Tech companies are often skilled at creating and launching innovative products that blow people away. But they aren’t all highly adept at generating exposure for their brand and product lines. The companies who are both innovative and talented at marketing and PR tend to win in the long run.
1. Leverage Thought Leadership
There’s arguably nothing more important or valuable than being seen as a leader in your field. Thought leadership is about positioning your company and its key people as experts in your niche. (This isn’t just about knowing your stuff – it’s about sharing your knowledge and insights in a way that adds value to your industry.)
Start by identifying the unique perspectives and expertise you can offer. This doesn’t have to be groundbreaking, never-heard-before stuff. Sometimes, it’s just about sharing ideas that are new to most of your audience. (As the saying goes, to a fourth-grader, the fifth-grader is an expert.)
Ideas to build thought leadership:
- Host webinars
- Publish white papers
- Write insightful blog posts
- Start a podcast
- Speak at industry events (or even better, host your own)
You should also be regularly engaging in discussions on social media platforms like LinkedIn or industry-specific forums. The goal here is to become the go-to source for information and insights in your area of tech.
2. Communicate Complex Concepts Effectively
Tech can be complicated. Your job is to make it less so. Effective PR in tech requires the ability to communicate complex ideas in a simple, relatable manner. Whatever you do, avoid jargon and technical language when addressing a general audience. Instead, use analogies and stories to bring abstract concepts to life.
This approach not only makes your products more accessible but also more shareable. When people understand what you do and why it matters, they’re more likely to talk about it. A great way to test this is to explain your product or service to someone outside of your industry. If they get it, you’re on the right track.
3. Build Strong Media Relationships
Media coverage can be a game-changer for tech businesses like yours. Developing relationships with journalists, bloggers, and influencers is crucial if you want an opportunity to build these relationships. But this isn’t about sending mass emails with press releases. It’s about building genuine, mutually beneficial relationships.
This is where having a tech public relations company on your side can help. They have deep rolodexes of media connections and journalist relationships. This allows you to get your foot in the door places you otherwise might not be able to.
But even if you’re on your own, there are ways to build these relationships organically. To do so, you need to understand the kinds of stories they’re interested in and how your company can contribute. Be a reliable source of information and insights. When you have news about your company, tailor your pitch to each journalist’s interests and past work (not just your own agenda). Remember, the media is always looking for compelling stories – so make sure you’re providing them.
4. Craft Compelling Narratives
Every tech company has a story, but not all stories captivate. Crafting a compelling narrative about your company, products, or services is the key ingredient here. This narrative should be more than just the features of your product – it should connect with your audience on an emotional level.
What problem does your product solve? How does it make life easier, better, or more enjoyable? What is your mission, and why does it matter? Your story should resonate with your audience’s needs and aspirations. When done right, it turns your brand into something people care about and want to support.
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5. Utilize Industry-Specific Platforms
Tech audiences often gather in specific online spaces. Whether it’s Reddit communities, specialized forums, or industry news sites, knowing where your audience hangs out online is probably one of the more vital pieces of information you can have. Engaging on these platforms can increase visibility and credibility.
We would recommend participating in discussions, sharing relevant content, and showcasing your expertise without overtly selling your product. This kind of engagement builds a strong community around your brand and turns users into advocates.
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Take the Next Step Forward
Whether you’re doing PR on your own or you’re working with a tech public relations partner, there’s something to be said for putting your head down and focusing on growing your brand’s name in 2024. This is an investment that will deliver oversized ROI for years to come.
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