Inbound Marketing is a methodology that can be applied to companies of any category and sector. So the technology area can also benefit from its efficiency and cutting edge.
It does not matter if what you are looking for is to increase traffic on your website, improve the conversion of your leads, or boost your sales. Inbound Marketing offers a field of action for each of the levels of your sales process and for your target customers.
The technology companies must keep ahead of the latest trends in many respects, and marketing is one of them. So it is time to join the Inbound world and have excellent results in profitability and business development.
If you want to know a little more about this, here we tell you everything you need to know to implement Inbound strategies in your technology company. Join us!
Importance of Inbound Marketing for technology companies
When we talk about technology companies, it is clear that the avant-garde factor is of primary importance. So it is something that must be present in all aspects of its operation and administration.
According to Hubspot, Inbound Marketing is a strategy that attracts customers with useful and relevant content and is currently trending. Companies like CISCO, DELL, GoPro, Apple, and many more, check their effectiveness.
The importance of applying Inbound Marketing in technology companies ranges from its effectiveness in multiple areas of the company to its profitability.
According to Hubspot, ” Inbound Marketing is a more effective way of attracting, involving, and pleasing customers”, compared to traditional marketing strategies or Outbound Marketing. It is based on a philosophy of customer service and satisfaction that gives your company legitimacy and trust.
All this without counting the economic factor. Inbound Marketing you can achieve positive and sustainable results with better use of resources. This means managing the investment only in stocks and strategies that are especially focused on your target audience.
And if all this is not enough, we can consider that the main importance of Inbound Marketing is the vanguard. A commercialization model supported by the management of technologies for the benefit of the company and the consumer. This is something that should go hand in hand with the public image of any technology company.
How to implement strategies of Inbound Marketing in technology companies?
In order to implement Inbound Marketing, technology companies must go through 4 phases: attraction, conversion, education, and closure. In each one of the specific strategies will be applied that responds to the needs of the clients.
In this way, you can guarantee that each lead gets the attention it requires at the right time. This will help you consolidate the sale and loyalty. Let’s see how it is done.
Before starting with the implementation of the strategies, it is necessary that you have well defined your personal buyers and an approximation of the content to be produced. This content must be related to the interests of your personal buyers, buyers’ journey, and their main search patterns.
Once you have these points well identified, you can go on to apply the appropriate strategies for the main recruitment phase.
Identify the social networks and channels in which your customers are managed: For B2B companies, LinkedIn is usually a suitable channel to publish content on your website that is of interest to your audience.
Look for alliances and collaborators: The more presence you have on the web, the better. So it is a good idea to have an alliance with various websites with similar content where you can sponsor your products. They might also have content creation agreements amongst them, where they support each other.
Invest in online advertising: If you need more reach or more visits to your website, online advertising is a great way to do it. In addition, with it, you can access more directly the buyer person you are looking for.
This stage is of great importance since it is in which we must develop the role of adviser and companion for the lead. Instead of encouraging him to buy directly, we must ensure that we let him have the last word in the decision.
A good way to conduct it correctly through this process is with the following actions:
Creation of complementary content: If you have already captured the attention of your lead with content related to the theme of your software or product, now you must give it complementary information. If you only offer content with a single theme, the lead may lose confidence or interest.
You can do it through ebooks or blogs that talk about business advice, news in the field, or any topic that captures the attention of the buyer persona.
CTA and Landing Pages: With these actions, you can direct your leads to the specific content that interests them. This is an excellent opportunity to obtain your contact details through forms or records, so don’t miss it.
Forms: If you are going to have your leads fill out entry or registration forms, you must first define well what information you are going to request. Think about the most relevant information for your marketing and commercialization strategies. Don’t forget to give him a message of thanks for your affiliation.
A follow-up email: Now that you have the data of your lead, you can send him an email with additional information on the subject for which he registered. Add downloadable material that makes you feel well cared for and want more.
In the education phase, we want to give the last necessary impulse so that the lead decides for our company and finalizes the purchase. To do this, we must continue to send information.
Lead Nurturing: Here we will use the sending of information of interest and relevant product data to lead the lead to the end of the purchasing process. Trying to solve all your doubts and give an image of confidence and security.
Lead Scoring: In order to know which of our leads will give us better benefits or which are more likely to make sales, we must classify them. A good way to do this is by giving them value or score that indicates the level of importance it represents for the strategy.
Here we can use various scales or measurement formats to be able to categorize and segment the leads. In this way, we can ensure that we keep our efforts only in the sectors that will give us the best results.
Closing and loyalty
Many companies often make the mistake of considering that once the sale is completed we should no longer think about our customers. On the contrary, here we must initiate a series of actions to retain them and convert them in to recurring customers.
Loyalty to a customer is easier and more profitable than capturing a new one. It is there where the importance of loyalty falls.
Up-Selling: If a customer has already purchased one of our products, we can offer a complementary or related product to the first one. This not only increases our sales probability, but it also makes the client feel that we remain attentive to their satisfaction.
Loyalty: Loyalty strategies are those that reward the trajectory or loyalty of the client with discounts or special subscriptions. This reinforces the client’s sense of permanence and enhances their retention with the brand.
What benefits does Inbound Marketing offer to technology companies?
When we talk about the implementation of Inbound Marketing in a company, the benefits are numerous and cover many aspects. And if we also add the factor of technology companies, the points in favor become stronger.
Some of the main benefits that we can obtain at this point are:
- For technology companies, it is essential to have a good presence on the web. With the implementation of Inbound Marketing, a good flow of organic visits to the pages is achieved, so it will be of great help for the scope and sales of the company.
- The Inbound Marketing work methodology focuses on attracting and retaining leads, which is why the number of new customers is also multiplied.
- You get more qualified leads, so the conversion rate will be higher and you will be investing resources in potential customers.
- Inbound Marketing is effective in companies of any sector or category. Especially in B2B companies, you get a higher customer conversion, so your profits will also increase.
Inbound Marketing success stories in technology companies
When we are going to implement new strategies in our marketing plan, it is always good to have references from those who have already traveled the same path. In the field of Inbound Marketing for technology companies, there are many examples and success stories that we can consider.
So that you have a broader vision of how Inbound and the technology sector are mixed, here we leave you some cases that will serve as inspiration.
This web domain registration and hosting company implemented marketing strategies to increase its reach and its clients. They focused on creating specialized content for each of the stages of Inbound Marketing and thus served the needs and doubts of potential customers.
They made videos on the basics of hosting and then showed how GoDaddy helped you get your own domain. And that is how they were able to attack the stages of discovery and consideration at the same time.
This is a company that has been very active with the creation and dissemination of content on its blog and through videos. With these measures they obtained an increase of more than 20% of sales for the year 2017, becoming the largest domain registrar in the world.
This world-renowned technology company also used Inbound Marketing to enhance customer satisfaction.
They made a big reform on their website so that it had greater compatibility with mobile devices. In addition to generating campaigns where customers were encouraged to comment on the characteristics of the products.
He also used email marketing to feed information to leads and drive sales. All this generated positive results that made them stay ahead of new marketing trends.
The North American technology company CISCO was so satisfied with the results of the implementation of Inbound Marketing that it became one of its ambassadors. She currently posts content about Inbound on her own blog.
This is accompanied by relevant informative content for your clients and CTA’s on your website that invites the interaction and subscription of your clients.
These actions generated very good results for their internal processes, which is why they have currently decided to share the benefits of Inbound with the world.
In conclusion, Inbound Marketing is quite effective in offering alternatives and strategies for all types of companies including the technology companies.
Every day the market becomes more competitive, and it is necessary that we stay at the forefront not only of technologies but also of marketing.
It is important that we strive to offer our clients the best experiences and maximum satisfaction. Only in this way can we guarantee that they remain loyal to the brand and are our recurring customers.
And if this is not enough, we must also take into account that Inbound Marketing is an excellent way to standardize and level our sales and promotion processes. This not only allows us to increase profits, but it also makes us more efficient and profitable companies.
So, if your technology company is not yet in the world of Inbound Marketing, today is a good day to start. Luck!
Name- Raunak Pandey
Bio- Raunak is a Mechanical Engineer by qualification & Marketer by passion. He is the founder of Maiden Stride, a leading digital marketing company that provides world-class search engine marketing services and website & application development.