Marketing your technology business can be a challenge. The technical side of your business (and maybe your personality or your staff’s) can make maintaining a website, promoting products and services, and generating leads seem far outside your wheelhouse. To ensure your marketing efforts are on target and effective, make sure you are leveraging these three technology marketing strategies:

1. Have a website and make sure it’s up-to-date.

When marketing your technology company, websites are an essential way to share company information with prospective customers. Successful technology marketing includes a website that gives customers a clear understanding of what makes your company stand out from the competition. Think of your website as a virtual business card; it’s a great place to direct customers and prospects, providing them more information about your company.

People like to see what’s new; your customers will want to see your latest offerings reflected through your website. This element of technology marketing helps customers know what’s available through your business and how each offering can help the specific needs of their business.

For a technology company in particular, it would not look good to potential or current customers if your website has a poor online presence. Ensure your business is using the latest version of your content management system (CMS), such as WordPress or Joomla. When you keep your CMS up-to-date, you lessen the risk of website security issues and ensure your website has the latest features and improvements. These improvements may include better plug-in installation, faster updates, and repairs to any bugs that may have previously been found in the system.

It is just as important to keep your website content up to date. As a part of your strategy for marketing your technology company, add organic content, such as blogs and current events, to help with your SEO (search engine optimization) ranking.

2. Be easy to contact and to connect with.

Another effective technology marketing strategy is to build your website to cater to the different ways people will want to connect with your business. Customers may want to request support, contact you with general questions, or express interest in your products or services. Make sure your website offers forms for all of these options.

• Support forms provide existing customers a way to ask for help troubleshooting issues that may occur with products already purchased. Give customers room on the form to describe their issue and a preferred method and time to respond to them.
• Contact forms give website visitors a way to request a call for general information. A link to the contact form as well as your business’ phone number should be present in the header or footer of your website’s design.
• Lead forms, not to be confused with contact forms, are completed by people who may not be ready to make a purchase just yet. Customers fill out lead generation forms when they download informational resources on your website. Since they took the time to fill out the form and receive the e-book, white paper, or other type of information resource they wanted to read, you know these prospective customers are at least interested in gaining more information on your products. Different lead forms can gather more information as the prospect moves through the sales funnel. Information from these forms will not only provide the ability to contact customers by phone but allow you to add them to email lists for your future technology marketing campaigns; an opt-in option will need to be chosen for that customer to be added to an email list.

3. Add call-to-action (CTA) triggers to your website.

More than 95 percent of website visitors are not ready to buy, but it is possible to capture these prospects at the top of the sales funnel and nurture them until they are ready to make a purchase. You can accomplish this with effective call-to-action (CTA) triggers that lead to gated assets, which are downloadable documents such as e-books, white papers, brochures, and other informational materials. The CTA triggers are often buttons located in areas of your website that relate informational resources.

For example, if a webpage talks specifically about choosing a point of sale (POS) system, there could be a link to a relevant e- book on the page that provides information on how to choose the right POS system. You can generate leads from these gated assets by requiring prospects to fill out a lead form before they can download the information. This technology marketing strategy can generate leads,  whether you provide hardware, software, or services, because it gives prospective clients additional information about your offerings, helps prospects realize the benefits to their business your products and services provide, and educates them on how to make smarter purchases.

These three basic strategies can help your technology marketing efforts and ultimately help you grow your business.

If you would like assistance from a company that specializes in marketing technology companies, contact the SkyRocket Group for more information on how we can create and implement a marketing plan tailored to your business.