Whether an established player wanting to promote a new product or boost sales, or a new start-up, tech companies depend upon successful marketing communications to grow their business. We have taken a look at the situation as it stands for tech marketing following the pandemic and whether there are any resulting changes in approach. We have also compiled our own list of the most successful marketing strategies for tech companies.
Growth in tech marketing
Recent evidence from Gartner suggests that marketing budgets across all sectors are bouncing back, and are now almost back at pre-pandemic levels, on average increasing from 6.4% of company revenue in 2021 to 9.5% in 2022. This colossal rise indicates that there is much more confidence in growth areas, such as tech, which allocated the second highest marketing budget of 10.1%. Gartner also reported that just over half of the marketing budgets were given over to digital mechanisms. However that does mean that almost half are still being set aside for more conventional marketing avenues.
Changes in tech marketing strategy
Gartner also reported that whilst over half of marketing budgets (56%) were directed towards digital channels, this meant that almost half (44%) were still plugging more conventional methods. It represents a surprising departure from the expected post pandemic lurch towards digital only. This means that marketing strategies need to be even more cognisant of the behaviour of their target consumer group, whether its B2B or B2C. Tech companies are no different in this respect and should still utilise hybrid, multi-channel strategies.
What we recommend – our top 6 tips
Acknowledging the fact that there are distinctive differences between tech companies and products which will dictate the exact marketing strategy adopted, there are still some fundamental key strategies that should be be harnessed. Here are our top 5 Tech-marketing musts.
1. High quality content
Content is still very much king when it comes to generating visibility and building trust. It’s often neglected however, and this can lead to dwindling traffic and sales. What’s really important is making sure that the content you create and display has value, both in terms of optimisation and brand image. No matter what, don’t be tempted to turn out cheap, quick, click bait type content. Play the long game and focus on consistently building a high quality, comprehensive portfolio which has the sort of depth that serious potential clients will recognise and appreciate.
2. Video content
Busy people rarely have the time to read through reams of data or descriptive text. They do however usually have time to watch short, informative video clips that give a useful insight into a solution that is potentially relevant to their company’s situation. Focus on delivering stories that combine useful information but are also entertaining. This is worth noting for B2B companies as well. For client testimonials and info about products, you should be looking at around 2-3 minutes length. Tutorials can be a bit longer but we wouldn’t recommend going over 10-12 minutes for those.
3. Animated infographics
These are similar to traditional infographics but with the added benefit of animation and music, which helps to revitalise what can otherwise be dry statistics and data. It provides more of a journey for the viewer and tells a story as well as providing the facts. The addition of animated explainers helps to add a further string to your bow and really bring the info to life in a more palatable way, meaning that viewers are more likely to watch it through to the end.
4. Client testimonials
Genuine client testimonials are gold dust. And yes, non-authentic ones usually stand out a mile, so it’s important to really put the work in with clients in order to achieve those positive endorsements. Just don’t forget to share them as widely as possibly, on your website, social media and even in press releases where appropriate. Peer-to-peer endorsements are always considered to carry weight and are relied upon by other companies to ensure they are getting the right people and products for their needs.
5. Face to face events
As referenced earlier, multi-channel strategies are vital, and one of the most valuable non-digital options is to put your company right out there and get talking to people. Obviously you need to be very selective about where you turn up and showcase your services, but good old-fashioned, relevant networking is central to building brand awareness, generating leads, engaging with potential customers on a personal level and ensuring they get the appropriate information about your company.
6. Award entries
Winning, or even just being nominated for, awards is still one of the best ways to propel your company into the consciousness of potential clients. Especially as a start-up. Unless you have a lot of experience in award entries, make sure you seek advice from those who do. Otherwise it will be a waste of your time. These sorts of achievements are brilliant content fodder and SEO gems. You can achieve press coverage much more easily and really hype up your product and image simultaneously.
If you are a tech start-up, or an existing company bringing a new product to market, and you require assistance with your marketing strategy, please feel free to contact us at Bishop Communications for no nonsense, straight talking advice on how to rise above the competition and get yourself noticed by the right people, in the right places.