The electronics industry tends to be at the forefront of technology and business trends. However, electronics firms often fall short in marketing.
For example, they may rely too heavily on in-store demos, advertising in store circulars and TV commercials. Here are a few modern marketing tips for the electronics industry.
Leverage Consumer Content
Influencers are the first thing most people think of. It may be a cute kid paid a million dollars to review toys or a beauty blogger paid to test out various skincare products.
Such influencers exist in the tech world, too. However, they’re expensive, and you’re competing in a crowded market.
Look for consumer content instead and share that widely. It may be unboxing videos, amateurs finding novel uses for your product or people creating their own how-to videos for your user base.
You might propel them to micro-influencer status by sharing their videos and tweets, too. If you engage with them, something as simple as a factory tour or free demo of the next generation of the product could create your next viral video.
Get Help
Recognize that the digital marketing strategy for a beauty product or travel destination will be very different from each other, and neither approach will work with hardware. This is why you may need to work with an expert in digital marketing for the electronics industry. Their advice could help you reach your target demographic with your social media marketing or improve the SEO of your webpage.
Pay Attention to Ecommerce Sites
A common mistake digital marketers make is ignoring the importance of ecommerce pages. It isn’t enough to have a product listing on every major ecommerce site. These pages need to be search engine optimized for the key search terms your customers are using on and off the ecommerce site. More on electronics >>>>>
Furthermore, you need to list the features and details customers are using to compare your product to the competition.
The next level of digital marketing would be to create comparisons between your product and the competition on the product description page. It could be as simple as two columns showing the price and features, marking what you have and don’t have relative to the rival product.
Providing this information helps them decide between you and the competitor. If your competitor has this comparison and you don’t, they’ll go with your rival.
Include relevant pictures of the product. Ideally, the photos demonstrate the product in use and relate to the problem it solves or the enjoyment it provides. It is more important to address concerns like maintenance and safety features than show yet another smiling face holding your gadget.
Be Careful with Whitepapers
Whitepapers are great when you’re marketing to managers and technical professionals, when it is relevant to their interests.
For example, a technical whitepaper discussing how the product design solves a common problem will impress engineers.
Discussing your factory’s innovations will build brand awareness with technical experts. However, unless your whitepaper is explaining how a complex problem was solved by the product and gets read by the people who recommend buying such equipment, a whitepaper isn’t going to help you sell the product.
Furthermore, you need to make sure you aren’t sending technical whitepapers to general consumers. Nor will the average reader of a consumer magazine care about industry publication endorsements, if they’ve never heard of the publication.
This is where endorsements by certification authorities the public like UL or recommendations by Consumer Reports matter more.
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— Will Corry (@slievemore) October 15, 2018