Inbound Marketing | Technology Industry
6 Advantages Inbound Marketing Has For Companies in the Tech Industry
1. Inbound Marketing is agile, suiting a rapidly evolving tech industry
Change is inevitable and real-time data is king.
With that in mind, it's essential for technology companies to build a marketing strategy that is agile and easily optimised according to accurate data. From split-testing gated content to using marketing automation to nurture different market segments (or rather, 'buyer personas') - technology companies need the data that ultimately bolsters the bottom line.
As it turns out, Inbound Marketing covers all the bases...
2. Leading Inbound Marketing strategies are tech-oriented
Using digital infrastructure in the form of landing pages and CRM platform integrations leverages content in a way that ensures every click and conversion is tracked. Contact information is gathered and marketing automation takes control of the initial part of the nurturing process.
If that sounds like too much of a mouthful right now, you'll enjoy our blog post called: How Does Inbound Marketing Work?
3. Both Inbound Marketing strategies and tech companies thrive on thought leadership content
It just makes sense to put innovation at the forefront of marketing campaigns because we're talking about companies pushing innovative ideas into their products & services left-right-and-centre.
Inbound Marketing content is innovative because it adds value to people's lives before asking for anything. It strikes from a different angle. One that educates better, entertains more and builds real, strong relationships with your target personas.
Producing content that speaks directly to your target audience in a language they resonate with is what fuels an Inbound Marketing campaign. Include discussions about industry trends and what the future holds to begin attracting attention.
People working in the tech industry are way too busy to be distracted by pushy, product-focused advertising, which is why it's essential to meet prospects where they are and when they're looking for you. That's what Inbound Marketing is all about.
4. Bespoke Inbound Marketing targets niche markets precisely
Because excellent search engine optimisation lies at the heart of great Inbound Marketing campaigns, you are ensured to get a better flow of more relevant prospects using the inbound methodology. By honing in on strategically-chosen focus-phrases and long-tail keywords from the beginning, you increase web-traffic exponentially over time.
Inbound Marketing is less about making a splash and more about building a wave machine that keeps getting bigger and better - attracting people from far and wide.
Though not nearly as, 'Inboundy' - paid media also integrates well with Inbound Marketing if it's highly contextual. Examples of mediums we've used to great success for clients in the technology space include PPC advertising and finely-targeted LinkedIn promotions.
5. Natural integration of trials and 'freemiums'
Many tech & software companies use free trials and freemium-models to get traction because this sort of strategy makes so much sense and works so well in the space.
In fact, Research shows that conversion rates can exceed 25%
Saying, "Hey! here's a helpful tool you can try out for free..." when the prospect is researching how to solve an issue is super 'inboundy' and thus, works a charm. The 'freemium' model fits in so well with an Inbound Marketing strategy because they're both structured around luring prospects in, capturing information and nurturing the lead in a way that makes them more likely to become paying customers.
6. Post-conversion opportunities for increased customer lifetime value
Technology evolves, apps improve and supporting products & services get developed, which is why customer lifetime value is such a crucial metric for technology companies. You want to cross-pollinate and retain customers through innovation - especially in a subscription business model where a single person can generate long-term value.
Traditional marketing strategies focus largely on acquisition. Inbound, however, is leveraged just as well for customer retention. Post-conversion nurturing flows help to get new customers more engaged, and cold subscribers active.
These are just some of the many advantages that inbound marketing provides for technology companies . Implemented right, you will gain the benefits of increased SEO, a more comprehensive web presence and detailed contact analytics that allow you to track exactly how your efforts are performing in real time.
Inbound Marketing is structured to elevate your tech brand's appeal and make sure that prospects think of you To get to that point, you might need help crafting engaging content and building the digital infrastructure that leverages it well and integrates clever marketing automation that nurtures your prospects according to past activity.
If you'd like to book a meeting with us to find out how Inbound Marketing will apply to your brand, contact us.
If you're a technology company looking for more leads, we highly recommend you download our free factsheet on "How to fill up your sales pipeline in the South African technology space".
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