Tech companies are at the forefront of changing the way we live. From communications to banking, shopping to ride hailing, education and lifestyle, technology has transformed the way we go about our daily lives. Which begs the question, do they even need to market themselves in a world where technology is constantly in demand? The answer is yes. Tech companies often provide solutions to real world problems. But that does not mean they don’t need technology marketing strategies to fully get them in the door. In fact, it’s more important than ever, especially when other B2B tech companies are also vying for the attention of audiences. So what is a tech company like yours to do? Adapt a business to business marketing strategy that impact business outcomes.
Business to business marketing strategies that work
With digital marketing constantly evolving in the era of smartphones and computers, it’s easy to see how tech companies may fall behind when marketing their products and services. When it comes to technology marketing, companies like yours may want to team up with business to business marketing experts to develop a marketing plan that reaches the right audiences, increases the sales funnel, and improves business outcomes. Tech companies may approach the plans with these business to business marketing strategies that guarantee improved results when implemented correctly.
A Well-Designed Technology Marketing Website
This comes as a no-brainer to many. Your brand and your company must have a website, which serves not just as your digital calling card, but a brochure and a salesperson in one. Gone are the days when websites just display details on how to reach you. A fully optimized website will be your digital salesperson who will generate leads and begin the customer relationship. A well-designed website will earn you better leads and give you a leg up in the competition. The Digital Marketing Institute outlines some guidelines on how to build a well-designed website. These include:
- Your website must be suited to your target audience.
- It must have useful industry information (more on thought leadership later on).
- It must be mobile responsive.
- It must include calls-to-action, to encourage visitors to schedule a demo, download a case study, etc.
- It must feature updated testimonials.
- It must link to all your social media pages (more on this in the next bullet).
The Right Social Media Channels
Your company must have the right social media channels to reach the right audiences. Note that if you’re a tech company, you’re most likely to have LinkedIn and Twitter accounts rather than Facebook and Instagram. Know which platform suits your messaging and offerings best. According to the Alexa blog, a professional network such as LinkedIn is 277% more effective at generating B2B leads compared to Facebook and twitter, and generates about 64% of all social media visits to corporate websites. Use LinkedIn’s tools to filter profiles and target decision makers better and target potential customers with more precision.
High Value Content
As a tech company developing business to business marketing strategies, you must think long term. Keep potential clients’ attention by consistently providing them high value content. Insivia suggests that by consistently providing audiences with such valuable content will “foster long-term trust between your target buyers and your brand.” Creating high value content not only nurtures a trusting relationship between you and your audiences, it also creates a positive brand impression, which you would want for your company. This goes hand in hand with what we are to discuss next: thought leadership.
Thought Leadership for Technology Marketing
People yearn for advice. Just head over to any Forbes article and you’ll find several listicles on how to succeed at some business endeavor or fast track your way through professional development. The executives and leaders at your tech company are in a unique position to give that sort of advice. In the day and age where knowledge is power, sharing it is crucial. Providing sound advice and telling meaningful stories fraught with lessons will help you establish credibility. Becoming a thought leader puts you in the position to spark meaningful conversations about issues that matter to you and to your industry, share meaningful advice, help your audience solve a real-world problem, and also, to learn from them. It becomes a two way street that will help nurture relationships down the road.
Interactive Content and Tools
Insivia reports that in the last years, interactive content has impacted enterprise technology marketing, with tools such as calculators and assessments becoming the norm for companies in this field. These interactive tools and experiences have been found to generate higher engagement and better quality leads. Examples of interactive content and tools include calculators (similar to what some insurance companies have on their websites), quizzes to measure knowledge, assessments determine eligibility, product tours, and more.
To learn more about technology marketing and how it can impact your tech business, team up with business to business marketing experts at The Lead Agency, who can help you develop strategies to earn better leads. The Lead Agency has over 15 years of experience in business to business marketing, aiding companies and brands all over Australia to meet their marketing objectives and business goals with more precision.