Marketing for Technology Companies:
7 Strategies to Dominate Your
Niche
The technology industry is growing fast. This growth brings new competition that can take away your market share and competitive advantage. Because of this, it is important to market your business effectively if you want to remain relevant in your niche and establish your brand as the go-to choice for
anything your target market may need.
Here are some strategies in marketing for technology companies that you need to look into:
1. Use Search Engine Optimization for Your Website
Your website is a crucial marketing asset if you want to create and maintain a strong online presence for your tech company. Search engine optimization (SEO) increases the chances of those searching for the products or services you offer to discover your website or business listing. SEO involves researching keywords relevant to your business, optimizing the various on-page elements of your website, optimizing your website users’ experience, building backlinks, and creating high-quality content.
SEO generates an average of more than 50% of a website’s traffic across different industries. So, if you want to get the best chance of attracting the most number of visitors to your website, search engine optimization is a must-have in your marketing mix. It also brings organic traffic to your website so you can expect them to have a better chance of becoming prospects for your business.
Moreover, optimizing your website makes it easy for those already aware of your business to find you again online. This ensures that any potential clients close to making a buying decision find you and become your customer. And, it helps your existing clients to find you online whenever they need to contact you for assistance, find information for minor troubleshooting, or renew their contract with you.
2. Maximize the Potential of Content Marketing
If you are like most tech companies, your business caters to most, if not all, B2B customers. This requiresyou to adapt B2B marketing strategies. For technology companies, content marketing is one of the best strategies you can use to attract, nurture, and convert potential clients.
Content marketing can address the biggest purchase motivators of B2B customers – logic and financial incentives. Content marketing does this through the creation and distribution of information that your target market finds valuable. This information can make them aware of the problem you are aiming to solve, the solution your product or service provides, the advantages your offer has, and the unique value that you can bring.
However, you need to create content that your audience can easily understand. Focusing on the technical details and using too much industry jargon will only go over their heads regardless of how valuable or groundbreaking your content is for the industry. Your audience wouldn’t care what you know if they can’t understand what you are talking about.
In addition, you must have content that accommodates the needs of your audience. This requires understanding your customers and knowing what topics they are looking for online and find valuable. Given that this needs changes depending on the stage in the buyer’s journey, you need to provide the appropriate topics for each stage when implementing content marketing for your technology company.
3. Establish Your Business as a Thought Leader in Your Niche
Establishing your business as a thought leader in its niche can build its authority in your industry. This authority can serve as a unique selling point for your business and can influence your potential customers to choose you over the other businesses offering similar products or services that you do.
Moreover, it can increase people’s awareness of your brand since other businesses and thought leaders are more likely to refer to the information you share. This will lead to your business reaching more people and having a bigger market share thanks to getting more visitors to your website, followers on your social media pages, more successful referrals, and better brand recall.
Establishing your business as a thought leader in your niche requires you to find out the questions your target market asks that are related to the problem you are solving, and the products or services you provide to solve it. You can then answer this through your content and give your brand’s freshperspective to it based on your experience in serving your clients and improving your products or services to them. You can also do your own research about it and share any new insights you may find out.
4. Engage Your Audience with Social Media Marketing
As a tech company, you will have a different approach from a consumer-focused business. But, this does not mean that you cannot do away with social media marketing. Those who make the decisions in the businesses you are targeting browse social media and use it to engage with brands and businesses. And, other B2B businesses know this given that almost 9 out of 10 of them state that social media marketing is a highly successful contributor to their success.
You can use social media to connect with your potential clients, which is crucial for starting them on their buyer's journey for your business. Social media also provides a platform for your business to have a more active interaction with its audience, which can make your brand more relatable and approachable. It can also provide traffic for your landing page to generate leads and your articles and other website content.
To succeed in social media marketing, you need to know the audience you are targeting. Knowing them will help you develop a plan that is more likely to work since you have a good idea of their content preferences, interests, and other talking points. And, you also need to measure how they receive your efforts to ensure that you are maximizing the reach and engagement that you can get from social media.
5. Take Advantage of Video Marketing
With video being the most popular medium on the internet, using it to market your business can generate attention and engagement between you and your audience. You can even use it to make your advertisements more effective since people are 27 times more likely to click a video than an ad with only text or a photo.
It is also the most effective in communicating a message since the audience can sense verbal tone and visual cues. This makes video the best medium to communicate to your audience the technical concepts in the products or services you offer. Moreover, videos can convey emotion more effectively since people can see the verbal cues of a speaker or an animation. Because of this, video is the most effective in creating a more personal connection between you and your brand.
Here are some best practices and tips for using video in marketing your business:
- Use it for storytelling – Video works well with storytelling. Use it to make stories an even more effective method of conveying a message to your audience.
- Use subtitles for your videos – Subtitles help your videos remain effective in communicatingtheir point to your audience even without sound.
- Keep things simple – Focus on a single message (maximum of two) for each video. Too much information can overwhelm your audience and cause them to switch off.
- Use videos for your landing page – The human voice and body language make your message more compelling. You can take advantage of these by using videos for your landing page.
- Use videos to explain technical concepts – Marketing for technology companies involves explaining technical concepts. Take full advantage of video by creating explainer videos for your audience to understand what you have to offer.
6. Nurture Your Potential and Current Customers with Account-based Marketing
Account-based marketing enables you to have a more direct approach to your customers in marketing your products or services and maintaining your relationship with them. This lets you personalize the buyer’s journey and communication with each prospective client. This gives you the capability to create an approach in marketing and selling your offer that targets their specific needs and pain points.
Moreover, account-based marketing helps you identify your high-value clients, which helps in focusingyour efforts on customer retention. You can also use what you know of them to find more customers like them and create effective marketing campaigns to attract, nurture, and convert new high-value customers.
To implement account-based marketing in your tech company, your marketing and sales teams need to work closely together. This is a necessity if you want your marketing campaigns and sales activities to work in this approach. And, it helps with planning and implementing corrective action for your sales and marketing efforts.
Conclusion
With the strategies above, you will have no problems attracting an audience to your website, building an
audience for your business, establishing your brand as an authority in the industry, and creating an effective approach for converting a client. Each of the mentioned strategies should be looked into so
you can decide if you want to implement them into your business.
Digital marketing for technology companies does not need to be complicated. If you want a personalized and efficient solution for your marketing needs, schedule a free marketing consultation with us here at Big Market Solutions.