With the technology industry becoming increasingly competitive, start-ups in the space need to push their message to the relevant audience to succeed. Just because you have a fantastic new product or service don’t assume that you’ll have buyers queuing. You may be very lucky, but for the most part you will need to tell the market you exist: without that, how will your audience know about you? Public relations and marketing can help you do this, while highlighting the company’s USPs, establishing credibility, and communicating to the market that you know what you’re doing. This is important for companies trying to break into the market, whether it is with a new service or product or an improvement on what’s already out there:
An experienced communications agency will know how to take your company from the initial phase of creating the messaging to targeting relevant media outlets and getting your story out there. You will also be able to take advantage of tried and tested ideas that can shorten your prospective customers’decision-making path.
It is important for any company to keep a clear and focused brand message, but more so for start-ups. In essence, a company’s message will move through these stages:
A clear and focused message will help your company communicate with potential clients and investors, helping them understand your brand’s purpose and uniqueness. In a highly competitive market, you need to differentiate your business clearly. These are some examples of USPs:
The reality is that, depending on which market you’re targeting,the messaging might need to be much more intricate and nuanced. We have worked with many companies that serve across different verticals within an industry, meaning they have to communicate different USPs and benefits to match each target audience.
This could feel overwhelming and wasteful for someone who does not deal daily with a wide range of campaigns at once, and having communications professionals guide you through this process will make the journey easier. Your communications agency should be able to distill order out of “chaos”, create campaigns and drive new ideas into your plan. As tech start-ups are usually small in size, it also means your people can focus on their expertise and achieve great results.
In essence, technology start-ups can benefit greatly from on boarding a communications agency at the beginning of the process. This would allow the company to have a clear brand from the beginning, bringing clarity to the message seen by the wider industry. The agency will be able to put in place a plan for growing visibility, helping it to becoming a leader in its field.