Tech companies’ success is often centred around a product or service that solves consumer problems. That’s just one step in the journey. Their businesses need scaling, strategies that connect with an identified audience, and innovative ideas that generate a buzz about the brand. How do organisations do that? With magic. Just kidding. They use marketing, but some would argue that’s close enough.
Marketing encompasses much more than selling. It’s identifying a target audience and knowing which channels to communicate with them. It’s creating a brand tone of voice that resonates, telling stories that evoke emotion, and so much more expertise that tech companies would be wise to tap into.
Let’s discuss the role of marketing roles (sorry, that’s a mouthful!) in successfully scaling tech companies.
From Product to People
An exceptional product or service doesn’t mean success. Innovative solutions require expert marketing techniques to realise their full potential. Marketing roles help with this by connecting potential customers with tech companies’ offerings in several ways:
Awareness and Visibility Through Digital Marketing Strategies
A well-executed digital marketing strategy not only gets your offerings noticed but also helps customers appreciate its value. Digital and traditional methods can be employed to establish a strong brand presence. Let’s explore which approaches achieve this:
Search Engine Optimisation (SEO)
SEO helps businesses rank higher in SERPs, meaning increased organic visibility - awareness is crucial to getting your product known. The following figures demonstrate SEO’s value:
- Organic search makes up 53.3% of all web traffic.
- SEO can deliver returns of up to 12.2 times the initial investment.
- The top result on Google receives around 27.6% of all clicks.
Social Media Marketing
Platforms like Facebook, Instagram, X, LinkedIn, and TikTok are integral to engaging with audiences. Social media has also given rise to influencer marketing and UGC, which are particularly effective marketing methods, as these points show:
- Facebook Ads have a median cost-per-click of $0.54 and a click-through rate (CTR) of 1.44%. Ads with user-generated content (UGC) see 4x higher CTRs and a 50% lower cost-per-click than regular ads.
- There are about 5.22 billion social media users worldwide, with the average person using 6.7 platforms each month.
- Nvidia's influencer campaign reached 13.4 million people, generated 48.3 million impressions, and gained 258.4K interactions through Twitch livestreams and other platforms.
Content Marketing
Expert, authoritative, and trustworthy content is highly valuable. Whether in the form of blogs, videos, or podcasts, engaging content can help build a positive reputation. Let’s explore key figures:
- Content marketing is a popular strategy, with 73% of B2B and 70% of B2C marketers incorporating it into their overall marketing plan.
- According to a B2C Content Marketing survey, 81% of respondents said content marketing helped them build brand awareness, while 63% improved customer loyalty.
- Content is used by 90% of organisations in their marketing efforts. It costs 62% less than traditional marketing channels and generates leads that are six times more likely to convert.
Email Marketing
Informative newsletters and promotional emails aid with generating leads and ensuring your brand is at the forefront of people’s minds. Incorporating hyper-personalisation can yield greater results. Here’s why email marketing is useful:
- In 2025, the number of email users worldwide is expected to reach 4.59 billion, making email the largest marketing channel. With an estimated 376 billion emails sent daily, tech brands must stand out in inboxes.
- Most users, 88%, check their email multiple times daily, with mobile devices responsible for 60% of email opens.
- Email marketing offers an impressive ROI, earning $42 for every $1 spent. Automated emails generate 320% more revenue than their non-automated counterparts.
PPC Advertising
Platforms like Google Ads and social media ads enable businesses to target specific demographics through paid advertising. This method has many benefits:
- Tech companies that use PPC advertising typically see an average ROI of 200%, making it a cost-effective way to improve sales and elevate brand awareness.
- Campaigns can be scaled up or down as per budget and performance metrics. This flexibility is key for tech brands that wish to be responsive.
- By bidding on competitive keywords, companies can gain maximum exposure by securing top positions in SERPs.
Positioning and Differentiation
Marketing roles can slice through what is often a saturated tech market with positioning and differentiation and ensure brands stand out. This strategy highlights a product’s unique value and showcases why it outperforms competitors.
Positioning Your Product
Competition in the tech sector is intense. Marketers can give you an edge by helping you determine how your product fits into customers’ minds. It helps them make a decision, notably, why they should choose your product over others. Here’s an over of the core components of this approach:
- Target Audience: How can you sell a product without knowing who you’re selling to? With great difficulty is the answer. Marketers can identify your target audience by understanding its demographic, psychographic, and behavioural characteristics.
- Brand Promise: Marketers can help you create a statement that reflects what you as a brand are offering. It’s a key element in establishing a strong market position.
- Perceptual Mapping: This technique is deployed to help visualise your brand’s position based on price, quality, features, or customer experience. Its advantages include finding gaps that can lead to brand growth.
- Market Niche: Positioning in tech often means targeting a specific niche, such as AI-driven solutions. This helps a brand establish a clear identity and resonate with a well-defined audience.
Achieving Optimal Visibility
Differentiation defines what distinguishes a product from competitors, showcasing why it’s the better choice. It often includes:
- Unique Value Proposition (UVP): Customers want to know how they will benefit from your product or service. Marketers can help craft a compelling UVP that puts your competitors in the shadows.
- Product Features and Benefits: Does your product have a feature that others don’t? Then shout about it! Just be sure that they’re relevant to users’ needs.
- Quality and Performance: In tech, standing out often comes down to better performance, durability, and precision. Whether it’s exceptional hardware or cutting-edge software, these features can boost a product’s value and set it apart from the competition.
- Design and Aesthetics: A product's physical appearance can be the difference between a customer purchasing yours or a competitor’s product. Likewise, UI/UX considerations are crucial.
- Emotional Differentiation: Emotional appeal can be a strong differentiator, too. For example, Apple emphasises innovation and self-expression.
Highlighting What Sets Your Product Apart
Your product might be good, but before it can walk the walk, marketers are essential in helping your brand talk the talk. They can do this with:
- Brand Identity: A logo, colour scheme and vivid visual style that reflects a product’s position and value can help connect with your target audience.
- Tone of Voice: If everyone’s saying the same thing in the same way, how do you expect to be heard? Create a unique tone of voice that represents your brand to the fullest.
- Taglines and Messaging: Sharp and punchy taglines that leave a lasting impression can go a long way for your brand. Apple has done this to great effect with “Think Different,” which galvanises their product’s innovation.
- Storytelling: If you want people to listen, employ marketers to tell an interesting story - otherwise, potential customers will switch off and miss what’s great about your product. Stories make products relatable and human.
Final Say: Why Marketing Roles Are Key for Scaling Tech Companies
The tech industry is undergoing a transformation that’s seemingly never-ending. Innovation is constant, and competition in the market is intense. Marketing jobs exist to strengthen tech brands' position in the space. They ensure that a product or service is not only seen but that its value is recognised by as many people as possible.
From generating brand awareness to differentiating your product in a crowded marketplace, marketing roles spearhead the strategies that connect your unique offering with your target audience in the right way.
Whether it’s via SEO, the reach of social media, the human element that can be conveyed through content marketing, or the precision of targeted ads, these strategies are pivotal for successful scaling.
Effective marketing transcends sales. Relationship marketing helps brands build reputations that lead to loyalty and repeat customers. By committing to building a positive brand image and delivering an exceptional experience, recommendations are likely. Word-of-mouth marketing is a powerful and authentic way to sustain brand growth.
Marketing roles ensure great products get the recognition they deserve by connecting them with an audience who can appreciate them. Tech companies that invest in marketing strategies will experience rapid scaling and long-term success. Without experts in marketing jobs, even cutting-edge products can’t penetrate a crowded tech market.
Marketing Recruitment Solutions That Fuel Growth
At Propel, we understand that great technology needs great people. Our comprehensive network is deep with marketing professionals poised to perfect strategies to ensure your product gets the limelight it deserves.
Is there much worse than unfulfilled potential? Don’t run the risk. Visit our dedicated marketing recruitment page or contact us today to let our experts offer you knowledgeable support.
