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Have you hit a dead end with brainstorming marketing ideas for your technology company? Are your current technology product marketing strategies falling short of your goals? Do you need some help improving your technology marketing plan?

Then, keep reading! This article shares the best marketing strategies for IT companies and tech organizations, so you can focus your time, energy, and resources on the top technology marketing tactics.

Why is technology marketing important?

Every company needs marketing. It’s the fuel behind attracting more traffic to your company’s website, staying forefront of your customers’ minds, and generating new subscribers, customers and leads.

Without Internet marketing, your potential customers may not even see your company in search results when they’re looking for the exact products and services you offer.

With effective technology marketing, a company like yours can reach more potential leads, educate those leads about the benefits of your services and create long-lasting customers. These customers can provide long-term revenue and profits for your business.

Of course, for any company, the challenge is determining which technology product marketing strategies produce the best results.

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5 technology marketing strategies to promote your products

The top five technology marketing strategies for promoting (and selling) your products or services include:

1. Write and publish educational content regularly

Are you producing content for your website in the form of blog posts, whitepapers, guides, or videos? If not, it’s time to start.


Whether your technology company offers hardware, software, services, or something in between, you will benefit by producing content that educates your customers. It’s important to answer their questions and aid them in making smart decisions about their purchases.

Your content doesn’t have to be hyper-focused on your company, but it should be relevant to your industry and what your leads are interested in, most importantly.

For example, if you manufacture networking hardware, you could produce content that those looking for networking solutions might search for or find helpful. Some of these topics might include:

  1. A guide to setting up a business network
  2. A series of blog posts about securing enterprise wireless networks
  3. A video showing how to install your equipment
  4. A review of Internet security software

This content doesn’t typically push visitors to immediately buy one of their products, but is more likely to rank in search engines and attract visitors who are looking for help or to answer a question. This can start a relationship with your company and make your visitors interested in what you have to offer.

Regularly publishing content is important to technology marketing, too. 37% of marketers agree that blogging on your website is the most valuable type of content marketing you could utilize for your company. This means that to keep up an effective marketing campaign, you need to regularly publish content.

You should focus on creating and publishing a new piece of content at least once a week, and ideally, 2-3 times per week. In order to figure out how often you should be posting, there are a few factors to consider.

  1. Competition: Pay attention to how often your competition posts new blogs and new content. If they are posting every day, and have the most customers in your area, you might want to follow the leader.
  2. What your customers want: The most important thing about your website is that it is dedicated to catering to your customers. If you find that you are getting a lot of questions about the same topics, make them a focus for your blog and other content.
  3. Make a habit: When you decide how often you’re going to post, create a schedule and stick to it. That way, your customers will know when new content is being published and when to look out for it.

For more advantages of publishing content frequently, check out this blog post.

2. Trade your best content for an email address

Don’t want to give your valuable content away for free? You don’t have to with this technology product marketing tactic.

By selectively email-gating your content, or requiring an email address to be provided in exchange for certain guides or content, you can gain access to the inboxes of your leads.

This can prove to be incredibly valuable in the long run.

Let’s say your company, which has a cloud storage application, writes a highly detailed guide to using cloud storage for enterprise businesses. You could restrict access to this guide until the website visitor enters their email address, name, company name, or any combination of the three.

After the visitor has entered their email address, you can automatically add them to your mailing list, or subscribe them to a specialized email drip campaign.

The emails you send them after their download can keep your company in the forefront of their mind, which increases the chances of them becoming a lead.

3. Contribute to other websites

You probably already know that link building is a crucial component of your website’s search engine optimization (or SEO).

But you may be struggling to find ways to build these highly desirable links without spending hours sending emails to other business owners.

Gaining links is sometimes as simple as giving other websites something they need, whether that’s a blog post or a resource that they may find useful.

For example, if you own a technology company that offers photo processing software, you could write a blog about how to improve photos in five minutes. This could result in links back to your site by companies that find your blog compelling.

The more links you have from high-quality websites, the more authoritative your site will be in the eyes of Google and other search engines. As a result, you’ll have an easier time ranking well for the queries most strongly related to your industry, business, products, and services.

Whether you’re looking for marketing strategies for IT companies or software providers, SEO is a proven long-term strategy for generating leads and revenue.

4. Invest in email marketing

Sending emails is a marketing option that has some of the highest ROI you’ll find. The financial investment required to set up, maintain and send emails is often minimal.


As you build a list of subscribers who’ve opted in to hear from your company, create an email strategy that involves frequent, dedicated contact to them.

You can use these emails to share tips, educate your subscribers, or even talk about recent news in your industry.

This makes your email strategy more like a content marketing component, which your subscribers will appreciate far more than pushy sales emails.

You can also consider investing in a drip email marketing campaign, which gradually “drips” prewritten email content to subscribers after they join a specific list. These campaigns can be highly successful at moving potential leads through your sales funnel.

For example, you could set up a drip campaign that automatically sends “How to Use Our Software” emails to new subscribers, which will help them to become more acquainted with your services. Additionally, if you offer a free trial, emails like these can encourage customers to sign up for the full version.

5. Use on-site forms to collect leads

Finally, you don’t have to rely on a single contact form, phone number, or email address to attract leads. There are many alternate methods you can use to make potential customers or subscribers want to contact you.

Pop-ups are one of the best ways to do so, since they’re extremely attention-grabbing. However, many Internet users don’t like them.

If you aren’t a fan of pop-ups and don’t want to utilize them on your own website, there are plenty of other ways you can encourage potential leads to contact you.

For example, why not add a “contact us” box to your website that is visible on every page? When you add a contact box, it allows potential leads to always be able to find a method of contacting your company.

Get leads and sales from technology marketing

Now that you’ve learned these five ways to market your technology company and improve your technology marketing plan, you just need the time and resources to test them out for your company.

If you’d like assistance, WebFX can help! We’ll create a unique strategy based on marketing methods just like these. We’ll improve your SEO, create your content, and increase your local reach.

Want to know how we can increase your company’s exposure online? Just contact us to learn about our online marketing services and for a free proposal. We can’t wait to hear from you!

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