12 Digital Marketing Trends for B2B Technology Companies, Defining a value proposition for IT service companies. You also have the option to opt-out of these cookies. Landing pages can assist in reducing your tech brands marketing spend and boosting conversions. Content marketing includes all manner of different content types your tech brand can use to promote services and products to new potential clients. The pandemic's many impacts on business included accelerating e-commerce for B2B companies. When generating B2B leads, its important to nurture those who are not ready to make the purchase. 
Without an effective SEO strategy, it is possible that your articles, blog posts, videos, and anything else you create will not get the attention it deserves. With that in mind, lets take a look at some of the main advantages technology brands will encounter with effective inbound marketing. Research shows that around 75% of people who search using Google will never click past the first page of results. That is why its vital that B2B technology companies selling to other businesses master the art of inbound marketing. For example, you can show tips to optimise their businesses, a video about using your products, etc. We also suggest analysing what kind ofposts your competitors publishand which ones have the highest engagement. If the product or service meets the requirements of the researcher and assists them in saving either time or money; those people are much more likely to invest. Whether you decide to create podcasts that meet the criteria for inclusion in iTunes or not, audio content is an ever improving method for reaching new customers and clients. On the other hand, you can alsoprovide high-value content, such as guides or infographics. Indeed, studies show that most people remember around 65% of all visual content they encounter for more than two days. There are an estimated 2.6 billion people active on Facebook at the moment according to the latest statistics. Again, it is crucial that your brand uses a combination of all these tactics to ensure your promotional efforts cover every angle. By attracting users to your website through useful and quality content, you engage with them and paint a picture of how you can deliver them ongoing value. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. Read more: Why Should your B2B Company Run an ABM Campaign? A tech company could have the best and most innovative new product in the world, but the organisation will never become an industry-leading brand if its target market doesnt know it exists. Landing pages can also serve up gated content, behind a download form that captures information and therefore acting as a top of funnel first interaction. It can be helpful to frame your goal as a collective alignment with your customer. (source). Updating your social media pages regularly and posting links to blog posts and other content will draw new potential customers and clients from all over the world towards your tech brand. That helps to increase conversions and sales because it eliminates any distractions and takes the researcher straight to the content they want to read. That is achievable through: Its possible to increase conversions and boost sales by giving new clients and customers free trials of your tech products. It can seem robotic and sterile, but adding some carefully-worded blog posts will give your brand a much-needed personal touch and ensure you have an opportunity to explain the value of your products and services. Not only can it save you time, but the insights and data that tools such as HubSpot can provide can empower marketing and sales teams with actionable insights and data that can drive real results.
In our case, for example, we have some case studies in this link. That is why it is vital to build detailed buyer personas that include: When your marketing team understands all that information, it is much easier for them to create content that will impress a visitor and increase the chance of their click converting into a sale. However, a statement centered on value is better for converting buyers. All Rights Reserved, 2021 Guide: Inbound Marketing for B2B Tech Companies, The marriage between acquisition & retention with Tara Robertson, CMO at Teamwork (ex Sprout Social); Marino Fresch, VP Acquisition Marketing at Sprout Social, Your B2B marketing strategy needs a podcast, 2021 Guide: Web Design for B2B Tech Companies, A Complete Guide To B2B SaaS Lead Generation, Content marketing can generate three times as many leads as traditional marketing methods, and it costs, Websites that focus on content marketing can receive, Inbound marketing results in higher quality sales leads according to, The most productive marketing experts claim they spend around, Demand for infographics has increased by a staggering, The number of conversions from each inbound strategy, Requests for feedback, reviews, and social shares, Websites that contain a blog usually have, Brands with 100 Twitter followers can generate, Social media improves a companys lead to sale ratio by no less than. Around 90% (source) of adults in the UK listen to radio shows every week alone, and a significant portion of the younger market most interested in tech products now choose podcasts over traditional radio shows. The issue is that most brands fail to use that information effectively, and so they never create the optimum results from their promotional efforts. 
Inbound marketing strategies have many advantages as youve seen in this section, but one of the most important is brand awareness. Whether on a landing page, within an ad campaign, or in an email workflow, the goal is to engage buyers and convert them to leads. Before we get into the nitty-gritty of inbound marketing strategies, all marketers will benefit from taking a brief look at some of the methods that tend to work well for other tech companies looking to make headway and secure more leads for their organisations. Read more: The Value of Social Media Monitoring. Not using an effective lead nurturing strategy. Paid campaigns allow companies toarrive at the target audience more easily, providing asegmentation tool. The last thing every tech marketing team should consider before publishing their blog posts is adding a suitable call to action. In this section, well skim over some of the most effective ways to achieve your sales and conversion goals using inbound marketing. You can assess the results from each and then develop and improve your approach for the future. Not aligning your content with the buyers journey. Social media platforms like Facebook, Twitter, Instagram, and even LinkedIn are excellent tools for achieving that ambition.
Tech companies that want to improve inbound marketing results need to ensure the content they produce is personalised and in-line with the buyers journey. The term Inbound Marketing was created by HubSpot and their own Inbound Marketing flywheel can be seen below, along with some of the tools and channels that can form part of an ongoing approach to Inbound Marketing. Birds eye view reporting of your company sales and marketing data can bring better alignment between your marketing and sales teams. However, it should also mean you simplify the process of navigating your website and making purchases for any real people who discover your brand. But experiential marketing is about more than a cool demo. (source). To do this, choose a topic your target audience wants to know about. They also help to breakdown complex subjects into manageable chunks that dont seem too overwhelming. However, you may visit "Cookie Settings" to provide a controlled consent. You can ask them directly or carry out an analysis. Both are vital for success, and the latter will also help to boost search engine rankings. Shorter Isnt Always Better -- How to Boost Conversions Without Cutting Content, 5 Reasons Why Sales and Marketing Alignment is Essential for B2B Growth Companies, 7. Email marketing is an analysts dream because it allows you to measure an incredible number of different metrics. A good way to prove this is through case studies. Headers are an excellent way to keep readers interested and ensure they dont leave the blog page without first uncovering their desired information. Social media platforms are the ideal place to converse and interact with potential customers before turning them into leads and conversions.
Marketers who understand how to improve conversion rates incrementally will add business value for clients and increase lead generation. Anticipate the things people want to know, and youll save everyone a lot of time and effort while also boosting leads and conversions. Here are some ideas your tech company might want to consider when including a call to action: Now you have a basic understanding of different inbound marketing methods and how they can drive traffic, increase leads, and boost conversions, its time to take a look at some tips and tricks that could take your efforts to the next level and blow your competition out of the water. Attracting new readers and visitors to your website. Read more: How to Use Marketing Data for B2B Company Growth. In this section, were going to mention the B2B marketing strategies that every technology company should consider. With an increased ability to collect large amounts of data about leads and customers, account-based marketing has become a vital tool for business marketers. People love getting something for free, and so long as you produce publications that offer something valuable to the reader, ebooks could become the holy grail for your inbound marketing efforts. Ironpaper is a B2B marketing agency. We announce this news with a huge amount of gratitude to our team and clients for being on this journey with us so far, and we cant wait to share this next phase of our growth journey. Internet users trust the content they find on blogs. All of the top social media platforms now offer the ability to run paid ads with an incredible number of different targeting options. Outbound strategies such as cold calling cost a fortune and tend to have a low hit rate. However, those professionals arent thinking about the bigger picture. Considering that, this article will explain all the ins and outs of inbound marketing for tech companies in a format that everyone can understand. Thought leadership through quality informative content. By using basic SEO principles such as the use of keywords, it is possible to ensure blog posts continue to attract new relevant visitors for many months, or even years to come. Content marketing is essential in every aspect; for SEO, to generate a conversation with the target audience, let your target audience know your company, and so on. Couple that with the fact that YouTube is the second-largest search engine on the web, and it's easy to see the potential. Providing lots of information to your audience is fantastic because it helps to build trust and establish your brand as an authority. B2B marketing finally understands that decision-makers and buyers are people, not just companies. We power demand generation campaigns, ABM programs, create B2B content, strengthen sales enablement, and improve B2B marketing efforts. Read more: The Secret to Accelerated B2B Lead Generation: Chatbots. Chatbots can be installed easily on your website and can often integrate with Slack, HubSpot, or other marketing tools. Optimising blog posts for SEO is crucial for tech companies that wish to drive as much traffic as possible to their content. Sometimes new leads will benefit from a try before you buy scenario that allows them to see the value of your technology product or service first hand. Youre getting the idea now, right? Following SEO best practices will ensure search engine trawlers find it easy to navigate and understand your online platform. It is possible to drive traffic to your website, alert existing customers about new products or news, and reach out to people on a human level. It is then incredibly difficult for anyone to alter that perception without a staggering amount of time and effort.
B2B users prefer to see the information visually, as its easier to understand technical information. Here are a dozen trends we're seeing and implementing at Ironpaper to help our clients drive growth. Creating mailing lists made-up of details supplied by leads is essential for inbound marketing. Research indicates that emotion plays a significant role in all buying decisions, not just consumer impulse purchases. Scaled content campaigns via marketing automation, How to Use Marketing Data for B2B Company Growth, The Secret to Accelerated B2B Lead Generation: Chatbots, Demand Generation for Manufacturing Companies. Not using research and data to plan for the future. Use a tool like Google Analytics to determine how many visitors landed on your website after following links from each email you send. Account-based marketing can be a powerful growth engine when done right. Blogging works best for in-depth material. Staying ahead of the game is critical, and if you can accurately predict the queries that will arise in the minds of your audience, its possible to satisfy those readers and assert your expertise at the same time. There is no getting away from the fact that inbound marketing is the most effective means of targeting niche markets online these days. The technology market is continuously changing, so its key to keep updated about new trends. Links that rank in the first position on Google search have around a, Internet users perform 6,586,013,574 searches each day across the world, Customers and clients who make purchases off the back of emails spend, Demographics including age, sex, location, employment, Psychographics including attitudes and aspirations, Use persuasive text that explains the value of your product or services, Use contrasting colours to ensure your call to action stands out against everything else on the page, Use relatable images (e.g. Whether through internal resources or freelancers, build relationships with publishers and pitch articles specific to your industry. Not only will you get more visitors landing on your pages, but those people should also have a genuine interest in the products, services, or information your brand provides. However, it is vital that your tech company uses all the most recent landing page best practices to ensure optimum results. An effective SEO strategy will not only help to boost brand awareness, but it will also increase traffic and ensure more website visits come from people within your target market. These insights allow you to identify buyers currently in the market instead of trying to build awareness for prospects who may eventually enter the market for solutions. Make sure you instruct your marketing and web design teams to work together to ensure the ebooks generate as many leads as possible. Finally, you can use marketing automation to classify your leads by location, company size, number of employees, industry, etc. Ideally, tech brands need to use a mixture of all the methods outlined below.