Unlike the one-size-fits-all marketing efforts of many businesses, technology companies need to have a multi-tiered marketing strategy. This is to make sure that the product and service gets in front of as many people as possible. Currently, there are many new ways that you can get the word out.
Build In Flexibility from the Start
Start thinking about marketing in your design phase. You have a target market in mind for your product. Could the product be directed to another market with a simple change? Even something as simple as a color or packaging change can create a new product offering.
Pictures Stay With Us
You have a lot of data about your product or service. Use it to create interesting visuals that capture the attention of potential customers. Infographics, as an example, are a great way to convey information that busy people can consume quickly.
Let’s say you have a software application that allows a business to send out short SMS ads to smartphones. Create an infographic showing the trend of increasing smartphone use over the next 5 years. Now you can place that infographic on your website, other websites, in white papers, social media and printed marketing material. Such a simple graphic can generate a lot of interest.
A Lot of Attention – Not a Lot of Money
Look at ways to spread your marketing budget out over several areas. One technique is cost per acquisition (CPA) advertising, also known as cost per action. You pay each time someone clicks on an ad in your pay-per-click (PPC) campaign.
Instead of paying for each click, cost per action allows you to pay when a person actually makes a purchase, downloads a file, or fills out a contact form or subscription request. This makes better use of your marketing dollars, as they now relate more directly to your pipeline and sales.
Being Social With Your Business
A new twist to marketing is the use of social and professional networks. It’s becoming an important differentiator for companies that want to get their products into the hands of the consumer quickly. A Facebook page is a necessity for most companies. Posting product information, testimonials and the status of new releases and future upgrades supports your branding efforts and creates customer loyalty. Short status notes via Twitter inform your customers of a patch or new product release.
A LinkedIn account is a place where you can share white papers, case studies and blog about the creative uses of your product. You can create customer focus groups and groups for developers using your products to share information.
The social and professional networks get you connected with many people and give your company and products widespread visibility.
Harness Multimedia for Your Marketing
Create your own YouTube channel full of helpful videos about your product and services. Give the consumer something they can take with them and use. This entices them to return to watch new episodes. Interview customers about unique ways in which they have used your product. Use the videos to announce new features.
Don’t Keep It A Secret
Get the word out about your company, your products and services. Use a variety of marketing techniques and get in front of your target market. Don’t be shy. Get the word out!