Google has done a great job with storytelling in their video on Micro-Moments. As part of their Think with Google series, it is a two minute introduction to capturing a customer in their “moment of need.” It’s especially powerful on LinkedIn where it presents complex scenarios as images delivered regularly. Four can be found at the end of this post.
When marketing jargon like a “micro-moment” is stripped away, the underlying idea is that a company needs to be present when and where a customer needs to find them. Many high tech companies in niche markets that I have worked with still rely primarily on trade shows, industry magazines, and other traditional methods. They do not take advantage of even the most basic online tools. There are many reasons, but most center around lack of resources and the challenges of reaching customers in fragmented markets.
Potential solutions vary hugely by industry, but here are three that almost every niche, high tech company should be addressing:
LinkedIn – Despite being bought by Microsoft, it is still an excellent resource. At the very least, have marketing deliver regular updates to your company page at least once a month to boost customer awareness. Avoid having random employees provide status updates unless coordinated by marketing. This looks amateurish.
Google – A basic Google Adwords campaign is a good idea, but even better is “organic search results.” Many “SEO consultants” charge expensive fees for this, but it can easily be developed over time by publishing technical content on your website that customers can find via a Google search. Over time, your company’s website will rise to that coveted first page position… at zero cost!
Email – Contrary to popular belief, email is not dead. You can even reuse the technical and marketing content you are already creating. Assuming this content is useful, your customers will be happy to signup for regular updates. One warning however, once you start, don’t stop, it could look like your company is having troubles.
As I quoted Elon Musk (Tesla / SpaceX) in a recent post, “When you have a product that really resonates with customers, the word of mouth grows like wildfire.”