How to create strong online marketing for tech companies
Online marketing is not just "nice to have"
If your business wants to win the battle for customers in the digital landscape, online marketing is no longer a choice - it's a necessity. Especially for technical B2B companies with complex solutions, longer sales cycles and multiple decision makers in play, having a clear digital strategy is crucial.
But how do you ensure that your efforts are working? That your leads are qualified? That your revenue is actually growing?
The answer lies in a combination of data-driven strategy, user-friendly content and constant optimization.
Here are our best insights - rewritten and adapted to Danish conditions - to help you strengthen your company's online presence.
Understand your audience - and speak their language
Too many tech companies still talk too technical and focus mostly on themselves. That doesn't capture the recipient's interest - especially in a noisy digital landscape. If your target audience consists primarily of decision makers aged 50+, typically technical profiles with extensive experience, then you need to be sharp:
- What they struggle with in everyday life
- How your solution makes their work easier or saves them money
- What arguments they need to use to convince the rest of the organization
The better you understand their needs, the easier it will be to create marketing that is not just seen - but remembered.
Stand strong with a sharp and credible brand narrative
Your company brand is more than just a visual identity. It's about how people perceive you. Credibility, understanding and consistency are crucial elements in building digital trust.
For B2B tech companies, this is true:
- That your website should show what you do - simply and accurately
- Using cases and storytelling to document your results
- That your content reflects your knowledge - without being overly technical
Remember that your potential customers often do a lot of research before they make contact. Your digital impression is often the first meeting. Make sure you make it valuable.
Build your strategy around data - not gut feelings
Still guessing what words your customers are searching for?
Or which pages they click on most before they contact you?
With access to digital data, there's no excuse not to make data-driven decisions. Here are some low-hanging fruits:
- Google Search Console shows which keywords drive traffic
- Analytics reveals where your leads are dropping off
- Heatmaps and session recordings provide insights into user behavior
Knowledge is power - and the more accurately you know your customers' digital behavior, the better you can optimize your efforts.
Landing pages that convert - not just inform
Are you in control of your landing pages?
Too often we see B2B pages that are mostly informational. Product-focused and technical - but without a clear call to action.
Effective landing pages:
- Tells you directly what value the customer gets - without clever marketing lingo
- Have clear call-to-actions (CTAs) that guide the recipient in the right direction
- Loads fast and looks great on all devices
- Trust the user's intelligence - but show references, data and documentation for credibility
Once your landing page is performing, the rest of your online marketing becomes much more effective.
Content marketing: Give value - and be remembered
Classic sales messages are often ignored. Especially when working with technical solutions that require explanation, comparison and trust.
This is where content marketing is your best friend. Articles, videos, whitepapers, guides and webinars can create great value if done properly.
A good content piece should:
- Solve a specific problem known to the target group
- Show your professionalism - without being preachy
- Include customer examples, tips and concrete advice
- Keep SEO in mind - both in length, keywords and structure
A good rule of thumb? Imagine your recipient has a specific challenge and has five minutes to find an answer. Your content needs to provide that answer.
Build trust and conversions with Social Proof
People trust other people. That's why customer testimonials, cases and reviews play an important role online - also in B2B.
Get a handle on social proof by:
- Include clear testimonials from existing customers - preferably with title and image for credibility
- Show measurable results in your cases, e.g. "30% time savings after 3 months"
- Let your customers tell you how the collaboration went - not just what solution they got
The more your business resembles the everyday life of your target audience, the more powerful the social proof.
Leverage email marketing - but do it right
Email marketing is still one of the most effective channels for B2B marketing. But it requires quality over quantity.
Ditch generic newsletters and focus on:
- Segmentation - different industries should not have the same message
- High professional level - respect the recipient's time and insight
- Simple design - not too many elements and distractions
- A clear CTA - what do you actually want them to do?
Use automation intelligently too. An onboarding flow that continuously shares knowledge is often more effective than sales emails.
SEO is not dead - but it is more complex
Search engine optimization is not what it used to be. But that doesn't mean you should ignore it - quite the opposite.
The vast majority of B2B research starts in Google.
To be found, you need to be found:
- Create high-quality content - and adapt it to the user's search intent
- Optimize technically: speed, mobile-first, schema markup, etc.
- Cultivate internal link structure - so the user (and Google) can find their way around
- Update your most important pages continuously with new knowledge and data
Who would you rather be found by - 10,000 random people or 50 real potential customers?
Think long term - but aim short term
Effective online marketing for B2B is not a quick fix. It takes time, persistence and a willingness to adjust. But that doesn't mean you have to wait a year to measure impact.
Set clear goals - and follow up weekly:
- How many qualified leads are coming in?
- Which sites are performing - and which are not?
- Where does the user fall from in your funnel?
Use the data to optimize incrementally. Small improvements over time can lead to huge returns in the long run.
Are you ready to take your digital marketing seriously?
It doesn't have to be complicated - but it has to be done right.
Do you have a clear digital plan? Do you know which channels work best for your target audience? And do you have the resources to actually execute?
If you're in doubt - or just want to take the next step - reach out to us.
We help technical B2B companies structure and direct their digital marketing to get measurable results.
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