Find below some marketing channels used by technology companies. We do not recommend companies adopt all the marketing channels as part of their marketing strategy. As a first step it is vital for companies to figure out if their competitors are already engaged with the channel. If so, it is then critical to understand how the competitors are positioning themselves within the channel, and how the audience is engaging their value proposition.
To discuss if any of the channels below will work for your product, contact us for a no obligations, 30 minute consultation.
| Channel | Example | Best for | Key Focus |
| . | |||
| 1. SEM | Google, Yahoo, Bing, Ask | B2B, B2C | Keyword Set, Bidding Strategy, Pitches, Landing pages style, properties used, audience type |
| 2. SEO | Google, Yahoo, Bing | B2B, B2C | Keyword Set, content strategy, link back strategy leveraging customer sites |
| 3. Affiliate | CJ.com, Other Group Networks | B2C, B2B | Quality of traffic, Networks engaged, Fraud detection, Landing pages, Ads used, Ads cycle |
| 4. Publisher | CIO.com | B2B | Quality of traffic, Publications used, Networks engaged |
| 5. Social Media | Facebook, LinkedIn, Twitter, Pinterest | B2B, B2C | – Building followers strategy – Engaging followers with right content – Cross group marketing – Paid marketing/promotion – Listening and responding to trends |
| 6. Tradeshows | B2B, Some B2C | B2B | – ROI analysis – Giveaway strategy – Follow-up – Closing the loop analysis |
| 7. User Groups | Facebook Groups, LinkedIn Groups, | B2B, B2C | Creating relevant groups – Driving group membership – Paid and Organic – Participating in existing group discussions tactfully |
| 8. Public Relations | Press Releases on Significant Milestones | B2B, B2C | – Clarifying objective – Leveraging channel to further objectives of other channels – Competitor analysis on headlines |
| 9. Thought Leadership Publications | Papers and PR on latest industry trends | B2B | – Thought leadership publications – Quarterly publication on vertical analytics – Getting coverage with other Thought leaders – Speaking engagements with the right audience |
| 10. Up sell | Initiatives to drive customer adoption and purchase of additional products | B2B, B2C | Quarterly publication to upsell existing customers on existing or new products |
| 11. Partner Incentives | Work with complimentary partners to sell to their customer base in exchange for them to sell to yours | B2B | Creating a partner strategy to drive leads within each other’s installed base. |
| 12. Comparison Sites | Ensure inclusion on all relevant product comparison sites. | B2B, B2C | Beyond Wikipedia, there are many sites comparing business products. We scour the web looking for these work to include your brand in the mix. |
| 13. List Purchase | Email marketing to identified demographics | B2B, B2C | Opt-In lists, or User Group lists can be effectively leveraged to generate leads. This channel works very much like the Publication Marketing channel. |
| 14. Videos | Viral, Training, User | B2B, B2C | Videos are a must have for all companies. In addition to giving general demos, customer testimonials, and HOW-TO insights they open up the brand’s visibility to a significant traffic looking for an alternative to read collateral. |
| 15. Speaking Engagements | Conferences/ YouTube/ Podcasts etc | B2B | Being able to pitch, in person, directly to potential buyers is a very powerful opportunity. We help identify speaking engagements where you can bring visibility to your brand and offering. |
| 16. Analyst | Gartner, Forrester Reports | B2B | There is nothing like 3rd party endorsement of your brand via appearance in analyst studies or as a co-presenters on webinars. |
| 17. Wikipedia | Link back and mention in the biggest reference site in the world | B2B | A Wikipedia presence is a must for all serious companies. We work to put you on the map on Wikipedia. |