Audience lists are a good place to start putting these principles into practice. This is your prime audience of people who sign up to use your product or receive your services. On many marketing channels, you can upload audience lists so that you can serve them with mid-to-lower funnel content, as well as create lookalike audiences that help you reach net-new people. This is especially useful in evergreen or long-term campaigns that are in-market for over 6 weeks.
Build a content library developers can use
Developers like to do research on their own first before they feel like they’re ready to reach out for an interaction with a brand. Make sure you have a mix of blogs, technical documentation, tutorials, videos, and more that they can easily find.
This process will help your developer audience:
- Find the tools they need to make decisions on their own
- Access free API keys and playgrounds so they can get an idea of how your product works
- Navigate support documentation on their own to see if they’re technically comfortable using your product
Retargeting is an good example of how you can leverage your content library to serve your audience. It can be done without a specific audience list (no emails or personal information needed) from people who visit your website, read your blog, or watch your videos. By implementing tracking pixels on your website, you can capture this activity and continue serving content to engaged audiences across multiple channels. You can also serve your retargeted audience specific messaging based on what you know about their engagement (to match their content interests).
Building your paid media strategy
A paid media strategy is fundamental to the success of any developer marketing program. While it’s a highly-technical and detailed process, it’s also the difference between reaching or not reaching your developer audience. Experience and skill in paid media isn’t enough - your team has to know developers, their preferences, and the communities they go to for support.
Building your paid media strategy is only the beginning. You’ll need to collect and analyze performance data over time and use the insights you gain to optimize your strategy. Each iteration will bring you closer to the developers in your target audience and help you move them through the funnel more efficiently.
Catchy has managed developer-focused paid media campaigns for over a decade. Get in touch to learn how we can help.
The Catchy Marketing Team