A Strong Brand Presence Starts with Proven Marketing Strategies

The strength of your brand presence will impact your business’s profitability, stability, and position in today’s competitive marketplace.

What is Brand Presence? 

Brand presence, awareness, or recognition refers to the level by which your customers remember and recognize your business. The stronger your brand presence results in a wider range of audiences who are familiar with your existence. This includes the products and services you’re selling and promoting, your logo, messaging, and even your brand culture.

The strength of your brand presence or brand recognition will impact your business’s profitability and stability, so building and maintaining it is an ongoing process in today’s competitive environment. Within the tech industry, brand presence is even more challenging. Why?

Tech Company Marketing Challenges

Technology companies tend to adopt flatter organizational structures where communication and decision-making can happen more quickly, affecting different segments of the organization. Non-tech driven companies can afford to be more risk-averse. Tech companies must contend with how to stay at the forefront of scientific developments, consumer interest, and industry trends. This means tech companies must deal with many moving parts yet work toward a singular goal to increase profitability. 

Because most tech companies tend to have engineering-centric cultures that are zeroed in on developing new products, features and technology to outperform the competition, there is often little input from marketing or external insight on what target customers actually need and want.

How Tech-Centric Marketing is Unique

To effectively engage with tech audiences it is essential to understand their unique needs, preferences, and challenges. Technical professionals are often seeking specific types of information that relate directly to their field or industry -- content that not only provides valuable insights but also offers practical solutions and addresses their pain points.

When the daily work within tech companies is focused more on outbound activities with the primary focus on near-term business results, there is a loss in many cases of the more strategic side of the business that can be implemented via inbound marketing methodologies.

Proven Tech Company Marketing Strategies 

1. Brand Narrative: There are a series of proven marketing strategies that have, over time, shown impressive, consistent results. First of all, your brand narrative should be clearly defined to include company values and mission in a tech-centric way. Case studies provide an authentic way to showcase successes in the technology sector.

2. Design:  Leverage the visual identity of your tech business with design elements that resonate with technology audiences. If your business is established, you already have most of the design elements such as logo and color palettes. Employ user-generated content (UGC) within text, videos, images, and reviews. UGC is created by people, rather than brands. Examples include: customer reviews, testimonials, social media posts, blog posts, and anything else consumers might create and publish online.

3. Content:  Probably the most crucial goal is to craft content that is both valuable and relevant to your tech audience. This is accomplished with blogs, whitepapers, and case studies, carefully including thought leadership to establish authority. Content marketing informs, educates, or explains a product or service to consumers.

Digital content like blogs, e-books, how-to guides, and social posts can position your business as an industry leader. Blogs are particularly beneficial for lead generation because visitors who organically find a brand's blog have done so because they had a question that the blog answered. According to HubSpot, marketers who prioritize blogging see 13x the ROI of businesses that don't.

4. Social Media: Build relationships with your target audience and share valuable insights with social media marketing. Once you identify the best social media platforms for your tech audience, you will start conversations that lead to new customers. Establishing your C-suite executives as thought leaders in technology will add to your social media marketing. It can also lead to participation in industry events and establish networking for increased brand visibility.

5. Email: Email marketing is an essential component of your marketing process. Email is an easy way to stay in touch and track customer engagement. Marketing teams can use email to track digital analytics, such as click-through and open rates. This data lets your team refine its marketing process and target your audience more accurately.

6. SEO: Optimizing content for search engines in the technology sector is a critical part of the equation for building your brand presence. By utilizing keywords and trends relevant to your audience, you are attracting the interest of new prospects. It’s crucial that a designated role be in place for monitoring and adapting to algorithm changes. Fluctuations in this area can have an impact on your marketing efforts.

7. Analytics: Using key metrics for evaluating brand presence will help you monitor the pulse of your efforts. The value of using analytics tools to track marketing efforts and making data-driven adjustments for continuous improvement cannot be overstated.

Why Tech Companies Should Invest in Marketing

Compelling, cost-effective digital marketing is one of the most important aspects of a tech company's broader marketing strategy. Strategically-implemented marketing tactics allow your brand to connect with customers, promote products and services, and track data on customer behavior. It also draws new customers and increases sales while keeping your brand visible and relevant to your current customers. 

Here’s a takeaway to share: The way to create long-term brand awareness is to create value beyond your product. Think about fresh, continual ways you can inform, educate, or entertain your target audience.

We invite you to watch for our insightful blogs and social posts that follow relevant 2024 tech marketing trends and provide viable tips, case studies, and industry news. Meanwhile, feel free to download the Witmer Group Inbound Marketing eBook for fresh ideas about how to attract prospects, leads, and sales.