Technology Marketing: Strategies for Tech Companies
If you’re a technology or software brand marketer, you know that trends and developments change at lightning speed in this industry. Marketing best practices constantly evolve, but the tech industry has unique challenges when it comes to marketing. Tech brands must also contend with how to stay at the forefront of scientific developments, consumer interest, and industry trends. This trifecta means that tech marketing teams have many plates spinning as they work toward a singular goal: increasing profitability through quality marketing and brand awareness.
Whether you’re an established global brand or a recent tech startup, Creatives On Call can support your team by matching you with professional creators and content marketers specializing in technology and software. Let’s dig into why technology marketing is essential to your brand’s growth and discuss seven top marketing strategies for tech companies.
What Is Technology Marketing?
Technology marketing is an emerging area in the tech space and refers to the software and digital tools tech companies use to build and sustain their customer base. It involves utilizing a variety of online platforms to promote products and services, including:
- Social media
- Search engines
- Content marketing
- Email campaigns
Tech marketing offers an impressive return on investment (ROI) for tech and software brands of all sizes because it helps them reach potential customers interested in technology in the most efficient way possible: on their computer and smartphone screens.
Why Should Tech Companies Invest in Marketing?
Tech and software brands have a unique interest in quality digital marketing because these companies supply the technologies that support these marketing techniques. But good marketing is much more than just having a great product or service. It’s about understanding your target audience and selling them on your brand in ways that resonate.
Compelling digital marketing is one of the most important aspects of a tech company's broader marketing strategy because these marketing tactics allow your brand to connect with customers, promote products and services, and track data on customer behavior. Quality marketing draws new customers and increases sales while also keeping your brand visible and relevant to your current customers in an ever-evolving, competitive market.
Digital marketing is also cost-effective for tech companies. Marketing teams can use digital tools, alongside compelling copy and content, to reach a broad audience without spending a lot of money on advertising.
Research shows that tech companies report struggling most with creating content that appeals to multiple groups within their target audience (51%) and finding subject matter experts (SMEs) to create that content (49%).
At Creatives On Call, we can work with your team of tech marketers to target specific demographics and markets and engage directly with your existing ones. We save your company time and money by pairing you with copywriters and content marketing professionals with expertise in the tech industry.
Read on to learn more about some of the top marketing strategies we can use to support your brand’s marketing efforts.
7 Marketing Strategies Technology Companies Must Employ
As marketers, we know that developing effective, compelling marketing is a must, no matter the industry. Without experimenting with a range of marketing approaches, brands limit their revenue and growth potential, so it’s important to try a variety of marketing tactics to find the best ones for your brand.
Here are some marketing strategies that work particularly well for tech companies:
1. Content Marketing
Content marketing informs, educates, or explains a concept to consumers. Years ago, this content mainly existed in physical form, but now digital content marketing is essential for tech companies. Digital content like blogs, e-books, how-to guides, and podcasts can position technology and software companies as industry leaders.
Blogs are particularly beneficial for lead generation because visitors who organically find a brand's blog have done so because they had a question that the blog answered.
According to HubSpot, marketers who prioritize blogging see 13x the ROI of businesses that don't. While a company blog doesn't directly sell your products and services, it shows your customers that your brand understands their pain points and has solutions. Search engine optimized blog and website copy draws customers organically and provides support for direct marketing efforts.
2. Email Marketing
Email marketing is an essential component of your marketing process and sales funnel. In fact, 31% of B2B companies report that email is their top-performing marketing tactic for nurturing leads, especially subscription-based email newsletters that share news about products and promotions with existing customers. Email also provides an easy way to stay in touch with audience interests and track customer engagement. Marketing teams can use email to track digital analytics, such as click-through and open rates. This data lets your team refine its marketing process and target consumers more accurately.
3. Branded Games
It can be challenging for tech companies to cut through the digital noise and draw in new users, but branded games are an effective way to do this. These games blend education, information, and entertainment and have a strong cost-value ratio compared to other digital marketing methods.
Branded games can also provide valuable insights into the target audience, which allows tech companies to create content and campaigns tailored to their needs. Games also offer a great way to track user engagement, which you can use to measure the success of digital marketing campaigns. Branded digital games provide a unique opportunity for tech companies to stand out from the competition, boost brand visibility, and drive more sales.
4. Organic Social Media
If your tech brand wants to grow its digital presence, organic social media content should be an integral part of your digital marketing strategy. Organic content allows you to build relationships with your target audience and share valuable insights that can't always be found in paid advertisements or promotional campaigns.
Organic content allows for honest conversations between brands and customers as long as it's well thought out and targeted to the right audience. By creating meaningful connections with people who are interested in what your business has to offer, you'll be able to use word-of-mouth advertising and potentially increase brand awareness over time. This is especially useful for companies selling complex technology products which require careful consideration before someone makes a purchase.
5. Paid Social Media
Technology brands use paid social media to drive conversions by targeting niche tech audiences likely to be interested in your products and services based on algorithm data. Paid social media campaigns also tend to cost less than pay-per-click (PPC) ads and are more targeted by platform and user activity patterns. For B2B marketing, LinkedIn is the top social media platform, with 80% of all B2B leads originating from there.
Additionally, investing in paid social media can help increase website traffic from organic sources and encourage users to share, comment, and click through to other sites. This type of organic traffic is a powerful tool for tech companies, who can use it to boost lead generation and increase conversions.
6. PPC Advertising
PPC advertising is a digital marketing method where companies pay a fee every time someone clicks on their ad, but effective PPC ads generate substantial revenue that exceeds the small click fee. PPC campaigns are valuable tools for companies to cut through the noise of hyper-competition and drive website traffic.
Since companies pay for this advertising method only when someone clicks through to their website, they don't have to worry about wasting money on impressions that don't result in conversions. PPC allows you to target specific audiences based on the keywords they type into search engines like Google or Bing, so you can reach people who have already expressed interest in finding related products or services. Think of PPC advertising as warm outreach to potential customers rather than cold outreach.
Another great advantage of using PPC ads is that your team can quickly test out different messaging and offers. Marketing teams can create multiple ad campaigns with different copy, landing pages, and keywords that best target a particular audience. This lets marketers measure the performance of each campaign using data analytics to see which worked best and add similar techniques to future ads.
7. Influencer Marketing
Influencer marketing has become an increasingly popular strategy for tech companies looking to grow their presence and increase brand awareness. Nothing builds social capital like having influencers actively promoting your product or service.
Tapping into existing social networks gives tech brands a competitive advantage. By partnering with well-known influencers in the same industry, your team can quickly reach new audiences in ways that traditional advertising can't match. Not only does this help spread the word about your products faster, but it also forms valuable relationships with customers who would otherwise be hard to reach.
Influencer marketing can also help increase the credibility and reputation of a tech brand. When high-profile figures who use your products and services recommend your brand, it helps establish credibility and quality quickly. Influencer conversations surrounding your brand are also more likely to generate organic discussion with their audience, which leads to more users sharing about your brand on social media and engaging with your content.
Let Creatives On Call Boost Your Tech Marketing Strategies
Interested in adding compelling digital marketing to your existing marketing strategy? Creatives On Call has experienced copywriters and content creators specializing in tech marketing. Whether you want to create a company blog that builds trust and increases organic traffic to your website or add PPC ads to your existing marketing, we've got you covered.
We want to hear from you! Check out all of our marketing and content creation services here, and if you’re interested in leveling up your company’s tech marketing strategies, let’s have a conversation.