The
tech industry is fast-moving and competitive. According to industry data, 70% of tech startup companies fail before reaching their two-year mark.
Across
industries, ineffective marketing is one of the common reasons behind startup failures. This information highlights the
importance of incorporating effective marketing strategies. Even with the best
product technology companies still fail when they can’t communicate
effectively with their target market.
This
is where digital marketing can help.
Digital
marketing provides tech companies with a means to reach their target market
effectively, build brand awareness, and increase their bottom line. This guide
discusses seven of the best digital marketing tips for tech companies—and how
they help tech firms stay ahead of the competition.
7 Effective Digital Marketing Tips for Tech Companies
In
the outrageously-competitive tech industry, reaching the right audience can
make or break a business. Although every company is unique, these strategies
(properly applied) will strengthen an organization’s customer inflow:
1. Deliver High-Value Content
Whether
your company sells software, hardware, or IT-managed services, you can benefit
from making high-quality content that your customers find useful. Create blog
posts, guides, videos, or white papers that answer your target market’s most
commonly asked questions.
While
they might not directly purchase your products or avail themselves of your
services while consuming this content, it improves your website's rankings and
attracts visitors interested in your offered solutions. Consider the following
when creating content and making your content schedule:
- Audience: Your website should be dedicated to catering
to your audience, so make sure to take note of their most frequent queries and create
content to address that.
- Consistency: Create a set schedule for your content and
stick to it. By doing so, your customers will know when new content will be
published and continually see your brand in the conversation.
- Competitors:
Take notice of how often
your top competitors create new content. For example, if they are posting one
blog post every week, you should increase the number of blogs you publish per
week or create a variety of other content to stand out from the competition.
2. Invest in Email Marketing
Incorporating
an email marketing strategy is among the top digital marketing tips for tech
companies with a high return on investment. According to marketing research,
businesses earn an average of $40 for every dollar spent on email marketing.
You
can build your email list by collecting emails at checkout, adding a
subscription option to your website, or using social media to encourage
sign-ups. For your email strategy, send out consistent emails that provide your
customers with relevant news, tips, guides, and trends in your industry.
By
providing value, you move prospects through the sales funnel and nurture
existing clients via ongoing communication and added value.
3. Be Present on Social Media Platforms
Social
media channels can help tech companies improve brand awareness, promote
products and services, and connect with customers. They are powerful engagement
tools that help your company solve customer problems in real time—and collect
valuable customer insights.
Select
the right platform based on your target market to make the most of your social
media strategy. Some of the most popular social media platforms are Facebook,
Instagram, Twitter, LinkedIn, and Tiktok.
Which
social media channel is best for tech companies? The answer depends on your
unique business goals. Facebook has a large audience and provides room to share
content, while Twitter is best for receiving feedback and engaging customers.
Define your goals before crafting a social media strategy to guide you when
choosing the right platforms.
4. Create Compelling Video Content
Making
video content is an amazing digital marketing tip for tech companies for many
good reasons. This content type is versatile, easy to consume, engaging, and
memorable for customers. While your prospects may need more time to go through
all your technical product specifications, most are interested in watching an
engaging three-minute explainer video that illustrates how your services can be
of value to them.
You
can create several types of video content to get your message across, including
explainers, testimonials, animations, and webinars—and distribute them on
social media platforms or your website.
5. Nurture Existing Clients Through Digital Customer Remarketing
One
of the most overlooked digital marketing tips for tech companies is setting up
systems to nurture existing clients. Your business can build customer retention
and increase customer lifetime value by creating systems and programs that
remarket to active customers.
Here
are some of the best ways to do this:
- Customer
Portal: You can build an accessible
digital customer portal to serve as an information hub for your clients. In
this portal, you provide exclusive customer assistance, announce new products
and services, and seek suggestions to improve the customer experience.
- Create
Communities: Forums
and social media groups can help engage your customers and provide an avenue to
share helpful information with other users. These spaces also help you gather
information about the topics your customers are interested in, so you can craft
content based on their interests.
- Exclusive
Programs: This can include any
exclusive perks given to your existing clients. For example, you can inform
active customers on your mailing list about discounts on their next purchase or
upgrades.
6. Consider Affiliate Marketing
This
strategy entails partnering with bloggers, publishers, or other content
creators to promote your product or services in exchange for revenue for every
lead or sale. The role of your affiliate partner is to connect prospects to
your company. Affiliate marketing is an effective driver of sales across
different industries, both for companies that offer tangible products, as well
as services like personal loans.
Whether
you offer software subscriptions or IT services, you can create an affiliate
program that helps you reach new customers and generate sales.
7. Incorporate Search Engine Optimization (SEO)
SEO
helps companies build a strong online presence, making it one of the best
digital marketing tips for tech companies. SEO encompasses all the best
practices that help your website rank higher in search engines.
Here
are some of the best SEO practices to help you improve organic traffic and gain
more leads:
- Create high-quality content
- Improve your website’s speed, navigation, and compatibility
- Include relevant links to your content
- Add video descriptions and image tags to your content
- Research and use the most relevant keywords for your industry
Final Thoughts
For
tech companies, digital marketing can be a powerful tool to improve brand
awareness, grow their customer base, and build lasting relationships with
stakeholders. While building your online presence may seem daunting at first,
the key is to identify your business goals and choose the right strategies to
support them.
The
seven tips we’ve outlined in this post can help your tech company get started.
