February 20

Educational Marketing Strategy for Technology Companies

By Kelly Stark

February 20, 2018

Humans aren’t exactly receptive to change, especially when it comes to technology. According to estimates, almost 70 percent of IoT, RFID and IT projects fail due to low user-adoption. If users aren’t adopting your technologically superior solution, you are bound to have dismal sales. That’s where taking an educational marketing approach can give you rich dividends.

Almost 40 percent of users cite insufficient knowledge about available IoT and RFID solutions in the market as the reason for low adoption rates. Other common factors for justifying low adoption rates of new technologies are aversion to change, poor dissemination of information, technological complexity and unproven ROI.

How Educational Marketing Solves the Challenge of User Adoption

Even as companies worldwide plan on adopting RFID technology and other IoT solutions, most are still watching from the sidelines, waiting for the hype to fade. Here’s how the educational marketing approach can help your sales team achieve better conversion rates.

1. Multiple Touch-Points for Proper Awareness

According to a 2015 survey, most businesses flock to Google to find RFID equipment providers. This is closely followed by tradeshows and referrals. When designing your marketing strategy, make sure you give enough weight to the internet. Make landing pages with strong calls-to-action (CTAs), design compelling sales letters that you can email to potential leads, and devise a pay-per-click marketing strategy.

For every channel, the focus should be on educating customers about your solution. For example, instead of building a landing page that simply lists the features of your product, make a short video that demonstrates an example case.

In addition, track your audience and personalize each step in the sales funnel for maximizing conversions. For instance, a user who has already subscribed to your email newsletter should be coaxed with free demos or special offers.

Problem it solves: Poor dissemination of information

2. Testimonials

Testimonials help build credibility and convince customers about the feasibility of your product. They can be deployed at any stage of the sales funnel, and they are an important part of your landing page. The power of testimonials is truly unleashed, though, when it is time for the home run.

Consider this: The trial period of a business is about to end. It is now time to convince the key players in the company about the efficacy of your product. At the final presentation, share video testimonials of customers. In addition, share data insights of the trial period and training events during the trial period to close the case.

Problem it solves: Aversion to change and unproven ROI

3. A Repository of Educational Resources

The idea with educational marketing is to make potential customers comfortable with the technology you are offering. Educate them on various features of your product. There are various ways to achieve that. The simplest, perhaps, is blog posts, with CTAs in the end. Webinars are the most interactive, though, when it comes to educating customers and generating leads. Other educational resources you might want to have in your arsenal are:

  • On-demand videos
  • Full-fledged product guides
  • Whitepapers
  • E-books

Problem it solves: Technological complexity

For educational marketing to work, all of the above needs to happen in tandem. We are living in the age of the internet, where your target audience moves between channels. It is important to engage them at every step, and do so in a non-intrusive manner in order to win their trust.

Learn how you can implement an educational marketing strategy for your technology company from the best in the business. Listen to our webinar on Educational Marketing Strategies for Technology Roll-Outs with Kelly Stark, founder and principal of Forward Vision Marketing, and the brain behind several winning marketing strategies in the B2B space.

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