The tech industry is fast-paced, as emerging companies compete to dominate the market. That being said, taking your place as a start-up can be challenging. You face unique risks like constant changes, limited funds, and market saturation. For your business to stand out, you must focus on getting people on board with your services and products. Creating a marketing strategy can help you build awareness, generate and convert leads into sales, and highlight your expertise. Here are some tips if you have been wondering how to market your organization for growth.
- Offer a free product or trial version
A simple way to make a buzz about your start-up is to offer free products or services. When people realize how good your app or software is, they will either upgrade to a fully paid version or tell others about you. Various companies like Dropbox, ChatGPT, and Canva have tried this method. You can offer a generous discount if you have a limited budget for your business. It might seem like a gamble to go this route. However, if you cannot generate leads, you will still receive feedback and understand what you lack. It will also give you a competitive edge over other startups as it offers a low-risk way for the market to familiarize themselves with your products.
- Tell your audience about your purpose
It is important to communicate your brand message to your audience. You want to create a strong impression by turning data into something memorable. One of the ways to share this information with the world is through videos. Visual content is likely to be retained quickly and evoke emotions. The first and most important thing to do is to be authentic. Know your audience and show how relatable you are. Avoid coming off too strongly; this will make you look like a sales representative prospecting to make a quick buck. Remember to keep your script short and relevant. Also, you will find it helpful to collaborate with a video production company to create high-quality content.
- Attend events and conferences
Tech events conferences allow you to network with other business owners and technology enthusiasts. New trends and tools are introduced during such events, and you can pitch your start-up to investors and industry experts. You can also learn from your competitors through in-depth conversations. If you have been overwhelmed with your entrepreneurial journey, you can draw inspiration from the speakers and the achievements of other organizations. Moreover, these events are normally covered by the media. If you have been looking for media exposure for your new venture, this is a great way to get some attention. A reporter or magazine editor might be interested in your brand, so feel free to consider this.
- Leverage email marketing
Email marketing is an affordable way to update your clientele on discounts, new products, and services. It is also a strategy that helps you educate them on your brand. This amazing marketing tool can aid in improving your SEO and sending traffic to your website. You can nurture leads with your personalized messages and convert them into sales. To begin, all you need is the internet, a strategy, and an email list, and you are good to go. To make the process seamless, automate the process by using tools like MailChimp to create emails based on the responses of your subscribers instead of manually sending out emails.
- Take your online presence to the next level
The world is a global community, and social media is the tool that brings everyone together. Taking advantage of it in content marketing can make your business a household name. As a tech start-up, you have probably announced your presence with a few posts here and there. However, consider analyzing which platforms your followers interact with and prioritize them. It would also be beneficial to use analytic tools to fish out the best-performing posts or stories so you can provide similar or repurposed content. Based on your findings, build a content calendar that aligns with your goals. A calendar will allow you to execute your strategy effortlessly, so feel free to consider this.
Another way to dominate the online space is to work with influencers with a large following that can patronize your products and services. When choosing an influencer, it is beneficial to collaborate with one in your industry who has a passion and interest in your merchandise. Ensure you vet many influencers until you choose the right fit for your company. Do your research and track their performance as well as their reputation. It is a big bonus if they have worked with other tech companies and had successful campaigns. Finally, ask for their rates and specify the length of your alliance.
- Associate with other successful tech companies
Associating with other tech companies who have established themselves in the industry can help put you at the forefront. Combining resources and working on important contracts will help you gain credibility and profit. This strategy can also bring cross-promotion; you could strengthen your presence in the market depending on how dominant your ally is. Don‘t be afraid to contact companies you’re interested in working with. Ensure you approach them with a solid idea or business plan; they will happily merge with your concept.
- Try public speaking
Putting yourself out there through public speaking is a wonderful way to cultivate a strong brand and push your products. People feel more comfortable patronizing a brand when they can place a face on it, so keep this in mind. Consider taking up speaking opportunities at webinars, colleges, and even podcasts. Asserting yourself as a speaker will boost your reputation as an expert. Moreover, potential clientele and investors will share in your passion and see your confidence in your products firsthand. While public speaking may seem intimidating, you must do whatever it takes to put your company out there.
Overcome your fear by watching other successful speakers on TED talk and practicing before a mirror. Remember to set a goal for your speaking schedules. For instance, you can target retirement homes by selling an app for senior citizens. Craft your topic to appeal to them and insert a tempting offer or reward. Remember to bring marketing materials like business cards and fliers. Be confident and precise in delivery by using good body language and showing off your knowledge or skill when answering questions.
- Take note of customer feedback
People like to know they are investing their money in the right place or thing. They will be more motivated to go ahead with their purchase when they see that others are satisfied with you. Be receptive to positive and negative feedback. When handled well, the positive ones serve as social proof, and the negative ones depict you as an organization that cares and strives to be the best. Build a base of loyal customers by including them in certain decisions or processes. For instance, asking them to help you decide the color of a new tech device will make them feel included; they will be more inclined to buy the device because they chose the look.
- Have a niche
A niche is a special and sometimes small market for a product or service. The tech market has many areas to choose from. Deciding to solve a particular problem and sticking to it can help you attract your target market without difficulty. Also, your unique specialization might be less competitive, and this could lead to more profit. You can create a more focused marketing strategy without the pressure to convince a wider audience with a niche. However, the goal is still to make a profit while addressing a need, so choose a niche that resonates with people. This way, you can prevent your business from becoming redundant.
- Build a website
A website is one of the best investments you can make to market your tech business, giving you a professional image. Moreover, it helps you to showcase your services globally without breaking the bank. Additionally, it serves as an opportunity to provide customer service around the clock. As a start-up, hiring call representatives can mean an increase in overhead costs, but you can avoid this by using website chatbots. Also, your competitors will own websites. Deciding to operate without one would give them the upper hand in the digital world.
Also, you may need an ecommerce store available 24/7, even when your offices are closed. Employing a professional to build and manage your website for you would be best. Ensure it is designed simply and easy for people to navigate. Display high-resolution images to keep them scrolling and provide accessible purchase payment methods. Since most clients will visit your website with their phones, ensure it is mobile-friendly to prevent high bounce rates.
Starting a tech business is not a walk in the park. It has hurdles, but you will succeed once you plan and execute well. With these tips, you can steer your business confidently and achieve your goals.
Versha Gupta is a tech freak and co-founder of techzimo.com, she spends more of her time searching latest innovations in the tech world. But being a tech freak, she has the same interest in the entertainment world, she watches all the latest web series on OTT platforms and reviews them on Techzimo. Know more about her on Facebbok Instagram linkedin