Stop targeting devs - start helping them

Developers don’t trust typical marketing. Ads on Google, Reddit, and Stack Overflow have click-through rates as low as 0.03%-0.09%. Why? Developers avoid sales pitches and focus on tools that solve their problems. They influence technology decisions (24% have significant sway), yet traditional methods fail to connect with them.

Here’s what works instead:

• Offer solutions, not fluff: Developers value detailed documentation, code examples, and transparent pricing over vague promises.
• Remove barriers: Let them test tools hands-on without lengthy demos or forms.
• Support their ecosystem: Show how your product fits into their workflows and integrates with existing tools.
• Provide practical help: Tutorials, troubleshooting guides, and open-source contributions build trust and loyalty.

When brands focus on helping developers instead of selling to them, they earn trust, long-term engagement, and advocacy. Developers share useful tools and resources with peers, amplifying your reach organically.

The takeaway? Stop trying to target developers with ads they ignore. Help them solve problems, and they’ll remember your brand.

Selling to Developers Needs a Different Approach

What Developers Actually Want

To truly connect with developers, you need to understand what drives their decisions and priorities. Developers aren't just passive participants in their organizations' technology choices - they're often the ones making those decisions outright. This gives them a unique level of influence, and brands that recognize this can shift from being just another vendor to becoming a trusted partner.

Developers Make the Buying Decisions

The days of top-down procurement are long gone. Developers now hold significant sway over the tools, platforms, and services their teams adopt. This means that traditional sales tactics, like lengthy presentations or executive-level pitches, often fall flat. Instead, developers prioritize technical merit and practical value.

What does this mean in practice? Developers want to test solutions directly. They prefer hands-on experiences that allow them to see how a product fits into their workflows. Brands that offer free trials, clear documentation, and transparent pricing stand out. Developers don't have time for vague promises - they want verifiable answers, and they find those answers by experimenting with tools themselves.

When it comes to discovering new products, developers rely more on peer recommendations, online communities, and organic discussions than on cold emails or flashy ads. They trust the firsthand experiences of other developers who’ve solved similar problems. This makes authenticity and practical value critical for earning their trust.

Why Transparency and Practical Help Matter

Developers are experts at cutting through the noise. They can quickly spot the difference between genuine value and marketing fluff, and they have little patience for anything that wastes their time. For them, transparency isn't just nice to have - it's non-negotiable.

Developers expect clear explanations of how a product works, its limitations, and what it costs. This openness extends to areas like data handling and company policies. In fact, research shows that 94% of consumers are more likely to stay loyal to a brand that prioritizes transparency. For developers, this loyalty is built on trust.

Practical support is equally important. Developers face challenges like integrating systems, managing security, and adapting to constantly changing requirements. Vague or incomplete guidance only adds to their frustrations. Brands that offer detailed documentation, real-world code examples, troubleshooting guides, and useful tools show that they genuinely understand the developer's experience.

Consistency is another key factor. Developers have grown skeptical of bold claims, especially when they see that 96% of web applications have at least one serious vulnerability and nearly half of product launches are delayed by at least a month. They prefer brands that are honest about their limitations, provide realistic timelines, and offer meaningful support when issues arise.

Time is always in short supply for developers. With tight deadlines and competing priorities, they need solutions that are quick to implement and reliable right out of the box. Brands that reduce friction and save developers time earn their respect - and their business.

Investing in transparency and practical resources is a smart move for brands looking to connect with developers. Instead of pouring money into ads that developers tune out, successful brands focus on creating tools, tutorials, and community-driven support that developers genuinely find useful. This approach not only builds trust but also positions the brand as a go-to resource in the developer's toolkit.

How to Actually Help Developers

Understanding what developers need is just the beginning. The real challenge lies in translating those insights into actions that genuinely make their lives easier. Instead of overwhelming developers with endless promotions, brands that succeed focus on offering real, meaningful contributions to the developer ecosystem.

Support Open-Source Projects

Open-source software is the backbone of modern development, but many open-source projects face challenges like limited resources and maintainer burnout. Companies that step in to support these projects earn respect from the developer community while strengthening vital tools.

One of the most direct ways to help is through financial contributions. Platforms like GitHub's Secure Open Source Fund allow businesses to donate to projects that are essential to their operations and the broader community.

Samsung Research America stands out for its holistic approach to open-source support. Ibrahim Haddad, Vice President of R&D and Head of the Open Source Group at Samsung Research America, explains:

We aim to also provide open source engineers with adequate time to fulfill upstream responsibilities so they can provide adequate open source leadership for Samsung.

Samsung's strategy includes hiring key developers and maintainers from open-source communities, creating career paths specifically for open-source contributions, and setting up mentorship programs to guide junior contributors. Haddad highlights the importance of active involvement:

Avoid the frustration of maintaining disconnected code by actively collaborating with upstream projects. We'd rather sit at the table.

Beyond financial support, companies can contribute by improving documentation, testing usability, reporting bugs, translating content, and helping users. These efforts ease the workload on maintainers and make open-source projects more accessible to everyone.

Next, let’s look at how sharing knowledge can empower developers.

Create Educational Content

Developers constantly face new challenges and technologies. Educational content that addresses their real-world needs positions a company as a trusted resource.

Research indicates that after engaging with high-quality educational content, customers are 131% more likely to convert, and prospects are 83.6% more inclined to purchase from companies offering such resources. Brian O'Connor, a Digital Marketing Specialist at Thinkific, explains:

Educational content builds trust, engages your audience, and drives business growth through courses, memberships, and digital products that address their specific needs.

The focus should be on providing practical, actionable solutions rather than self-promotion. Developers value content that solves real problems - whether it’s API integration, performance optimization, or security best practices. This can come in the form of step-by-step tutorials, troubleshooting guides, or actionable code examples.

Take AdvisorStream as an example. During the first half of 2020, they saw a 200% increase in views and a 260% boost in lead capture by using licensed educational content from reputable sources. By delivering genuine value, educational efforts can turn casual visitors into loyal customers.

Build Tools Developers Need

After educational resources, the next step is equipping developers with tools that solve their everyday challenges. Surveys reveal that developers lose up to 75% of their time on toolchain maintenance, and 69% of them waste at least eight hours per week due to inefficiencies.

The best tools address common frustrations like context switching, technical debt, poor documentation, and flawed build processes. Modern solutions emphasize automation and integration to simplify workflows without adding unnecessary complexity.

GitHub Copilot is a great example of how AI-powered tools can boost productivity. GitHub’s research shows that 87% of developers using Copilot report reduced mental strain during repetitive tasks and complete their work up to 55% faster. Faros AI found similar results, noting that code written with Copilot was merged 50% faster, and lead times to production dropped by 55%.

Another example comes from a Microsoft team that switched from Selenium to Playwright. They reported a 50% decrease in test flakiness and a 30% reduction in test execution time. These examples highlight how well-designed tools can eliminate inefficiencies and improve outcomes.

The most successful tools integrate seamlessly into existing workflows, provide real-time feedback, and reduce manual effort through intelligent automation. Instead of forcing developers to learn entirely new systems, they enhance current processes and minimize friction.

Internal Developer Platforms (IDPs) are another game-changer. They streamline deployment, reduce context-switching costs, ensure consistent environments, and handle security and compliance - all through a unified interface for common tasks.

Support Developer Communities

Developer communities are essential for knowledge sharing, problem-solving, and forming connections. Companies that genuinely support these communities - not just use them for marketing - can build lasting relationships and turn developers into advocates.

Authentic support involves encouraging real conversations, not dominating spaces with promotional content. This can include sponsoring events, hosting meetups, creating forums for technical discussions, and empowering community leaders who facilitate these interactions.

Peer-to-peer learning is particularly effective because developers trust advice from those who’ve faced similar challenges. Recognizing their achievements - through hackathons or showcasing innovative projects - also strengthens goodwill.

Consistency is key. Developers can easily spot companies that only show up when they want something. Brands that consistently offer value over time earn trust and establish themselves as reliable partners. Promoting community resources within trusted networks ensures developers discover helpful solutions without feeling pressured or overwhelmed.

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How to Build Trust Through Actions

Trust isn’t built through flashy marketing - it’s earned through actions that genuinely help developers in their day-to-day work. Developers value meaningful contributions over promotional campaigns. By supporting open-source projects, creating practical tools, and offering valuable resources, brands can earn their loyalty and advocacy.

Let’s break down how real, actionable support builds lasting trust with developers.

How Helping Developers Creates Lasting Loyalty

Developers don’t remember the companies that bombard them with ads - they remember the ones that make their work easier. When you contribute to open-source projects, develop tools that solve real problems, or share educational resources, you’re investing in the success of the developer community. And that investment pays off with long-term loyalty.

It’s a simple concept: developers appreciate brands that understand their challenges and actively work to address them. For instance, when a company sponsors an open-source project that improves workflows, developers naturally become advocates for that brand.

Research backs this up - 60% of consumers prioritize trustworthiness and transparency, which aligns with developers’ focus on genuine, meaningful support.

Consistency is crucial here. Developers are quick to spot companies that only show up when they want to sell something. Brands that consistently maintain open-source projects and provide useful resources earn a reputation as reliable partners, not just vendors.

As Jim Reimann, founder and president of Nextrition, puts it:

When you are authentic, people can sense it. They're more likely to trust you, because you know you're not hiding anything or trying to manipulate them.

How Native Advertising Builds Trust

Traditional ads like banners and pop-ups often feel disruptive, especially to developers who are focused on solving complex problems. Native advertising, on the other hand, blends seamlessly into the content developers are already engaging with. It feels less like an interruption and more like a helpful addition.

For example, daily.dev Ads integrate directly into developers’ content streams. These ads clearly label sponsored content while providing practical examples, respecting developers’ time and maintaining a smooth user experience. This transparency helps build trust.

Standard Targeting vs. Actionable Engagement

To understand why genuine engagement is so effective, let’s compare it to traditional marketing approaches:

This comparison highlights a simple truth: developers respond better to brands that actively work to help them rather than just sell to them.

The most effective companies recognize that 83% of millennials prefer to buy from brands that align with their values. For developers, this means companies should reflect their values by supporting open-source projects, respecting privacy, and contributing to the tools they rely on.

Transparency is another critical piece of the puzzle. This means being upfront about pricing, clearly explaining how your tools work, and openly admitting when something doesn’t meet expectations. Developers value honesty just as much as they appreciate clear, straightforward communication.

Building trust through actions requires more than just marketing - it’s about showing a consistent commitment to helping developers thrive. As Don Schultz, a leader in marketing communications, explains:

In this interactive marketplace, marketers must be totally trustworthy, continuously, to gain and maintain the consumer's trust and any ongoing relationship. There is simply no other path.

When companies embrace this mindset, they gain developers as their most loyal advocates. These developers recommend solutions to their peers and defend their choices in technical discussions. In the end, this kind of word-of-mouth support is far more powerful than any traditional ad campaign.

How to Measure Success and Improve

When it comes to supporting developers, success isn’t about chasing clicks - it’s about delivering real value that enhances their workflows. To gauge this, focus on metrics that highlight meaningful engagement, community involvement, and long-term loyalty.

Key Metrics to Watch

Tracking the right metrics can help you understand whether your efforts are genuinely connecting with developers or just generating fleeting interest. Here are the most impactful ones to monitor:

• Engagement Quality: Look at session duration, repeat visits, and content shares. These indicators reveal if your resources are genuinely useful. For instance, apps with instant feedback features report a 30% boost in user satisfaction.
• Community Growth: Pay attention to contributions in open-source projects, forum activity, and attendance at educational events. A growing, active community often signals that developers are becoming loyal advocates for your brand.
• Retention and Loyalty: Measure how frequently developers continue using your tools and whether their usage grows over time. Loyal developers tend to evolve into long-term supporters.
• Product Adoption: Assess how quickly developers pick up new tools, how often they use them, and whether usage increases. For example, Gitpod’s pre-configured environments save companies an average of 800 hours annually and reduce the time to the first pull request to just 10 minutes.
• Feedback Response Rates: Developers who take the time to provide detailed feedback often feel a strong connection to your brand. Track survey responses and feedback trends to gauge trust and perceived value.

Once you’ve identified these metrics, refine them further by incorporating direct feedback from developers.

Leveraging Developer Feedback for Growth

Developer feedback is a goldmine of actionable insights. Unlike general consumer opinions, it’s often highly technical and specific, making it incredibly valuable for improvement.

• Streamline Feedback Collection: Use structured, real-time tools to gather insights. This could include embedding feedback sections in your products, hosting community forums, or scheduling regular interviews. Tailored feedback questions have helped companies like Airbnb increase meaningful input by 50%.
• Combine Quantitative and Qualitative Approaches: While surveys provide measurable data, interviews with even a small group of participants can uncover subtle insights that numbers alone might miss.
• Act on Feedback Quickly: Incorporate user insights into your development cycles. Teams that address feedback within two weeks have seen a 25% rise in customer retention. This quick turnaround shows developers that their input matters, encouraging further engagement.
• Communicate Changes: Research shows that 93% of users are more loyal when they feel their feedback is valued, and 80% prefer brands that explain how their input has been implemented.

Tracking Performance with daily.dev Ads

daily.dev Ads offers advanced analytics to help you dive deeper into developer behavior. It goes beyond simple metrics like impressions, providing insights into how developers engage with your content and whether it leads to meaningful actions.

• Real-Time Analysis: Identify which content resonates most with developers and adjust your strategies quickly for different segments.
• Precision Targeting: Analyze engagement by factors like programming language, experience level, and specific technologies. This helps you focus on areas where you can provide the most value.
• Conversion Tracking: Measure actions that matter - such as tool usage, contributions to open-source projects, or participation in events. daily.dev Ads integrates seamlessly with your existing analytics tools to give you a full view of the developer journey.
• Campaign Optimization: Use engagement data to refine your approach. By understanding which formats work best, you can create resources that address real developer needs rather than just driving traffic.
• Focus on Long-Term Engagement: Prioritize building lasting relationships over short-term gains. Companies that review feedback reports bi-weekly are 50% more likely to adapt and enhance their offerings promptly.

Conclusion: Helping Developers is the Best Approach

The strategies we've explored highlight a key principle: supporting developers fosters long-term success. Shifting from "targeting" to genuinely helping developers redefines how brands build meaningful, enduring relationships.

Main Takeaways

Transparency builds trust. Developers are quick to spot insincere marketing. Clear, honest communication about your product's benefits - and its limitations - earns trust faster than flashy campaigns. An open-source approach not only attracts users but also turns them into advocates.

Practical value beats clever marketing. The most successful brands prioritize offering tools, resources, and communities that genuinely make developers' lives easier. For instance, 86% of customers show greater loyalty to businesses with rewards programs. For developers, those rewards translate into well-crafted documentation, intuitive tools, and active communities. Amanda Cromhout, CEO of Truth, sums it up perfectly:

Loyalty communications should focus on building trust. They should clearly explain the program's benefits and instill confidence in the customer.

Engagement is a two-way street. Developers want to be part of the conversation and contribute. Companies that encourage this collaboration see 21% higher productivity.

Consistency over perfection. Trust is built through regular, reliable engagement. Employees at high-trust companies report 74% less stress, 106% more energy, and 50% higher productivity. For developers, this consistency in communication and support is even more critical.

These principles should serve as the foundation for reshaping your developer engagement strategy.

Next Steps

Take a moment to assess your current approach. Are you providing developers with immediate, tangible value? Consider contributing to open-source projects, creating educational resources that address real challenges, and developing tools that simplify their work.

Platforms like daily.dev Ads offer a way to integrate value-driven, native engagement directly into developers' workflows. Reaching over 1 million developers worldwide, the platform allows you to deliver helpful, targeted content seamlessly. Its native ad placements feel natural, not disruptive, making your resources part of developers' daily routines.

With built-in analytics, you can track meaningful engagement - not just clicks or impressions, but actions that reflect genuine problem-solving and trust-building.

Developers can spot inauthenticity a mile away. By focusing on delivering real value and fostering trust, brands can replace short-term transactions with lasting partnerships. The future belongs to companies that see developers as collaborators in building better technology. Shift your mindset from targeting to helping, and you'll see how quickly authentic relationships can flourish.

FAQs

Why don’t traditional marketing methods resonate with developers, and what strategies work better?

Traditional marketing often falls flat with developers because it comes across as impersonal, overly pushy, and lacking in usefulness. Developers are far more drawn to genuine, practical resources than flashy ad campaigns.

To truly resonate with this audience, shift your focus to delivering real value. This could mean contributing to open-source projects, crafting educational content, or offering tools that address actual challenges they face. These efforts not only build trust but also encourage meaningful engagement, showing that you genuinely understand and care about their needs.

How can companies effectively support open-source projects to benefit both developers and their business?

Companies have plenty of ways to back open-source projects while benefiting both the developer community and their own goals. This could mean offering financial support, contributing code or bug fixes, or sharing resources like hosting services, infrastructure, or tools. These actions not only enhance the software’s performance and dependability but also help build trust and strong relationships within the developer community.

Another key approach is focusing on the long-term stability of open-source projects. For example, companies can sponsor project maintainers or provide ongoing support to ensure these projects continue to thrive. By making meaningful contributions instead of prioritizing self-promotion, businesses can encourage collaboration and earn respect from developers.

What types of educational content are most effective for developers, and how can they help build trust and engagement?

Developers are drawn to educational content that offers real value, such as step-by-step tutorials, technical blog posts, live coding sessions, and open-source contributions. These types of resources tackle practical challenges and offer solutions that developers can immediately apply, all while highlighting your expertise in an approachable way.

Interactive formats like webinars or Q&A sessions take it a step further by allowing for direct interaction and collaboration. This kind of engagement helps you connect on a deeper level with your audience. By consistently providing useful, well-crafted content, you can earn trust, establish your reputation, and build lasting relationships within the developer community.

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