As if inbound marketing wasn't challenging enough - between creating, integrating, and distributing compelling content and measuring ROI - think about what B2B technology marketers face. Not only does tech marketing require a deep understanding of the product's value, but also the skill in which to educate an audience about complex software and systems as well as nurture leads. On the other hand, maybe this is your reality and you're looking for ways to optimize your approach and engage prospects. Either way, you've come to the right place.
Let's get you started with 5 steps:
- Segment Your Target Audience
Content Marketing Institute released its annual B2B Technology Content Marketing 2016 Report in which it found that "62% of tech marketers say producing engaging content is their greatest content marketing challenge." When your content is focused entirely on your product and not your audience, you tend to isolate readers. In order to drive traffic and leads to your website, you must first create your buyer personas for better marketing. By indentifying your ideal customer's interests, demographic, purchasing habits, and concerns, you're painting a more defined picture of your largest markets. The best way to figure out your target audience is by starting broad and then narrowing it down, just enough to make an impact on decision-makers. Ask yourself:
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- Is your target audience general or specific?
- What online or social platforms are they using most for research?
- Are you aiming to reach one industry or several different industries?
- Personalization And Content Strategy
According to Infosys, "86% of consumers say personalization plays a role in their purchasing decision." Tech marketers have individual expertise that allows them to proficiently communicate their brand's products and services. When personalization is incorporated in their content strategy including blog posts, the message conveyed takes on far more meaning. As you introduce and guide your target audience through the early stages of the inbound methodology, your job is to provide them with a solution to their needs and issues. By sharing your unique experiences, stories and ideas, you will set yourself apart from other leading tech savvy marketers. In other words, give your content some personality! In this way, you're putting your audience first and they will likely keep your brand top of mind.
- Engage With Email Marketing
There are no dead ends in inbound marketing, only opportunities. The small financial investment it takes to set up and send emails makes this marketing option worthwhile. In fact, you're 6x more likely to get clicks from an email campaign than from a tweet - Campaign Monitor. This effective strategy works like a charm; your growing list of subscribers who have opted in to receive emails from your company is essentially your window of opportunity for frequent and meaningful contact. It's your chance to engage prospects and guide them through the sales funnel by sending subscribers valuable information, tips, free trial offers, resources (whitepaper, Ebook, video, etc.), and recent news about your industry.
- Distribution Strategy
OK, we get it, social media is a mighty tool for interaction and promoting business. When using the social media approach to engage prospects, do so with these important tips in mind:
- Timing is everything and so is frequency. Stay on top of the conversation as it's happening; post current information, trends, accurate data, etc.
- Build a strong thought-leadership around your brand to gain customer trust. Tech companies that are highly-regarded for their leadership see remarkable ROI as customers are willing to pay higher prices.
- Establish a unique voice that will create a friendly and positive online environment that will help to humanize your brand and thus, bring you closer to your audience.
- Answer people's questions and concerns (whether general or direct) to help them make smart purchasing decisions.
- Curate Content
Content curation is the collecting and publishing of the best online posts in your industry about specific subjects from a variety of sources (from thought-leaders and influential people). By sharing unique information across your social media channels, you add value to other people's lives as well as your brand. In order to see real results, regular curation is a must. Think of yourself as a trend finder, digging up and sharing valuable content that people haven't seen before. You'll be building brand awareness and a loyal following in the course of time.
