You website is the face of your company.
It is important that the language used on your website resonates with your users and does not unintentionally exclude them.
However, the main reason to conduct an audit of your end-user's use of language is that Google or other search engines may not understand your use of language or deem it not-relevant to your technology's space.
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Digital Marketing Strategy - Product Concept Phase
Depending on where your technology sits in the commercialisation pathway there will be numerous marketing problems that Technology Outcomes can provide a data based digital marketing solution for.
At the concept stage of a product the language of the technology developer surrounding its new inventions and products is starting to develop.
Unfortunately the language of inventors can be highly disconnected from the language of consumers.
All marketing content (from websites; brochures; advertising copy; search engine optimised web pages and content; video production scripts; branding and labelling) rely on language in text formats.
It is very important that this language is understood by the end user and not just by those that are developing the technology.
Technology Outcomes offers data-based services that show the current day language usage of your end user. That is to say, in your technical field we can show you the terms and language that your customers are currently familiar with in order to shape your technology's marketing infrastructure to fit in with that.
Often new technologies when explained to people can sit too far outside the already established knowledge zone of the end user and be confusing for them to understand. This quickly becomes a barrier that will stop users adopting the technology.
With a little research, Technology Outcomes can show you the terminology that your market's end-users are currently familiar with in relationship to your technology's space.
Why is language important at the concept stage and what does this have to do with digital marketing strategy?
Language For Website Development
You website is the face of your company.
Language For Search Engines
Algorithms that scan web pages to populate search engines are primarily text based "crawlers". They are scouring the internet to find useful content to present to users that are looking for specific search terms. This means that the language being utilised is common and less technical in the majority of cases.
Your website's text, url structures and internal links have to correlate to terms that are currently being used by people that are looking for products, services and information on search engines.
New technologies can be lost in the shuffle because the entirety of the text based content is focused on language that isn't being used at volume or is too specific to be useful to Google and thus the general public.
Language of the Consumer
How can you audit the language used by the consumer or the end-user?
Google is the worlds largest search engine. As search engine usage has developed over time Google has logged, tracked and made available the terms that people use to find products and services. This is data-based evidence of the current and real world language usage of people that are looking for information on technologies like yours.
Language of Competitors
Your competitors will likely have websites, advertisements that Technology Outcomes can audit.
Some competitor websites may already draw a high volume of traffic and are evidence that people that use them frequently understand the language and concepts being presented to them. This also applies to your competitor's products and advertisements.
Example - A new technology involves a snack taken before a meal
This snack helps people reduce their blood glucose level. Research of real-world consumer search terms in the area of this product quickly found that “pre-meal snack” had almost no search volume, meaning that it was a completely unfamiliar term and one that users would have to learn before they began looking for it.
By contrast terms such as “superfood” and “blood sugar” (as opposed to blood glucose) had much higher real world search volumes. High traffic in real-world search terms are indicative of a market need. This type of data can be highly useful throughout the product development process (including at the early concept stage).In addition to user language, we have programs to identify online spaces where consumers look for information. These spaces are often easily targeted by utilising specific online advertising platforms (Google, Facebook, Youtube, LinkedIn and Twitter).
A digital strategy that combines the already established conventions of high traffic terms and high traffic sites will be enormously effective.
Technology Outcomes Core Expertise
Search Engine Optimisation
Does your website appear for the search terms that you want it to? Are you missing out on organic website traffic because your website doesn't appear on search engines rankings for terms relevant to your company or area of technology?
We can help optimise your website and get it to rank on the front page of Google for terms that are useful for your technology product or service offering.
Put your technology product or service offering in front of customers, licensees, venture capitalists or potential technology partners immediately. Target only people that can help you complete your commercialisation goals using digital marketing platforms such as LinkedIn, Google Adwords, Youtube and Facebook.
Let Technology Outcomes create the perfect video that is fit-for-purpose for your commercialisation needs. Show your technology, heads of company, manufacturing processes and satisfied clients quickly and in a highly consumable format. Re-purpose the same footage to create ads and social media posts. There is a reason why video has gone from a luxury item to an industry standard asset for all business types.
Distribution of Video Content
Technology Outcomes have years of experience distributing video content to highly targeted audiences to help with technology product branding, sales, service offerings, clinical trial recruitment, business development and technology partnerships. Videos that are viewed on most digital marketing platforms allow for future re-targeting options for people that engage highly with your content.
Let Technology Outcomes create a custom LinkedIn Outreach strategy for you. Make direct contact with decision makers at volume to license your technology, obtain funding and build partnerships and better business relationships.
Data Based Campaign Analysis and Analytics
A core expertise of Technology Outcomes is to understand how and why campaigns are succeeding or faltering.
By analysing your website traffic and adding custom tracking events we can show you how your customers are navigating your website, how long they stay on particular pages, where issues may be present and how to resolve them.
We can show you how your competitors are constructing their digital marketing infrastructure and strategies including competitor organic and paid web traffic, search engine optimisation (SEO) strategy, Google AdWords ad spend and ad copy and competitor social media strategy.
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We are excited to find out more about your technology package and where it sits in the commercialisation pathway! Please don't hesitate to make contact so we can chat, zoom or grab a coffee!