Starting a business in whatever form today requires many considerations, and if you are smart enough, you’ll know that you need lead generation for your technology company. You probably have a bucket of leads, and it’s likely full of some good ones. But there’s also probably a lot of junk in that bucket. It might be time to rethink what you’re throwing your lead generation tactics and how you’re going after the best ones.
The phrase “lead generation” can mean different things to different people. Still, the simple way to break it down is this: lead generation typically refers to anything that attracts an audience interested in what your technology company has to offer. These audiences have also been looking for more information about your tech business. This search has to be high enough for them to be willing to make some form of conversion.
In this piece, I will show you all the need-to-know details on how to go about lead generation for technology companies. Also, you can see how a software like Systeme io helps you navigate the tricky world of lead generation.
Understanding Technology Companies
Tech companies exist everywhere and in every industry, from online shopping to social media to transportation. Regardless of what industry a technology company plays, a common denominator is that they are always trying to find new ways to solve problems. Technology companies fall into three main categories: product, service, and software.
- Product tech companies focus on manufacturing or producing gadgets with sensors and computerized capabilities.
- Service tech companies focus on providing services that utilize innovative technology, such as electric scooters.
- Software tech companies focus on creating apps or other digital platforms that help make people’s lives more accessible such as Uber.
These days, it seems like everyone wants to be in the business of solving problems with technology because they realize how much value it brings. It makes sense given how convenient all these new gadgets are making life for consumers. Asides from this, innovations create jobs and opportunities that were never before possible within industries other than those traditionally associated with “tech.” What’s more, the possibilities seem endless with technology companies, and with lead generation tactics, you can get more.
ALSO READ: Top 7 B2B e-commerce platforms to use.
Lead Generation Techniques for Technology Companies
Lead generation is attracting and converting prospects into leads, eventually turning those leads into paying customers. In other words, lead generation is the systematic process of collecting information about potential customers and using that information to promote your company’s brand. Using lead generation will differ from industry to industry.
First things first: overall, all leads are not created equal when it comes to lead generation for technology companies. Some are superior to others. The best kinds of leads should be:
- An individual has already expressed an interest in buying a product or service from you
- A potential customer as a result of a referral from someone they know and trust
- Someone willing to pay money for any reason.
But concerning Technology companies, in this guide, we’ll be exploring both organic and paid methods of lead generation for tech companies:
Organic methods of lead generation don’t require you to pay for the traffic you get. These include SEO, content marketing, and social media marketing.
These days, many marketers look at SEO as synonymous with content marketing. And to many, SEO is all about how important it is to create quality content that targets long-tail keywords related to your product or service. The truth is that there is more to SEO than just targeting keywords. Learning how to tailor SEO to your to suit your business is essential to give it a straightforward approach tailored to your company’s goals.
However, when used properly, search engine optimization (SEO) can help you increase the number of leads generated from your website. It targets specific keywords related to the tech industry while improving your website’s organic rankings. This ensures that it directs relevant users on all devices to your business.
– Search Engine Optimization (SEO)
Search engine optimization (SEO) is the process of increasing the visibility of your company’s website in search engines. There are two primary ways to do this: organic and paid.
Organic SEO refers to unpaid methods of optimizing your site so that it will appear high in search results for specific keywords. For example, suppose you’re a technology company specializing in artificial intelligence. In that case, you want to make sure that when someone searches “artificial intelligence” on Google or Bing, your site appears near the top.
Paid SEO is when you pay a search engine, usually through an advertising platform such as Google Ads, for your site to rank higher than competitors. This method often means you have to part with cash which can be an extra expense. Also, you have to make careful considerations before utilizing this technique. It involves lots of learning curves but is sure to get you the needed leads.
Additionally, many companies choose to engage in both organic and paid SEO efforts simultaneously to reap all possible benefits from the practice. Regardless of which method you decide upon, you must use keywords strategically.
NOTE: keywords are those words and phrases people are most likely to type into a search engine when looking for something specific.
– Content Marketing
This is creating relevant content that helps build trust, awareness and credibility with your customers. One major example of how to perform content marketing is via email marketing.
Content marketing is a long-term marketing strategy. It aims to attract and retain a clearly defined audience. Content marketing aims to help technology companies build brand awareness, educationally engage customers, and lead generation.
Your growth and success as a technology company rely on your ability to maximize lead generation for your products and services. With lead generation, you have the potential to create a long-term revenue stream that can grow alongside your company.
However, it does come with some risks that you should know about before getting started to minimize them. Employing the paid methods of lead generation can grow your expenses rapidly if not managed properly. Also, there is a minimal risk of not getting value for the amount spent on ads.
Regardless, here are some paid methods to help you generate leads for your tech company:
– Targeted Advertising
In order to make the most of your ad spend, you need to target your digital advertising at specific groups of people interested in what you have to offer. This is called a marketing channel. You can choose from various marketing channels, including social media, paid search, email lists, and retargeting.
Targeting your ads on social media allows you to reach out beyond those who already know about and like your brand. You can use Facebook ads to find new customers by targeting them with specific interests or behaviors. For example, if you sell software for retailers, you could target people who have recently bought clothes online with an ad offering a free trial of your product.
With paid search ads, sometimes referred to as SEM, you are not targeting customers based on demographics or behavior patterns. Instead, you’re placing an ad in front of audiences based on their search query. This means it’s more precise than social media targeting because the user has already expressed interest in what you offer by searching for it specifically. For example, if someone searches Google for “software for retailers,” they might see an ad from your company that says, “Try our software for retailers today!” They click on that ad and go straight to a landing page where they can download your software or sign up for a free trial.
If you’re new to retargeting, the concept is simple: it’s a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. As long as you place a tracking pixel on your site, you can serve ads to these potential customers who have previously visited your website as they visit other sites online. You might be able to reach people who’ve never completed a form or even made it as far as your pricing page before bouncing.
Retargeting lets you reconnect with these potential customers without having to pay for more ad impressions in hopes that they’ll stick around this time. It works by placing a cookie-based tracker, a piece of code, on the computer of any visitor to your site.
That cookie identifies the audience’s browser and allows you to serve relevant ads as they visit other websites across the Google Display Network (GDN). This network includes over 2 million sites and reaches over 90% of internet users worldwide. It’s also where Google places all its ads, so while it’s tough to get noticed on a big platform, it’s far from impossible if you know.
– Partnering with Influencers
It’s no secret that influencers have played a significant role in the growth of social aspects of technology companies. But how can you make sure you’re partnering with the right influencers? As your tech company continues to grow, you must understand which influencer marketing strategies can work best and how they are valuable to your brand. Here are some tips on getting started with this powerful marketing channel:
- Make it easy for your audience to determine who or what the influencer represents.
- Pick an influencer with a large following of active people that resemble your target audience. If possible, try searching through their social media posts to see their interests.
- Negotiate a favorable deal, and payments can be in the form of commission, outright payout or other formats.
Once you have all that information, get a list and attach it where your buyers will see it as soon as they enter your site. Also, try adding relevant hashtags with your post description so individuals can find them easily when searching for potential topics of interest on the social platform.
Cons of Performing Lead Generation
While lead generation is generally a powerful way to maximize your marketing budget, it’s important to note the following drawbacks:
- It was expensive: Lead generation for technology companies or any company can be pricey. And if you don’t have an experienced team backing you up, the cost could outweigh the benefits.
- It requires a lot of time and will take a good chunk of time out of your workday: It’s especially until you’ve gotten into your groove with lead generation and can streamline it for maximum efficiency. If you’re not careful, this activity could consume too much of your schedule and prevent you from moving on to other activities that deserve your attention.
- The results aren’t guaranteed: You may get leads that don’t pan out or convert into customers. This can leave you feeling frustrated instead of confident about the next step in your business’s growth journey.
Tips To Enhance Your Conversion as a Tech Company
When it comes to the cold, hard “how to” of lead generation and marketing for technology companies, we often see a lot of information in a very technical manner. In the end, giving less technical tips can be just as successful with many tech businesses. Thankfully, there are lead generation tools that can be very helpful and reduce the workload you perform. Regardless, here are simple tools to add to your lead generation tactics to improve its result:
- Develop a customer based mindset. This involves you speaking in simple terms that your potential customers will understand. Always break down significant-tech terms into common words to easily communicate your services to audiences.
- Your lead generation strategy should be in line with the aims of your business.
- As a technology company, you can look to lead generation companies to help you optimize your simple lead generation techniques. These companies can help you in lead identification, appointment setting, and selling contact details of potential leads.
- Optimize your landing page to involve several data capturing tools. Chat-bots, quizzes, forms, and surveys are some tools that will help your goal.
- Social proofs are essential if you wish to convince prospective leads. These are user-generated contents that can be in the form of reviews or testimonials. Additionally, you can leverage word-of-mouth marketing from your previous client to help you land more leads.
- Finally, you have to consistently review and analyze data from your lead generation strategies to know what works and what isn’t.
You now understand lead generation, the different channels you can use to generate leads, and how it fits into a larger marketing strategy. Lead generation is an integral part of the sales process for technology companies in nearly every industry. This is because today’s audiences are more tech-savvy, hence the need to invest in this type of content. Lead generation allows technology companies to foster relationships with potential clients by providing them with valuable information, making it one of the best long-term business growth strategies.
You may also like to read, What is marketing automation workflow? | See how it improves your business.