- Improve your marketing strategy for technology products
- 10 techniques your company should be using
- Actionable advice you can start following today
solid marketing strategy for technology products is essential for generating leads and boosting your company’s bottom line. However, standing out from the crowd of B2B technology firms is difficult. Whether you specialise in project management platforms, CRM or cyber-security, there is a growing list of competitors selling similar tools. So, your marketing strategy for technology products is crucial.
No tech business is identical, and the kinds of buyers you need to market to will change depending on your sector (we’ve written about this before in our blog). Nonetheless, the 10 techniques outlined in this blog will go a long way to improving the effectiveness of your marketing strategy.
Your marketing strategy for technology products: 10 techniques
The following 10 tips draw on our experience helping some of the world’s leading B2B tech companies market their products and services.
Here’s how to improve your marketing strategy for technology products.
1. Personalised slides and leave-behinds
According to a 2017 study, 50% of tech buyers and decision makers at large companies expect an in-person, face-to-face demo when making their final IT buying decision. They want to see your product in action, and they want to be able to ask your salespeople any questions directly.
- You must create personalised PowerPoint presentations and demos which correspond to your client’s scenario
- You need leave-behind brochures and other collateral such as branded eBooks which you can leave on your prospect’s desk
2. Free demos and trials
Show, don’t tell. Your customers want to see your product in action and get a feel for how it works – simply describing the tool is not enough. Most product vendors have some form of demo or free trial option available these days – customers will simply go with the competition if you fail to offer something which is now standard.
- Create a free sandbox demo on your website where people can play around with your tool
- Offer free, pre-recorded demos of your tools, preferably tailored to different customer profiles
- You should also offer no-pressure live demos of your tool
3. Work with influencers and analysts
Analysts and influencers remain a major source of information for tech buyers, especially at the beginning of the buying cycle. Buyers speak to analysts for an overview of the market and for direction on products which will fit their organisation’s needs.
- Engage with an analyst firm of your choice. Gartner, for instance, have guidelines on how to engage with their analysts who may then mention you in their research notes or talk about you to tech buyers
- Engage influencers in your sector too – on social media, but also writers at respected tech publications.
Here’s our guide to engaging with influencers in your sector
4. Make your content shareable with calls to action
Research shows that over half of tech buyers begin learning about products through referrals from friends and colleagues. That’s no surprise – your potential customers hold more by what their colleagues and friends share on social media than what a company promotes via ads and self-promotion. Therefore, you should make it as easy as possible for people who read your content to share it – be that a blog with ‘share’ buttons on the side (like those to the left of this screen) or an email with a ‘share now’ call to action.
- Include ‘share this’ calls to action on all the blogs, brochures, eBooks, emails and other content you produce
5. Improve website (on desktop and mobile)
Vendor websites are the third most popular way for buyers to find out about your technology products according to a 2017 survey. Therefore, any marketing strategy for technology products needs to include a smart, modern website, which loads fast and looks great on mobile.
- Carry out a review of your website, its user interface, your content and site structure. Does your company website portray you as a modern, professional outfit, or as amateurish and old-fashioned?
- Test your website for its speed on mobile, general design and build quality
Free tools like Maya can provide an objective analysis of your website for you
6. Improve your SEO
Search engines remain one of the most powerful ways that tech buyers begin researching potential solutions for their problems. You, therefore, need a solid search engine optimisation (SEO) strategy to ensure you are more likely to appear in the searches that your ideal clients are carrying out.
- Create a keyword strategy by optimising all existing pages and new blogs with valuable and relevant keywords
- Build a backlink strategy
- Optimise your pages with image alt tags, internal links and correct use of headings and titles
Speak to our B2B SEO team for more tips
7. Case studies, whitepapers, reports and downloadable content
As potential buyers move further down your buying funnel, you should aim to offer them free, valuable content which they can use to understand your product further and make an informed decision.
- Produce case studies in conjunction with existing clients – these will provide buyers with a tangible way of picturing how your product would work in their organisation
- Create valuable whitepapers which demonstrate your expertise in your field
Use our free whitepaper template as a guide
8. Get your product reviewed
When making a decision about your product, potential buyers will want to weigh it up against your competitors. So, getting your product reviewed, both by professional reviewers, as well as regular customers should play an important part in your marketing strategy for technology products.
- Create a profile on software review websites like Capterra, then ask existing customers to write their reviews
- Contact journalists at tech and software publications covering your sector and ask them to carry out a review of your product
9. Attend conferences and tradeshows
Exhibiting at the right tradeshow can lead to a huge boost in leads for your product. You might be surprised by the proportion of attendees who are interested in your product, so it’s a worthwhile investment to attend a couple of industry shows per year.
- Thoroughly research any tradeshow you plan to exhibit at – ensure the right kind of buyers will be in attendance
- Create a solid strategy for making the most out of your booth – deciding who in your team is responsible for showcasing your product, for engaging passing traffic, and for creating an interesting stand.
10. Run Webinars
Webinars are a powerful means of engaging warm leads, allowing them to learn more about your products and ask questions in a less intense environment than a one-to-one demo.
- Choose a theme for your webinars – they should be about solving problems or should cover topics which will educate potential buyers; webinars should not be hard sales pitches or bland demos.
A marketing strategy for technology products
A marketing strategy for technology products is essential if you want to stand out in today’s crowded market. By implementing the techniques above, you can create a clear identity for your brand and engage customers.
For more advice on marketing your brand, contact Fifty Five and Five today, or read our case studies to learn how we’ve helped tech companies around the world boost sales and get better ROI from marketing.
Fifty Five and Five are a full-service digital marketing agency, guiding clients through the entirety of the content process—from ideation and creation to distribution and analytics. For more information, get in touch with us today.