The global technology industry is a powerhouse, with a market value that surpassed $5 trillion in 2023, and is projected to grow further as digital transformation accelerates across industries. With tech innovations continually changing the landscape, your company faces fierce competition not only for market share but also for visibility. As a tech founder, adopting a marketing strategy for your tech company is essential to differentiate your business, attract investors, and scale efficiently.
Having a marketing strategy for your tech company is an important, especially in such a competitive market because it helps you to stand out, differentiate yourself from the competition, and position yourself properly.
So if you’re the founder of a tech company (regardless of niche and industry), how can having a marketing strategy help you grow your business and stand out?
At Valdorear, a tech marketing agency, we create marketing strategies that help you stand out and generate more sales. Learn more about our full suite of marketing services including branding, web design, & copywriting, and strategy services here.
1. Leverage Video Marketing to Drive Engagement
Video content continues to dominate digital marketing. In 2024, 82% of global internet traffic is expected to come from video streaming. You can capitalize on this marketing strategy for your tech company by creating product demos, behind-the-scenes insights, or tutorials to connect with your audience.
Platforms like YouTube and LinkedIn offer opportunities for you to showcase your tech product/service in action, offer insights into your company culture, and demonstrate thought leadership. Live video streaming—through YouTube Live, Instagram Live, or LinkedIn Live—can also provide real-time interaction with potential customers. According to Wyzowl, 89% of video marketers say video gives them a good ROI.
2. Monitor Online Reviews and Feedback
Online reviews can make or break a tech company, especially when targeting enterprise clients who often rely on peer recommendations. According to BrightLocal, 88% of consumers trust online reviews as much as personal recommendations (I know I do). Consider monitoring platforms like G2, Trustpilot, or Capterra and responding to reviews—both positive and negative—to improve your company’s reputation.
Also, encourage satisfied customers to leave detailed reviews, and use negative feedback as an opportunity to refine your product or service. Positive word-of-mouth from happy customers can also be one of the most powerful marketing tools at your disposal.
3. Educate Your Target Audience
The technology sector is vast and complex, with potential customers often lacking deep expertise in your specific niche. To bridge this knowledge gap, consider positioning your company as a thought leader. Educational content can help guide your audience through the research and decision-making phases of the buyer’s journey.
According to HubSpot, 73% of consumers prefer to read blog posts and long-form articles when seeking more in-depth information about a product or service (see why we have a blog?).
By offering comprehensive resources like blog posts, webinars, or explainer videos, you can nurture leads, helping them understand why your solution stands out. This approach not only builds trust but also positions your tech company as an industry authority. Customers who engage with well-crafted, informative content are more likely to make a purchase right away.
4. Be Active on Social Media, But Choose Wisely
Not every social media platform will be the right fit for your tech company (just like not every website is suitable to grow your tech company). However, LinkedIn, Twitter, and Reddit are particularly powerful if you run a B2B tech company seeking to establish credibility and engage with industry professionals.
According to Statista, LinkedIn now has over 900 million users, with 40% of those users visiting the platform daily. As a tech founder, LinkedIn offers opportunities for you to establish thought leadership by sharing content, commenting on industry trends, and directly engaging with potential clients or investors. Remember, the key is consistency—producing regular, high-quality content that resonates with your audience is crucial for building a lasting brand presence.
5. Build a Community Around Your Product
As a tech founder, creating a loyal user base around your product/service is important. While great products/services are foundational, community-building is the secret sauce for enhancing customer retention and increasing lifetime value (Apple does this perfectly). Engaging with your audience through social media channels like LinkedIn, Instagram, or hosting online forums can foster a sense of belonging and brand loyalty.
One example is Salesforce, which uses its “Trailblazer Community” to encourage collaboration, user-generated content, and peer support. According to Sprout Social, 91% of people believe in the power of social media to connect communities (and we do too). Building an engaged community around your product/service encourages repeat customers and nurtures advocates who amplify your message organically.
To achieve this, you need to create content that resonates with your customers consumer pain points and desires. If you can’t do this, or need help, Valdoraer can create a brand strategy that identifies your company’s brand voice, buyer persona, buyer journey and brand personality for your through our marketing strategy.
6. Harness the Power of Email Marketing
Email marketing remains a highly effective channel for tech companies to nurture leads and retain customers. Automation tools like Mailchimp, ActiveCampaign, or HubSpot allow you to segment your audience, send personalized emails, and measure engagement. According to DMA, email marketing delivers an ROI of $42 for every $1 spent, making it one of the most cost-effective marketing strategies.
By offering value-packed newsletters or drip campaigns, you can keep your tech company top of mind for prospects. Email automation ensures you stay in touch with your audience without overwhelming your team. Consider outsourcing to a marketing agency if it becomes overwhelming or too much work to maintain.
Tech companies thrive on innovation, but having an effective marketing strategy is essential for that innovation to reach its full potential. An organized, customer-centric marketing strategy—fueled by data and insights—will help you stand out in a crowded market. Consider experimenting with different tactics, track performance, and be open to adjusting your approach based on what works best for your audience.
Whether it’s video marketing, community building, or email marketing, the key to success lies in creating meaningful connections with your target audience. Remember, your marketing strategy needs to be as good as your brand identity, website design and copy to build trust and familiarity from the first impression.
Valdoraer is a professional marketing agency that can help you create an effective marketing strategy, visual identity and website that helps you stand out, attract your ideal customers, and drive revenue growth– without spending a dime on ads. Reach out to us to get started today.
