Marketing Strategy

Learn how B2B tech companies can thrive with the right marketing strategy

Why You Need a Digital Marketing Strategy

You need an effective digital marketing strategy to help your business grow.

The Right Marketing Strategy

The right marketing strategy depends on many factors. These include:

  • Your industry
  • Challenges and opportunities unique to your business
  • Your brand equity
  • Economic conditions that affect your industry
  • Your business resources, financial, human, and otherwise
  • The personality of your business, closely related to brand
  • Expertise only your business holds
  • Last but not least, the state of your current business and your business goals

The right marketing strategy is the one designed specifically for your business. How will you know if it’s effective? Simple. Your sales leads should increase.

Copying a Competitor’s Strategy

Too many tech companies watch what others are doing and copy it. That’s not an effective marketing strategy. You can never be a market leader if your strategy is copying competitors.

Two competing tech companies with similar resources will likely not have the same digital marketing strategy, yet both can be effective. When you consider the factors mentioned earlier, you can see why every digital marketing strategy is different, even if there are similarities to other companies.

All Marketing Works

You read that correctly. All marketing works. Not all marketing is effective. In our modern, high tech world, the humble newspaper ad still works. However, it’s likely not effective. I’ll explain.

There is a vacuum repair store in my town that’s been around for decades. Everyone over the age of 50 knows about it, drives by it, and for decades, has seen its 2″ x 2″ ad on page 2 of the printed newspaper. That’s where that demographic has shopped for new vacuums cleaners or to get their old one repaired. For that store, newspaper ads have worked, or increased business. Or have they?

Maybe if that store had a modern marketing strategy, it would increase engagement to a greater degree from a younger generation, more than it would with newspaper ads.

Marketing a tech company follows the same principle: all marketing works, but not all marketing is effective. Should your tech company be on LinkedIn, or Instagram, or both? Is it better to write a press release or create a case study? Should you spend money on large trade shows or smaller networking events? These are questions you should answer as part of your larger marketing strategy.

Want a marketing strategy that’s tailored to your business and designed to help your business grow?

Building a Digital Marketing Strategy

Developing an effective marketing strategy isn’t rocket science. It does require an understanding of good marketing principles. Here are some things to consider when developing your own strategy. 

Start with a SWOT Analysis

SWOT = internal Strengths and Weaknesses and external Opportunities and Threats. List these items as a starting point for your digital marketing strategy.

Consider Your Brand Position

Recognize and capitalize on your brand position. Just as there are imitation diamond and near flawless diamonds, both are sold for profit. There’s a place for your brand in the marketplace as long as you don’t to market your brand as something it really isn’t.

Consider Your Audience

What matters to your audience? Too often, tech companies talk about the technology they’ve developed but forget what the audience cares about—themselves. How will your technology help improve business? Amazing technology gets attention, but solving a problem gets you more business.

Consider Your Brand Equity

Creating awareness doesn’t always result in more sales. Too often smaller tech companies are lured into buying web banners or other ad opportunities without understanding what it takes to increase sales.