B2B tech marketing is difficult no matter how you look at it. For large companies with endless budgets, creating a killer advertising campaign can be difficult. For small startups, it can feel impossible. You’re walking a budget tightrope across the consumer-business trust gap.
We know you’ve got your hands full trying to do the most with the least. But, it’s possible that you’re making some critical mistakes that are costing you more in the long run. Luckily we’re here to help.
In this article, we’re going to talk about the common mistakes B2B tech marketers make that cost them a lot of money. We’re also going to talk about how you can avoid and prevent those mistakes.
Ready? Let’s dive in.
Why your B2B tech marketing strategy isn’t working
You don’t have a clear message
For tech businesses having a clear message is crucial for many reasons. B2B tech advertising is notorious for being confusing. When your message is unclear, you appear unprofessional and disorganized. You need to be able to articulate clearly and concisely what you are offering and why your clients need your product.
Take the company Slack, for example. Before Slack was everywhere, their marketing team was tasked with selling a complex solution to the nuanced concept of company and team management. The tagline they came up with is concise, enticing, and easy to grasp: “Slack replaces email in your company.”
Now, Slack doesn’t seem like a complicated concept–but that is thanks to their branding team that was able to develop a clear message.
Developing your brand message may require some trial and error. Remember that simplicity is key. You want to be sure to use language that resonates with your target audience and has key points that reinforce your unique selling proportion (USP). From here, you can test your message and adjust it as needed.
Your advertising strategy isn’t thought through
Consumers are discerning. In fact, Statista reports that, in a field study, over 46% of respondents said that advertisements were somewhat or very untrustworthy.
When your advertising strategy isn’t thought through, you run the risk of wasting resources and losing consumer trust. If your advertising is inconsistent, you could irreparably damage your brand reputation leading your company to go under.
First and foremost, it is pointless to throw money at ads without having a digital presence otherwise. You need to establish a great B2B tech website that follows SEO guidelines.
Beyond that, your advertising strategy should prioritize your target audience. Determine your audience’s needs, behaviors, pain points, and demographics. From here you’ll be able to determine the messages that are going to capture their attention and where to find them.
One of the biggest pitfalls of startup marketing strategies is trying to use the same content across all platforms. Research has shown that people behave differently on different platforms. What works on Instagram will not work on Twitter. Tailoring your content to your media channels is crucial for success.
You have a low-converting landing page and haven’t fixed it
Your landing page is the face of your company. Poor design, weak messaging, lack of social proof, and no clear call-to-action are all reasons you’re not converting leads. Having a low-converting landing page can significantly impact your marketing efforts and revenue.
By optimizing your landing page, you will be able to drive more revenue for your business. The best way to fix your landing page is to conduct tests, add social proof, and make your CTA as easy to follow as possible.
You’re outsourcing to multiple marketing vendors and no one is talking
Outsourcing to multiple vendors can help you cut costs and give you access to specialized experts. However, if your vendors are not on the same page, you will end up with inconsistent messaging and have to backtrack to create a unified campaign.
If you’re attempting to Frankenstein your tech marketing strategy together with a string of freelancers or marketing vendors, it’s crucial that communication is flowing.
Your brand message should be consistent across channels and align with your brand values. Your vendors should have a clear understanding of the key benefits of your product and what sets you apart from your competition.
For tech companies, it can be tempting to try to appeal to everyone or use generic creative content in an effort to gather a large volume of leads with a small amount of money. It’s important that your startup marketing strategy looks beyond the short-term gains such as immediate sales or sign-ups. By avoiding these common mistakes and prioritizing quality over quantity, you will attract loyal, high-return customers.
Looking for more ways to stretch your startup marketing budget? The Business Growers specializes in helping tech companies do more with less. Find out more about how we can optimize your startup marketing campaign or schedule your consultation today.