Why Tech Firms Need a Social Media Strategy
Establishing credibility is vital for technology firms to achieve success within the enterprise, whether it is for an application, delivering a cloud product, software, or technological service. Gaining credibility can be attained by developing a useful product or providing excellent services. Unfortunately, building credibility can be a lagging process for technology companies.
With today’s new wave of digital marketing, social media is a channel that marketers can leverage to help build credibility. Social media is a cost-effective marketing tactic that can reach a large, targeted audience in a short amount of time. Through social media platforms, marketers have the opportunity to develop a brand image that can increase the credibility of a business. A positive brand image varies by company and service offering, but displaying expertise, professionalism, reliability, and growth, all of which are positive examples of brand image.
Another important form of digital marketing is content marketing; this refers to the distribution of content that is relevant to a particular target audience and is promoted via social media. For Maven Wave, our technology consulting services focus on the areas of data analytics, cloud solutions, user experience and design, agile and application development. In turn, these are the topics that we focus on in social media. With content marketing, a business must create their own written content related to their services, as well as share content from news sources that are relevant to their industry. Participating in content marketing keeps followers within a network interested in the firm, and also builds trust. In fact, 80% of business decision-makers prefer to get company information in an article compared to an advertisement.
Developing a Social Media Strategy
Timeliness is vital for business, especially for tech companies. For leading technology firms, it is crucial to stay attuned to new approaches in communication, like social media. As a client, it’s hard to rely on tech company that is not up-to-speed with the latest and greatest marketing technologies.
There are many benefits of social media marketing. According to a survey by the Real Business Rescue on How B2B Businesses are Tackling Social Media, these are the top 9 benefits:
- Increased exposure – 92%
- Increased traffic – 80%
- Develop loyal fans – 72%
- Provide marketplace insight – 71%
- Generate leads – 66%
- Improve search rankings – 61%
- Grow business partnerships – 58%
- Reduce marketing expenses – 51%
- Improve sales – 50%
We’re certain that all tech firms would enjoy improved metrics in these areas. Based on these benefits, participating in social media seems like a no-brainer, however there are many reasons for resistance. Many marketers are limited by time, and social media definitely requires an investment. Furthemore, it is a common belief that proving the ROI of social media for B2B companies can be very difficult. Finally, a general lack of understanding for how to best take advantage of the channels available and how to manage them internally are both a challenge.
How Tech Firms Can Leverage Social Media
Overcoming these challenges can feel overwhelming, but the benefits certainly outweigh the challenges. A good starting point is for a company to develop a persona for social media that remains consistent. Maintaining the same voice creates an identity on social media and it’s important that everyone on the marketing team understands the brand’s voice – is it playful? Smart? Professional? Whatever the personality, it’s important to be consistent.
Next, participating in content marketing will require employees to write content on topics related to the business. It’s essential for a firm to position their brand to be seen as a thought leader in the industry they provide services in. Creating custom content internally helps give a company control over their brand identity. In addition, it’s important to create content about topics that your target audience is looking for.
Once content is written, a business must distribute their content on social media networks and through other digital marketing strategies. For businesses, social media networks with a professional audiences will have the best engagement. LinkedIn and Twitter are among the best networks for businesses to consider developing a brand presence on.
In essence, social media is an important tool that businesses should be using to their advantage. The tech industry has an opportunity to utilize social media as a medium to reach their target audience and gain brand awareness. Social media is a channel that allows businesses to shape their image and create a brand identity that clients want to be associated with. By regularly providing value, a company can build meaningful relationships that may ultimately results in new business.
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