As a B2B tech marketer, you probably know that marketing to developers can be a little more challenging than reaching other B2B buyers. As you think about how to connect with this audience, consider taking an empathetic, relationship-based approach versus making a quick sale. When viewed through that lens, every point of contact is a chance to build trust.
Here are a few ways to boost credibility and create a marketing program that resonates with developers:
Tip #1: Be Honest and Authentic – This group does not suffer fools and they tend to talk to each other in online forums. Communicate a clear message about your value and how it will make a difference in the lives of the developers you’re trying to reach. Word of mouth among the developer community can make or break your product, so make sure that they are having positive experiences.
Tip #2: Create a Try-Before-You-Buy Program – Developers love to try products before they buy. They want to test out multiple solutions for free, providing valuable insight to those making big-ticket purchasing decisions. Don’t miss this important opportunity to showcase how your solution can help them do their jobs.
Tip #3: Make It Easy – From the first point of contact to completing the sign-up process (and beyond), keep it simple. Don’t burden the developer with complex forms or unnecessary landing pages. You’ll risk losing them altogether by requiring them to fill out forms that stand in their way. Harness the opportunity to support them on their entire user journey. Giving away useful, free content to a developer goes a long way toward building trust.
Tip #4: Be Instructional – Developers are naturally curious and once you grab their interest, they’ll be eager to learn more. Don’t abandon them right when you’ve harnessed their attention. Developers are sharp, but they still want you to tell them how to use your product. Give them what they need to help them figure it out.
Tip #5: Create Opportunities for Discovery – Developers do their homework before making a buying decision, so make sure that your product is located where the developers are getting their information. Refining your SEO strategy is one way to ensure relevant content is available exactly when they need it.
Tip #6: Eliminate the Fluff – Developers don’t like to read generic, high-level marketing content, so there’s no need to tiptoe around subjects. Be specific. They like technical, detailed material that can help them overcome a challenge and be even better at their job.
Tip #7: Stay Current – You’re communicating with a group that are technology trend setters and early adopters. Make sure that all your materials are up to date at all times. To a developer, there’s nothing worse than out-of-date documentation.
It may require a more technical and straightforward approach, but once you know what developers are looking for, it’s not difficult to give them what they want. And what they want is value. Great developer marketing entices them with useful content and empowers them to take advantage of a free offer that will make them more successful. But the marketer’s job does not stop there. By taking an empathy-based approach, you can cultivate your relationship with developers, providing them with materials and assets created from their point of view. Over time, you’ll gain a deeper understanding of their needs and build a loyal customer base.