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marketing for iot companies

Marketing for IoT Companies: 6 Digital Marketing Tips To Get Started

Digital marketing for IoT companies is helping businesses to reach industries that are looking to implement IoT solutions. Some of these industries include, agriculture, automotive, energy, medical and many others.

Whether you’re an IoT startup or established business with powerful IoT solutions, digital marketing can help you grow and using the online tools and platforms available that is possible.

Follow these six digital marketing tips for IoT companies to promote your business and reach your audiences online.


1. Invest in Google Ads

Google Ads marketing for IoT companies is a great investment. With this platform, IoT businesses and startups can reach their audiences and promote their solutions to both those who are actively searching and those who have an interest and want to learn more.

Google Ads Account

When starting to promote your IoT company, you should choose a Search campaign to target people who are searching. And then you should create a Remarketing campaign to target people that have been on your website before but did not convert.

And later you can create a Display campaign to target people who are browsing on third party sites that are part of the Google Display network. So, you should check the network for IoT websites that you can advertise on with image ads.


2. Review your landing pages

Before you start marketing and advertising your IoT business, check your landing pages to see if they are ready for visitors. A good place to start is by checking what competitors are doing and come up with something unique for your business.

For example, do you have any white papers to give away that could get prospects interested. Include these in your landing pages and make it easy for visitors to download and then you can follow up.

And use the Google PageSpeed Insights tool to check the speed of your landing pages. It’s important to check these for mobile visitors mainly who are more likely to leave if the pages are slow loading.

Also, check metrics for your existing pages to see how engaged visitors are. Bounce rate and and Average session duration are two metrics that you can check in your Acquisition reports in Google Analytics

Bounce Rate

Bounce rate is the percentage of visitors that arrive and leave without viewing other pages on your website. Try to reduce this below 50% by including targeted content and contact forms that are easy to use.


3. Conduct market research online

Start with a keyword research tool to see how many people search for your IoT solutions in your targeted locations. And the Keyword Planner tool in Google Ads is a good one to use and it’s free. You’ll also be able to see what the average cost per click is for the different keywords you select and using forecasting you can get an idea of what monthly budget to set.

Keyword Planner Tool

Also, do some research on competitors in the IoT industry. You should check what strategies they are using and where they are most aggressive with their advertising and promotion.

There are some tools that will help you. SERanking is a paid tool but investing in it for a while will help you with your marketing. It has a Competitor research tool that will help you see the ads and keywords competitors have in their Google Ads campaigns.

Competitive Research

And you’ll be able to see where they rank organically for many industry keywords. And this will help you to work on your rankings and Google Ads campaigns.


4. Target people who are searching

With the keywords you find, you are now in a strong position to set up a targeted Search campaign. In Google Ads, you’ll be able to set up this campaign and add ad groups with related keywords that target the best search queries.

People who are searching are more qualified and are usually in the latter stages of the purchase funnel. So you can achieve a good return on ad spend by targeting these in your account.

It’s more powerful than disrupting people on display or video websites when they are engaged in other activities.


5. Track your leads

Tracking your leads should be a top priority when you set up a Google Ads campaign for your IoT Business. With this tracking you’re able to see which parts of your campaigns are driving conversions including ads, keywords, search queries and others.

Google provides all the tools you’ll need to get your tracking started. And it’s not just Google traffic sources you’ll be tracking, but others too like social media, referrals, email and many others.

So, you can set up conversion tracking in your Google Analytics account and track all your traffic. In the admin section in Analytics you’ll see Goals, and in there you can pick one of the templates that’s relevant to you and follow the instructions to set up goal tracking.

Analytics goal setup


6. Hire a PPC consultant

Running PPC campaigns has some challenges especially if you’re just starting out. For IoT companies that is especially a challenge because it can be difficult to find the right audiences online when using search targeting.

So, hiring a PPC consultant will help you to set up effective campaigns for your IoT company. And they will help you to manage them too and provide great advice.

Just make sure to check their reviews and case studies to see what experience they have with other IoT businesses.


Case Study

Soracom is a startup network provider that targets businesses in agriculture, energy, medical and other industries. Their challenge was they were running campaigns that had a low conversion rate and performance was poor. I set up new campaigns and the average conversion rate increased by 200%. Read the full case study.


Get in Touch

Digital marketing and advertising for IoT companies and startups is a sector I have a lot of experience in and have set up and managed many PPC campaigns for IoT businesses. Use the form below to contact me to discuss your requirements.

    I'm a Certified Google Ads Expert and Marketing Author and in this blog I share my latest tips and secrets on how to promote your business successfully on the web and increase customer loyalty, retention and advocacy on Google Ads.

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