I went over the best dev websites so you don't have to! Here are my 5 takeaways from Snyk, Datadog, GitHub, Twilio, and Stripe:
Marketing to software developers can be challenging. They are smart, savvy, and skeptical of traditional marketing tactics. But with the right approach, you can reach them and build relationships that lead to conversions.
𝗦𝗵𝗼𝘄, 𝗱𝗼𝗻'𝘁 𝘁𝗲𝗹𝗹. Developers want to see your product in action. Don't just tell them how great it is. Make it easy for them to try it out for themselves. Snyk provides a free trial of its security scanning platform so developers can see how it works before they commit. Minimal friction, minimal time to value.
𝗡𝗼, 𝗜 𝗿𝗲𝗽𝗲𝗮𝘁, 𝗡𝗢 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗳𝗹𝘂𝗳𝗳. Developers want to know the technical details of your product and scroll down all the rest of your carefully worded copy. Be straightforward about the main value you offer and how it compares to other products on the market. Datadog does this exceptionally well with detailed documentation on its monitoring and observability features, as well as comparisons to other monitoring tools.
𝗕𝗲 𝗴𝗲𝗻𝘂𝗶𝗻𝗲𝗹𝘆 𝗵𝗲𝗹𝗽𝗳𝘂𝗹. Developers want to work with companies that are invested in their success. Provide them with the resources they need to be successful, such as comprehensive documentation, tutorials, and sample code. Take a look at how GitHub built its help center, with a wide range of articles and tutorials on how to use their platform.
𝗕𝗲 𝗱𝗶𝗿𝗲𝗰𝘁 𝗮𝗻𝗱 𝗰𝗼𝗻𝗰𝗶𝘀𝗲. Get to the point quickly and avoid using jargon. Take a look at Stripe's marketing for example. Their copy is clear, concise, and to the point. It focuses on the benefits of using Stripe to accept online payments and that's that.
𝗜𝗻𝘃𝗲𝘀𝘁 𝗶𝗻 𝘁𝗵𝗲 𝗱𝗲𝘃𝗲𝗹𝗼𝗽𝗲𝗿, 𝗻𝗼𝘁 𝗻𝗲𝗰𝗲𝘀𝘀𝗮𝗿𝗶𝗹𝘆 𝘁𝗵𝗲 𝗰𝗼𝗺𝗽𝗮𝗻𝘆. When a developer loves your tool, she’ll take it everywhere she goes. That’s a lot of advocacy. Plus, many developers are passionate about their work and love working on side projects. Provide them with technical examples and inspiration. Take a look at Twilio’s variety of resources for developers to build communications APIs into their applications, including tutorials, blog posts, and sample code.
These companies have invested billions to find how to get marketing to developers right. Learn from their success and you will be on your way to building a strong community of developer advocates. That’s how you build an empire 💪
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𝐍𝐞𝐞𝐝 𝐭𝐡𝐞 𝐛𝐞𝐬𝐭 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐩𝐥𝐚𝐧 𝐢𝐧 𝐭𝐡𝐞 𝐡𝐢𝐬𝐭𝐨𝐫𝐲 𝐨𝐟 𝐭𝐡𝐞 𝐮𝐧𝐢𝐯𝐞𝐫𝐬𝐞? Hit me up 📆 bit.ly/goempirenow
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