- Original video content
Video marketing has become the go-to strategy for tech companies. Video opens up so many different options for tech companies, allowing you to easily explain your products and services, host webinars, instructional videos and even provide training for employees. With video, you can use the “show, don’t tell” approach to communicating who you are to your audience. Engagement is key here, so focus on making your videos entertaining and educational. Everyone loves a good story, and what better way to describe your product than to show your customers journey from fixing their problem with your solution.
- Develop high-value content
When we talk about “high-value content”, it’s about telling the overall story of your company. Whether you are writing blogs, newsletters or other pieces of content, you are telling your story and the story of your product. Take the time to tell better, more interesting stories than your competitors. There is a reason that your company exists, a reason why your product is in your particular industry. The purpose of high-value content is to deliver value to your audience. If there isn’t anything to be gained from what your creating, your audience won’t be as likely to convert to the next stage, whether that’s a download or a purchase. Also, when you give something of value to your audience, they begin to trust and view you as an expert. This creates a positive brand impression, which will greatly increase the likelihood of a conversion.
- Email marketing
An email marketing campaign is a great way to connect your audience to your product. Build up a base of subscribers and create an email campaign that frequently sends out tips, blogs, recent news in your industry and educational material. This will align your email strategy with your content marketing practices, keeping your emails from sounding like a sales push. Additionally, you could also set your campaign to drip information as frequently as you’d like. These campaigns can be list specific so that you know the right audiences are getting the right materials.
Technology markets have an interesting opportunity to implement interactive tools to measure audience engagement. This can be calculators, infographics, quizzes, assessments or product tours to gauge what your audience is looking for and how easily they can be converted to buyers. These tools can lend to deeper, more intentional engagement as well as higher quality lead generation. Interactive technologies are representative of the future of B2B enterprise technology marketing.