5 Secrets of
Tech Marketing
(shh.)
About Me
@aremoose
Likes: Infographics, Dogs, Traveling
Dislikes: Ghouls. Cold Calling,
Moving on September 1st
About Oomph
Oomph is a full service digital design and
engineering firm assisting premium brands
and media companies with ...
About You
I hope that you are a…
● WordPress user
● Business owner
● Freelance developer or designer
● B2B agency
● Small ...
Do you ever feel like…?
“Ahhh, I’m a marketer, how do I make it in tech?”
or
“Ahhh, I’m a geek, how do I make it in market...
About This Talk
Goals:
● Give you a better, basic understanding of marketing
● Give you usable tips and strategies to star...
Ready?
I hate marketers.
We ruin everything.
-Gary Vaynerchuk
So in this increasingly over-accessed world,
how do you reach people?
5 Secrets
of Tech Marketing
Secret #1
Sit with the developers.
If you are a creative, sit with the developers.
● Learn what is popular and use it
● (semi) Painlessly make industry contacts
If you are a developer, sit with fellow
deve...
Today
● Pick up a linkbait-worthy topic at WordCamp
● Make some industry contacts at WordCamp and have a follow-up plan
● ...
Secret #2
Remember the everyman.
Meaning...
Balance content like:
Script_Debug in WordPress
with posts like:
10 Ways WordPress is the Best CMS
● 90% of information transmitted
to the brain is visual, and
visuals are processed 60,000X
faster in the brain than text.
...
Today
● Consider visual social media: Instagram, Pinterest, YouTube, even Snapchat.
● Find ways to incorporate images or v...
Secret #3
Know yourself.
What makes you different from everyone else?
Are you…
● The most educated?
● The most experienced?
● The most adaptable?
● The cheapest?
● The most fun to work with?
●...
● Who/What/Why statement for companies
o Be truthful and brief.
● Past/Present/Future statement for individuals
o Bring ou...
You are a __________
that does __________
because __________.
How do your clients know that?
Where can you incorporate branding?
= Everywhere.
● Social media
● Fonts
● Colors
● Website
● Logos
● Business cards
● Pow...
Today
● Start to ask Who/What/Why and Past/Present/Future questions
● Make sure you’re telling the truth
● Think about wha...
Secret #4
Rely on ROI.
ROI = Return on Investment
● CEOs always ask marketers:
What is the ROI? aka What is
the actual, monetary value of
the thi...
● Specialized tools ($$$)
● Google Analytics (complicated)
● Social Media tracking tools (limited)
● Promo codes (not 100%...
Mind the Funnel
● Top: Get as many people in as possible
● Middle: Qualified lead that needs coaxing
● Bottom: Buying from...
Today
● Think about your usual funnel
● Come up with (3) marketing efforts for each stage
● Think about which way to measu...
Secret #5
good marketing = people
(So be a people.)
The ‘Golden Circle’
People do not buy what you do, they
buy why you do it.
- Simon Sinek
Mac vs. PC
American Idol Syndrome
o Talent isn’t enough.
o You need to be a single
parent/veteran/have a serious
illness/etc.
Keep your marketing authentic.
What do you like?
● Social media ads?
● Email newsletters?
● Podcasts?
● Blog posts?
● eBooks and eResources?
● Local tech...
Help, Not Annoy.
● At the end of the day, good marketing is about people. So do what appeals
to people, not what annoys pe...
Today
● WHY do you do what you do?
● Take a step back: What works (& doesn’t) on you?
o If you’re using FB ads to market y...
To Summarize:
1. Sit with the developers.
2. Remember the everyman.
3. Know yourself.
4. Rely on ROI.
5. Marketing = People
Thank you!
Questions?
5 Secrets of Tech Marketing
5 Secrets of Tech Marketing
5 Secrets of Tech Marketing
5 Secrets of Tech Marketing
5 Secrets of Tech Marketing
5 Secrets of Tech Marketing
5 Secrets of Tech Marketing
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5 Secrets of Tech Marketing

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5 tips to help marketers sell tech, and techies market their services, from Marketing Coordinator Anna Remus at WordCamp Boston 2014.

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5 Secrets of Tech Marketing

  1. 1. 5 Secrets of Tech Marketing (shh.)
  2. 2. About Me @aremoose Likes: Infographics, Dogs, Traveling Dislikes: Ghouls. Cold Calling, Moving on September 1st
  3. 3. About Oomph Oomph is a full service digital design and engineering firm assisting premium brands and media companies with large-scale content engagement solutions. ● Open source: mostly WP and Drupal ● Full-service = design, dev, consulting, strategy, support… ● Enterprise-level clients including: NBC, NESN, BlueCross BlueShield, Getty Images...
  4. 4. About You I hope that you are a… ● WordPress user ● Business owner ● Freelance developer or designer ● B2B agency ● Small development shop ● Start-up ● Anything (If not, get out.)
  5. 5. Do you ever feel like…? “Ahhh, I’m a marketer, how do I make it in tech?” or “Ahhh, I’m a geek, how do I make it in marketing?”
  6. 6. About This Talk Goals: ● Give you a better, basic understanding of marketing ● Give you usable tips and strategies to start using immediately ● Help branch the creative vs. technical gap ● Give information that is applicable to everyone here, no matter your size
  7. 7. Ready?
  8. 8. I hate marketers.
  9. 9. We ruin everything. -Gary Vaynerchuk
  10. 10. So in this increasingly over-accessed world, how do you reach people?
  11. 11. 5 Secrets of Tech Marketing
  12. 12. Secret #1 Sit with the developers.
  13. 13. If you are a creative, sit with the developers.
  14. 14. ● Learn what is popular and use it ● (semi) Painlessly make industry contacts If you are a developer, sit with fellow developers.
  15. 15. Today ● Pick up a linkbait-worthy topic at WordCamp ● Make some industry contacts at WordCamp and have a follow-up plan ● Find 3 groups to join on Meetup.com ● Move your desk ● Post a recent, popular blog post to Reddit (or start writing)
  16. 16. Secret #2 Remember the everyman.
  17. 17. Meaning... Balance content like: Script_Debug in WordPress with posts like: 10 Ways WordPress is the Best CMS
  18. 18. ● 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. (Sources: 3M Corporation and Zabisco) ● Posts with videos attract 3 times more inbound links than plain text posts. (Source: SEOmoz) ● Viewers are 85% more likely to purchase a product after watching a product video. (Source: Internet Retailer) ● Make a video tutorial of a bug fix ● Make a an infographic explaining the differences between CMS platforms ● Create a diagram or animated instructional video ● Create video case studies of your clients telling their stories ● Put a full-sized photo in your Facebook posts ● Hold a photo contest on social media Why How
  19. 19. Today ● Consider visual social media: Instagram, Pinterest, YouTube, even Snapchat. ● Find ways to incorporate images or video into everything you do. ● Find a trade-for-services partner, or think about who to hire, for infographics, animations, and other visual content design. ● Think about ways to reach a lot of people with your knowledge. A weekly Twitter chat? A podcast? ● What are some recent news topics that could translate to an everyman blog audience? Web security? A new WP release?
  20. 20. Secret #3 Know yourself.
  21. 21. What makes you different from everyone else?
  22. 22. Are you… ● The most educated? ● The most experienced? ● The most adaptable? ● The cheapest? ● The most fun to work with? ● The most convenient? ● The most organized?
  23. 23. ● Who/What/Why statement for companies o Be truthful and brief. ● Past/Present/Future statement for individuals o Bring out your personal story. Who am I?
  24. 24. You are a __________ that does __________ because __________.
  25. 25. How do your clients know that?
  26. 26. Where can you incorporate branding? = Everywhere. ● Social media ● Fonts ● Colors ● Website ● Logos ● Business cards ● Powerpoints ● Stationary
  27. 27. Today ● Start to ask Who/What/Why and Past/Present/Future questions ● Make sure you’re telling the truth ● Think about what channels you have available. ● Incorporate your story into your website.
  28. 28. Secret #4 Rely on ROI.
  29. 29. ROI = Return on Investment ● CEOs always ask marketers: What is the ROI? aka What is the actual, monetary value of the things you’re doing? ● Keep marketing efforts and platform alliances in check
  30. 30. ● Specialized tools ($$$) ● Google Analytics (complicated) ● Social Media tracking tools (limited) ● Promo codes (not 100% thorough) How to Measure ROI
  31. 31. Mind the Funnel ● Top: Get as many people in as possible ● Middle: Qualified lead that needs coaxing ● Bottom: Buying from you, need them to come back. For every effort: What funnel cycle is this for? Helpful to take a step back and get organized
  32. 32. Today ● Think about your usual funnel ● Come up with (3) marketing efforts for each stage ● Think about which way to measure ROI works best for you ● Implement analytics tools and plugins as needed ● Analyze current efforts in terms of leads ● What is a conversion for you? A web form? A call?
  33. 33. Secret #5 good marketing = people (So be a people.)
  34. 34. The ‘Golden Circle’ People do not buy what you do, they buy why you do it. - Simon Sinek
  35. 35. Mac vs. PC
  36. 36. American Idol Syndrome o Talent isn’t enough. o You need to be a single parent/veteran/have a serious illness/etc.
  37. 37. Keep your marketing authentic.
  38. 38. What do you like? ● Social media ads? ● Email newsletters? ● Podcasts? ● Blog posts? ● eBooks and eResources? ● Local tech events?
  39. 39. Help, Not Annoy. ● At the end of the day, good marketing is about people. So do what appeals to people, not what annoys people. ● Help them through content. ● Do not push sales, just offer answers.
  40. 40. Today ● WHY do you do what you do? ● Take a step back: What works (& doesn’t) on you? o If you’re using FB ads to market yourself, you should notice yourself paying attention to them when you’re just playing around on the site. If they really annoy you and you make a point to never click on them---that’s a problem. ● Think about common questions people ask you, or even a question you had until recently. How can you turn this into answers for others? ● Enable content downloads on your site to make it easy to be a resource.
  41. 41. To Summarize: 1. Sit with the developers. 2. Remember the everyman. 3. Know yourself. 4. Rely on ROI. 5. Marketing = People
  42. 42. Thank you!
  43. 43. Questions?

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