HR Tech Marketing That Doesn't Suck: Strategies That Help You Grow

Let's face it.

HR tech is a crowded market.

Everyone is fighting for the same eyeballs.

The same leads.

The same customers.

It doesn't matter if your product blows the competition out of the water.

If no one knows about it, it's game over.

But don't worry.

This article will show you exactly how to promote your product and build brand awareness.

Whether you're a new startup or established enterprise.

Let's jump in.

Marketing Tactics That Help HR Tech Brands Generate Quality Leads

#1. Focus on Bottom-of-the-Funnel Topics for SEO and Content Marketing

The sales funnel is real.

Only a fraction of blog readers will ever buy.

Want to boost that percentage?

Create content for bottom-of-funnel keywords.

People searching these terms are ready to purchase.

Landing on your site makes them far more likely to convert.

How to do it:

Compare your product to competitors.

If someone searches "[You] vs [Competitor]", they're close to buying.

Provide this content.

Control the narrative.

Address doubts proactively.

Start here before moving up the funnel.

2. Use PPC and Paid Social to Drive Immediate Leads

Organic content takes time.

Need leads now?

Try pay-per-click (PPC) ads and paid social media.

HR software is a big investment.

These tactics generate interest more than direct sales.

But with the right approach, you can capture leads.

Even product demo signups.

It requires upfront investment.

But you can dial it back once other strategies mature.

3. Use ABM to Target Your Ideal Decision-Makers

PPC casts a wide net.

Account-based marketing (ABM) targets specific big fish.

Identify key decision makers.

Reach out directly, especially on LinkedIn.

ABM isn't for everyone.

But for landing big enterprise clients, it's very efficient.

4. Promote a Referral Program

Referral programs turn customers into marketers.

Pay them for sending new business your way.

Set a bounty for each closed deal.

Let your happy clients spread the word.

You just provide the incentive.

5. Promote a Smaller but Free Version of Your Product

Freemium models work.

Look at Grammarly.

The free version lets users test drive the product.

Upgrading unlocks more features.

It's an easy path to paying customers.

Let leads experience the value firsthand.

6. Offer Discounted Plans for Annual Subscribers

Incentivize upfront commitments.

Offer discounts for annual billing.

Customers get a deal.

You get predictable revenue.

Win-win.

7. Allow Users to Schedule a Demo With Your Product

Just like test driving a car.

Buyers want to try before they buy.

Offer demonstrations of key features.

Show how you solve their problems.

But make sure it's flawless.

A bad demo will send them running.

8. Define Your Brand and Keep Your Marketing Messages Consistent

Consistent messaging is critical.

Establish your brand voice early.

Many SaaS blogs are authoritative yet conversational.

Find what fits you.

Then apply it everywhere.

Site, social, email, ads.

If you're buttoned-up in one place and casual in another, you'll confuse your audience.

9. Run Email Promotions to Your Audience

You can email without spamming.

Occasional promotions keep you top of mind.

Discounts, webinars, feature previews.

Provide value.

Remind them you exist.

Spur them to action.

10. Use Digital PR to Boost Site-Wide Authority and Brand Awareness

SEO alone isn't enough.

Boost authority and awareness with digital PR.

Get featured in publications your audience trusts.

Business journals, industry blogs.

Builds credibility and backlinks.

Backlinks drive site authority and rankings.

It all ladders up.

11. Create Content for Top-of-the-Funnel Searches

Lead gen focuses down funnel.

But brand building needs full-funnel coverage.

Top-of-funnel content raises general awareness.

Captures searchers at all stages.

Prioritize topics that resonate with your target market.

Leverage execs for thought leadership.

Improve your overall content strategy.

12. Use Organic Social to Build an Audience

SEO content educates.

Social media connects.

Build real relationships with your market.

Cultivate a brand community.

How to do it:

• Partner with micro-influencers
• Create engaging visuals
• Join relevant online communities
• Repurpose blog content for social
• Use analytics to optimize

Organic, paid, or both.

Just be present and active.

13. Have Industry Leaders Promote Your Product

People trust expert recommendations.

Having a respected figure vouch for you is huge.

It's outsourced social proof.

Reach out to key players.

See who might be open to endorsing you.

Supplement this with case studies and testimonials.

Get others talking about you.

14. Always Track Conversions and Measure ROI

Not all strategies perform equally.

Track everything.

Measure ROI channel by channel.

How many site visitors turn into leads?

How many leads become customers?

Know your conversion rates.

Increasing traffic is great.

But if conversions drop, something's wrong.

Find it and fix it.

Metrics tell you where to optimize.

Listen to them.