A solid marketing strategy for technology products is a vital aspect of the success of any tech company. It is essential for generating leads and boosting your company’s bottom line. However, standing out from the B2B technology firms crowd is difficult. The competition is huge, so your marketing strategy for technology products is crucial. A strong marketing strategy can help your business cut through the noise made by the competition. This allows your company to build relationships with business partners that wouldn’t have been possible otherwise.
Devise a Goal for Your Marketing Strategy
Every good marketing strategy begins with a plan. After all, there’s no sense in doing marketing unless you know what you want it to achieve. So the first step will consider what you want to specifically achieve and define measurable ways of evaluating your marketing tactics. The goals you set for your marketing strategy should be SMART, an acronym that stands for specific, measurable, attainable, relevant, and timely. This will help you formulate objectives that are ambitious yet practical.
Here is a list of potential questions to ask yourself when brainstorming goals for your marketing strategy.
- What is the goal of this marketing campaign?
- What key performance indicators will I use to gauge the campaign’s effectiveness?
- Are these goals relevant to the desired outcomes of the campaign?
- Can these goals be achieved in the amount of time set aside for the campaign?
- When will this campaign begin?
- How long will this campaign run for?
Once you have defined a clear goal, you can start with developing your marketing strategy. Of course, how each marketing tactic will be executed will vary from business to business, but here are a few marketing methods commonly used by tech companies.
- Video Marketing and Content
Video and content marketing are tried and true methods of helping a product receive more attention. Video marketing is the more straightforward of the two methods. As the name implies, it involves making a video to generate excitement around a product. On the other hand, content marketing can take a few different forms. The most common form of content marketing is blogging. These methods can be more effective by telling a compelling story, being exciting or entertaining to the audience, and including client testimonials.
These three tactics make video and content marketing more effective by making them more shareable or relatable. When a marketing video tells a compelling story or is entertaining, there is more of a chance that people will share it. If it is done perfectly, then the video could even go viral. This will generate huge amounts of excitement around your product or service. In addition, client testimonials make the products featured in a video more relatable. Showing the average person’s experience with your product as positive can encourage other people to engage with your business.
- Influencer Marketing
Technology companies are increasingly partnering with influencers to improve their online reputation and expand their social media reach. An excellent example of this is JBL’s marketing strategy for their wireless headphones.
One of the target demographics for wireless headphones is physically active people. This is because wireless headphones are more convenient to use when engaging in many movements, such as running or hiking. With this knowledge in mind, JBL began partnering with fitness influencers who already had an audience that fit the target demographic. The influencer then reviews the wireless earbuds and encourages potential customers to buy them.
The critical thing to remember with influencer marketing is relevance. Simply having a large audience isn’t enough to make an influencer an effective marketer for a product. That influencer’s audience must also match the target demographic for their marketing product. For example, if an influencer generally makes content concerning fashion, it wouldn’t make any sense to market a new tech product.
- High-Value Content
The content involved in your marketing strategy also allows you to separate yourself from the competition. Step away from what other companies are doing by developing a consistent program of high-value content that will foster long-term trust between your target buyers and your brand. High-value content is also more likely to be shared if a call to action is included. Remember to encourage your viewers and readers to share the content they engage with.