Keys to Effective Technology Marketing and Branding
1. Differentiation. Why do customers come to you? What scares your competitors about your business? If you can’t answer these questions, you can’t tell your prospects why to buy. By thoughtfully differentiating yourself, your marketing communications will have impact.
2. Simplicity. Simple, yes. Easy, no. A single-minded message isn’t necessarily obvious, but uncovering it is crucial in our overcommunicated society. For technology companies, it is especially important to translate complicated jargon into language that is easy to understand and absorb, even when communicating to a technical audience.
3. Substance. Support all claims with hard technical information in white papers, case studies, and data sheets.
4. Consistency. It is critical for your messaging and design to be consistent. In this way, all weapons come from a single source and are aimed at the same target, reinforcing each other and building recognition.
5. Impeccability. The brightest marketing strategy is undone by any hint of unprofessionalism. Everything representing your company should be of the highest quality.
6. Tone. Respect the reader with frankness as well as no boastfulness or verbosity. Be friendly!