No matter how big or small a company is, the marketing of complex products to an educated audience remains one of the biggest challenges. In tech marketing, technology and business are intertwined and must appeal to businesspeople and technology professionals alike, as well as to decision-makers, influencers, and users.
Do not be scared; you don’t have to be a tech whiz to become a tech marketer.
Not just for techies!
Like any marketing strategy, in order to build a successful tech marketing strategy, you must consider certain framing factors, such as types of products, personas, challenges, and opportunities, along with mapping influencers and their roles in purchase decisions. Yet, in contrast to typical marketing, tech marketing must also consider additional factors such as platform category, related infrastructure, implementation methods, sales models, as well as complementary solutions. It’s All in the Content!
There are many forms of tech marketing, and most of them are content driven as educational materials are highly effective. White papers, tech blogs, webinars, e-books, research data, and of course tutorial videos, etc. are all examples of tech marketing materials that can be used effectively, providing that the content is tailored for each stage of the marketing funnel as well as the target audience.
The marketing strategy and related marketing assets must demonstrate authority and present subject matter experts to appeal to the target audience. As in all marketing strategies, one of the objectives is first to raise awareness of a pain-point or need, challenging the status quo and emphasizing potential threats, which could occur if we do not “fix” the current situation. In order to generate engagement, you should leverage infographics, articles, PR announcements, ads, etc. that address the pain points and offer effective solutions, preferably solutions that demonstrate proven results for similar customers.
Hi-tech companies are often part of a partnership network, for complementary solutions, OEM, affiliations and distribution agreements. These partnerships are often characterized by joint marketing and sales efforts. It is essential to include the nature of the partnership and the business in the marketing strategy. In some cases, depending on the significance of the partner, joining a new partnership might be beneficial for the sake of the marketing strategy itself.
Take their Word for it!
There are many influencers and thought leaders in the Hi-Tech sphere that should be considered in tech marketing. Analysts like Forrester, Gartner, IDC, etc. issue important reports, explore technologies, create lists for the business technology world, and their input is crucial. Also, developers' communities and other influencers such as comparison websites etc. need to be taken into account.
So, what it all boils down to:
Marketing a tech product, whether it’s hardware, software or a service, begins with an understanding of its function and its benefits. Tech-marketing strategy works best using modern technology as a marketing tool, with the right content tailored to your target audience and utilizing tech influencers mentioned above. Obviously, as in any marketing field, a thorough investigation of the target audience's behavior must also be conducted before, during, and after each campaign. With the help of these proven techniques and methodologies, you can easily master the world of hi-tech marketing.