Marketing for tech companies can be complicated. When you’ve created an exciting and innovative product that is completely new to the market, it can be challenging to educate your target audience about what it is and why they need it. Getting your message out there can be difficult, and it is easy to lose yourself in the mayhem of buzz words like inbound marketing. So today, we’re getting back to basics and taking you through 4 simple steps to improve your marketing strategy. Here’s how you can work cleverly to develop and deliver your brand’s key messages to your target audience.

DEVELOP THOUGHT LEADERSHIP FOR YOUR EXECUTIVES

At Springboard, we define a thought-leader as an organisation or individual who is recognised by their peers as an authority in a specific field. With our help, you or your organisation can become the go-to for media, clients and referrers on a particular topic in your industry. In the meantime, check out our thought-leadership 101 guide here. 

GET BLOGGING

Blogging is particularly effective when you need to educate your target market about a new product or service. Working hand-in –hand with thought-leadership and SEO, clients are much more likely to click on a blog written by a recognised thought-leader than someone who does not have a profile in the field. We work with a number of our clients to help them create valuable blogging content to increase lead generation.

PICTURE YOUR BUSINESS IN THE MEDIA 

Everyone loves some press coverage! Whether it’s online, print, radio, TV, trade press or magazines, it’s a fantastic way to raise both your individual profile and the profile of your brand/business. At Springboard, we work with our clients to identify areas where they feel they could add value or contribute. If you want to share company news, such as product launches, new agreements and partnerships or events, you need to know how to work with media. Read our how-to guide here.

MAXIMISE ON CONTENT AND MEDIA COVERAGE

Once our clients have started blogging or landed a piece in the media, we always work with them to maximise on this content across several platforms. You’d be surprised how far one piece can go! Think about the last blog you wrote. Did you . .

• Share it on social media via Twitter etc.?
• Publish it as a new LinkedIn post?
• Upload it as a website news piece?
• Issue it to your database via an e-zine?
• Pitch it to the media for interviews?
• Pitch it to other blogs and websites as a guest blog/by-lined article?
• Pitch it to online and traditional media for an opinion piece?

If not, then maybe you should print off this list as a helpful reminder for the next time round.

Watch our video here:

Post by Susie Horgan

Susie founded Springboard in 2011, and has developed the business into a leading, director-led communications agency. She has worked for over 20 years in senior marketing and public relations roles.