marketing strategy

How to create a marketing strategy

Everyone knows that the success of any company has an effect on its willingness to invest a significant part of its profits in its development. Still, not everyone is willing to spend a certain amount of money because, at the beginning of development, a significant part of the funds goes to repay debts or pay off loans, or there are other reasons. More advanced companies can afford to inject about 50% of their profits into marketing and sales. The first example includes Constant Contact with 38% of fundraising for development and Manhattan Associates with 12%, respectively.

In any case, there are many marketing strategies there today that will require no more than 15% of your annual profit. You can take care of it yourself, or you can hire a digital agency.

What do you want to achieve?

First of all, to assess the effectiveness of your efforts and tactics, you need to formulate the goal you want to reach and the actual desired “numbers.” A well-built sales funnel can significantly simplify your efforts.

Start by building a pyramid of goals and desires, where you will have to gradually come to one or two final solutions, which will allow you to close particular issues once and for all – this will signify your whole focus and confidence.

Present your business as an opinion leader in the market

What is known for sure is that despite the niche you occupy in the technology market, it is worth making every effort to secure your position as an influencer. You do not need to spend a lot of money to do this, but you will have to invest a lot of time and effort.

The marketing strategies presented in this article will definitely help you; you just have to familiarize yourself with them in detail.

Marketing strategies for tech companies

🟪 A blog is a great instrument for discussion and problem-solving.

In any odd situation, go to Google because, in our digital age, it can help you choose the best option for yourself and your business, find out what is the most popular now. 

What will make a person look at your blog? Usually, it is the information, thanks to which the client will understand that you are familiarized with their problem and know how to solve it. In other words, that you are the leader in your field

The blog should be attractive, informative and give an idea to the client that they have come to the right place.

Positive sides of blogging:

  • B2B business attracts 67% more visitors by using blogs effectively
  • according to DemandGen, in 2016, 66% of visits to blogs preceded a purchase decision 
  • Because blogs include SEO tools, they are a good hook for visiting 
  • Great for email campaigns 
  • Your blog, with some changes, can be posted on LinkedIn without any penalty
  • Using the blog as a mobile app, send push notifications to your potential customers.

Downsides of blogging:

  • Blogging takes a little time, but this time should be productive and regularly devoted, at least several times a month. Also, do not expect a sharp increase in activity: wait for 4-6 months to get the result. 
  • You should carefully select relevant keywords and engaging topics for your blog, which is a rather time-consuming process.

🟪 Public relations tool

It is an interesting and effective alternative for positioning your company as an opinion leader, especially if you mix paid tools and social media with PR. 

You can spend precious time tracking trends and writing relevant articles for different publications, but it is better to contact a specialized agency that will take over this work. It is better to save your efforts for other purposes. For this task, choose a company of a similar size (to optimize costs) because, according to Todd Brabender, large agencies can be rather expensive. It should be noted that depending on the price, you will receive relevant content and “push force.”

Pros of PR: 

  • Great opportunity to create a CEO personality 
  • A well-aimed tool for opinion leadership 
  • The creation of articles opens up opportunities for following public appearances – seminars, presentations, interviews 

Cons of PR: 

  • One should be careful with publications because everything might depend on the mood of the editor 
  • It is a laborious and ephemeral process in terms of measuring benefits 
  • Requires a verified post history.

🟪 Email – an opportunity to develop relationships in the future

This is a pretty great strategy for tech companies and will come in handy for:

  • Thanking customers for the subscription 
  • Drawing attention to similar content based on previously viewed 
  • Inviting to public events: webinars, seminars. 

It is necessary to be able to personalize mailings for a more individual approach and focus on a specific category of customers

Pros of this strategy:

  • Campaign Monitor says emails are the jewel in the crown of the marketing kingdom, making $44 from $1 and delivering 4,400% cost-effectiveness 
  • According to Forester, email-based marketing brings in more than 55% of customers at a 33% lower cost. 
  • Creating letters and pages is a profitable business 
  • It is an incredible tool to stimulate activity 

Cons of the strategy

  • Each person receives an unimaginable number of these emails during the day, and it isn’t easy to stand out among them 
  • If you simply buy a list of email addresses, there is a high chance that this is a waste of money – you may simply not be known 
  • To interest the public in this way, you need to come up with original content constantly 
  • Unfortunately, the maximum number of emails sent per month depends on your software.

🟪 LinkedIn

  • The Content Marketing Institute surveyed B2B marketers, and 94% of them said they consider LinkedIn their leading social networking tool, and here’s why: 
  • About 76% of consumers rely on the purchase information from LinkedIn 
  • There are a lot of technical specialists 
  • In the B2B sphere, 50% of shoppers turn to LinkedIn 

What you can do with this strategic tool: join groups, post articles, and participate in discussions

Pros:

  • Here you can use your blog articles, but only one month after the publication on the blog 
  • You can post bits of leadership opinion multiple times, but keep the pieces connected 
  • It can be used for personal purposes 
  • It allows you to publish, for example, part of a press release with a link to your website. 

Cons:

  • Publications must be original and copyright, even if an agency publishes them: this is important for approval as an opinion leader 
  • Personal marketing is also possible: you should not sell all the time but also create valuable content. For this, it will be helpful to join groups.

🟪 Social applications Twitter and Facebook.

Please note that among so numerous companies and user pages on social media, 87% of messages go unnoticed there. That is, to use this marketing tool effectively, you need to segment subscribers, pay attention to what they are interested in, answer their questions and messages. 

Showcasing your support and close contact with potential buyers publicly allows you to establish yourself as a friendly and trustworthy company, encouraging buyers to try your product.

 Pros of running a Twitter and Facebook page: 

  • It is free 
  • Being noticed by public figures or celebrities will help you increase your reach. 
  • Hubspot reports over 70% of these applications are used for professional purposes or to find useful information. 

Cons:

  • You will have to spend a lot of valuable time maintaining the page and keeping it active 
  • Difficult to articulate the results of using the tool 
  • As a result of Facebook’s ad targeting, “organic” coverage dropped to almost 3% 
  • Challenging to tune in to the right audience segment

🟪 Paid Facebook tools

With ads on this platform, you can get a 9.21% conversion rate, which is not bad compared to 1.4% for some marketers. Promotion will help you draw attention to your page, generate engagement, and get new leads. 

In the “Best Advertising Practices” group, small and medium-sized businesses share advice and experience.

Pros of paid social media:

  • Facebook has many ways to target the audience segment you need: geography, job title, etc. Google Adwords is no match for it in this regard 
  • Facebook is likely to improve its engagement with audiences due to 95% of ad revenue
  • On Facebook, you can choose from a variety of posting options 
  • Also, in this social network, there is cheap advertising (unlike Adwords) 
  • Facebook occupies a leading position in social sharing, covering about 90% of users, LinkedIn – 2.5%, Twitter – 6%. 
  • Extremely user-friendly advertising space with user-friendly tools.

Now let’s move on to the cons:

  • To benefit from advertising, you need to monitor its results and make changes constantly 
  • To “start” in this area, you need from $2000 to $3000 monthly investments

🟪 Pay per click. Google Adwords.

This super service is called retargeting and allows you to place specific ads about you on another site visited by a person who has previously viewed your page.

Thanks to the Google media network, the client’s interests are monitored, and then ads appear on the following visited sites with the information that the person was previously interested in – this is the essence of this tool.

But first of all, you need to plan everything, primarily – who you want to target:

  • On those who entered specific keywords 
  • Visited your page 
  • Visited both pages 

Pros of retargeting

  • If you use Adwords, you only need to make a few settings in Google for everything to work 
  • 70% of visitors have been proven to convert thanks to this marketing strategy tool 

Cons

  • Relatively high investments monthly, $2000-3000 
  • This does not ensure the rise of a number of new customers

Carrying out marketing strategies for tech companies

For free and comprehensive work on a marketing strategy, you need to invest $2000 or more monthly. You need to consider the previous information and decide which option you will use; if you find it challenging to do it yourself, don’t hesitate to get in touch with us. We will help you formulate a goal, select the most suitable methods for its implementation, do the refinement, and achieve the desired result. Follow us on LinkedIn.

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