Forbes 30 under 30 Tech Marketing Expert
You’ve built a tech business with industry-leading potential. But how do you get it out there in front of the customers you need for it to fly?
A successful tech company marketing strategy hangs on one core proposition.
Your business is first and foremost about your customers.
How does that work in practice? It means everything you do to advertise your company should position your business as the best way to solve your customer’s pain points.
It focuses on the benefits rather than the features of your business. Get it right, and marketing your tech company online will send you into the tech industry stratosphere.
Here’s how to do it:
You'll need a serious SEO strategy to get your website ranking in Google results. It starts with a clear understanding of your target audience, what problems they face, and what they search for on Google to solve those issues.
Analyze your web pages using SEO research tools such as Moz or Semrush to see where you are already generating traffic and to identify missed opportunities. Look at your competitors too. Once you’ve targeted the relevant keywords and topics, you can build your SEO strategy
Where your SEO strategy isn’t delivering rankings, paid search can provide the answer. It’s also effective if you want a quick traffic boost while your SEO takes hold or if you want to pinpoint your target audience very precisely.
PPC or pay-per-click adverts appear alongside the organic search results on Google and are targeted to reach a specialized niche within your customer base. PPC is an effective strategy for a tech company wanting to give a specific service or product a particular push.
Note that we’re only talking about Google here. That’s because the tech giant owns 94.2% of the search market share. If you want visibility, you need to structure your search advertising – organic and paid – around the
Use blogs, email newsletters, white papers, or thought-leadership articles to build trust and position your company as an industry leader. Focus your content marketing strategy on addressing your customers’ needs.
Content marketing is your opportunity to develop an innovative, forward-thinking brand voice and be seen as the next big thing in tech. Keep your content relevant, solutions-based, and valuable, and be creative in how you close the gap between people and technology.
Tech companies were made for social media, where a ready-made audience of tech aficionados continually seek the next innovation or tech advance. Post tutorials, how-to guides, or answers to common questions. Or, share and comment on industry-related content that sets you out as a leader to follow.
Also, consider using tech influencers to help spread the word about why your product or service can help solve customer problems and engage with your audience. The beauty of social media is the potential for a two-way conversation with your customers. Leverage the opportunity to learn more about what your customers want and to be a human voice in the technology sphere.