Posts

Digital Marketing Tactics for Your Melbourne Tech Business

Digital Marketing Tactics for Your Melbourne Tech Business

We’ve all been there, another day at the office and a pretty boring one as we look through our old lists of IT leads and wonder how we can expand it. It’s happened to even the best of us digital marketing experts, but it’s no reason to worry.

Tech leads are not that hard to approach – contrary to popular belief and in this article we’ll help you devise a strategy to make sure you make the most out of your lead generation in Australia.

So sit back and get comfortable, it’s time for us to get to know the tech business in detail.

How Do I Go About Getting Leads?

There are plenty of ways for you to generate tech leads, especially in the Melbourne tech business. However, you have to note that you have to get your foundation firmly in place.

In these days, there is no substitute for customization and personalization, especially with reaching out to your customers and it’s the same with IT leads. You have to have the right information in place before you can start reaching out. Find out who your prospects are and do not be afraid to qualify them.

There should be a focus on the quality of the leads instead of the quantity because you want to minimize resource wastage at every step of the process. There has been a growing trend with companies using account-based marketing and inbound marketing because it is more resource efficient.

Once you have your information in place, you shouldn’t forget about the systems that you need in place so that you can track things.

Make sure that you also know what the competition is up to and adjust accordingly. Now we’re not telling you to steal leads, but we’re telling you to make sure that you are always well positioned and ready.

Using Digital Marketing For Tech Business Lead Generation in Australia

Now that you have the basics in place, you are ready to start harnessing the power of digital marketing to maximize your lead generation efforts.

Warm Up Your Prospects

Your first step is warming up your prospects, and social media is going to be your best friend at this stage. You can start sharing content that is directed to your prospects using channels that they frequently use such as mobile or email.

Start engaging with your followers while you are trying to build up a loyal following.  You will find that it is easier to demonstrate your company’s prowess if you can show them your worth with the content that you are providing.

LinkedIn is a great place to start relationships and make connections that you can use for your business. However, it is important not to oversell yourself and instead focus on proper engagements and problem-solving.

Related: Marketing Channels that Influence Technology Customers in Australia

Set Up Automation Procedures

We are living in a world of AI bots and automation, and you can’t be a tech business if you do not harness the power of technology. Set up automation for cold email outreach and replies, make sure you can get at least simple bot to answer questions for customer service, and exude that feeling of technological savviness.

Related: How Marketing Automation Increased My Client’s Appointments in 30 Days

Ensure You Make Use of CRO and SEO

Search engine optimization ensures that you are ready to hit the first page of SERPs, but how’s your CRO doing? Conversion Rate Optimization makes certain that everything from your CTA buttons to the way your forms respond is up to speed and can aid in conversion.

Are your landing pages built for conversion? Are your forms just too long? Is your meta description not “click-worthy”?  These are just some of the things you have to consider.

Related: 5 Easy and Actionable SEO Tips for 2018

Track and Then Track Some More

We mentioned this earlier, and this involves everything from cookies to Google Analytics. Set up goals and KPIs for you to be able to track the effectiveness of your campaigns. Torn between marketing options? Then, conduct A/B testing or split testing, tracking is the only way that you can tell what works and make sure that you are always up to speed. 

Related: Social Media Metrics to Track in 2018

Nurture Your Prospects

Last, but definitely not the least, is prospect nurturing.  You have to make sure that the opportunities that you currently have are well taken care of. Some say emails are annoying, but we still think that they are still one of the most useful tools that we have.

Send your prospects customized content to have them interact with your site, link to your landing pages, and whatever it is you can do to add value to their experience with your business.

Related: AskCallbox: What makes an effective lead nurturing program?

Marketing Channels that Influence Technology Customers in Australia

Marketing Channels that Influence Technology Customers in Australia

No doubt that if you ask people who would be the top 10 great technology influencers of all time they’d probably give a 10-1 list starting with Marissa Mayer (Yahoo), Tim Cook (Apple), Jeff Bezos (Amazon), Ginni Rometty (IBM), Sheryl Sandberg (COO,FB), Mark Zuckerberg (Founder, FB), Meg Whitman (HP), Larry Page & Sergey Brin (Google), Bill Gates (Microsoft) and Steve Jobs, which need no further description.

And from these technology gurus came different business tools and processes that framed influence to technology customers which make industries continue to grow and thrive. See statistical data to prove:

Related: 150+ B2B Tech Marketing Stats to Help You Plan for 2018 [Free eBook]

CONTENT

Content marketing produces 3 times more leads. It the most productive channel. The Technology is the biggest content publisher and gets the biggest ROI ($1B+) among other industries.

The main objective of content marketing is to drive quality traffic to your site. With regard to lead generation, Kapost found out in his study that content marketing delivers higher revenue than paid search. Factors that influence this analysis includes content expense, traffic patterns, conversion rates, and keyword prices.

Related: The Difference with Australia-Specific Content to Generic Ones

MOBILE

Mobile has influenced consumer spending by over $1 trillion. 90% of smartphone users use their phone at the point of purchase in brick and mortar store. A search on mobile easily leads to action. 92% of people who search on mobile most likely end up making a related purchase. Therefore, mobile plays a big role in converting a visitor into a buyer.

In fact, in 2016, about 59.5% of Google’s net global revenue was delivered from mobile internet ads. Facebook mobile ads count for 79% of its business. It is also predicted that desktop advertising will account for 42% of all internet advertising while mobile advertising will have larger share with 58%.

SOCIAL MEDIA

Here are some useful social media statistics this 2018

  • As per Gartner, WeChat, a big Chinese messaging app is now widely used by 95% of Chinese people
  • Facebook, aside from prioritising longer videos in timelines to improve the customer experience, went on to introduce mid-roll ads into those videos, which gave it a whole new source of revenue.
  • Youtube previously got in hot waters when it was revealed that a number of advertisements were appearing on videos that promoted extremist, hateful and inappropriate content, impacting a number of advertisers to withdraw their business, which left YouTube rumpling to reorganize videos in an attempt to pacify them. YouTube then pushed out an update to correct the quite harsh approach. They are expecting 30 percent fewer videos will have to make do with fewer ads and push their way to become fully monetised, which should lead to “millions” more videos raking in full income going this 2018.
  • Instagram Stories rose to 100 million daily active users in two months of launch. As of November 2017 that figure soared to 300 million.

Related: Social Media Metrics to Track in 2018

Marketing channels and content greatly influence technology customers buying behaviour. Although content poses the biggest share of influence to customers among industries, mobile and social equally shaping customer purchase decisions.

Related: Bold Predictions for the Tech Industry in Australia 2018