Tech content is more than an asset—it drives engagement, lead generation, and sales. By Roy Sarkar, B2B Tech Copywriter and Content Marketer
Digital Marketing for B2B Tech: Quick Wins for Fast Results
by Carrine Greason, B2B Technology Writer and SEO Specialist
Do you feel pressure to improve your marketing results for a B2B tech company? Quick wins help executives and managers recognize that your marketing team and technical marketing agency align with their business goals. While many aspects of tech public relations and digital marketing services take time, some campaigns are easier to implement and quicker to deliver results than others. Google Ads, LinkedIn sponsored content, and social media posts get your word out—and people to your website—while you work on your website and develop engaging content. Unlike longer-term marketing efforts, select digital marketing techniques can increase brand awareness and nurture and generate leads in the same season as your initial investment.
SEM vs. SEO for B2B technology
Search engine marketing (SEM) and search engine optimization (SEO) are both ways to increase website visibility in search engine results, but they differ in their approach and time frame. While you await the results of your SEO efforts, paid search can fill gaps—and deliver eyeballs to your site right now.
One way to turn on the SEM tap is to refresh an existing Google Ads account. A digital marketing specialist who understands how to market to engineers can optimize your existing ad campaigns to deliver more qualified B2B tech traffic for the same ad spend. This is a good time to reprioritize. Your product roadmap may have changed over time—are old ad campaigns still running? Do you know whether you are paying for irrelevant search terms? Unfortunately, you probably are—a byproduct of Google’s AI keyword suggestion algorithm gone rogue.
New to Google Ads? Get started the best way. Carefully curated keywords, thoughtful ad copy, and conservative budgets deliver early value. By paying for higher placement in search results, Google Ads lets your B2B tech company leap above the competition and get your message seen.
LinkedIn sponsored content for B2B tech companies
Short, engaging pay-per-click LinkedIn posts with eye-catching images are a quick way to get your word out to your target audience. Whether you want to generate new B2B leads or nurture B2B leads, LinkedIn provides some powerful audience-targeting tools to promote corporate content to a much wider field than would normally see your posts organically. Paid posts, also called sponsored content, appear in the LinkedIn newsfeeds as well as on websites LinkedIn users visit as they surf the internet. LinkedIn users view and click on these posts and visit your site when attracted by your solution to a problem they face.
With LinkedIn sponsored content, you are in control. You can list specific companies to show your posts—and tune the list to include and exclude specific roles, job titles, and experience levels at those companies. Got a contact list? You can also name individuals you want to nurture, provided they use LinkedIn, and most do, especially in North America. If you want LinkedIn to expand your audience to reach similar individuals and companies, that’s an option.
Don’t know who to reach? LinkedIn sponsored content is a good place to start because it has both flexible and precise targeting. Businesspeople give LinkedIn a lot of information about their work and their companies, which LinkedIn uses to send your content to relevant individuals based on criteria you set. This way, when you pay to play, you can expand your reach and brand awareness quickly.
Like with all aspects of digital marketing, B2B tech companies benefit from working with an agency like HCI Marketing and Communications. We quickly come up to speed on your technology and your buyers, and we know the ins-and-outs of sponsored content—so you don’t waste budget on people who just want to tune out and play Sudoku.
Social media for tech companies
And that brings us to a third quick win: free social media, such as LinkedIn, Instagram, and YouTube. Indeed, social media is a powerful strategic and competitive force multiplier. Leveling up with tried-and-true B2B techniques we’ve learned as social media managers gets your posts seen by decision makers and influencers. Do you know that:
- How you write a post makes a big difference in whether the algorithm shows your post to others and whether they engage?
- Some types of images work much better than others—especially when your audience is engineers and business leaders?
- Who you tag may double or quadruple your reach?
- Your audience penetration is vastly larger when individuals, partners, and corporate social accounts work in coordinated ways?
Achieve results ASAP
Our B2B tech-savvy digital marketing specialists are ready to come alongside and guide you to achieve your short-term and long-term goals. We’re all in on building solid foundations that drive lead generation for years. We’re also pragmatic and know that sometimes what you need most is to show progress now!
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HCI has marketing professionals in North America and Europe.
HCI has marketing professionals in North America and Europe.