Despite all the incredible innovations that the tech industry brings to us, B2B IT companies often have quite a hard time spotting the digital marketing tactics that actually work for them, unlike their B2C colleagues.
So, before you mistakenly use a range of B2C marketing tactics and scare off a dozen potential clients with your "Snapchat creativity," let’s look at some of the best practices that will make your tech company’s digital marketing efforts work better ... much better!
Content as a problem-solver.
You do know that having relevant content is very important. But let’s take it a step further: create content that can solve problems! And in order to do so, you first need to determine what your clients’ problems are. Instead of the usual “Buy now” and “Click here to purchase” in every post, offer some well-researched content and simply let your clients learn more about the solutions you suggest.
Let’s say you’re a company offering fraud guard software for e-commerce businesses. Offer an insight on how fraudulent activity on e-commerce platforms takes place and propose a solution. Businesses are far more inclined to believe a provider who seems to be aware of the specific challenges they are facing than a company whose every other sentence includes the action phrase, "Buy from us!"
Employees as your brand ambassadors.
Your employees are your main asset, because they are the ones building your product. Do they truly believe the product they are working at is really amazing? If so, make them your brand ambassadors. It’s an era of connected users, so chances are your employees use some sort of social media network, be it Facebook, LinkedIn, Twitter, or Google+. Encourage them to share their experiences and your posts to reach a new audience. If there’s also an influencer within the IT industry among your employees, you’re one lucky company! People tend to trust people more than they do businesses, so attracting a business in this way may just do the trick for you. Encourage your content delivery army to:
- Share company updates on LinkedIn.
- Like, share, retweet, or comment on your company’s social media posts.
- Jump into LinkedIn group discussions using snippets of your content
- Contribute to your blog with expert articles
- Use the content developed by your company in their discussions, side projects, events they take part in, etc.
Simplification is the key.
IT companies sometimes forget that businesses they want to reach may not be very familiar with the technology they offer. They know they need a tool that will help them manage data flow better, but it may be hard for them to understand what “Kubernetes Containerization tool on Docker” is. As an IT company, you don’t want to complicate your content to the extent that prospective clients have a hard time figuring out what you’re talking about. So, do your business a favor: hire a digital marketer who will phrase your content in a way that’s easy to understand and engaging!
Dwelling on the right social outlets as a means for better targeting.
Many businesses are plagued with the idea of omnipresence: they want to be everywhere from common sites like Facebook, Twitter, LinkedIn and Google+, and to dozens of less popular social outlets like Pinterest, Tumblr, Instagram, Reddit, Flickr, Vine and Snapchat. But before you decide to take on all these platforms, you need to assess if they are the right fit for you. Are your buyer personas getting their information there? Odds are, the decision maker at your target company isn't researching IT vendors on Pinterest.
In order to be relevant, you need to use social media channels where users are actually seeking business solutions. LinkedIn is almost universally a good spot to spend your resources, given that 63% of companies believe it to be the most effective social media channel for B2B companies. It has groups, and allows publishing and promoting updates, something you may want to give a try because your targeted audience is out there looking for business solutions!
Now that you know these important points, it’s time to reconsider some aspects of your digital marketing strategy. Learn about the Zero Moment of Truth to know when and how you can attract users that are only browsing. Our free ebook has just that information, see download link below.