Jason Kumpf on 2 Key Digital Marketing Strategies for Young Tech Companies

If you’re in tech, you most likely already understand the importance and necessity of having a large online presence. More people find businesses, products, and services online than ever before. The internet is home to a wealth of business opportunities—almost every product ever created can be found online, not to mention the websites and social media properties for the majority of every business in the U.S. 

So, how do you stand out? Digital marketing has almost become a double-edged sword. On one hand, you need an online presence to potentially thrive. On the other hand, how can you make sure you won’t get lost among the sea of other hopeful tech companies? The key is super effective and niche online marketing that aims your content directly at the consumers you most want and then expanding outwards once gaining traction. Follow along to learn how:

Appeal to Micro-Influencers

No, they don’t have the big names that land them spots on red carpets, but these smaller social media influencers have a significant following—whose fans found them because they share similar values and interests. In short, micro-influencers have a much smaller fanbase, think 1,000 to 100,000 followers, but much greater levels of engagement. Their success comes from the fact that they are viewed as accessible, as peers to their viewers and followers. 

If you’re wondering why you wouldn’t just go straight to a bigger influencer right off the bat, consider this: 84% of consumers say recommendations from peers are more trustworthy than advertising. So, getting a micro-influencer in your industry on board with your product allows you to immediately zone in on the audience you want and begin to sell. 

Video Content—and a Lot of It

The facts speak for themselves here. Branded video content views have increased by 99% on Youtube and 258% on Facebook in the past three years alone. A video on Twitter is almost 6 times more likely to be retweeted than a photo. If you’re not working on video content, you should be. 

If you’re worried about cost, a quick scroll through some popular B2B businesses’ Instagram and Twitter pages will show you that making engaging content doesn’t always have to cost an arm and a leg, it just has to be authentic and entertaining. Today’s consumers want brands they can identify with—those whose values, personality, and aesthetic match their own. Video content is a great way to show potential consumers who you are, what you do, and why it matters. 

In theory, with the statistics surrounding social media usage being so high, figuring out digital marketing should be a cake walk. After all, the internet is inundated by advertisements and companies. Figuring out how to make your brand stand out is the hard part, and that’s where the above two strategies come into play.