Marketing Insight

Using marketing effectively for IT and technology

IT and technology intersect every aspect of our lives, including at work. So, if you’re in IT or technology, how do you capitalise on this appetite and use marketing to bestow the benefits of what you deliver to busy businesses? Sarah West, of B2B experts Full Mix Marketing, looks at some effective tactics:

KNOW YOUR CUSTOMERS

It might be that almost any business could benefit from the technology you deliver – or it could be quite niche. Be realistic about who you appeal to and aim your marketing at the low hanging fruit before targeting more challenging segments. Try specifying ‘buyer personas’ - maybe one for the average CEO and another for those in the IT, sales or ops who would benefit from what you deliver. It’s important to understand the challenges they face and the marketing most likely to reach them. If you’ve created something unique, you may wish to appeal to early adopters. If your service is more established, it might be better to focus your marketing on more solid benefits, such as being trusted.

NERDY OR NOT?

Your potential customers may be technical specialists or simply business people looking for a solution to an everyday challenge. For the former, it’s good to speak their language, utilising the terms they’re familiar with. For the latter, it’s better to use plain language about the challenge your product overcomes and its benefits. An elevator pitch will be familiar to many in sales but less familiar to those in IT. Technical experts are not known for their brevity! However, a concise and consistent take on what you deliver can form the basis of effective marketing.

TECH MARKETING HAS TO BE DIGITAL, RIGHT?

For a business in IT and technology, digital marketing has to be a big part of the mix. It’s effective, expected and can be synergistic too. Your website needs to showcase what you do. In B2B, it’s likely most potential customers will visit it on their way to buying from you. If you’re service-based, your website should be easy to navigate, informative and communicate the service elements of what you deliver. If you’re product-based, your website needs to make its features and benefits immediately clear.

CONTENT MARKETING

Content marketing is particularly relevant for IT and tech-based businesses. Analyse the content competitors are delivering and work to develop more unique - and more useful - stories. Effective content marketing is more about helping your audience, than helping yourself! Establishing yourselves as thought-leaders can be critical. Blogs, whitepapers and webinars not only show you as a leader but attract influencers who can increase your reach. Video content has become a popular way to introduce tech solutions. Make sure your video has any key messages at the start and includes subtitles so it can be watched without sound. To be of value, videos should be useful and can include content like tutorials, product demos, industry trends and how-to. Humorous and entertaining videos can help you stand out. Animated graphics are an easy and attractive way to present facts and information. Rather than scrolling through a datasheet, viewers get a clear picture of what the product delivers.

INTERACTIVE CONTENT

Infographics bring stats to life and calculators can help potential customers crunch the numbers. Product tours help bridge the gap between videos and demos. Solution builders are a free demo which lets users access a simple version of your product so they can experience the benefits. They can be particularly effective for a solution which represents a large investment or big change.

CLIENT TESTIMONIALS

Businesses can sometimes be reluctant to embrace new technology if it is unfamiliar. Case studies and testimonials help potential customers think – ‘If it worked for them, it could work for us!’

PERSONALISE EACH EXPERIENCE

If you’re investing in marketing to bring your product to life, it’s important to personalise your approach. Link the content you share with the buyer persona which most closely matches your potential customer. Differing content can be effective at various stages of the buying process. Don’t push your customer into a full product trial if all they initially need is some simple content to explain its relevance!

KEY TAKEAWAYS

Make sure you understand the types of customers you wish to target, their needs and preferences. Aim first at the more likely customers before tackling tougher segments. Be technical with technical experts but business-like with business people. Digital marketing is likely to be critical but remember it’s largely a vehicle for content marketing. Most potential customers will visit your website so ensure it communicates the qualities you want. Try to deliver content marketing which is more compelling than competitors. If your IT or technology has the potential to transform customers’ businesses, let them experience it! For more help, visit www.fullmixmarketing.co.uk