Modern tech marketing can be fun, catchy, and inviting. But trendy language doesn’t sit well with many B2B clients.
In a recent TrustRadius survey, 769 software buyers were asked about their thoughts on language used in software marketing. 3 out of 4 respondents said it was mostly “fluff.”
Only 6% said they found tech messaging very useful.
That is not good news for tech sales. If leads read all of your web content and do not understand the purpose of your solution, they will not be your buyers.
We are going to take a closer look at why customers think software messaging is fluff and tips on how to make your words land with buyers.
The Main Culprit: Empty Language
Tech marketing is full of trendy buzzwords, vague terms, and overreaching adjectives.
In the TrustRadius survey, participants made some unambiguous statements regarding the feelings toward marketing language:
“80% of all language used to describe software products is meaningless.”
“They overuse words that have no basis in any factual information, ‘industry standard,’ ‘best in class,’ ‘award winning.’”
“It’s like their marketing team got drunk with a buzzword dictionary and had a baby.”
Buyers want to cut to the chase. Marketers cannot fool buyers with pretty words.
Executives and tech professionals are looking for a solution that solves a business need. Telling potential buyers that their product is award winning, but fail to express what their product is and does will not cut it.
Buzzwords might catch attention. But they cannot make the sale.
When buyers search for a solution, they are seeking helpful, accurate, and clear descriptions of a product, what it can do, and how it can solve the buyers need.
Here are three tips to help you make your content meaningful.
Tip #1: Know your Audience
There are many different types of companies and people within those companies looking at your product. Executives might not know all the ins-and-outs of AI, secure data storage, or machine learning, but they do know what their business goals and needs are.
IT buyers will understand the technical terms and expect the seller too as well. Using buzzwords, like IoT, SaaS, grade level, etc without knowing the real meaning will expose the seller to the tech professional.
Depending on who you are reaching out too, you need to tailor your content to be relevant, understandable, and clear to that particular buyer.
Tip #2: Ask and Answer the Right Questions
When creating your marketing content, you need keep certain questions in mind.
- Who is this product made for?
- What pain points do my customers have?
- Does my product address those problems and how?
- Can I give clear examples to explain my solution?
If you can answer these questions clearly and honestly to the customer, you will be on the right track.
Tip #3: Reviews Speak Louder than Fluff
Customers are intelligent and hold all of the internet’s wisdom in their hands. Buyers will not invest in a product solely based on self-flattery. They need proof. The best evidence they have is from other users like them.
Peer testimonials explain how buyers have used the product, for what types of companies, and what type of results they saw. Reviews like these speak volumes over self-endorsements. They are authentic and shared with pure motivations.
Placing testimonials on your site can be helpful, but it can be more helpful to get listed on blogs and trusted review sites.
Modern software solutions are meeting business needs in real and incredible ways. But marketers cannot stop at saying their product is incredible. They have to clear, specific, and simply honest to gain respect from future buyers.