Marketing channels you should be using and why
Now that we have established why marketing is important for b2b tech businesses, it’s time to figure out how to communicate to your target market effectively. Choosing the marketing channels that will engage them is critical to an effective strategy.
While marketing channels can include everything from billboards, brochures, social media, websites, PR, and much more, in the case of the tech industry your choice of marketing channels should focus mainly around digital channels with the addition of a few traditional methods. The reason for this is quite simple really; if you wish to be viewed as an innovative business in the tech world, you should be using the latest communication methods available. The channels you should consider are summarised below:
Let’s start with email marketing first, as it is one of the pioneers of digital communications. Email marketing provides in-depth information about your business’ activities straight from the source to individual customers so you can create a seemingly 1-2-1, exclusive-feeling relationship with them. If you have collected quality data and built an effective contact database, you can personalise emails even further to show customers you really know them and impress them.
In today’s increasingly connected world, social media is a huge marketing channel with plenty of benefits and definitely should not be overlooked. Email marketing is often detailed with a clear structure but social media can be a bit more ‘human’ and create a behind-the-scenes feeling. Bring your followers along with the intricate, interesting development of your technology. In other words, if email marketing is the producer of a news show, social media is your lead anchor.
These concise articles are a great way to showcase your business’ expertise and skills through current topics relevant to your industry. By maintaining regular blog posts on your business’s own website or through the use of relevant third-party publishers, you build trust in customers by sharing your knowledge. In addition, if search engine optimisation (SEO) techniques are used, more internet traffic can be directed to your website where you can showcase your pioneering technology.
Even though the foundation of a B2B tech business’ communications should be conducted through digital means, we mustn’t forget the power of public relations (PR). PR, similarly to blog posts, allows for your business to expose its offerings and expertise through relevant and credible outlets. For instance, if your business operates within the tech industry, you might want to consider reaching out to outlets such as The Verge or Wired to communicate press releases on new products or services. These outlets have a very specific target in mind, in this case; tech fans. By doing so, you increase the chances that your publications will be picked up by people who truly care about the innovations you have to offer. The result: raising awareness and increasing your reach, plus your credibility by association with a trusted publication. These specialised outlets kind of do the communication segmentation and targeting for you, why not take advantage of it?
Likened to PR in their targeted approach, events are a great way to nurture or create new relationships with existing or potential clients in the B2B world. They create a human atmosphere where industry-relevant businesses and clients can come together to discuss innovations, operations, and goals. Once again, the important aspect of this channel is its direct focus on an industry-relevant audience while leaving all of the uninterested audience out of the equation. In the case of a B2B tech business, this channel is extremely important and can be explored through conferences or exhibitions. Furthermore, it gives customers a chance to learn more about your product or service first hand or even try it out for themselves creating immersive experiences.