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The key online marketing strategies for tech companies in 2020

Written by: Paula Ortiz

You know well how fast the changes in the technological world are. Adapting to these advances is a must to offer your customers products or services able to solve their needs. In the same way, it is vital that your marketing strategy fits both the interests of your target audience and also the advances in digital marketing. It's not just about using innovative marketing strategies, but those that are really useful for your company.

For next year, it is essential to work on the following pillars of marketing for technology companies. Not only to take advantage of available resources to create useful marketing strategies, but also to focus efforts on those pillars that help you achieve the goals you have set for 2020.

1. A website based on the conversion process

Due to advances in web design, there are many companies that are looking for a dynamic website, with an attractive design, that gives the user a feeling of innovation. This is typical of some technology companies, which relate the new trends in web design to the idea of selling innovation - especially among B2B companies, who want to see that ‘passion’ for innovation to other companies looking for technological solutions.

A dynamic web design can become highly attractive to users, but in some cases it can mean the loss of many conversion opportunities.

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Why does this happen? Because some websites prioritize aesthetics over utility. A dynamic website that has been initially designed for aesthetic purposes, will probably surprise users on their first visit to the website. If this dynamic website does not facilitate navigation to the user and it does not allow the user to easily reach the information that may be of their interest, the website exists as a simple showcase for the target audience.

If the pages where you offer valuable content for online visitors have a complex display or navigation, the conversion process will be more complex - and they might prefer to leave the website in a few seconds.

If you are planning to create a dynamic web design for your audience, it is vital to verify that this does not cause inconveniences in the user experience. In order for your website to convert anonymous visitors into leads, users would have to easily reach the pages of greatest interest - pages of educational content, landing pages, pages about your products or services, etc.

Even if users do not go through the conversion process on their first visit, in their future visits to your website they will know where to find what is useful for them.

So, if you are considering a new design for your website, take into account web design trends for next year, but also study that browsing your website is a comfortable experience. It is essential to study the main conversion points on your website, so all the elements present on your website allow you to guide the user to reach them. Thus, your lead generation will be optimized.

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2. Chatbots for immediate interaction

Today the closing process of a sale takes much longer to be finished - especially in B2B customers. Your leads may take days, or even weeks, to establish the first contact with your team - they are worried about hiring products or services which involve more losses than profits in their company. So, how can contact potential customers without implying a highly commercial first contact?

The chatbots allow to solve doubts or questions that do not yet involve a high purchase interest, but it can help the potential customer in their progress towards closing the purchase. The chatbots allow your team to make brief, instantaneous conversations to respond to the users’ questions that may not be resolved through the content reflected on your website.

It is not even necessary for your team to always be present to respond to instant messages. More companies are applying AI in their chatbots, configuring them through the most frequent questions asked by the target audience. The automation of a chatbot allows you to answer to more than one user online at the same time. Depending on your answers, an automatic response system can be established, so the most prepared leads are the ones that require the attention of your sales team.

According to a Salesforce study, 51% of users who use AI chatbots feel their doubts resolved effectively. Thus, the fusion of the chatbot function with AI benefits the user experience on the website, as well as the use of time and resources of your team. In addition, Salesforce points out that chatbots are also a very useful strategy to capture more information about the user - about their attitudes as a user, and about the contents that are of interest to them.

3. Content Marketing

Nowadays the content is a must to attract the tech target audience. In a subject where so much educational content is required, potential clients need reliable sources of information. Customers need sources that, through their quality content, guide them to find real solutions for their business interests. So, a good way to differentiate yourself from your competition is to become a technology source in your area. Through valuable content (blog articles, e-books, reports, studies ...), you can share your knowledge and experience to your audience.

On the one hand, it is essential to know the current interests and needs of your potential clients. Not only to select the keywords to bring organic traffic to your website, but also to know what content you are going to offer to your audience - and how you are going to offer it. Since each type of client has defining characteristics, it is vital to establish a defined content system for each group of potential clients. One way to improve your content creation process is creating style guides.

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4. User search trends

The AI innovations have so much power, they have influenced even the way in which users do their searches in Google. The giant search engine allows making voice searches – as a result, the birth of AI such as Siri, Cortana or Alexa, and also voice assistance devices. While Google has adapted to the searches that users perform through their smartphones, voice assistants are also key to reaching potential customers.

If your technology is a B2C, it is essential to consider the advances in voice searches during 2020. If your website has an SEO structure focused on smartphone searches, perhaps one way to differentiate yourself from your competition is to start applying the potential searches that your potential clients perform through their voice assistants. Thus, your audience can reach your website in both searching paths.

5. Email marketing personalization

The user is aware that companies are targeting hundreds or thousands of users on the network. However, the user continues to prefer a personalized experience, instead of receiving generic and commercial emails. If the lead is interested in a type of product or service, they will be interested in receiving only information related to it.

For this reason, the user is very careful about sharing their data: they do not want to see their inbox full of emails with information that does not add value. However, if the user knows that they will receive content adjusted to their interests, they will have no problem sharing their contact information.

Personalization, year after year, remains key in marketing strategies for tech companies. Content segmentation is not possible individually for all your leads, but it is possible to create segments by grouping up those leads with common characteristics. This way, you can segment email marketing campaigns, to give a greater sense of personalization to all your leads.

Thanks to personalization, you provide more valuable content for your leads - therefore the connection between your brand and your leads is further reinforced. Even email segmentation might help you close sales processes faster - especially if you design specific campaigns for leads closer to the last stage of the purchasing process.

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6. Marketing actions in a single platform

There are currently multiple online tools for marketing (CMS, CRM, email marketing, etc.), but these tools are usually separate. Although at first it does not seem like a problem, it is true that each software manages the information differently. This means to have customer information distributed on many different platforms -  the information obtained does not allow a complete analysis of the results of marketing efforts.

A solution to this situation is a platform which brings together all the software in one place. A platform that allows to gather all the applications of digital marketing, so all the information of each software is stored in the same place. This would allow your company to analyze all the information in a simpler way, since no data would be lost in any process. Thus, your team can analyze in depth the results of their actions, as well as start optimizing efforts that benefit the performance of your business.

Gathering all the marketing actions in a single software can facilitate the strategies you carry out during the next year, as well as in the next years.

Images: Alexey Ruban | Brett Jordan | Luke Chesser | Campaign Creators

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