Technology company marketing: How to market a tech company
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Technology company marketing: How to market a tech company

How To Market A Tech Company

Investing in the right technology company marketing strategy is one of the most important things you can do as a budding business. No matter what kind of product or service you’re selling, learning how to market a tech company ensures you can reach your target audience and generate conversions.

Effective marketing is often the key to rapid, consistent growth in any industry. It helps you develop stronger relationships with your audience and position your business as a market leader. In the technology space, effective promotion can be particularly valuable. 

After all, there’s a lot of competition out there, battling for the attention of your target audience. 

Each year, around 305 million startups are introduced into the tech market. But around 70% of these businesses fail to reach the two-year mark. While there are many reasons why a tech brand may fail to thrive, the most common issue is an inability to collect and convert leads. 

Even if your organization has a fantastic solution, you won’t succeed unless you first know how to engage your audience. Today, we will explore the value of effective marketing for technology and discuss some of the top strategies for promoting your business.

How To Market A Tech Company

Why is marketing important in the tech sector?

Before we start exploring some of the best technology company marketing ideas, it’s worth looking at why effective promotion is so important. A great marketing strategy is essential to driving the growth of any business, no matter the industry. 

Marketing is how you position your products, services, or solutions in front of the right people and earn their attention. 

With the right advertising efforts, you can show your audience why your offering is better for them than anything offered by your competitors. You can highlight your unique brand characteristics, demonstrate credibility, and increase access to all-important leads. 

Learning how to market a tech company effectively delivers benefits like:

Improved reputation

Customers need to be regularly exposed to a brand if they’re going to trust its products and services. With the right marketing, you can showcase your authority in your space and build a strong reputation around your unique selling points and attributes. 

Increased sales

Marketing is how technology companies collect leads. Through carefully-chosen messaging and campaigns, you position yourself in front of your customers throughout their purchasing cycle and boost your chances of sales. 

Brand awareness

Effective marketing improves your visibility. It generates brand awareness, not just among customers but also among potential stakeholders, investors, and future employees. It helps your business to stand out. 

Audience relationships

Through your marketing campaigns, you can demonstrate your unique tone of voice, personality, and brand in a way that cultivates effective relationships. Marketing helps you to turn everyday people into advocates for your business.

How To Market A Tech Company

Marketing for technology: Where do tech companies get their leads?

For any technology company, whether you’re based in the B2B or B2C sector, consistently attracting and converting leads is crucial. A lead is anyone who shows interest in the products or services offered by a customer. 

Once tech companies have leads, they can communicate with them through email, social media, and other forms of messaging to nurture them into customers. 

Like many businesses, technology brands have a range of ways to collect and convert leads. Some of the most common options include:

Landing pages

Landing pages are one of the most common tools utilized by technology brands. Essentially, these are dedicated online environments where businesses can showcase the unique features and benefits of their products. 

Landing pages often come with a “lead magnet,” which convinces a visitor to share their contact details in exchange for something of value. 

A company might encourage customers to provide their email addresses in exchange for a free download, webinar access, or an eBook. The information collected via landing page forms can also help organizations to segment their leads into different groups based on background or need.

Webinars and online events

Many consumers in the technology landscape are looking for access to valuable information. Before they buy something, they want to see evidence the company they’re working with has the right expertise. Webinars and online events can be excellent tools here. 

Via a webinar or online event, companies can showcase their products and services via demonstrations, tell customer stories, and share behind-the-scenes insights. When people register for an event, they also share contact details, which can be used to nurture each lead. 

Free trials and demos

You’ve probably seen plenty of examples of free trials and demos offered by SaaS (Software as a Service) brands. These tools are fantastic for lead generation, as they provide prospects with an opportunity to get a hands-on experience with a solution before they buy anything. 

graphic design company might allow users to experiment with a handful of features on their platform for free before asking them to sign up for a paid plan. Once a customer has had a chance to test a tool for themselves, they’ll be much more likely to invest in it. 

Referral programs

According to some studies, the lifetime value of a referred customer is up to 25% higher than that of other customers. Consumers are more likely to trust recommendations given by people they trust when buying a new product, particularly in the tech sector. 

Many technology company marketing strategies use referral campaigns to unlock new leads and opportunities. 

Referral programs encourage customers to pull new leads into your pipeline by providing them with rewards, such as discounts on their service or free gifts. Incentives can also make plans more appealing to new customers. 

For example, both the referring customer and the referred party could get money off their next purchase. 

Content syndication

Content syndication is a great option if you’re wondering how to market a tech company. 

Around 30% of B2B companies say it’s effective for bringing new leads into their pipeline. Content syndication essentially allows you to make the most of each piece of content you create by publishing your piece on multiple websites. 

With content syndication, technology brands can highlight their service or products on various platforms, expanding their reach. The key to success is knowing which channels to pursue to attract the right audience.

How To Market A Tech Company

Marketing a technology company: How to introduce a tech product

There are various effective solutions available for technology company marketing. In fact, the majority of today’s biggest tech brands use a range of different strategies. You’ve probably noticed companies like Microsoft and Apple investing in everything from video to offline marketing. 

However, before you start investing in any strategy, it’s important to have the right plan of action. Knowing how to introduce a new product to the market is crucial to capturing the audience’s attention. Before you get started, make sure you:

Learn about your customer

First, you need to know who your target audience is. The types of marketing channels and tools you use will depend on who you want to connect with. B2B tech companies may be more likely to advertise on channels like LinkedIn, for instance, while B2C brands focus on Instagram and search campaigns. 

Create a set of buyer personas, complete with insights into your customer’s goals, motivations, and pain points. 

Write a positioning statement

The best technology company marketing ideas revolve around highlighting the key benefits and features of your product or service. With this in mind, you need a strong positioning statement to guide you. 

Ask yourself who your solution is for, what it can do, and why it’s different from competing offers. 

Plan for the whole buyer journey

Since technology is often a significant investment for most consumers, companies need to focus on building good relationships. This means connecting with your audience throughout every stage of their buyer journey. 

You may start with search engine content to attract attention, then use social media to nurture. Plan which channels and campaigns you’ll be using in advance. 

Know your competition

Aside from understanding your audience, you should also have a clear view of who your competitors are. Knowing your competition will ensure you can create more impactful campaigns which set you apart from other leaders in your industry. 

Conduct a full competitor analysis to see where other brands promote their solutions. 

Have clear goals

The best marketing strategies for tech companies have clear goals. Defining what you want to accomplish from day one will ensure you know which metrics to track and monitor to see if your campaigns are successful. 

Analyzing the results of each strategy ensures you can dedicate your marketing budget to the solutions that generate the best return on investment.

How To Market A Tech Company

Great marketing strategies for tech companies: Content production

Content is probably the most valuable tool for effective technology company marketing. 

Tech solutions, from cutting-edge hardware to innovative software, can initially be difficult to understand. Many of the world’s leading startups and businesses in the tech space use content to educate, inform, and entertain their audiences, building both credibility and thought leadership. 

Look at Adobe, for example. The company not only has a phenomenal blog on its website, but it also invests in a range of other content marketing strategies, from video catalogs on YouTube to educational webinars and events. Overall, around 82% of marketers are investing in content. 

When you’re investing in marketing for technology brands, it’s important to consider all of your options. While written content is fantastic for search engine optimization, it’s also worth exploring other mediums too.

Some of the best forms of content for technology company marketing include:

1. Original video content

Video is a fantastic resource for technology marketing. It’s an immersive way to show your audience everything they need to know about your product, service, or brand. Around 54% of customers today say they want to see more video content from the businesses they support. 

Video is a highly versatile tool. Depending on the goals of your marketing strategies, you can produce a wide range of different pieces, such as:

Customer stories

Customer stories, which include video, are excellent for forming emotional connections and demonstrating credibility. Salesforce has a host of fantastic customer stories on its YouTube channel, designed to demonstrate the features of the platform in an engaging way. 

These videos create genuine relationships with customers. 

Educational videos

Educational content shows customers not just how your solution works and what it can do but also how they can use it effectively. With the right pieces, companies can generate attention for their product or services while also helping existing customers to make the most of their solutions. This boosts customer retention. 

Introductory videos

For new startups and emerging brands, introductory videos are a great way to form initial connections with an audience. They can provide insight into your unique brand personality, as well as the services and solutions you offer. These tools are great for top-of-the-funnel marketing.

2. Written content

As mentioned above, the written content is particularly useful for companies investing in SEO. When you produce blogs, articles, and news reports, you boost your chances of ranking on the search engine results pages for specific keywords and phrases. 

Written content can also be a wonderful way to increase thought leadership and encourage customers to spend longer on your website. 

Some effective forms of written content for technology company marketing include:

Blog posts

Blogs come in a range of shapes and sizes, designed to deliver different kinds of information. They can be informative posts, providing insights into the marketplace, or educational pieces, which offer valuable and actionable takeaways to customers. 

Whitepapers and eBooks

Particularly useful in the B2B landscape, eBooks and whitepapers provide more comprehensive insights into a specific topic. They often share exclusive research, statistics, and useful information to guide teams. Companies like HubSpot and Mailchimp even collect leads with their eBook content. 

News reports

The fast-moving technology sector is constantly evolving and changing. Staying ahead of the curve and providing your customers with frequent insights can help you to position yourself as a thought leader. 

It’s even possible to share news reports and press releases with other companies to boost brand reach.

3. Interactive content

Many companies exploring how to market a tech company are keen to invest in the latest, most innovative forms of promotion. The more engaging your marketing strategy, the more likely you are to be perceived as a market leader and innovator. 

Interactive content is an excellent tool for tech brands, which has been gaining popularity significantly over the last couple of years. Some of the options you can explore include:


Great for B2B brands, calculators can help companies to answer important questions before they make a purchase. For example, a calculator from a marketing software company might help a business to determine what kind of advertising plan they need to improve their chances of ROI. 

Quizzes and surveys

Quizzes and surveys provide customers with valuable information while also ensuring you can collect data about your audience. They can tell you more about your customer’s concerns and pain points, so you can build better buyer personas

Interactive infographics

Infographics are great for the technology world, as they offer companies a way to share information in an easy-to-consume format. Interactive infographics give users the freedom to expand certain aspects of the infographic and drill down into topics most relevant to them. 

Crucially, as the marketing landscape continues to evolve, there are also a variety of other ways companies can experiment with content. Your technology company marketing strategies could also include live events, podcasts, and downloadable, gated content for your audience.

How do you promote a tech product: Social media and email

Content may be one of the most valuable tools available when you’re looking for technology company marketing ideas. However, there are still various other ways you can boost the success of your promotional techniques. 

As mentioned above, many tech companies need to build long-lasting relationships with their customers. This means aside from promoting content, you also need to be able to regularly connect with your prospects through multiple channels. 

Social media and email marketing are some of the most effective tools for nurturing customers and keeping your business “top of mind” with your target audience. 

Here are some strategies to try:

Social media marketing can involve both paid and organic strategies. An organic social media marketing campaign focuses on delivering consistently valuable content to your audience across the channels they use most. The ideal platform will depend on your target audience.

For instance, leading B2B brands like Microsoft are particularly active on LinkedIn. Modern hardware creators like Varjo have fantastic Instagram profiles.

With paid campaigns, you promote your most valuable content for a specific time period, so it appears more frequently in front of your target audience. In both paid and organic campaigns, you can use targeting tools to ensure you’re reaching the right customer every time.

Influencer marketing

Influencer marketing can be a phenomenal tool for boosting your credibility as a technology company. While the strategy is particularly common among B2C brands, it can work for B2B companies too. 

With influencer marketing, you seek out specialists with an existing connection to your target audience and pay them to promote your solutions. 

Linus Tech Tips and Intel worked together on a fantastic influencer marketing campaign. 

Brands like Razer and Logitech have also worked with influencers in the past. When building an influencer marketing strategy, it’s crucial to ensure you know which experts have already earned the engagement of the audience you want to reach. 

Commit to building social credibility with a range of innovative campaigns. You can even ask your influencers for advice on which strategies might work best.

Email marketing

Email might not be the newest tool in the world of technology company marketing strategies, but it still has phenomenal value. Email provides companies with a consistent way to connect directly with their target audience and nurture leads. 

Around 85% of B2B marketers say email is one of their most commonly used tools for promotion. 

Email marketing involves consistently reaching out to your audience with a series of valuable messages. You can create automated campaigns using leading technologies to welcome new customers to your community, introduce your top products and promote your content. 

Crucially, most email marketing automation tools also come with useful reporting and analytical features, so you can track the success of each strategy. You can even segment your audience and send different emails to people with specific needs or interests.

How To Market A Tech Company

Other top tips for marketing a technology company

There’s no one-size-fits-all strategy for learning how to market a tech company. Ultimately, the best technology company marketing strategies are often developed over time. The more you learn about your audience, and their expectations, the more your strategies will evolve. 

Here are some quick additional tips to help get you on the right track:

Be willing to experiment

The best technology companies thrive because they’re seen as innovators in their space. If you want to appear as a modern, forward-thinking brand, then it’s worth experimenting with different techniques. 

Look into options like extended reality marketing, the metaverse, NFTs, and anything else that may be relevant to your brand.

Consider remarketing

Sometimes, it isn’t easy to convert a prospect into a paying customer the first time they arrive on your website or interact with your brand. Remarketing is a great way to re-engage the prospects who click away from your website. 

You can position tailored ads on a range of search engine environments, websites, and social media platforms.


Pay-per-click advertising is another excellent way to boost your visibility as an emerging technology brand. 

While your content will help to boost your organic traffic from the search engines, your PPC campaigns will allow you to specifically target certain groups of customers with carefully-cultivated messages for each stage of their buying journey. 

Work with other brands

Succeeding in the technology space doesn’t have to mean always going it alone. Partnering with other brands that don’t directly compete with your business can be extremely useful. Just look at how Microsoft has developed a great partner network to expand its reach to new customers. 

Keep your branding consistent

No matter which marketing strategy you choose, ensure you’re always sending a consistent message to your audience. Your tone of voice, personality, and image should be the same across all channels. This will help to develop a sense of familiarity with your audience and boost trust. 

Analyze and optimize

Always keep track of key metrics related to conversions and engagement when you’re investing in new technology company marketing strategies. The insights you generate from each campaign will help you to produce more valuable campaigns in the months and years to come.

Learn how to market a technology company the right way

Learning how to master technology company marketing can initially seem like a challenging concept. With so many other companies already active in the industry, it’s hard to stand out.

However, if you’re willing to innovate and analyze and optimize your campaigns, you should start seeing phenomenal results.

Remember, whenever you produce a new technology company marketing strategy, it’s important to have a plan to monitor your metrics and increase your ROI.

Whether you’re using email, social media, or content, keeping a close eye on your performance in each area will ensure you can maximize your campaigns and marketing budget.

Fabrik: A branding agency for our times.

Now read these:
Branding essentials for tech companies 
Your guide to starting a tech business
The ultimate list of tech company logos
How to name a technology company

Stewart Hodgson
Stewart Hodgson
Our co-founder, Stewart, is responsible for content strategy and managing Fabrik’s publishing team. It’s up to Stewart to bring Fabrik to busy marketers’ attention. As a regular contributor to Brand Fabrik, Stewart creates articles relevant to anyone in branding, marketing and creative communication.

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