The reality is today’s marketing landscape is challenging with companies struggling to survive in the face of a global recession caused by COVID-19. That said, many technology companies are thriving as more people work from home, needing technology to work effectively and communicate with colleagues.
Tech business leaders are concerned about having a long-term sales pipeline and want to see real, indisputable ROI from marketing budgets.
So, what is the best way to get achieve this in the tech sector – an industry that historically has focused on sales as opposed to marketing?
There are a range of digital marketing strategies that technology start-ups and tech companies can use to encourage growth in the current climate.
1. Use Insights
To meet the challenge of winning business, tech marketers need to invest time and effort into gathering customer data and insights, looking closely at website analytics. What questions are customers asking on Google? Which pages on your website are your prospects visiting? Which social channels are attracting traffic? Listen to feedback from your sales team and your customers and use this to develop your Content Marketing strategy.
2. Humanise your Brand
Today’s consumers respond positively to clear, simple to understand, down-to-earth marketing and communication. Tech brands sometimes have a tendency to get caught up in their own hype, so strive to simplify your message and focus on the key USPs and benefits. Write your content as if you are explaining it verbally which will then resonate with your customers on a more personal level.
3. A Supportive Approach
Especially in these changing times, one of the key things you can do as a technology company is to show customers how you can support them with your solutions and services. Make it easy and simple for them to understand what you are offering. Show how you can help increase efficiency, reduce costs and help with the new normal. Perhaps consider using live chat or offer free consultations. If you don’t have them on your website already, produce explainer videos. The key is to be approachable and helpful in difficult times by being available and easy to contact.
4. Personalised Content
Increase engagement with different decision makers. With so many interactive content formats to choose from, the potential for creativity is at an all-time high. Common categories include polls/quizzes, calculators, apps, interactive infographics, and 360° video. Other formats worthy of attention include social TV, dynamic ads, and Snapchat broadcasts. The possibilities are virtually endless.
5. Search and Web Optimisation
Optimising your website for search engines is arguably the best long-term way to boost organic traffic and generate ongoing leads. Technical and Content SEO go hand in hand, so you’ll need to make sure your website is optimised for the Google algorithm. A few examples of fixes that you could make to improve your reputation with Google are – decreasing your page loading time, ensuring your links are not broken and adding meta descriptions. Ultimately, it’s the quality of your content that really matters to Google. Are people interested in what you have to say? Are they backlinking to your content? Are they sharing it?
6. Social Media and Positive Reviews
Sharing valuable content across social media channels such as Twitter, Instagram, Facebook, and LinkedIn is a powerful way of attracting traffic and increasing your rankings on search engines. Positive reviews are also really important either on these channels, on Google or on an independent review website.
7. Share Visual Content
Customers crave short, informative and digestible content such as video soundbites, mini animations, infographics or memes. Create interesting content that is visually appealing and share interesting facts and stories.
8. Paid Media
The tech industry can be highly competitive, so one cost effective way to drive traffic and leads to your website is to consider engaging in PPC advertising or social advertising, which can allow you to target specific audiences and increase visibility on page one of Google.
The key to successful digital marketing in the technology sector is about telling your brand and solution story from an interesting customer-centric perspective. Share case studies and video and attract visitors to your search and user-optimised website.
Here at Tweak, our approach is to use data-driven marketing to better understand your existing customers. We are then in a position to build a responsive website and digital marketing strategy to attract and convert traffic that is structured around key insights.
Get in touch today to see how we can support you.
