Categories: Marketing Tips

Top 14 Marketing Tips for Tech Companies – Part Two

Welcome back to our blog post series on marketing tips for technology firms. Here are tips #4 through #7.

4) Make sure your brand is clear. There is nothing more frustrating for prospects than trying to figure out what a brand is all about. Be precise in what you are selling and to whom.
And as a technology company, your branding should also align with your current and future product and services roadmaps.

5) Clearly articulate your technology products or services. In order for your clients and prospective clients to understand what you are truly selling, then you must be clear in your presentation. This is especially important for technical services.

We recommend answering the 6 questions in Harry Beckwith’s Selling the Invisible.
a. Who are you? (Your company’s official name)
b. What business are you in?
c. For whom…what companies/users do you serve?
d. What need…what are the special needs of the company you serve?
e. Against whom…with whom are you competing?
f. What’s different…what makes you different than the competition?
g. Unique benefits…what are the unique benefits a client derives from your services?
These seven questions work equally well for products. By answering these questions, your customers and prospective customers should be able to get a better understanding of what you will provide for them.

6) Get testimonials and endorsements. In order for potential clients to validate your offerings, it is imperative to have your customers vouch for you through testimonials. It is very simple and sometimes overlooked. Testimonials are easily accessible and all it takes is a simple quote. Online video testimonials are now easy to produce and even more effective than written quotes. The testimonials should be posted on your company’s website, but can also be used in other documents and advertisements.

7) Use word-of- mouth technique. Whenever you see a movie you like or try a new restaurant that was amazing, you usually pass this information on to a friend or acquaintance – why not tailor this technique to marketing your products? Word-of-mouth marketing is a not a new technique but it is one that has been overlooked by many marketing professionals. There are many websites that can help you identify what word-of-mouth is and how to use it to the best of your advantage. For example WOMMA is the official website of the word-of-mouth Marketing Association. It that helps business owners network within their industry.
WOMMA shares the 5 basic elements to word of mouth marketing: 1) Educate people about your products and/or services 2) Identify people most likely to share their opinions 3) Provide tools that make it simpler to share information 4) Study how, where, and when opinions are being shared 5) Listen and respond to supporters, detractors, and neutrals.

In this vein, URefer is an interesting online referral engine that was just launched. Now folks can refer business to you online and the site also has interesting word-of-mouth possibilities.

Brian Shilling

Brian is our Executive Vice President of Client Operations with experience leading diverse teams of marketers and designers in strategic marketing, content creation, and crafting comprehensive messaging and positioning platforms for our healthcare and tech clients. To learn more about Brian's experiences and qualifications, visit our leadership team page.