Inbound Marketing is a methodology that has gained popularity in business because of its effectiveness in digital marketing strategies and adapts very well to get marketing and sales results in the technology industry.
It is based on creating content focused on your target audience and first obtaining the authorization of potential customers to obtain their data, thus achieving non-invasiveness.
One of the most relevant statistics when determining the effectiveness of Inbound Marketing is that the average return on investment (ROI) it generates is 275% compared to other methodologies, according to the Hotmart platform.
One of the main advantages of Inbound Marketing is to be able to create a good relationship with users, making their loyalty process faster and easier with the brand.
Likewise, when you make your content based on your target audience and aligning them to your strategies, you will be able to filter each lead more effectively, to correctly locate them at each stage of your sales funnel.
Therefore, at the time that the marketing team or the sales team must carry out their respective work, there is already a previous basis that will indicate what the deal will be for each prospect.
Some of the most popular practices to attract potential clients through inbound marketing are:
- Blog posts
- Email Marketing
- Content on social networks
Now, it is time to focus on what we have already learned about inbound marketing in the field of technology and how you can apply this method to develop the full potential of your business within the technology industry.
Why Inbound Marketing in the technology industry?
Generally, when users go to purchase a technological product, they have a more extensive purchase process due to the cost evaluation and the need to acquire something of good quality, so that it is durable and meets their expectations.
Also, technology products offer different specifications to suit different types of users. This is why, during the search process, buyers spend more time researching which is the best option for them.
It is there where you should focus your content strategy, to catch users through your Inbound Marketing process and place them in the corresponding stage within your sales funnel.
On the other hand, through Inbound Marketing you can follow up on leads who are interested in solving a problem, reviewing your conversion funnel, or creating UTM tags.
Let’s think of a practical example. If Maria is interested in buying a new laptop for her freelance job and doesn’t have a lot of tech-savvy, she will likely do the following research:
- Consult with friends/acquaintances who know about technology
- Search the Internet for freelancer laptop references
- Compare prices between brands
- Investigate reviews or product reviews of laptops.
These steps would be part of the basic search process for a user interested in buying a new electronic device.
So, now let’s think about what content marketing strategies we can develop to be Maria’s choice when she decides to make her purchase decision.
Have a blog with valuable articles on your website.
As the user does their search on specifications and references, they will be found with many articles and websites. If you have good content with quality SEO, you will have the option to appear among the first results and provide her with the information she needs to make her decision.
Sponsored ads on pages like Amazon.
One of the first sites where people look for product references before making their purchases online is Amazon. If you appear there, with an attractive ad that takes the user to your website or your landing page, you will have achieved your attraction goal.
Collaborations on specialized pages
Having links to your website appear on pages with specialized content about technology will help you in the process of getting more traffic and increasing your chances of getting new leads.
Focus your strategies on the market where your target audience is, make yourself present where they need you and offer the solutions they are looking for, there you will find the key to obtaining good results.
Eight tactics to grow companies in the technology industry
Now that we enter the technological context, we want to share with you eight tactics to grow your company within the technology industry. These are all focused on Inbound Marketing methodology. You must know that within the technology industry you always have to be on the move and innovating because in the development of a year many new product launches arrive to compete in this area.
The buyer persona is the design of what your ideal buyer would be. Defining your buyer persona will help you establish where your audience is, how old they are, what their tastes and needs are.
At the same time, you will be able to know what their objectives are, their purchasing behaviors, in which digital platforms they make life, and what aspects influence their purchasing decisions. Some of the basic characteristics you need to build your buyer persona are:
- Personal profile: name, title, age, income, location, etc.
- Objectives: personal or professional.
- Difficulties: lack of time, ignorance, schedules.
- Solutions: what products or services your brand offers to solve consumer needs.
- Keywords: what words your audience uses when searching the internet, where they search for information, etc.
This Inbound marketing technique allows you to develop content 100% focused on your target audience. Once you define your buyer persona, you know how to create messages for them.
With content marketing, you can use different formats such as images, videos, photographs, infographics, eBooks, and much more. One of the advantages of the digital world is the diversity it offers you to be able to communicate effectively with your audience.
Social Media Marketing
Using social media marketing, you will open new channels to establish communications with your audience within the digital world. Currently, according to report data, 4.5 billion people are using the internet and 3.8 billion on social networks, that is, 60% of the world’s population is connected to the internet.
This represents that a large part of your audience is on social networks and if you use them correctly, you can obtain great benefits for your brand, generating content adapted to each format and focused on your target audience. Likewise, social media marketing allows you to amplify your messages and obtain traffic in an organic or paid way, the latter option being through the ads that you can make on each platform.
Investigate in which social networks your target audience lives and start creating valuable content for them within these digital platforms.
Email marketing as an Inbound strategy is a very powerful form of communication since it allows you to have direct contact with your audience.
At the same time, you increase your chances of generating more effective conversions because your messages will specifically reach the audience for which you designed it, you even can segment your audience and be even more specific with your content.
According to Harris Interactive research, 42% of companies say email is one of the most effective channels for lead generation.
In the case of email marketing, you must know what time of day and what days of the week are the most effective to send your messages. Similarly, the frequency with which you send your emails is extremely important.
Any user who receives too many emails from the same brand will feel overwhelmed and will have a negative effect, ruling out the possibility of converting prospects into customers.
Finally, you should know that one of the greatest benefits of email marketing is its low cost and high performance. Many of the platforms with which you can carry out your campaigns will allow you to know in real-time, the performance of your emails.
You will be able to know how many people opened your emails, from what devices, and in what location they are; on the other hand, you will also know the rate of bounces or canceled subscriptions.
All this information is essential so that you can make the necessary adjustments in your strategy.
Lead Nurturing is a technique personalization long-term relationships with your leads, where going to “feed” with valuable information to build trust and to make progress in the journey of the buyer.
With lead nurturing you will be able to define which leads are ready to go to the sales team, guide prospects towards the purchase path and even recover those who have stalled at some stage of the buyer journey.
Through this technique you can have a personalized contact since you have an information base about your lead; You will also be able to increase this data to take it properly until the purchase process.
Prepare your action plan well to establish the objectives and strategies that you are going to develop according to the information you obtain from your leads.
Lead scoring is the technique that will allow you to know how interested your potential customers are in your product or service. Basically, you are going to perform a sort of ranking, scoring your leads.
In this way, you will be able to apply different strategies according to the segmentation that you have carried out with each of them.
Remember that one of the keys to Inbound is that the client feels in control, that what he is receiving is especially for him, and not that he is one of the many exposed to what you have to say about yourself.
HubSpot.com / products / lead-scoring »> HubSpot is a wonderful tool if you want to implement the lead scoring technique within your inbound marketing methodology.
Ads or paid ads on both Google and social networks are a strategy that ensures results according to your investment.
Although there are many free tools on the Internet, when you have a special campaign or an important launch, it is always good to have ads as allies to increase your results.
When creating ad campaigns, it is essential to have your objectives defined, as well as your target audience and your budget, these three aspects are the basis of success for any ad campaign.
Remember to previously investigate where your audience is so that you do not lose any of your investment. If your target audience is not on Facebook, it will not be as efficient for you to run ad campaigns on this platform.
This is the final step in your inbound strategy in the technology industry. Once you have managed to convert the lead into a customer, it’s time to build loyalty with your brand.
In addition to offering a product or service that meets all their needs, your customer service process must also be up to scratch to provide a complete quality experience.
If this user has already reached you, gave you their information, felt confident during your lead nurturing process, and made the purchase, you cannot just let go.
After that process, you must offer them new value so that they remain faithful to your brand and do not hesitate to make purchases with you again. Social media marketing and email marketing are techniques that will allow you to keep yourself in their mind.
Finally, we want to invite you to apply all these tactics within your technology company. Research what your audience needs and how you can address those needs.
Take advantage of the fact that the technology industry is precisely the key to being able to carry out many of these actions and is where more than 4 billion people live today. For now, it’s time to start your action plan and share this article with your colleagues in the tech industry.