Solve the complex equation for a seamless tech brand experience
Develop customer loyalty.
An extremely diverse and crowded industry with potential low cost to entry, startup competitors can appear overnight, making it more difficult to secure your position as a market leader. If you sit idle, customers wander away to the next big thing. Your technology brand requires continual reinvestment to ensure users engage with your product and develop a strong loyalty to your business.
Communicate your solution.
When customers adopt new technology, they are looking to ease a pain point or make life easier and more enjoyable. They often start by searching for an answer to a problem, so it’s important to utilize communications strategies that reach customers at the exact moments and places where they seek to engage. Since many buyers conduct online research before making a purchase, a strong digital presence through channels such as social media and influencer outreach can help customers discover your product.
Supplement product data with storytelling.
Companies often focus too heavily on the product that they’re selling, rather than telling the story behind it. Advertising research shows that a person’s emotional response to your marketing has far more influence in their purchasing decision than the actual product itself. To engage buyers, you must find ways to empathize in your technology marketing.
Sell a vision, not just a product.
A recent survey showed nearly half of all Android and iPhone users only update their device when it stops working. Just 2% of users update with each new release. This principle applies to B2B technology, as well. Technology can be expensive, especially when outfitting an entire organization with new hardware or software. Businesses incur additional costs when training team members to use unfamiliar platforms and systems. To induce buyers to switch or update their technology, you must sell a vision, not just a product.
Once you create all-in belief in your technology brand, you can introduce new products while minimizing the risk of alienating customers with frequent changes and releases. If executed and communicated well, consistent and attentive software upgrades can prove valuable to core users, reassuring them your technology is expandable and flexible.