a visible expert is actually not as intimidating as it sounds. It doesn't have to include big-budget marketing campaigns and exorbitant amounts of time.
It does take effort and time. But you've already got what the hardest part done: the expertise. All that's left is figuring out how to get your expertise in front of the right people through tech marketing.
How to create visible experts in tech marketing
Tech marketing is unique in that it is far more content-specific than some other kinds of marketing. Content is always important in marketing, of course. But in tech marketing, your clients are looking specifically for expertise and technical knowledge. Especially with B2B purchases, their success is dependent on the performance of your product. They're more likely to choose your business if your expertise is highly visible.
Here are some tactics that you can incorporate into your tech marketing strategy that will help boost the visibility of your experts:
1. Create relevant content
High quality, knowledgeable content is so crucial to establishing visibility as an authority in your field. The better content that you have on your website and blog, the more your potential customers will trust you.
There's no limit to what you can do with your content. Publish quality industry research, answer frequent problems that people experience in your field, find creative solutions to common issues, have a FAQ section about your product, etc. Having quality content will demonstrate your industry chops and is a great way to showcase your expertise.
Content is one of the most powerful tools you can use in your tech marketing strategies because it's such a tangible way to demonstrate your knowledge.
2. Speak at events and write guest posts
Creating compelling content is incredible - but don't keep it confined just to your website or blog. Speaking at industry events or guest writing for industry blogs, websites, or other publications is another fantastic way to boost your visibility.
Not only is this another way to get your content out, but it's a great way to expand your audience. You'll reach more people at industry events or with the readers of wherever you're guest posting and that will feed more leads to your website. It also signals to potential customers that your expertise is sought-after by other leaders in your field.
3. Stay ahead of trends and research
Of course, the most important part of being a visible expert is to actually be an expert. All the best tech marketing strategies in the world won't do much if you're writing checks you can't cash, so to speak. Make sure that you're staying up to date with the latest trends and research in your field. Share new industry findings on your blog and your social media accounts. This will demonstrate that not only do you have expertise, but you're agile enough to stay on pace with your field.
4. Show off a little
Part of using tech marketing to elevate your expertise is to show potential customers what you've got - so don't be shy!
Showcase your best work. It's a good idea to have content on your website that demonstrates your product. Consider including video demos and case studies that show off what your company can do.
Another good way to demonstrate your expertise is to let others say it. Don't be afraid to include real customer testimonials on your website. Consumers place great value on the opinions and reviews of others so including testimonials is a great way to show off your expert status.
5. Social media
Social media will help you most with that visibility part of the visible expert. Properly utilized, social media platforms are a fantastic tool in your tech marketing strategy to boost your visibility. Social media will open your channels to key decision makers in your target audience companies. Being active on social media will also help you establish your credibility with a wider audience and through targeted marketing strategies will help you find your ideal customers. It's also a great way to get your expert content in front of the right people.
Visible experts are an integral part of success in the tech field. Your customers are more likely to trust you and purchase your product if they're familiar with your expertise through their social and professional circles. The strategies we outlined here are sure to enhance your tech marketing strategy and boost your visible experts.