Marketing strategies that tech companies need to deploy
Interestingly enough, technology companies are still marketing, while many of their other discipline counterparts have pressed pause. The reason for this is the reliance on technology to power through any uncertainty and secure companies with better efficiencies, long-term cost savings and outcomes.
The pivot and play mentality of technology companies who inherently know that if their solution is robust and scaleable, they have an opportunity in front of them to convincingly help companies invest in technology for long-term prosperity.
Additionally, most companies are faced with a reality that post COVID and it's after-effects on the economy, they have an opportunity to be a better company and use this time to leap frog their competitors.
To maximize their investment in marketing initiatives, organisations should look for strategies and tools that have the most potential to engage decision makers by proving that they understand what challenges their target industry faces, that they're a thought leader and have a unique solution that can provide substantial return on investment (ROI).
The obvious way to achieve this is to have a strategy in place. Know what your competitors are doing, how the market is adapting to change and understand your customers and prospects better.
With the launch of marketing strategy technology platform, Robotic Marketer, companies have easy access to affordable, yet more detailed and indepth marketing strategies, capable of giving them the competitive advantage.
Rather than just put together a list of tactics and use a few marketing technology tools, technology companies are realising that the real advantage that is needed right now is to understand what marketing tactics have the highest impact in the current environment and customer case studies that reinforce what it is like to work with your brand.
Tactics that smart, forward thinking technology companies are deploying include:
Amplification of brand
Hoping that your logo turns into a brand that speaks to your prospects and customers is wishful thinking. So many companies, particularly in the technology sector 'hope for the best' or simply do not understand that a logo that no-one sees is not solely your brand. A brand is how people feel about your company from all touchpoints.
Working out how to amplify your brand and have both your staff and your customers as your biggest amplifiers is important.
Content marketingAs a tech company in an over saturated market it's important that customers understand that you have the ability to provide a solution to their business that is better than your competitors. To do so, you may need to establish your credentials, knowledge bank and also reinforce what it's like to work with your firm. Being customer focused is imperative to success and it's amazing how you can do this with the written word and video.
Event MarketingWith events thrown on their heads, technology companies are being forced to look outside traditional event marketing. Particularly companies that are resellers or partners of bigger global tech software companies like Oracle or SAP. What this means is that they need to be creative. Audio visual companies have pivoted well in this era through working with companies to set up in-house studios that are extremely professional and not as expensive as first thought. This use of funds allows for technology companies to have studio that is used for webinars, podcasts and live events.
Stepping up and taking advantage of event marketing online is essential but also good business sense. The long-term advantages and cost savings allows companies to produce content, interview customers and become thought leaders with a voice.
If you are super smart, you will push this out not only to your customer base and prospects, but also to the media and other industry experts to help amplify the content from your event.
Social Media MarketingSome have tried and stopped. Others do the bare minimum. If this sounds like your technology company, be prepared to lose market share. Prospects need reminding that you exist and they need to know what you do. Do put up a post is not enough. You need to push it out.
The changes in technology marketing are a catalyst of what is to come. As marketers and digital marketing experts, our ability to transform your brand primarily to an online environment is critical. It takes buy-in from not just your agency or marketing team, but your entire staff.