Guide to Marketing for Tech Companies
Tech companies have an advantage over other brands because the in-house team usually comprises of savvy tech experts with some level of understanding of digital marketing. Yet, tech products tend to be way more complicated than, for example food or apparel.
Especially for new technology, the companies have to market in a way that encourages customers who don’t understand technology to give it a try. This means you have to demonstrate information using strong visuals and to-the-point copy.
4 Major Digital Marketing Tip For Tech Companies
Create a persona for the brand and buyers
This applies to both traditional and digital marketing. Every brand needs a core message; a value companies stick to while providing customer service. Find out what the core concept of your brand is, along with your brand's voice.
For example, Facebook's vision statement is “People use Facebook to stay connected with friends and family, to discover what's going on in the world, and to share and express what matters to them.”
This core message should be present, subtle, but pervasive; it should be included in every website page and blog post from your brand. Enough so that when people see a guest post from your brand, they know it’s the company without checking the author credits.
For brand persona to work, you have to figure out who your target audience is. Who will be most interested in your content? This is where a buyer persona comes into play.
Create a buyer persona for whom you will make your blog posts, video content, and podcast episodes. A buyer persona is a supposed person who exists in real life, belongs to a specific race, age, and gender, and has certain preferences. People with these personas are more likely to find your content interesting if they stumble upon it.
Quora and Reddit are two question-and-answer platforms where you can find what your customers want to know.
Quora sends you direct alerts when a user asks a question that aligns with your interests.
LinkedIn, Facebook, and Quora are some of the platforms where you can answer these questions. You can even create informative content on Instagram and TikTok in reels format these days.
LinkedIn, Facebook, Instagram, and TikTok are all algorithm-based platforms. So, by saving certain posts, you can alert these platforms these are the topics you want information on. You can further research on the buyer persona by checking the profiles of the people who post and comment on these topics.
Engagement on these social channels can convert to link clicks to your website and people trying out your app or product.
Use Google Alert to keep track of industry-related questions. You can be the first one on the scene.
Invest in SEO and Link Building
Research keywords with tools such as Ubersuggest. This is, in addition, to what you're already doing on Quora and Reddit.
Implement the keyword(s) on the blog post title, H2 heading, meta description, and the first paragraph. Ensure that overall, there is at least a 0.5% keyword density. You can raise it to 1% by renaming images and adding alternate texts with the keyword(s).
Solid content with no fluff is a must. Make sure that every sentence serves a purpose for your buyer persona. If you can hit 2500 words for a single post, do so. Post several times a week additionally. Use an active voice to write to your buyer persona.
Solid content leads to sharing, which makes for easy link building. Backlinks are vital as they raise your domain authority and ensure you rank higher on search pages.
Create the content on Medium and link it to your website. Medium is a freemium blogging platform with a high-domain authority and huge popularity. Link your website to all the brand’s social media pages too.
People might share podcasts and videos on your website, another way to increase backlinks. Podcasts and videos can answer those same Quora and Reddit questions.
Ask other high-authority website owners for quotes. They are likely to return the favour by quoting and linking your website back.
Build an email list
As backlinks and content start directing traffic to your website, it’s time to build an email list off of it.
Email marketing has the highest ROI out of all marketing methods. There’s no money involved for the most part, unless you’re using an email-list building tool.
You can have pop-ups on your website asking them to leave your email address. The promise is that you will provide even more important tech information through email.
Maybe offer a free eBook in return for an email subscription if there’s hesitancy.
Start a weekly newsletter where you send exciting tech-related information to your email list.
Send them offers and discounts on your services from time to time.
Whatever you do, do not let your brand fade away from your customer’s minds. You can combine paid advertising for a little more solid push.
Tech companies can best explain their product by producing visual demonstrations.
Create a dynamic website where your tech product or services can be further explored through visuals. You can make use of the 3D advertising method by allowing users to interact with virtual 3D products on the website.
Allow customers to get 360-degree visuals of your product. Not only is it engaging, but customers can also take a look at different parts of the product to understand it.
You might even want to put up some 3D blueprints for heavily tech-invested customers.
You can set up booths in real life where you ask customers to interact and use the product in real-time to see how it will make their life easier.
For tech services, you can encourage them to go through each step on the website with large visual signs and clean instructions with texts.
The trick to marketing for tech companies and any brand for that matter is quality content. Your videos, podcasts, blog posts, and eBook provide information no other brands can? Customers will stick around enough to learn about your app and tech products.