It reflects some thought about what keeps their target consumer up at night. You can also create an account on Medium to generate more traffic to your site. Go to events and meet people - San Francisco is filled with hundreds of meetups focused on digital and growth marketing. If you are reading this, chances are youre interested in building a search engine optimization strategy for your SaaS company. Theres a subreddit out there for almost anything you can think of! I have a theory about this. The goal is to obtain a deep understanding of your ideal buyers needs, motivations, hopes, dreams, and pain points., This is absolutely critical. I don't know many cash-strapped startups that won't take free help. This is the part that really matters whats the point of everything else if it doesnt ultimately enhance your lead generation? The biggest shock to me is that most of the material and philosophy from a typical marketing classes is vastly different from how marketing at a tech company really works. How would they react to every single sentence in your post? Also ensure that your keyword makes up 0.5% 2% of your articles word count., But its not enough to just find a valuable keyword and sprinkle it throughout your article., You also need to write well. These teams focus on establishing the overall brand messaging and value propositions and will typically utilize traditional channels like TV, billboards, print ads, online display ads, and events to reach larger audiences and drive higher impressions. Heres the bottomline with Quora: You can find out what questions people are asking about your industry, and have those questions directly sent to you every day. For instance: Your posts will get instantly flagged and removed if you dont adhere to a subreddits guidelines. If I could pick one thing that people who are marketing for technology companies should do immediately, it would be creating high-quality video content. Webinars help your target audience familiarize themselves with your offerings while simultaneously providing them valuable information. A website that just started out and has no backlinks is like an undiscovered island possibly beautiful, but isolated, disconnected, and lacking a path for people to find it. Today, I am very fortunate to be in an amazing marketing strategy and operations role at Twitter where I can get my hands dirty in everything from product launches to user growth. Because what ultimately matters is revenue., We hope this guide provided you with useful and actionable information. First of all, your blog! Get your company on board today with this increasingly important form of content. Thanks so much for sharing!! Reddit Reddit allows companies to target specific demographics via subreddits. Tech companies need to invest time in listening to what consumers are saying, building their brand and brand awareness, and crafting a killer marketing platform to bring it all together. Get them to identify potential customers pain points, needs, and things that seem to work for them. Understand the differences between different marketing teams and what they actually do. Needs to have a broad understandingof how different marketing channels like search, email, web pages, and paid acquisition can enable a launch. Think about how many hundreds of companies who may have had fantastic ideas faltered because the need for their product didnt exist. The metrics are distinct, the marketing funnels have different objectives, and the strategies and channels are completely different. It can even boost visibility for local brick-and-mortar retail locations with a little effort. I'm here to set the record straight on what you need to know if you decide you want to go into marketing at a tech company. Creative marketing teams work on developing digital assets and campaigns that aim to communicate a company's value proposition, mission, and personality. Demand Gen, Lead Gen, Acquisition, Retention -More B2B companies now are building teams that focus specifically on acquiring new leads and users or optimizing a specific part of the marketing funnel. Publish blog posts regularly that are objectively 2x 5x better than anything else out there on the same topic. Unfortunately it can also be prohibitively expensive. Its possible that many of these companies who received an average of $1.3 million in funding actually had great ideas that could have filled a market need., Its possible the real culprit was their messaging they didnt articulate how they were filling a need and didnt communicate effectively with their target audience. For instance, if you are a cybersecurity software company selling to healthcare companies, aim to connect with high-level Healthcare and Healthcare IT executives. So you can see why it took me many, many years to actually learn marketing for the tech world despite having spent my undergrad and MBA majoring in the topic.
Why the disconnect? Listen to what people are saying about your industry and the types of services you offer on social media. I mean how many of your professors cover growth funnels, qualified leads, optimizing bidding, and user retention in their course material? A great way to keep your brand on peoples minds is to send out a weekly newsletter., Here are some items a weekly newsletter might contain:, A brief description of your latest blog post (along with a link to it), Helpful infographics showing new trends in your industry, Information about current events and news related to your industry, Articles from other high-quality sources that offer interesting information, A special offer for your subscribers to take advantage of (such as a helpful piece of content you havent posted anywhere else yet, or maybe even a discount on a service exclusive to your email subscribers). The higher the cost of your products, the longer the sales cycle will be. Product Marketing (PMM) - Typically responsible for launching a new product or feature and then driving on-going awareness, adoption, and retention. Love this John! Unfortunately, many business owners and marketers lack the basic skills to take [], SaaS SEO: The Complete 2022 Guide Welcome to the Complete 2022 Guide for SaaS SEO.
This isn't business school anymore. To view or add a comment, sign in. While relationships can open doors for you and some good BS / prep may even get you to the final round interview, 9 times out of 10 the person with the actual experience is going to get hired. Whats missing that I can provide? 
These are the three tips I always give out: Get actual experience - Launch a blog or social media channel and prove you understand the concepts of user acquisition and growth.
Or maybe youre already running a content marketing strategy but want to [], Five Steps to Estimating the ROI of an SEO Strategy SEO isnt for everyone, but for the right business it can be huge. They focus a lot on experimentation and creative solutions to growth. I can certainly say having majored in marketing at a top MBA program that I was never exposed to any of these concepts.
If a sentence isnt serving a clear purpose for your target audience, remove it., If you follow these tips religiously and consistently blog (ideally at least twice per week), youll start ranking on search engines. They will partner with channel marketing teams and agencies to create campaigns. In general, provide helpful content and make your subscribers feel special for being on your email list! If youre a cybersecurity company and your buyer persona is a small business owner, offer a piece of content that they will actually want and be able to use (perhaps an eBook such as, Everything Small Businesses Need to Know About Cybersecurity Compliance)., Most website traffic happens on your homepage, and 86% of visitors to a websites homepage want relevant information right off the bat so make sure you have a way for visitors to engage in an informational exchange somewhere on your homepage. I wish I could say it was some easy path coming out straight out of business school.
Typically marketers in these roles will be experts in multiple marketing tools related to these areas and will be responsible for getting people to sign up or fill out a lead form on an app or website. Reddit as a community does not like shameless self-promotion. Just another reason why the content quality on your blog is so important. People love to be quoted in articles. Most people, particularly corporate executives, will be unlikely to purchase from you without having some comfort level and trust in your brand and company.. If you don't believe me, I can connect you with several MBA grads that spend 1+ years trying to land that tech marketing job with nothing but a CPG summer internship under their belt. 3. When I was job searching and figuring out growth marketing for the first time, I went to dozens of these events to stay updated on the latest marketing strategies and build new relationships with people I could tap later for help. Medium has a feature where you can directly upload a blog post from your website. This brings us right into our next tip . If your answer gets enough traction, it will be displayed every time someone clicks on that question. You can be the first to hear what your target audience is talking about. Contact an expert in your industry and ask if theyd like to be quoted in your next article. Meanwhile, your Series A companies and publically traded companies are all specialization and having deep knowledge in a particular area of marketing. This article will outline key ways you can []. Its an exchange of information you give someone free high-quality content, and they give you their email address., This little quid pro quo is the cornerstone of your email marketing strategy. If youre not familiar with the term, its exactly what it sounds like. Quora This ones often overlooked! There are so many tech companies out there vying for the top seat on Google. Marketing Operations / Marketing Tech - Think internal SWAT team that manages the tools and strategy that drive everything behind the scenes of marketing. In-house creative marketing teams usually function similar to outside creative agencies in how they operate. Test your skills out on the side as a freelancer. Growth Marketing - This field of marketing is still relatively new and unique to tech. You can also engage in social listening to get a sense of your buyer persona.
If you can understand why theyre looking for a product, you can figure out how to better tailor your copywriting to their needs., The research part of creating buyer personas is essential. Proofread your writing closely. Better yet go find an incubator and spend time with a startup and learn how to drive leads or launch a product. Write for them. But bear in mind that it does take time (3-4 months if you are posting high-quality content twice per week).
This is mind-numbingly real and helpful. It is a highly cross-functional role that works with product, communications, marketing channel teams, legal, design, and research. Comparing traditional brand management to tech marketing is like comparing football to soccer - two completely different sports that happen to shared a name sometimes.
We recommend that you send customized connection requests to people in your target audience. Super helpful. Use these proven SEO tips to increase your chance of climbing your way to the top of the search engine ladder. Experience trumps everything in tech so unless you were recruited directly out of school, the odds are highly stacked against you coming in cold. Youll be surprised how many leads you can generate with this approach.. Image Credit: Bryan Ferguson Co Founder at Athlete IQ. That being said, LinkedIn also offers Sales Navigator for $80 which enables you to reach out to your ideal prospects on a budget.. If your content is great, people will share it. Refer back to your buyer personas for this.
You can benefit today from this insider marketing advice if you are an established company or if you are just starting out. Ask yourself the following questions: What specific need is my product/service addressing? Google Google AdWords is a staple in the advertising industry. With that said I do believe people can break into tech marketing if they are willing to think a bit outside of the box and hustle. Finally, you should have a strong grasp of the technology behind the scenes that drives the execution, measurement, and integration of all these marketing channels.
Yes, this will take time and effort. Actually research the metrics, technologies, and frameworks that relevant to tech marketing. By appearing at the top of Google Search Results, companies can begin accruing high-intent website visits, and converting those visitors into clients. 5 out of the top 10 reasons for failure had one thing in common the customers. If someone likes your episode, they might link to it across their social media.. Ultimately, these strategies lead to what really matters generating leads.
A constellation of backlinks scattered throughout the internet, linking back to your website, connects the dots between your content and your audience.
Stage of a company is also an important factor in distinguishing marketing needs at a tech company. This should definitely be somewhere on your homepage, but you can also place it on other pages across your website.
Well said John certainly had similar experiences with my transition to the world of fintech and digital marketing. Dont market into the void carefully craft your copywriting and sales pitches to align with your buyer persona. To view or add a comment, sign in It tells their target audience that they understand their pain points and are able to address them.
Backlinks create pathways to your website, constructing routes to carry your target audience to your content.. Dont overlook the power of social media in marketing for technology companies. When you have your SEO bases covered across all of your content, your company will be on its way to a higher spot on the search engine ladder. Its best to wait a few weeks or months first, and let them familiarize themselves with your brand and content before attempting to sell them. The learning curve is very steep and honestly, most major tech companies aren't going to invest in you learning all of this from scratch. In order to generate leads when marketing for technology companies, you need to prominently insert your brands presence across effective advertising platforms.
Why the disconnect? Listen to what people are saying about your industry and the types of services you offer on social media. I mean how many of your professors cover growth funnels, qualified leads, optimizing bidding, and user retention in their course material? A great way to keep your brand on peoples minds is to send out a weekly newsletter., Here are some items a weekly newsletter might contain:, A brief description of your latest blog post (along with a link to it), Helpful infographics showing new trends in your industry, Information about current events and news related to your industry, Articles from other high-quality sources that offer interesting information, A special offer for your subscribers to take advantage of (such as a helpful piece of content you havent posted anywhere else yet, or maybe even a discount on a service exclusive to your email subscribers). The higher the cost of your products, the longer the sales cycle will be. Product Marketing (PMM) - Typically responsible for launching a new product or feature and then driving on-going awareness, adoption, and retention. Love this John! Unfortunately, many business owners and marketers lack the basic skills to take [], SaaS SEO: The Complete 2022 Guide Welcome to the Complete 2022 Guide for SaaS SEO.
This isn't business school anymore. To view or add a comment, sign in. While relationships can open doors for you and some good BS / prep may even get you to the final round interview, 9 times out of 10 the person with the actual experience is going to get hired. Whats missing that I can provide? These are the three tips I always give out: Get actual experience - Launch a blog or social media channel and prove you understand the concepts of user acquisition and growth. Or maybe youre already running a content marketing strategy but want to [], Five Steps to Estimating the ROI of an SEO Strategy SEO isnt for everyone, but for the right business it can be huge. They focus a lot on experimentation and creative solutions to growth. I can certainly say having majored in marketing at a top MBA program that I was never exposed to any of these concepts.
If a sentence isnt serving a clear purpose for your target audience, remove it., If you follow these tips religiously and consistently blog (ideally at least twice per week), youll start ranking on search engines. They will partner with channel marketing teams and agencies to create campaigns. In general, provide helpful content and make your subscribers feel special for being on your email list! If youre a cybersecurity company and your buyer persona is a small business owner, offer a piece of content that they will actually want and be able to use (perhaps an eBook such as, Everything Small Businesses Need to Know About Cybersecurity Compliance)., Most website traffic happens on your homepage, and 86% of visitors to a websites homepage want relevant information right off the bat so make sure you have a way for visitors to engage in an informational exchange somewhere on your homepage. I wish I could say it was some easy path coming out straight out of business school.
Typically marketers in these roles will be experts in multiple marketing tools related to these areas and will be responsible for getting people to sign up or fill out a lead form on an app or website. Reddit as a community does not like shameless self-promotion. Just another reason why the content quality on your blog is so important. People love to be quoted in articles. Most people, particularly corporate executives, will be unlikely to purchase from you without having some comfort level and trust in your brand and company.. If you don't believe me, I can connect you with several MBA grads that spend 1+ years trying to land that tech marketing job with nothing but a CPG summer internship under their belt. 3. When I was job searching and figuring out growth marketing for the first time, I went to dozens of these events to stay updated on the latest marketing strategies and build new relationships with people I could tap later for help. Medium has a feature where you can directly upload a blog post from your website. This brings us right into our next tip . If your answer gets enough traction, it will be displayed every time someone clicks on that question. You can be the first to hear what your target audience is talking about. Contact an expert in your industry and ask if theyd like to be quoted in your next article. Meanwhile, your Series A companies and publically traded companies are all specialization and having deep knowledge in a particular area of marketing. This article will outline key ways you can []. Its an exchange of information you give someone free high-quality content, and they give you their email address., This little quid pro quo is the cornerstone of your email marketing strategy. If youre not familiar with the term, its exactly what it sounds like. Quora This ones often overlooked! There are so many tech companies out there vying for the top seat on Google. Marketing Operations / Marketing Tech - Think internal SWAT team that manages the tools and strategy that drive everything behind the scenes of marketing. In-house creative marketing teams usually function similar to outside creative agencies in how they operate. Test your skills out on the side as a freelancer. Growth Marketing - This field of marketing is still relatively new and unique to tech. You can also engage in social listening to get a sense of your buyer persona.
If you can understand why theyre looking for a product, you can figure out how to better tailor your copywriting to their needs., The research part of creating buyer personas is essential. Proofread your writing closely. Better yet go find an incubator and spend time with a startup and learn how to drive leads or launch a product. Write for them. But bear in mind that it does take time (3-4 months if you are posting high-quality content twice per week).
This is mind-numbingly real and helpful. It is a highly cross-functional role that works with product, communications, marketing channel teams, legal, design, and research. Comparing traditional brand management to tech marketing is like comparing football to soccer - two completely different sports that happen to shared a name sometimes.
We recommend that you send customized connection requests to people in your target audience. Super helpful. Use these proven SEO tips to increase your chance of climbing your way to the top of the search engine ladder. Experience trumps everything in tech so unless you were recruited directly out of school, the odds are highly stacked against you coming in cold. Youll be surprised how many leads you can generate with this approach.. Image Credit: Bryan Ferguson Co Founder at Athlete IQ. That being said, LinkedIn also offers Sales Navigator for $80 which enables you to reach out to your ideal prospects on a budget.. If your content is great, people will share it. Refer back to your buyer personas for this.
You can benefit today from this insider marketing advice if you are an established company or if you are just starting out. Ask yourself the following questions: What specific need is my product/service addressing? Google Google AdWords is a staple in the advertising industry. With that said I do believe people can break into tech marketing if they are willing to think a bit outside of the box and hustle. Finally, you should have a strong grasp of the technology behind the scenes that drives the execution, measurement, and integration of all these marketing channels.
Yes, this will take time and effort. Actually research the metrics, technologies, and frameworks that relevant to tech marketing. By appearing at the top of Google Search Results, companies can begin accruing high-intent website visits, and converting those visitors into clients. 5 out of the top 10 reasons for failure had one thing in common the customers. If someone likes your episode, they might link to it across their social media.. Ultimately, these strategies lead to what really matters generating leads.
A constellation of backlinks scattered throughout the internet, linking back to your website, connects the dots between your content and your audience.
Stage of a company is also an important factor in distinguishing marketing needs at a tech company. This should definitely be somewhere on your homepage, but you can also place it on other pages across your website.
Well said John certainly had similar experiences with my transition to the world of fintech and digital marketing. Dont market into the void carefully craft your copywriting and sales pitches to align with your buyer persona. To view or add a comment, sign in It tells their target audience that they understand their pain points and are able to address them.
Backlinks create pathways to your website, constructing routes to carry your target audience to your content.. Dont overlook the power of social media in marketing for technology companies. When you have your SEO bases covered across all of your content, your company will be on its way to a higher spot on the search engine ladder. Its best to wait a few weeks or months first, and let them familiarize themselves with your brand and content before attempting to sell them. The learning curve is very steep and honestly, most major tech companies aren't going to invest in you learning all of this from scratch. In order to generate leads when marketing for technology companies, you need to prominently insert your brands presence across effective advertising platforms.