Competition in the technology sector increases with the creation of new products and services. Consumer expectations are changing with this new offering. And as a result, all of this is redefining consumer trends. This is something that happens almost every year, forcing tech companies to rethink their strategies to keep up.
However, given the current situation, some companies seem to
be in a period of dormancy or uncertainty where it is more difficult to
determine which digital marketing strategies will work best. It seems hard to
know what the current trend in tech marketing is. Therefore, with our potential
clients in mind, we ranked the most profitable strategies for the tech sector.
Implementation of clusters.
Search engine
optimization has always been one of the most important digital marketing
strategies in any type of company. Getting more organic traffic has always been
the top goal for most web businesses because, generally, more traffic means
more sales. Finally, in the case of tech companies, especially if they were
startups, it was even more important.
However, over time,
we came to the conclusion that the entry of any kind of organic traffic to our website was not necessarily related to increasing our sales. Working with
keywords with a lot of queries per month, known as short keywords, did not
necessarily benefit the end customers. For this reason, creating content based
on long keywords has become essential for attracting more qualified traffic,
users interested in more specific content that can potentially convert.
However, this is
the strategy that everyone has followed, and therefore the rules of the game
with Google and other search engines have changed again. As a result of the
Google RankBrain update, with which the search engine improved its
understanding of the context of queries made by users, they began to position
pages that offered updated and valuable content and that were identified by
their CTR, as well as waiting times and bounce rates.
Today, it is
important to position ourselves as creating valuable content, always thinking
about what the search intent of our potential customers should be, which we
should know very well. But in addition, it is necessary that this content that
we create belongs to the internal information network, that is, the SEO
cluster, with which you have to reorganize the structure of your website in
order to improve user consistency in it.
What are clusters
and how do they relate to your positioning strategy?
Cluster or themes
are a way to organize and optimize your web content to rank higher on certain
pages. In short, a cluster is an association of pages on your website that
responds to a problem or need your prospect might have, that is, a topic of
interest.
It is possible that
the solution is finally purchasing a product or service, but not always,
because problems and needs, that is, problems, can be structured differently
for the different types of customers that your company has. why this decision
might be to purchase different products and/or services, depending on the
type of technology company.
So how should you
build clusters according to your technology company?
Step 1. Analyze the personality of your customer, what you are looking for, and what your shopping
cycle is.
We repeat this numerous
times, and it is the buyers, the imaginations of your prospects, that are the
key to implementing all of your marketing strategies and, in particular, they
are the reason why you will be able to choose the right search. conditions that
promote higher quality organic traffic to your website. These buyers have
issues during the buying cycle that you can address and needs that you can
address with your content. That is, they are the key to creating the right
themes.
Step 2. Identify
the main topics for your cluster and create the main pages.
The main topic will
be the core of the cluster, a decisive page that will detail the content
related to the main topic under discussion. As such, these pages have a
significant information load and should be directly linked to your website, but
they don't always have to be a product or service page because they shouldn't
really be linked to the last phase of the cycle. buying from your
potential customers.
Step 3. Prioritize
and create the necessary subtopics or topics related to your main pages.
Each pillar page
can have several subtopics associated with it that cover a very specific topic
in more detail. To convey authority to the main topic, post page, blog
articles, landing pages, and other pages, you need to include a link to it that
allows you to direct traffic to that page. Subtopics can respond to different
queries throughout your prospect's buying cycle.
Example: Imagine
that your technology company specializes in various software for companies in
the healthcare sector. In particular, one of the concerns of buyers may be
related to the security of their patient's data, given their confidentiality.
Several sub-topics may arise around this main topic, for example, related to RGPD
rules.
Reworking of previous content.
The task ahead may take time. And if you're a new company,
your time and resources are money. Especially now. Therefore, the first thing
we recommend is to evaluate the content you already have on your website. It's
not that you work harder, but that you are smarter. Consequently:
Step 1. Review all your content.
You might be surprised, but the truth is that you shouldn't
do this if you already have all of your content organized on different
publishing calendars. If you haven't already, create a document that makes it
easy to identify the topic you are dealing with, the URL, which customer or customers
it can help, and at what phase of its cycle, usefulness or obsolescence of
information. and other data that may be of interest depending on your line of
business, especially if there is some seasonality in terms of promoting your
products and/or services, or if you were planning to hold some kind of
seminar, webinar, etc.
Step 2. Create a document with your clusters and publication
schedule.
Basically, it suggests what your clusters will be like and
what already published articles and pages can be included in them. Prioritize
your company's content creation and create the right calendar not only for
posting, but also in order to have a post that will allow you to gauge the
effectiveness of your efforts in the future.
Step 2. Recycle content and URLs.
You don't have to rewrite everything. You can recycle,
especially some URLs, that is some pages whose content can be improved.
Redirects should be avoided whenever possible. On the other hand, redesigning
content also means rethinking it in different formats: from an e-book, you can
create various articles, infographics, success stories, and, above all, videos:
Creation of
interesting videos.
One of the big challenges technology companies face is the difficulty they face in communicating their message, simplifying explanations,
and making it easier to understand the need and suitability of a product or
service for their potential customers. And that's where the power of video
comes in.
Video is a great marketing tool as it has proven to be
attractive and attractive. According to HubSpot, over 81% of companies that
create content create a video, and according to Brightcove, pages that include it
increase their ability to drive organic traffic by 157%.
More and more users are prioritizing videos in their
searches, and above all, if complex problems need to be solved, one of the best
ways to bring them to life is to use this format. But video marketing can also
come in the form of tutorials, especially when you're selling technology
products that lend themselves to it.
So what kind of cassettes should you create if you're a
techie?
Demo Videos: This content should comprehensively (but not
boring) explain what the functionality of your product is or what your service
consists of. They are key elements for your salespeople, but they are also
useful for marketing. In fact, portions of this content may be processed to
produce multiple audiovisual works such as the following, as well as other
content.
Explanatory Videos: These are the videos that work best on
the web to show information about your products and/or services, clearly
stating what their value is, what are the benefits of purchasing them, and when
you can see the results of their implementation, if so ... These videos can be
shared on other social platforms, always adapting the format.
Success Story Videos: These are obviously audiovisual
materials that discuss the success of your product or service with your
customers. They are sometimes difficult to obtain, especially due to the
competition that exists in many sectors, including your customers (tourism, for
example). In this case, there are alternatives, which leads to the following
section: