How to Market Your Tech Company Effectively
Ah, marketing. As cliché as it sounds, marketing is a cornerstone of the success of any company and therefore requires both attention and effort.That being said, some types of businesses are significantly easier to market than others. Tech companies? Definitely on the harder side.
It’s important for tech business owners and marketers alike to understand that while it may seem like its something you can get away with putting only a little time into, that’s not the case at all.
Before becoming the Marketing Coordinator at Novvum, I had no prior experience working in the tech industry. As I’m sure you can imagine, it was like being thrown into the deep end of a pool. I quickly found that both my schooling and previous marketing experience were lacking when it came to this industry, leaving me drowning in uncertainty. After a few months worth of trial and error, however, I was able to get a good grasp of what does and doesn’t work when it comes to marketing for a tech company. So, in an attempt to save you, dear reader, from making all the same mistakes I did, I’m here to tell you what I’ve learned.
Digital Marketing is Your Best Friend
It makes sense, doesn’t it? You work for a tech company, so you should be using tech in your marketing strategy. Any tech business, whether it’s app development, consulting, or otherwise would be extremely difficult to advertise through traditional methods. Think about it, everyone you’re trying to target in any of those business models would primarily be found on various parts of the internet, so why spend time and money making a tv commercial or radio ad? That being established, there are specific things within digital marketing that work better than others.
In this day and age, if your company doesn’t have any social media accounts, it is missing out on hundreds of thousands of potential leads.In addition, it loses credibility in the eyes of both casual browsers and future talent. I won’t go too far into the detriments of not having social media because I’d like to think that those cases are few and far between. Instead, I’d like to discuss the importance of using the proper social media for your company. Having too many social media accounts is both taxing to upkeep and inefficient. Why invest 10% of your energy in 10 things and have none of them prosper?
The best thing you can do is narrow it down to a few major platforms that will be effective for your specific industry.
In the tech industry, Twitter is the one platform you absolutely have to be on. In general, the platform has grown in popularity exponentially in the past few years, and the tech community on there has grown with it. There is a lot of discourse that happens on Twitter. It’s the perfect place to establish your company as a knowledgable thought leader, which is one of the best reputations a tech company can have. You can use Twitter to showcase what your team is working on, share blogs (more on that later), and interact with others.
Another social media must have is Instagram. Putting a face to your company is an important piece of the puzzle in an industry that relies on being behind a computer screen for a majority of its work. When potential clients are able to look up your business and see the people that work there via a platform like Instagram, it builds trust and credibility. On the other end of the spectrum, the same platform can be used to show potential employees the company culture and help them make the decision to join your team.
Other platforms like LinkedIn and Facebook can also be used depending on your target demographic, but the two above are non-negotiable.
In the same vein as Twitter, blogs are key for establishing thought leadership in your industry. Posting original content shows that your team is knowledgeable and good at what they do. In addition, having a blog on your website and advertising it via a social media platform like Twitter drives organic website traffic and brings potential leads directly to you.
In order to reap these benefits however, your team needs to be writing the right kinds of blogs. Any blog that comes from your business needs to be informative and thoughtful. Blogs that do not provide value to readers will not draw them in and will, in the end, be a waste of resources for you and your team.
Paid Search Advertising
This is as close to traditional advertising as any tech company should get. Chances are that most of your leads will be looking for what you provide them on the internet, so ensuring that your business is the first thing they see can be very effective. Resources like GoogleAds make it incredibly easy to create these ads while staying within whatever budget limitations your business has. These ads are meant to drive traffic to your website which, in the best case scenario, convinces the potential leads to reach out.
While GoogleAds can be a powerful tool, it can also waste a lot of money if you are not using the proper keywords. Lucky for you there are many online resources for optimizing search advertising. When used properly, this online form of traditional advertising can greatly elevate your business’ lead generation.
The Bottom Line
Tech companies can be difficult to do marketing and advertising for, but there are things that work specifically for them. While I certainly haven’t touched on everything in this article the three things listed above can change the way your business interacts with leads, potential talent, and the tech industry as a whole for the better. So remember:
- Utilize social media to showcase what your team is working on, your company culture, and interact with the community.
- Create thoughtful and informative blogs that position your company as a thought leader in your industry in order to drive organic traffic to your website.
- Optimize paid search advertising to bring potential leads directly to your website.
There you have it! A condensed version of some of the most important things I’ve learned during my transition into the tech industry. This is by no means everything I have learned or everything that I have implemented that has been effective for Novvum, but it is a good summary of some of my biggest insights. I hope that you’ve found something to take away from this read and that it betters your business in the long run. If you have done things that you’ve found were particularly effective for you, feel free to reach out and tell me all about them!
Got some more time on your hands? Check out some of those thoughtful and informative blogs I was talking about:
- 6-ways to dramatically increase your software development teams productivity
- successfully working with open source software
- using graphql backend driven ui to build faster with less code