From the watch on your wrist counting your steps to the drone flying overhead, technology is everywhere. The industry is booming and it’s not slowing down anytime soon. New technology companies are popping up every day. How are they supposed to break through all the noise and let their voice be heard?
Creating a strong marketing and public relations plan helps tech companies understand their customers and prospects, develop a consistent message and, ultimately, generate new leads. Here are four tips to get you started.
1. Define your target audience.
It’s important to be specific about who you’re targeting, especially in the technology industry. With technology surrounding each of us every day, it’s up to you to cut through the noise. And because your product or service likely isn’t applicable to everyone, it’s not worth your time preaching to the wrong choir. Lay out buyer personas for each vertical that you plan to target. This will provide tremendous structure for your company and help you determine where to focus your time.
2. Develop your message.
Once you know who you’re trying to reach, it’s time to decide what you want to tell them. Think about the verticals or buyer personas you want to target. What are their pain points? How does your product or service ease or eliminate that pain? How is your company different from the other technology companies knocking at their door? Why should they listen to you over them? Gather all of these ideas and incorporate them into your messaging. For your clients and prospects to have a clear understanding of what you’re selling – and why you’re better than the competition – it’s crucial that you articulate your message clearly. That means eliminate the jargon.
3. Establish yourself as an expert.
Want to be seen as a source of knowledge by your peers and prospects? Develop and share content on trending topics. Start a blog on your website, publish long-form posts to your LinkedIn page, secure speaking engagements and contribute to local, business and trade publications. This isn’t a time to sell – it’s a time to offer your perspective on important or controversial topics relevant to your audience. Take ownership of issues that are driving your industry forward. If your ideas are valuable, buyers will come to you. Contributing to the ongoing dialogue keeps your name – and your company’s – top of mind for clients and prospects.
4. Write and publish content regularly.
Establishing yourself as a thought leader requires consistency. Just like placing one ad in a single TV spot isn’t likely to significantly boost your sales, speaking at one conference or posting a blog here and there isn’t likely to send customers running to your door. The technology industry is constantly changing, so stay on top of these conversations and continue offering your perspective. Companies that publish at least 15 blog posts each month get five times more website traffic than those that don’t, and also generate an average of 1,200 leads per month, according to HubSpot’s Marketing Benchmarks report. It’s also key to reach your customers and prospects where they are. Determine what publications they read and work to secure a guest column – or series of columns – in those outlets.
Do you have any additional tips for helping tech firms cut through the noise? Share your ideas below!