5 Marketing Tips for Tech Startups

We love talking marketing! And marketing for tech startups is our special interest — ask us anything. Creating a tech solution from scratch is no mean feat, but once you have that solution, you need to find a way to carve out a niche in an already-crowded market. The only way to achieve that is with effective digital marketing solutions, a cohesive brand and brand messaging framework, and a thorough understanding of your target audience. Here are five marketing tips for tech startups that we discuss with all our clients.

1. Invest in Social Media

Don’t discount social media as a purely B2C channel. According to Finances Online, 95% of B2B marketers now use social media and 53% of B2B buyers use social media platforms as a resource before selecting business solutions. Research, defining your target audience, and voice of client sessions will all help you understand which platforms you should focus your marketing efforts on.

2. Email Marketing Is Still Essential

Despite the rise of social media, one of our top marketing tips is to continue with direct emails, email newsletters, and targeted email campaigns to drive more leads. Have the option to sign up for your email newsletter in every blog post. Make sure your newsletters are full of industry-relevant info, not just a massive sales pitch. Make sure you follow up on every email — if you email a potential lead a couple of times and hear nothing, don’t be afraid to pick up the phone and chase it up if you have consent from the client/prospective client.

3. Break the Fourth Wall

B2B marketing is basically peer-to-peer trading, so when you engage in marketing, your business clients know that’s exactly what you’re doing. Rather than trying to hide this with flashy sales patter or clever writing techniques (which they’ll most likely see through), just be straightforward. Let them know it’s a marketing email. Be clear that you’re selling something. Even let them know what marketing techniques you’re using.

For example, we’re using the listicle format for this blog post because, statistically, listicles get 218% more shares than other “how to” style posts. Now that’s something you know! Showing your clients that you know what you’re doing is a good thing. Don’t shy away from it.

4. Content Marketing – Keep It Evergreen

Unless you’re specifically speaking about something time related — such as your goals for the coming year or trends for a specific period — keep your blog posts and articles packed with content that will be relevant for a long time to come. If you’re only reporting on daily tech news every single week, your readers will only ever visit each post once. These blog articles may get shared, but they won’t go viral, as the interest will always be short-lived.

Write about what you know: your subject expertise, case studies with particular clients, or insights into your industry's future. That way, readers are more likely to bookmark your blogs and resource pages and use you as a trusted resource that they share with their peers — an organic way to get more leads!

5. Continuously Invest in Marketing

When times are tough, there’s a temptation to cut back on marketing and focus funds on R&D or sales teams chasing leads. There are also tech startups that fall into the trap of halting marketing investment once leads start rolling in. Both of these are likely to cause your business growth to stagnate. When leads are slow, invest in marketing. When leads are knocking down your door, invest in marketing. You’ll retain a solid presence in your market, cement your brand, and ensure that you become the name on everyone’s lips when they think about your industry.

Final Word

Your business venture is a challenge and an opportunity, and it’s important that you give it the marketing strategy it deserves to get your solutions in front of the right people. Book a 15-minute introductory call with our experienced team, which can connect you to marketing freelancers or a fractional CMO to help hone your marketing strategy for lasting business growth.

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