Whether your tech company offers a software application, a plethora of services or even a tech device, marketing and promoting your services and applications can feel overwhelming. While traditional online marketing tools such as blogs, landing pages, and even email newsletters are all effective and help boost your web traffic, they shouldn’t be your only focus. Here are seven smart content marketing hacks that will help your tech company increase its traffic and stand out from its competitors.
1. A Weekly Marketing Tip Series
If you are looking for a simple but effective way to increase your email list and social followers, Kim Smith, a content marketer with GoodFirms.co, suggests creating a weekly marketing tip series.
“Share a weekly tip on social, and then add it to your email marketing drip for people that are subscribed to get the weekly tips,” she said. “When new people see the content and are interested, there’s an opportunity for them to sign up to get the tips as well.
Keri Lindenmuth, a marketing manager at The Kyle David Group said they had great success with something similar called #TechTipTuesday on social media. She said each week, the company would post a tip about technology hacks, ways to keep data safe, information on the latest products, etc. And not only did they post the tip, but they also included a fun graphic as well.
2. A/B Test Everything
When you create content, you might think you’ve created a masterpiece. However, for your audience, it may not resonate well, hurting your traffic and sales. Hung Nguyen, a marketing manager at Smallpdf, said you must remember when creating content that you are writing to both people and the machine.
“The best approach to find out which content delivers the most results is to test everything,” he said. “From content optimization to ads, social media, and email marketing. A/B test everything! If you have a lot of data, perform an A/B/C test!”
After you have completed your tests, create and publish case studies to show your credibility, strengths, and use. These experiences will resonate more than a technical user manual ever will.
3. Focus on Your Guides
Users of your products and services want to take full advantage of what you have to offer. A good way to teach them the various features and capabilities of your products is by using various pilot and process guides. Julia Myllyla, a content marketer at Viima, said the guides are an excellent and powerful teaching tool.
“Pilot guides and process guides are a good way to teach potential customers about how to get the most out of your product,” she said. “This type of content helps increase both user acquisition and retention.”
Myllyla also suggests focusing on competitor comparison pages and to make sure you have descriptive content that focuses on integrations and other popular features.
4. Create Unusual Case Studies
While traditional content such as blog posts and landing pages can help you achieve success on your tech website, it isn’t the only type of content you can benefit from. Cristina Radu, a marketing specialist at Flipsnack, said creating unusual case studies from their own database has proven very beneficial for her company. For example, she noticed that many photographers publish price lists on Flipsnack. She decided to use that information to generate an article on tips for publishing price lists and price lists templates. This simple action proved successful as she gathered more than 1,700 new registrations from that article alone.
5. Interact with Your Reader
Dr. Elliott B. Jaffa, a behavioral and marketing psychologist, said that the purpose of content marketing is to attract and engage a target audience with the intent of generating traffic and creating a profitable customer action.
“Sadly, many companies do not know how to attract and engage the reader,” he said. They talk at the reader and the reader is gone. Poof!
If you want to keep your reader on your page, make content interactive. Create content such as quizzes, surveys, etc. Jaffa reminds us that the goal is to make the reader take action, call for more information, keep reading, and come back again. Make sure you include powerful calls-to-action in every piece of content you publish.
6. Become the Expert
Your audience will come to you for services and guidance. This means that you need to become an expert in your company as well as on your tech. One way to do this is to answer all the questions your customer asks. Kenneth Burke, director of marketing for Text Request, said thousands of questions are asked every day and to achieve success, you should focus your content on answering those questions.
“If you create content that answers their questions (i.e. helpful blog posts that add value), all these targets will find you,” he said. “They will engage with your content and often take the next step. This brings you tangible results you can show your leadership. For example, we created 10 blog posts last month, which brought in 2,000 new website visitors, 25 qualified leads and 8 new sales.
“Do that every month, and your results will begin to grow exponentially.”
7. Define Your Goals
Why are you creating and publishing this piece of content in the first place? Being able to answer this question is one of the most important things to remember when creating marketing content for your company and is something many tech experts tend to forget. Meisha Bochicchio a content marketing manager at PlanSource said each piece of content you create should have a predetermined goal.
“Each piece of content should align with a stage in your sales funnel and should use the appropriate call to actions.”
Overall, as you create content for your tech company, remember your audience and who it is you are writing to. Carla Gonzalez, a senior marketing manager at Fast Web Media said you must remember that your customers are looking for answers and you can provide them.
“The most important thing when writing content for tech companies is to remember that the audience (whether customers or other businesses) is looking for answers to questions,” she said. “They’re either looking to fix something that’s broken, looking to learn something that they can’t do, or are looking to find out something about a product. And each of these questions is urgent.”
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