Leading technology companies today face one undeniable marketing fact that many other industries can conveniently ignore for the time being: in order to highlight your technology as the best in the field, you must have a substantial online marketing presence.
And I’m not just saying that because I’m a strong believer in internet marketing for all businesses.
I’m saying it because as an avid consumer of modern technology, apps, marketing analytics and platforms, and contemporary gadgets, I expect a higher lever of online culture and communication from companies that I identify as savvy tech leaders.
So, how do you approach marketing your tech product online? We've outlined four intial strategies to get you started.
Market Ahead of Time
Building anticipation can be an often-overlooked tactic in successfully promoting a tech product or app. During development, identify where your target audience spends time online and what they are looking for in terms of a tech solution. Create introductions through forums, news sites, and with clever banner ads and online announcements.
Maintaining mystery and creating intrigue will create a demand for your product before it’s available to the public.
If it fits properly with your overarching launch goals, you can also introduce the product or service initially by invitation only. Google+, Pinterest, and flash sales sites like Gilt and Rue La La have garnered an incredible amount of clout and a clamoring of customers by launching initially exclusively by invite.
Invest Heavily in Social Media and Online Communities
If your audience is consistently using an app, purchasing high-quality tablets, smartphones, and laptops, and integrating technology into their online and offline lives fluently, you can bet they are simultaneously: following their favorite brands and products on Twitter, expecting exclusive content on Facebook, and looking for the most up-to-date industry information on your blog.
As a tech leader, your audience is expecting you to be accessible and active through all popular social media platforms. Similarly, they are expecting immediate answers to questions and posed problems. This can be done successfully through social media sites, but also through online communities like Quora, which serve as discussion platforms.
If you have the funds, invest in creating your own online community were customers can come for immediate and expert service, and where they can share their experiences and stories about your product or service.
Evernote, the leader in organizational apps for businesses on the go, has a solid, branded Twitter presence with an abundance of followers that is posted to regularly and is a source of news and information.
In addition, the company has an interactive blog with a number of sections, including one called “Our Notes,” which serves to update customers on updates, down times, and product use suggestions.
Prioritize Dynamic Content
Videos, Infographics, Quizzes; these are some of the highest lead-generating content tools at your disposal today.
To illustrate this, here’s an infographic from Smart Insights.
Think of PR, Reviews, and Link Building as One
Garnering online reviews from tech journals, articles from news sites (like Mashable and TechCrunch), and blog posts from industry leaders may have all fallen under the umbrella of public relations in the past, but now, are part of a larger strategy of gaining PR online whilst simultaneously working on gathering strong referral links back to your website to drive traffic and qualified leads to becoming customers.
Referral links not only funnel visitors back to your site who are interesting in your product and content, but give your website strength, and validate it as a strong source of related information in the eyes of Google.
TechCrunch reviewed app giant Instagram back in 2010 before it officially launched (double whammy: early promotion for interest generation + high-profile online review).
So, have you been successful in employing these tactics? Are there any you would recommend?