The tech sector is growing at a rapid rate — there’ll be 75 billion connected devices in the world by 2025, a recent IDC report reveals. For tech brands desiring to stand out in an increasingly competitive industry, influencer marketing offers an effective, cost-effective way to increase brand awareness and boost sales. In fact, 80% of consumers have purchased a product on the recommendation of an influencer, making influencer marketing an unmissable strategy for tech brands looking to get ahead.
Focus on macro-influencers
Although micro-influencers can have immense value, macro-influencers (who have follower numbers ranging from 250,000-1,000,000) are where it’s at for tech companies — especially for app and electronic brands. Tech products like phones and cameras, along with mobile apps, generally have mass appeal, which means they need to be advertised to a large and generic segment of consumers. Influencer marketing makes partnering with macro-influencers with big followings the ideal way for tech brands to achieve maximum brand awareness.
Take Advantage of IGC for Paid Ads
Influencer generated content (IGC) is a powerful and cost-effective influencer marketing tool. In fact, consumers consider IGC to be 50% more trustworthy than other types of content. This is because IGC tends to be more honest, relatable, and authentic than impersonal, professionally-created content. Moreover, new tech products, including software products, can often seem intimidating to consumers who either aren’t tech-savvy or simply lack industry knowledge. But, by using IGC for paid ads, you immediately benefit from having a friendly, familiar face representing your product, which in turn helps your customers feel at ease and encouraged to try it out. It’s also essential to develop a tech or software product you can be confident users will love and want to pay for. Fortunately, product development agencies work with companies to develop meaningful, in-demand products with the help of an efficient product-led development strategy.
Partner with Influencers in Different Niches
As a tech company selling a wide variety of products, you have the luxury of being able to work with an endless list of influencers — so there’s no need to limit your influencer marketing campaign to one segment. However, tech products can also be promoted by less-obvious influencers. For instance, you could team up with foodie influencers to market a food delivery app, or with interior design influencers to advertise home gadgets. It’s also important to rely on the “test and invest” strategy throughout your various influencer partnerships. Trackable links can monitor each influencer partnered with and the performance data can then be used to assess which influencers generate best results, so you know what moves to make for your next campaign.
Influencer marketing can help tech brands gain a competitive edge in a saturated market. By partnering with macro-influencers in various niches and taking advantage of IGC for paid ads, tech brands can effectively increase brand awareness and boost sales.
Freelance contribution especially written for Find Your Influence by Karoline Gore.