What if you could grow your tech company by getting more leads and more sales and do it while also proving positive ROI from your marketing efforts? Sound too good to be true? Traditional marketing or advertising won’t do this for you but inbound marketing will. The secret’s out. This is the year to engage with inbound.
Traditional Marketing Is Dead
Search Engine Journal has curated some of the evidence of what we’ve known all along: traditional marketing is toast:
- 70-80% of users ignore the paid ads, focusing on the organic results instead.
- 79% of search engine users say they always or frequently click on the natural search results. In contrast, 80% of search engine users say they occasionally or rarely or never click on the sponsored search results. (PPC is traditional marketing.)
- 70% of the links search users click on are organic.
- Companies that blog have 434% more indexed pages. And companies with more indexed pages get far more leads.
- Inbound leads cost 61% lower than outbound leads. An example of an inbound lead might be from search engine optimization. An outbound lead might be from a cold call or print ad.
So how do you do inbound that works? Start with a good foundation. Inbound marketing for tech companies isn’t just about putting up a blog or doing social media.
As much as I’ve written about blogging, posting on social media, and doing SEO the right ways, there are some foundational things peculiar to tech companies that will allow inbound can produce the conversion rates that will put a smile on your face. While inbound is a one-size-fits-all methodology, the common tactics of inbound need to be weighted or prioritized for certain verticals.
Key #1) Know Thy Persona
Knowing to whom you’re marketing is the foundation for inbound for tech companies. Who is your key customer and what is the main solution your product provides? What are their likes and dislikes? Where do they go when they’re online? What do they search for?
Once you acquire this data, all of your combined marketing efforts need to address those key needs of your number one persona. Even the style and grammar you use in your content should conform to your persona, especially to their level of education. Because this topic is so vital, we often host live seminars on this topic and others that are closely related.
Key #2) Your Secret Sauce
Chances are someone is doing something similar to you. Your competitors however, don’t have the same vision or talents that you have. So it’s up to you to discover or leverage that one thing or two that you do better than all your competitors.
Doing Inbound marketing for tech companies means focusing not just on your key persona, but on what you do better than the other guy.
For example, we sell marketing automation software for Hubspot. There are over 230 competitive SaaS marketing automation apps out there—the last time I counted. Yikes. What about those other apps? Some do some things way better than Hubspot does. But what do you want? If it’s getting leads, Hubspot’s Saas software stands alone in its ability to foster lead-generation. No contest.
And what about our agency, New Destiny Media? We eat, drink, and breathe the following::
- Inbound marketing strategy and metrics.
- Content marketing (Blogging and social media).
- Web design, strategies.
What about the other important categories, like graphic design? Simple: If you don’t want to do something, make sure you hire the experts who can do it for you and better than you. That's basic, right?
Personal confession: While I love CSS and HUBL programming, my time is better spent elsewhere like in selling or sharing something in our blog. But don’t tell; I have fun with programming on weekends!
Inbound marketing for tech companies will produce maximum ROI and cull out the “tire kickers” by establishing the foundation for campaigns that will attract your main persona. Once you have the foundation, then you can start doing or reforming your business blogging and other content marketing tactics.
What do you think? Did you glean some take-a-ways from this article? If so, please share below!