5 Ways to Fail at Marketing to Tech Users
Looking to reach tech users, but can’t figure out how to get them hooked? Here's a list of the five easiest ways to either pass or fail at effectively marketing to technologists. Follow along to find out how to gain positive, long-lasting brand loyalty.
Tech users don’t want to open up emails, read articles or visit sites where they’re inundated with sales pitches. With this demographic, it’s all about subtlety in your approach. Get to know your target audience by engaging them on platforms where they live. Educate them on your product or service through interaction, examples and informative messaging. Build up your brand by explaining what you do and why you do it best without sounding like a used car salesman.
Fail: Smoke Signal
Win: Multichannel Touch Points
One message sent into the void about your product or service is like calling for help one time when stranded in the wilderness and hoping for the best. A singular message likely won’t be placed in front of the tech user you’re trying to reach at the right time. By diversifying your marketing approach from digital ads to email sponsorships and beyond, you cover your bases and stand a higher chance of reaching who you want, when it matters.
Fail: Marshmallow Fluff
Win: Meat and Potatoes
Chances are, your ideal tech user is already well-versed in the subject matter you’re speaking to. Writing only simple, low-level comprehension content about items they already know and understand may drive them to other sites and competitors for information. Research what topics are of interest and tap into the greatest resource around — in-house experts. If you claim to be the best, prove it by adding substance to your content. Users in your target audience want something they can sink their teeth into. Make sure you deliver.
Fail: Ignore Your Fans
Win: Engage With Brand Ambassadors
Pay attention to tech users who are already shouting your praises from the rooftops. We guarantee there are more brand ambassadors out there than you’re aware of. Engage with them, find out what they like and whether or not they see room for improvement. These users provide useful insight into your product or service and can be an effective tool for spreading the word about your brand. Capture testimonials, highlight their successes with your service, and take time to discover who else they follow and why.
Fail: Neglect Data
Win: Leverage Business Intelligence
When you know your consumer, you know what they’re looking for. You have interactions, statistics, data, all at your fingertips to support smart messaging. Fail to tap into that information, and your marketing efforts may fall flat. Take the time to understand behaviors and trends of your ideal consumer. Capitalize on their interests by implementing them into your marketing strategy. Trying to reach consumers who mostly interact with services via mobile, for example? Ensure your app or website is mobile friendly and provides a user interface that will capture their interest.