Technology companies that focus on B2B sales often find it difficult to create and implement a successful marketing strategy. Their industry may be a hyper-focused niche, which can make sales difficult.
For technology companies, it’s important to determine how to connect with the decision-makers in other businesses. But how do you make this happen?
Here are 5 tips for marketing your technology company:
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Capitalize On Your Website
Think of your website as an elaborate business card. This is how you’ll present your company to the world and provide details on your products and services. This is incredibly important for tech companies with very targeted niches.
Thread Check is a company that primarily works in B2B. Their website provides in-depth detail for their products and services. Every one of their thread gauges has a page that delves into specific information about the product, along with technical support services to back them up.
Decision-makers are going to first look at your website. If they don’t feel confident in what they see there, they won’t feel confident purchasing from you.
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Build Partnerships
To have a successful marketing roadmap in technology and niche markets, you want to focus your attention on building quality partnerships. These are the people and companies that will invest in your company both financially and through networking.
Start by looking at companies that offer products and services that coincide with your business. Figure out what the integration of each party could look like and how both can benefit
Usually, there is a person in charge of this department, known as the Partnerships Development Manager. Their job is to find new partnerships and nurture existing ones.
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Tap Into Traditional Marketing
Even with the rise of digital marketing over the last decade, there is still something to be said about traditional marketing. To reach the CEOs and senior executives in charge of making purchasing decisions, you’ll need to try an “old school” approach.
As a marketing tech tip, look to start combining your digital and traditional marketing tactics. Emailing and cold calling allows for more immediate results, while digital marketing takes time to generate traction.
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Get In Touch With Underserved Markets
There are a wealth of markets that are currently underserved. This is your company’s opportunity to tap into customers who need your products and services.
Currently, many markets are completely oversaturated. If you want your niche to stand out, look towards markets that are either being poorly served or completely neglected.
Start researching free web platforms like Google Analytics and Adwords. This will help you learn about competition and help you to find results for groups whose needs aren’t being met.
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Refocus Your Business Niche
There is always an opportunity to rethink your strategy. Understanding your business niche characteristics is one of the most crucial elements to running a successful company. According to Business News Daily, “your market and niche must be large enough that you can make money selling your products and services.”
This means you need to have a full understanding of the most detailed information about your business as well as your ideal clientele. You need a solid combination of both easily identifiable customers as well as easily accessible.
How do you determine this? By refocusing your niche. If your niche is too large, you won’t be able to narrow down your target audience. If your niche is too small, you won’t have an audience to see any kind of revenue being generated.
Conclusion
Marketing for technology companies that focus on B2B can be more challenging than tapping into the average consumer. However, it’s not impossible.
You have to be willing to spend time with both digital marketing as well as traditional marketing to reach the decision-makers of companies.
It may also require you to revisit your business plan, marketing strategy, and overall business niche characteristics. If you want to see a change in 2022, you have to be willing to make some changes, too.