Marketing Strategy for Technology Companies

One of the activities we perform well is developing and implementing strategy.  Part of the reason we have been so successful is that we realized from the beginning no two companies are the same.  This is especially true in the tech industry.

 

Even if two companies sell identical products and services, other factors will differentiate them such as:

  • Their primary markets

  • The quantity and quality of public sector contracts

  • The sales model

  • The degree of knowledge sharing within the business

  • Number and availability of experts

  • The experience of the executives

  • The historic and projected growth trajectory

  • Their channel partners

  • Foundational products and services vs. growth-oriented products and services

  • Geographic location (yes, surprisingly that is still a major factor)

  • Origin of leads

  • The state of their website, social media, email campaigns, etc.

  • The size of their client/prospect database

  • The organization’s culture…

 

Note that most of this is not about company size.

 

A deep knowledge of the technology industry is a given—understanding the current state, the drivers, projected growth, staying on top of trends, monitoring new products, etc. But that is not enough. In order to be successful, any marketing consultant in the tech industry, in particular, needs to take the time to know the client well.

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So what does strategy look like?

Following are some core tools and considerations for technology companies. We have seen many studies on these tools; our ultimate recommendations come from actual results with our clients. 

 

Pros of Blogs

  • They are an excellent way to generate organic traffic.

  • They are a good way to position the company as an industry leader.

  • The content can be repurposed.

  • Search engines crawl the post individually—so each post is treated as a separate article with a separate heading, etc.

Cons of Blogs

  • It takes a significant amount of time to come up with strategic subject and content.

  • If not strategized correctly, organic traffic can take a long time to realize.

Pros of Email Marketing

  • The content doesn’t have to be new—although it is a good way to test out new content before it is used somewhere else—such as a landing page.

  • It produces a list of leads.

  • It can drive website visitors.

  • It is quick and easy to implement.

Cons of Email Marketing

  • Personal follow up is limited by the information in the database—if there is no phone number, all follow ups will have to be via email.

  • Most people don’t respond or fill out a contact form, so someone does need to follow up.

  • It is very difficult to upload an existing list into a new platform without triggering an opt-in requirement.

  • It’s hard to break out of the noise.

Pros of LinkedIn

  • InMails have a much higher response rate than emails

  • With a little effort, a decent prospect list can be built using LinkedIn alone.

  • A database, that includes emails, of all connections and followers can also be built. 

  • Since search engines don’t crawl LinkedIn, you can republish content from your website without incurring a duplicate content penalty.

  • It is an excellent way to research prospects and competitors.

Cons of LinkedIn

  • It is not an SEO tool. Search engines don’t crawl it (although that may change).  So anything you post is not going to appear in search results.

  • To be effective, you need to post regularly—once a week.

Pros of Digitally Distributed Media Releases

  • They still work.

  • If strategized and optimized correctly, they are one of the best, if not THE best SEO tools.

  • The can be repurposed without rewriting—attached to social posts, published on the organization’s website, etc.

  • Depending on the distribution outlet, the release should reside on the distributor’s site for many months, if not years.

Cons of Digitally Distributed Media Release

  • They can be very expensive.

  • They are time-consuming to produce and require specialized expertise.

  • They tend to disappear from the media outlets that publish them after only a few days or weeks.

  • They will reside, in some form, on the web forever.

 

It can be tough for a technology company with a small marketing budget to develop a very effective marketing strategy, but it’s not impossible. It all goes back creating smart goals.

Lean tech companies should consider marketing firms that are similar in size to help keep costs from getting out of control

 

 Give us a call. We’ll work with you to create and implement your strategy. 

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