As a technology company, you’re constantly working to get ahead of the game. In an industry flooded with competition and the ever-persistent need for innovation, it can be easy to get left behind.
For your business to remain viable, you need to be continually striving for improvement, all the while finding new ways to surprise and delight customers. However, if the right people aren’t aware of your brilliant product and how it can benefit them, breaking through the clutter will likely be difficult. This is where constructing a comprehensive, effective technology marketing strategy comes into play.
With technology marketing, you can give your exceptional products the attention they deserve.
1. Leverage Influencer Marketing
When making a purchase from the technology sector, consumers often don’t have extensive, in-depth knowledge of different technical features of the product.
It’s for this reason that, before making a decision, prospects will usually research the technology that they’re interested in online, seeking out expert opinions. In fact, 64% of consumers use YouTube to review electronics before making a buying decision, and after watching a video, 73% of people complete a purchase. By incorporating influencer marketing into your current strategy, you can capture this considerable purchase intent.
If you want to achieve exceptional results with influencer marketing, and importantly avoid undermining your brand’s integrity, choosing the right person to promote your offerings is crucial. Thus, you will need to carefully consider who you reach out to by ensuring they’re a well-known, reputable individual in your sector.
The influencer who partakes in the endorsement will likely be seen as a direct reflection on your brand, so ensuring they complement your core values is incredibly important. Similarly, if the individual isn’t perceived as being particularly established in the area, or it’s doubtful they would actually use the product, their promotion may be viewed as disingenuous. This may also be the case if you fail to disclose that your partnership is, in fact, an advertisement.
2. Make an Impact with Event Marketing
Event marketing can be particularly effective in the technology sector, as individuals get to actually experience your product, which can help to lower any uncertainties that they have.
When hosting an event, you have the opportunity to make a lasting impression, all the while showcasing your expertise in an exciting way. In addition to this, you can introduce customers to the industry experts behind your brand, giving your thought leaders a platform to demonstrate their proficiency. This can also be a great chance for members of your organisation to network and develop valuable relationships with prospects and other specialists.
Technology can be highly advanced and difficult to understand, but with events, you can alleviate a layer of the complexity. Whether you’re shining a light on an incredible new product or delivering exclusive insights into future innovations, events can work wonders for your brand.
With events, you can display your true dedication to creating exceptional, forward-thinking technology products in a way that people will remember.
3. Nurture Leads With Marketing Automations
The buying process of B2B businesses is often long and complex. Typically, this is because there are numerous individuals involved in the decision-making process, and in large organisations, there’s a clear, extensive process that must be followed. In cases where the technology you’re selling is advanced, expensive or the like, this only prolongs the amount of time it takes for prospects to convert.
For this reason, it’s crucial that you effectively capture any initial interest in your offering and nurture leads during each stage of the sales cycle. This can seem overwhelming, as driving results can involve a significant time and a notable investment of resources. Marketing automations can be a great way to keep prospects engaged and interested in your brand, without breaking the bank.
“44% of marketing leaders believe automation will become more important as a skill in 2020.”
By integrating marketing automation capabilities into your technology marketing strategy, you can optimise your processes; improving efficiencies, and giving you more time to focus on qualified leads. In addition to this, regularly emailing those in your sales funnel gives you the opportunity to further educate potential consumers on your offering, which can reduce doubts that may otherwise deter them from following through with a purchase.
That being said, it’s important to get the frequency of your emails right. When overwhelmed with an excessive number of emails, 69% of users unsubscribe. However, if individuals only hear from you once every six months, your offering may no longer be relevant to their current needs. Of course, the number of times you email will depend on your unique brand circumstances and context, but as a general guide, scheduling one email each week will likely suffice.
With targeted, strategic marketing automations in place to nurture prospects at every stage of the buyer journey, your technology business can drive leads and optimise your sales funnel.
If you’re interested in improving the effectiveness of your technology marketing strategy, get in touch with the Lead Agency today.
