Marketing for technology – 5 things you should know
The technology industry can be highly competitive, and consumers increasingly expect technology companies to be innovative and exciting. At RMA, we specialise in marketing for technology so take a look what we believe to be 5 key things to know when developing a marketing plan for a technology product or service.
A great website is key
The importance of the first impression cannot be overstated. In most cases, the first time a potential customer will learn about your company is from visiting your website. This makes an attractive and modern website, that works on both desktop and mobile devices, invaluable! When marketing for technology, we advise our clients to think of their website as if it were their business premises, it should be presentable, welcoming and tell your customers something about your business. According to UK Web Host Review, ‘75% of people base a company’s credibility by how their website looks, feels and responds to the user journey’. This highlights the importance of taking your web presence seriously as visitors are making judgements about the quality or your work, and therefore the quality of the work you would do for them.
A free trial can work wonders
In the highly competitive technology market it’s not enough to simply tell customers how great your product is, you must show them. Where possible you should offer a free trial or demo. It is highly likely that your competitors will be doing this so if you don’t, potential customers can easily find another company that will. A free trial will give prospective customers reason to trust your service or product and feel that they are making an informed decision. In order to participate in a free trial, a customer must invest time in your product through set-up, registration etc., they will want to ensure that this effort is not wasted so will be more likely to make the most of the limited time they have, giving you ample opportunity to showcase how they can benefit from purchasing your product.
Reviews are important
According to Invesp, 90% of consumers will read online reviews before deciding whether to purchase a product or service. Therefore, it is important that you build a good online reputation by creating a company account on relevant review websites. Invite existing customers to leave a review to build up your rating or score, even a few reviews will make the world of difference to prospective customers researching your business. Also, the way in which you deal with negative reviews is important, research suggests that a single negative review can cost you 30 customers, so do not ignore negative reviews, respond in a professional yet personable manner and offer restitution if appropriate.
Content is king
Technology marketing involves long lead times, so the better a customer understands your product, the more likely they are to purchase it. This is where content such as case studies, white papers and webinars come in handy. Once an individual or company is engaged with your business in some way, you should look to offer them valuable content which teaches them something, for free. Offering professional content for free is not only a great way to advertise your business to them but can also set you apart as experts in your industry. Although you will not see an immediate return on the time and money you have invested on creating this content, you will not be left empty-handed. Ensure that, in order to gain access to this content, potential leads will need to give you their contact information, meaning you can send them further content and hopefully convert them into paying customers. Promoting this free content will also draw more users to your social media accounts and, in turn, boost your social media profile.
Improve your SEO
Any technology marketer worth their salt will impress upon their clients the importance of a good Search Engine Optimisation (SEO) strategy. The previous 4 points are worth nothing if you aren’t getting visitors to your website. For most technology businesses, organic traffic is the source of most of their web visits so ensuring you rank highly in the search results for your customer base will work in your favour. Ranking highly in search results will give prospective customers reason to trust your brand as they know that your website is more likely to be relevant to what they are looking for. Furthermore, the lower you rank, the less likely you are to be clicked, research from Search Engine People, 75% of users do not click past the first page of search results.
We hope that you have found this blog helpful and informative, please feel free to contact our team if you want expert help marketing your technology business!