Tech companies that are looking to scale face all the typical marketing roadblocks, as well as some sector-specific challenges.
Finding your place in the crowd and differentiating your brand from others proves difficult for businesses across multiple industries, but this is especially true in the tech sector due to the number of incumbent firms and rising number of market entrants.
The top 4 marketing challenges reported by technology marketers are; differentiating their brand, implementing long-term marketing strategies, choosing the right technology which integrates with their current stack, and creating effective content. In fact, 62% of content marketers for tech companies considered that making their content engaging was their most significant challenge.
Content is at the heart of digital marketing and drives the inbound approach, so it makes sense to understand the way inbound works, the purpose behind the methodology, and the various ways you can implement inbound campaigns.
Behind every successful inbound marketing strategy are buyer personas and a structured content marketing strategy.
So we’ve created some essential marketing resources to help technology firms establish an effective digital marketing strategy that generates more traffic, converts more leads and helps grow the business.
Buyer personas for tech firms.
Let’s start by defining your audience. Who are they and how do you reach and influence them?
Personalising your marketing for different segments of your audience is the most effective way of attracting and engaging with your prospects and clients. By understanding the fundamental goals and challenges each audience segment faces, you can tailor your messaging for maximum impact.
Our free buyer persona template for technology firms will help you define, understand, and better serve your audience.
Creating a content strategy for tech firms.
What’s next? Well, your audience needs to be able to find you when they search for things related to your services.
Great content builds trust and demonstrates credibility within your target audience, and if SEO tactics are applied correctly, it can also ‘pull’ the partly qualified leads – relevant web searchers – to your site.
In this guide we’re going to walk you through the steps needed to create a content marketing strategy that improves your brand’s digital footprint, generates leads and helps your business grow.
Here’s everything you need to get started with content marketing for your technology business in 2020.
Inbound marketing for tech firms.
Let’s tie it all together with a powerful inbound campaign.
Inbound replaces traditional campaign methods – print ads, tv ads, cold calls, cold emails, and flyers – with tactics to attract and convert leads who are already interested in your service.
While outbound methods ‘push’ your content in front of a large and often unqualified audience, inbound marketing aims to ‘pull’ part-qualified leads to your site, making it easier and less costly to acquire new business.
Here’s our inbound marketing guide to help you build campaigns that attract, engage and delight your audience online.
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