There's no denying that the North East is a hotbed of tech talent, and is ripe for investment. Last year alone, the region saw its tech population increase by over 400 companies - an unsurprising figure given the region's commitment to innovation and development.
Tech businesses face a range of unique challenges when marketing their products and services. They have to find ways to turn complex information into simple and compelling messaging, while also staying true to their values and goals.
Vida Creative has particular expertise in supporting the marketing, branding and web development of scaling tech businesses across a wide range of sectors, with experienced marketer and leader Ellen Hedley and BeamXR CPO Henry Coggin at the helm.
Now, Ellen shares the marketing considerations that growing tech businesses need to be aware of to help them get to the next level.
Simplify your messaging
As a tech company, you’re likely deeply invested in your product. After all, you’ve put in a lot of thinking and hard work to bring it to life. But being so close to your product can make it difficult to simplify your messaging when it’s time to market it.
You might not even realise the jargon or overly technical language you use when discussing your product. But using these in your marketing can alienate the very people you want to reach.
When planning campaigns, start by thinking about how your product solves a customer problem or makes life easier. Focus your messaging around those benefits. Remember, your message may vary depending on the audience, so map out how your product is a solution for each group to ensure more effective, targeted campaigns.
Many companies fall into the trap of explaining what their product does instead of the ‘so what?’ for the customer. Simplifying your message in this way helps you cut through the noise of a crowded industry, attracting both customers and potential investors.
Build a meaningful brand
To stand out in a competitive market, you not only need an innovative product that people actually want to use but also a clear and consistent brand that resonates with your target audience.
Establish brand guidelines early on to ensure consistency in the look, feel, and tone of voice in all your communications and marketing efforts. This helps build brand recognition and encourages customer loyalty.
In such a competitive landscape, humanising your brand is a powerful way to connect with people. In practice this means speaking directly to your audience using simple, relatable language. This will help you foster a community of supporters and advocates who feel personally connected to your brand.
Be data-driven
As a tech company, you’re likely already collecting vast amounts of data. Why not use that data to enhance your marketing efforts and target the right demographics?
Just like you leverage data on customer behaviour, product usage, and engagement for product development, you can also use it to sharpen your marketing and communications. Data analytics can help you target specific audience segments with personalised messages that are more likely to convert.
Being data-driven also boosts your credibility with potential investors. Using data to demonstrate the value of your product gives you authority and helps you stand out in a crowded market, which is especially valuable when you’re seeking investment to scale.
Embrace content marketing
Creating valuable content is key to building trust and establishing your tech business as an industry leader. Focus on solving your customers’ problems with practical blog posts, case studies, and how-to guides.
Diversify your formats e.g. blog posts, videos, and infographics to engage different audience types. Regularly publishing relevant content and repurposing it across platforms maximises your reach and keeps your brand visible.
Leverage partnerships and collaborations
Partnering with complementary businesses or industry influencers can help you access new audiences and boost credibility. Collaborations, such as co-marketing campaigns or working with industry influencers can expand your reach among new customers a lot quicker and offer mutual benefits. These partnerships can also provide opportunities for longer-term crosspromotion, driving greater visibility for your brand.
To learn more about how Vida Creative can support tech businesses to scale, visit www.vidacreative.co.uk