Influencer Marketing For Tech Industry
Different from fashion or food, the technology industry leaves little breathing space. Just when you think you are the king with the best product in the market, someone else is always preparing to dethrone you with their new innovation.
Technology products are also complex and come with a robust manual that needs to be explained in simple terms before consumers decide to purchase. The tech industry is also one of the segments where innovation is first met with skepticism before it is accepted – that too after a lot of convincing. Moving to who you sell – you need separate approaches for sole decision makers and businesses involving multiple decision makers.
Influencer marketing is flexible and can adapt to any targeted audience and goals. The people you work with are subject matter experts with the trust of a niche community. They compel your potential customers to develop loyalty towards your company and products through demonstrations, emphasis on features and benefits, unique selling propositions, and sharing personal experiences through storytelling. They also continue to endorse you as ambassadors, thus further enforcing your credibility and authority as an industry leader.
A top influencer marketing agency report suggests that tech Influencers are recruited by different businesses to reach broader markets and generate exposure for their new product launches.
Please take a moment to go through this article before you start selecting Tech Influencers or planning content for your influencer marketing campaign.
Different Types of Tech Influencers (and When to Utilize Them)
Tech Bloggers and Authors
Tech Bloggers are thought leaders whose opinions carry tremendous weight in the Tech community. These individuals discuss complex concepts, are vigilant about the latest innovations and industry trends, and form their opinions after personal review and analysis.
This category of tech influencers has successful blogs, and they contribute articles to renowned publications. They will also participate in live debates and frequently appear for television interviews.
When to Use:
Tech Bloggers are ideal influencers when your target audience is other businesses interested in the technical and data aspects of your new product or services that demand research-backed opinions.
Tech Unboxers and Reviewers
This section of tech Influencers is recognized for providing honest opinions about the product’s design, performance, packaging, features, and benefits. They have knowledge about gadgets and build up on that through subsequent demonstrations, testing, and comparison videos aimed at educating and generating curiosity in their audiences.
When to Use:
Utilize these Influencers when you have a new product coming up and want to generate buzz and excitement amongst wider Tech-savvy audiences – interested in hands-on experiences before making a purchase.
Tech Specialists
Tech specialists prioritize education for skill development, problem-solving, and productivity, with a secondary emphasis on the technicalities and functionalities of a product. That means these tech Influencers create content like tutorials and how-to’s to guide their viewers on efficient, practical, and safe usage of their gadgets in their personal lives, i.e., education, leisure, work, etc.
When to Use:
Tech specialists are ideal Influencers to promote products that are complex to use or have arduous assembly, thus requiring the users to possess the necessary training, skills, and knowledge. Another instance is when you want to establish your brand’s reputation as a reliable tech education source.
Strategies for Tech Influencer Marketing
Utilize Videos
People want to receive information about technology through videos as they can see live demonstrations while acquiring valuable insights on effective and efficient usage. Videos are more compelling than static media like blogs and infographics while enabling you to explain the complex concepts surrounding your Tech products with creativity.
Work with Micro-Influencers
Due to over-saturation and growing competition in the industry, tech Influencers are focusing on their core specialties – thereby creating a hyper-niche audience segment with higher engagement rates. By working with them, you can communicate your message to people interested in your products. For example, as a phone manufacturer, you will find working with a reputable tech influencer for creating content around smartphones more accustomed to your goals than game or PC specification reviewers.
Repurpose Influencer Content
You can extract more value from tech Influencer content your brand has accumulated over multiple campaigns by repurposing and reusing them with other promotional strategies. For instance, your ad campaigns can receive a significant boost, as consumers who are accustomed to scroll past or skip and are compelled to stay in the face of familiar faces promoting your products. A narrative leading to a call to action can get them to click the “Buy Now” button and complete a sale.
Have a Flexible Content Strategy
It is essential that your influencer content is adjusted to meet information requirements and platform optimization guidelines as your goals change or you start getting real-time insights into Bhatia customers’ preferences, competitors’ positioning, and industry trends.
Having a tech influencer marketing strategy that can be adjusted for any scenario will allow you to maintain a consistent supply of quality content for your audience, which helps build your authority and credibility.
Also Read: How Influencer Marketing Agency Can Grow Your Brand
