7 Highly Effective Marketing Strategies for New Technology Companies

The technology landscape is changing quickly. A decade back, we only had a handful of tech companies. Fast forward to today and we now have thousands of them. This has increased competition in the industry and accelerated technological innovation. This is good news for consumers as they get new tech products quickly and at an affordable price.

On the flipside, it makes it difficult for new businesses to survive and thrive. If you are planning to start a new tech business and don’t want to suffer the same fate as most startups do, you should learn how to do digital marketing the right way. You can take inspiration from tech businesses who have achieved success through digital marketing. In this article, you will learn about seven proven marketing strategies that new tech companies can implement.

1. Content Marketing

“Content Marketing is the only marketing left.”—Seth Godin

According to this infographic, Content Marketing costs 62% less and generates 3X more leads as compared to other forms of marketing and advertising. Additionally, businesses that use content marketing have a 6X higher conversion rate as compared to businesses that don’t use content marketing.

Content marketing is a great way to establish yourself as an authority in your industry. Not only does it help you to attract new customers but also keep existing customers engaged. Create, publish and promote content that solves your target audience problems. Experiment with different content formats and types until you find content that your audience loves to consume.

2. Email Marketing

Marketers might be familiar with the adage “Money is in the (email) list” but did you know that it is true. Email marketing still works. According to DMA 2019, For each dollar you spend in email marketing, you can expect an average return of $42. If you can personalize emails and make them more interactive, you can get a higher open rate and click through rate. As you can see email deliverability remains important. With almost half of emails being opened and read on mobile devices, it is important that you choose an email template which is mobile responsive. Collect emails and focus on building an email list. Send a weekly or monthly newsletter to your email subscribers. This will help you bring them back to your website or blog.

3. Search Engine Optimization

What is the first thing you do when you have to buy a product? You do some research, right. Most people use search engines for this purpose. That is why it is important to optimize your website and blog for search engines. Even though ranking on top of search engines is not easy and might take some time to deliver results, if you are willing to put in the time and effort, you can reap rich rewards in the form of continuous organic traffic to your website.

4. Social Media Marketing

According to statistics, there are 3.5 billion social media users, which is equal to 45% of the world's population. Although, the rapidly changing social media algorithms and shift towards paid advertising has led to declining organic reach on social media but there are ways to overcome it. Some of them are as follows:

• Live videos
• Write on trending topics
• Post user generated content

You can build a loyal fan base, keep them engaged and promote your products and services through social media marketing. Brands are also leveraging social media as a tool to deliver real time customer support by answering customer queries instantly. Social media can help you build your brand and amplify your reach. LinkedIn is a great platform to target as it has millions of decision makers and influencers who make purchase decisions.

5. Influencer Marketing

Your business has recently entered the tech industry, and no one knows about your business. Your marketing messages might get drowned in a lot of noise from established players. How can you cut through that noise? Influencer marketing is a great way to do that.

According to influencer marketing statistics, businesses that invest in influencer marketing earn $18 for every dollar they spend. 80% of consumers have purchased a product after it has been recommended by an influencer. Rope in the right influencer in your niche that shares the same passion as your brand does and ask them to create content that your audience might love. Instead of chasing celebrities to promote your products and services, focus on micro influencers and niche influencers. They have a smaller but more engaged fan base.

6. Paid Advertising

With rapidly changing search algorithms, more competition and rising zero click searches, getting organic reach through search engines is not easy. That is why digital marketers and digital marketing agencies are embracing paid advertising. Yes, you might not have big advertising budgets like the tech giants, but you can use your budget cleverly and get a higher return on your digital ad spending.

According to paid advertisement statistics, Paid ads can also increase brand awareness by 80%. For every dollar you spend on paid advertising, you can earn $2 in return. What’s more, traffic coming from PPC ads delivers 50% more conversions than organic advertising. You can also use paid ads on social platforms and video platforms.

7. Remarketing

Did you know that it costs five times more to attract a new customer instead of retaining an existing customer? Despite this, many new businesses divert all their energies and resources towards attracting new customers instead of retaining their existing customer base. What’s more, existing customers are more likely to buy from your brand than new customers who don’t know much about your brand.

That is why you should target customers who have shown interest with your remarketing. If a user has visited your website or abandoned your shopping cart for any reason, showing remarketing can serve as a polite reminder. This can also persuade them to visit your website again and pick up from where they left off.

About the Author:

Irfan Ak is a marketing strategist at a web development agency. He is also a writer & guest blogger on various websites. He has worked with various other brands and created value for them.

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