If you’re in tech and IT in 2021, you know that it’s a complicated landscape. 50% of today’s tech growth comes from emerging tech: AR/VR, SaaS+PaaS, robotics, AI, and more. That means lots of new opportunities—if you can keep up with the trends.
But you don’t have to let the trends determine your fate. If you know the best ways to market to tech and IT clients, you can cut through the noise.
In my work with Lift Digital Marketing, I’ve found that there are always great ways to get your message through the heavy traffic digital environment. Here are some of the most important things to keep in mind if you’re building a new marketing campaign in 2021.
1. Remarketing: Don’t Give Up After the First Interaction
Given the digital technology available in 2021, you don’t have just one shot with every potential client or customer. In fact, you can maintain a “lead nurturing” strategy that will help you develop longer relationships with every potential lead. And one way to do that is to make sure you’re focused on remarketing.
Why remarketing? There are myriad reasons, but one of the most important is that your potential conversion rate goes up every time a prospect sees another ad. After enough impressions, the chances of landing that client or customer can go up as much as 2.2x the usual rate.
Remarketing doesn’t take “no” for an answer. But it also doesn’t solicit yes-or-no questions from your potential tech and IT clients. It simply gets your message in front of them more often, which increases the chances that you’ll be remembered.
Why does remarketing work particularly well to the tech/IT industries?
- Flexible budgeting. Sometimes, you simply don’t find your audience at the best time. 43% of tech growth is inhibited by delayed purchases. Tech companies may have uncertain budgets as a result. Remarketing keeps your brand fresh in the mind of anyone in tech or IT considering working with you.
- Cutting through the noise. Your average C-level tech executive is likely on a device (in some form) all day. Remarketing is a way for you to gently remind people about your brand without being invasive.
According to the latest statistics, the average person could see as many as 5,000 ads per day. Remarketing is a strategy that understands this and doesn’t try to fight it. You don’t have to be “bolder” than the next tech/IT marketer. You don’t have to be outrageous. You just have to have a rock-solid message that’s worth repeating—and then know when and where to repeat it.
2. It May Be Time for a Web Design Update
How important is web design in 2021? It’s not just “good advice” to have an effective website. In 2021, you can bet that all of your competitors in the tech/IT industries will have decent websites. You need to stand out.
Consider a Stanford study that found that 75% of your users will base their judgment of your credibility simply based on how your website looks. If that isn’t an argument for a good review of your website’s design, I don’t know what is.
94% of people also say that a poor website design is a reason they’ll mistrust the company. If you’re marketing to the tech and IT space, how much more exaggerated will this effect be? Can you really afford to be a tech company that doesn’t have the latest technology on its most prominent symbol online?
Here are a few things to consider if you’re going to update your website:
- Optimize for lead funnels. Don’t just build a static website and expect the customers to roll in. Consider adding enticing content to the blog to build your content marketing. Consider adding landing pages to funnel in new traffic. Consider adding “lead magnets” so you can attract people to engage with your company.
- Don’t do too many bells and whistles. No one’s impressed by fancy ornamentation when it comes to web design. We’re in 2021 here. It’s all about looking clean, professional, and competent. As long as your website is functional enough, people will enjoy it.
3. Run A/B Tests to Generate More Traffic
If you’re marketing to tech and IT, you know that these fields are so large that not every ad you place will be an instant hit. For example, we at Lift Digital Marketing run both organic and paid search campaigns for our clients. One thing we’ve learned after years in the business? Some campaigns will simply outperform others.
You need to be ready for this fact. One good way to ensure you are is to run A/B tests at the outset of the year. This will help you learn more about what your target audience is clicking on. If one campaign significantly outperforms another, you need to ask yourself why. Where are the trends pointing? What kinds of questions are customers asking?
When you gather more and more of these insights through your paid and organic search campaigns, you’ll discover that you can connect more directly with potential clients and customers.
After all, 2021 is all about trust. Digital technology has grown so sophisticated that users have to see the people behind the technology. Are you able to inspire trust? If so, you’ll likely thrive in 2021. If not, you’ll be stuck looking for the insights that continue to elude you. Make sure you gather those insights by running effective analytics on your campaigns. Don’t let any lessons slip by you.
Marketing in Tech in 2021—Made Simple
In a word, tech marketing in 2021 is about that trust. Can you show that your company is more than just a nice website? Can you identify the ways to meet customers at eye-level? Do you answer their questions when they click on your site, or do you sell them a bill of goods? Look for the insights that drive genuine connections with people. That’s a winning strategy for 2021—or any other year.
