Inbound vs. Outbound
In a typical high tech startup company, the marketing budget is allocated to outbound activities, e.g. trade shows, display advertising and press coverage. This works in the short-term but at a high cost (>$100/lead). Sustainable lead generation requires Inbound Marketing.
Search is where the engineers are
Search is almost free if you have a website that converts visitors into leads. Search Engine Optimization (SEO) specialists, like web design specialists abound. They know the buzz words and you can pay them a lot of money for results you may not understand. SEO was once a “work at home in 10 easy lessons” career path, but SEO techniques that relied on simple tricks to “game” Google have been crushed by Google’s Panda and Penguin updates. SEO today requires an understanding of the content.
Content is Complicated
High tech content is best created by people with an engineering background, who understand Integrated Circuits and design. The founders of the high tech company have that expertise. Unfortunately their ability to communicate in website format, is often lacking. Content is much more than detailed product features. See the video from Susan Weinschenk, Ph.D, author of 100 Things Every Designer Needs to Know About People.
The right solution is a combination of landing page optimization, content creation and SEO, performed by Semiconductor Professionals who understand web technology. That is Sam Beal & Associates.
Written by Sam Beal