high tech

From software development to applications, the high tech industry is one that continues to evolve, changing the way we live, as well as the way companies do business. While you certainly have to cover your technical bases to be successful, many young high tech companies fail to market their capabilities effectively, which is certainly not the best way to succeed in a hyper-competitive industry.

Leveraging the power of inbound marketing allows you to place your game-changing product or service in front of your desired audience. This happens through an overarching marketing strategy that starts with compelling content, continues with sales and marketing alignment, and ends with higher revenues. This is one way a high tech company avoids being a flash in the pan, and becomes a stalwart that sustains growth.

Inbound Marketing Blueprint for High Tech

Great Content Always Lures the Right Audience

Determining what information your audience is after is always ground zero. If you build it, they will come. All it takes is a little due diligence to understand the mind of your buyer, and who you're competing against for their attention. Once you know what motivates them, you can craft content that solves their unique problem. Our strategy:

  • Develop realistic personas to speak to online.
  • Once you know your buyer, take the time to understand their buyer journey from start to finish.
  • Complete your due diligence by completing industry research and interviewing your customers.
  • Establish a comprehensive content strategy.

Don't Hesitate to Bring in Your Experts

Whenever you're marketing something highly technical, you need experts involved. If you're a high tech company, no one is going to understand the value of your product more than the people who have created it. Uncovering content contributors within your company will go a long way toward the sustained creation of meaningful content. Our strategy:

  • Identify employees who can contribute white papers and blog posts.
  • Vary content to include video, infographics, and unique offers, too.
  • Leverage content from other healthcare authorities when possible.

Let the Metrics Serve as Your Compass

Once your content is out in the world, the way your audience responds will dictate future efforts. One of the strengths of inbound marketing is that it can be tracked, and the numbers don't lie. When something resonates, you know you have a winner. When something fails, you know not to keep making the same mistakes. Our strategy:

  • Leverage analytics to see what's resonating with your customers.
  • Circulate your content across all channels, online and off.
  • Use marketing automation to track traffic and measure channel success.

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