In our last article, we spoke about how the technology footprint is continually growing and how the sector is now at the forefront of industry.
As we continue our deep dive into the technology market, we explore the innovative marketing tools that should form a fundamental part of your B2B marketing strategy.
PR: Get yourself heard
PR can be a good way of raising your profile in B2B target markets. By securing editorial in key print and digital media you can begin to market your tech to specific audiences, increasing brand awareness, and grow interest and leads.
In turn, as digital PR moves to the forefront businesses can benefit from all the advantages of traditional media relations such as increased customer trust and an improved brand profile, while at the same time garnering additional SEO benefits.
Effective link building – identifying and securing high quality backlinks on high domain authority websites such as trade journals – will not only maximise the audiences reached, as online publications typically have a large number of digital readers, but also bolster your website’s position on Google and ensure your site is seen as authoritative and reputable amongst key markets.
Remember, write content that engages readers; thought leadership articles will enable you to present yourself as an expert in the field, whilst encouraging readers to learn more about your business’ capabilities. However, it is wise to be concise and coordinated in your organisation-wide delivery and messaging, especially if your tech is complex.
No matter how complicated your technology is, it’s vital to simplify content for target audiences – not everyone will want to know, or indeed need to know all the technicalities – but most will benefit greatly from a more tailored approach that considers their specific pain points and market challenges.
Design: A picture paints a thousand words
Using quality images or infographics to highlight your products, brands, or services and support your other content can make a massive difference. They say that the average person only remembers 10% of the information they have heard for three days but adding imagery can improve their ability to recall the information by 65%.
The reason for this is that imagery is more pleasing to the eye which makes it memorable, quicker to digest, and subsequently leads to an increase in open rates, engagement rates and sales.
However, you can take this a step further with video or animation. According to Facebook, video content holds the attention of viewers for up to five times longer than still images and according to research, 76% of marketers said video content was most important to them in 2020. Some reasons video and animation has seen a large rise is that it captures attentions quickly and has become a more cost-effective way of marketing across multiple channels.
Social Media: build an avid following
Previously, the power of social media was overlooked, but now many B2B organisations are increasingly becoming interested in taking advantage of what social media marketing can deliver for them. While it’s true that the coronavirus outbreak has changed the way marketers do business, research has shown that during this time marketers considered digital and social media marketing as a key form of marketing.
Twitter and LinkedIn are considered to be the best platforms due to business-to-business focus, and when used effectively they enable B2B organisations to promote their solutions to relevant industry professionals and decision makers. Instagram is also becoming increasingly popular, with a plethora of features that can be utilised to deliver success for businesses.
By posting engaging content, interacting with other users and regularly reviewing who follows your business and who your business follows, you can begin building a strong network, and in turn potential leads and buyers.
Remember who you are
Identify your unique selling points (USPs) and benefits, and build them into messages on your website, social media and PR. People want to know how your solutions will benefit them and their organisation, so keep this in mind when drafting copy.
Your first objective is to capture the attention of an individual to help them learn more about your business and solutions – you can discuss more complex details later down the line.