Developers are smart, skeptical, and curious. They are also voracious consumers of content that will help them stay abreast of the ongoing changes in IT and are always on the lookout for a new product or solution to help them do their jobs better.
They value non-promotional, objective, unbiased information. This may be blog posts, articles, podcasts, or videos from other developers, engineers, or architects. As a marketer, you need to proactively provide information of value to help developers do their jobs more simply and easily.
So, how do you do that? Find out the questions they’re asking and answer them in a straightforward manner. Look for questions your salespeople are answering most frequently. Use Google to see frequently asked questions regarding the problem your solution solves.
Tell stories about how your product or service solves a problem for a developer. Better yet, ask a developer to tell how your product helped them solve a problem they were facing. Stories are much more memorable that features, benefits, and statistics. Use cases, even if industry-specific rather than company-specific, give examples of how problems are solved.
Consider short videos. Seventy-two percent of consumers prefer video to text when learning about a new product or service. Record presentations at user conferences or lunch and learns and edit them into a brief (90 seconds to three-minute) videos.
If you can’t shoot videos, record audio with screen captures showing how your solution solves a problem. Engage your developers to share what they think makes what you are offering “different and better” than other solutions.
Address scenarios developers are facing and show how your product or service addresses those challenges.
At Devada, we see a lot of press releases which we don’t publish because developers don’t trust them. If companies would turn their press releases into tutorials, they would be much more useful. Turn feature lists into tutorials with screen captures and code blocks. Developers will find this much more interesting than a text list.
Always give developers an opportunity to try your product. A trial or demo should be sufficient since once they have time to download your product, they’ll be able to see if it solves their business problem very quickly. If it does, you can rest assured they’ll share it with others on their team and attempt to incorporate it into their ever-evolving toolset.
What have you found to be effective in marketing to developers?