Technology can be a hard industry to generate leads. First, your employees are experts in their field whether that be data, cloud, communications, and so on, but not marketing. Second, most marketing firms know nothing about technology industries. In this article, we are going to go over a few items that marketers know that you do not. These few tips and tricks can improve lead generation for technology companies.
Know Your Customers
The first step to improve lead generation for your technology company is to know your customers. Your marketing efforts need to be personalized as much as possible. Buyer’s do not like to be “sold” things. “Selling” is done with blanket statements that do not take an individual’s needs and wants into account.
One of the best ways to catch new leads is to focus on your customers. Learn everything you can about their industry. When you understand their industry better than your competitors, you can provide your customers with expert knowledge that your competitors can’t.
Once you know your customers’ industry, you can focus more on their personal traits. Who are you selling to? What is their job title? What are their likes and dislikes? What makes them different than the people they work for? This is called a buyer persona. When you know the buyer’s persona, you can tailor your marketing efforts towards them as an individual.
Create Great Content
You can improve your lead generation through your Google rankings. Google analytics has changed again. In the past, producing mass amounts of content would rank you high in the Google search results pages. Now, in order to rank high in Google search results, you need to create content of value. Your posts need to have a purpose and direction in order to rank high.
Great content can massively improve lead generation for technology companies.
The emails you send also need to be full of great content in small doses. Your leads are not interested in reading a massive amount of copy when they are checking their email. Keep your buyer persona in mind, and write a clear, concise email with an easy call to action.
Another area to insert great content is your email subject lines. These 3-10 words can be the difference between leads opening your email or sending it straight to the trash bin.
Related Content: Email Subject Lines to Try in Your Next Email
Pillar Pages and Lead Generation for Technology Companies
A pillar page can help you assert yourself as an expert in your field. What is a pillar page? A pillar page is a landing page on your website that will cover a specific topic thoroughly. This includes keywords and hyperlinks to topics that relate to the main topic. For example, you could write a pillar page on baking with keywords and hyperlinks to topics like brownies and cookies.
Hyperlinks should be to both inside and outside sources. Remember, for a pillar page, you are trying to establish yourself as an expert in your field. If you have some great content in your blogs, you should link to those items on your pillar page. However, you do not have to link to your own material exclusively. As a matter of fact, you shouldn’t. Linking to outside sources creates a more trustworthy site.
With every aspect of the topic being covered lightly in one page, (but extensively through your hyperlinks) you can expect your Google ranking to rise.
Use Analytics to Promote Lead Generation for Technology Companies
Analytics can help you know if your efforts are working in the way you want them to. Nearly every social media outlet and email company have analytics available for you. This data will tell you how many clicks you receive, how many people read your content, and even how many people will follow through with call to actions.
Analytics is also available for website interactions. You can learn how many people are clicking on what part of the site through hot spots. Also, information on how long a person stays on a page and so much more data is available and waiting for you. Understanding this data and tailoring your content to improve these numbers can help increase lead generation for your technology company.
Let’s Generate Some More Leads!
All of this can seem a bit intimidating for technology professionals. That’s where we come in! GreenStar Marketing specializes in marketing efforts specifically for those in technology industries. With our expertise in both marketing and cloud-based technology companies, you can rest assured that your lead generation will increase.
Contact us today to get started with a marketing team that’s on your side!
