So what strategies can technology businesses use to lift their marketing game and promote a clear brand image and message? 

Inbound marketing is the perfect place to start when promoting your technology business. It involves attracting customers by creating useful and engaging content that resonates with them. It prioritises content creation and information sharing over advertisements by bringing an audience to you who are interested in what you offer. Types of inbound marketing tactics include SEO, websites, content marketing, influencer marketing, and email marketing. The marketing tactic you choose will depend on the unique needs of your customers. 

 

Search engine optimisation (SEO)

A crucial part of inbound marketing is SEO. SEO helps contribute to website optimisation by improving the search engine results page ranking, which will expose your website to more customers. Incorporating specific keywords and phrases, especially those that relate to customer pain points, is key to reaching a wider audience and AI tools can be used to accelerate this process. Attracting customers who resonate with your services and products will result in a better consumer experience. Some great SEO tools to get started with are Semrush, Google Analytics, and Moz Keyword Explorer. 

Websites

A website's purpose is to increase awareness of your business, sell products and services to customers, and provide information that addresses customer’s needs. However, customers need to be able to find your website to do this. Utilising SEO is the way to go when you’re trying to attract customers to your website as it directs their needs straight to you. Once customers have found your website, they can be directed to more content such as blogs or social media pages. User experience (UX) can make or break a website for customers. Navigating the website, the loading speed or performance, and the visuals are all part of UX. Once SEO attracts the right customers to your website, optimal UX will determine if they stay. Prioritising these aspects of a website will help your business stand out in a crowded digital space. 
 

Content marketing 

Content marketing is a valuable tactic that provides useful information and insights to your audience in an engaging way. To begin, decide how you want this content to help your business and what types of content you want to produce. Blog posts, how-to guides, podcasts, and social media all have different audiences therefore, catering different content to each group is a must. Content creation is a great way to tell stories, be relatable, and communicate with your customers which drives customer interaction. Once you have established which content resonates with which audience, it is time to identify and allocate resources such as deciding who is in charge of content creation and what tools you will need. Posting consistently and planning your content is crucial for keeping your audience engaged. Therefore, a content calendar should be created which can be as simple as using Google Calendar to plan when to upload. These marketing tactics help increase interactions amongst different audiences which goes beyond traditional one-way marketing tactics. 
 

Influencer Marketing

Influencer marketing is a powerful marketing tactic that can help build awareness, credibility, and trust within a company. Partnering with influential figures in the technology industry can expose your company to their audience and loyal followers. Influencers can create authentic and engaging videos and can generate sales because people trust their opinions. By tapping into their fanbase, your business can capitalise on their credibility and it can be seen as a personal endorsement for your business. Influencers create engaging content by posting reviews, recommendations, and tutorials which encourages customers who may be hesitant to purchase from your business.   

However, it is important to make sure your chosen influencers align with your brand and industry, such as the tech industry, as consumers don’t want ungenuine partnerships as it can cause customers to lose trust in your brand. 

Email marketing

A cost-effective marketing tactic, email marketing, plays an important role in inbound marketing and is great for retaining customers. Some other great benefits include being able to tailor content to specific audiences and driving traffic to your website. Email marketing is one of the few organic marketing tactics that can segregate customers based on their needs. It is also a great way to track customer engagement and digital analytics through data like click-through and open rates. Remember to be consistent with sending out emails and make sure the subject grabs your customer’s attention. 

Building a tech stack involves incorporating inbound marketing practices into your strategy. This includes SEO, websites, social media, blogs, influencers, and email marketing. Large tech companies such as Microsoft and IBM have a strong social media presence to connect with customers. However, it’s not just the large tech companies with these great strategies. We’ve seen the impact firsthand in working with businesses like Operative Intelligence and GenTrack to develop top UX web designs that have improved user flow and speed, creating a better consumer experience and subsequent higher engagement rates. 

What are you waiting for? Contact us today to improve your marketing and growth strategies for your technology business.