Boosting Brand Awareness for Emerging Tech Vendors
Brand Awareness is critical for growth for all emerging technology companies, but you already know that. With limited resources and manpower, spreading the word about your company can be an uphill battle. This challenge is especially true in the crowded tech space where consumers are inundated with marketing messages every day.
However, just because you’re the new kid on the block doesn’t mean you can’t make an impact. By getting creative and strategic with your marketing, you can increase awareness and establish your brand as one to watch. Here are some tips to boost visibility even in the early stages:
Leverage Content Marketing
Content marketing is one of the most effective ways for any company to engage its audience. By creating and distributing valuable, relevant content, you entertain, educate, or provide utility for your target customers. The great thing about content marketing is that it allows you to highlight your expertise and thought leadership in your industry. Indeed, CMO Council research revealed 88% of business buyers believe online content plays an essential role in vendor selection.
For early-stage vendors, focus on creating assets that speak to the pain points and interests of your buyer personas — content such as blog posts, ebooks, infographics, and videos– all work well. You don’t need a huge production budget to generate quality content. The important thing is providing insight and value that builds trust and credibility for your brand.
Get Social to Strengthen Brand Awareness
While you may not have the resources yet to run extensive paid advertising campaigns, you can make an impact through social media. Strategic use of platforms like LinkedIn, Instagram, Twitter (or maybe now Threads instead), Facebook, and TikTok can go a long way in growing your audience and visibility.
The key to social success is participating actively in relevant conversations, engaging followers, and sharing your branded content across social channels. Don’t just spam promotional messaging – add value by commenting on industry trends, posting “behind the scenes” content, and highlighting customer success stories. Think educational, inspirational, and conversational.
Explore Influencer Marketing
According to marketing titan HubSpot, influencer marketing has the second-highest ROI of any marketing trend. Identify social media influencers, industry experts, and authors who align closely with your brand and have an engaged following.
Reach out to potential influencers to ask for their help with testimonials, product reviews, sponsored content, or co-marketing giveaways. Even micro-influencers with just a few thousand engaged followers can expose your brand to targeted, receptive audiences. Plus, earned media and word-of-mouth from credible third parties like influencers pack more punch than self-branded content alone.
Take Advantage of Speaking and Guest Posting
Your founders and subject matter experts are a fountain of knowledge — and a great source of new marketing leads. Get these folks out in the world speaking, networking, and building connections with key audiences. Early-stage businesses can benefit hugely from speaking engagements at industry conferences, trade shows, or local meetup events.
Speaking slots provide a great way to organically introduce your brand to engaged groups of potential customers. Similarly, guest posts on industry blogs and publications expose your brand to existing, self-qualified audiences. The halo effect of appearing on well-read sites as expert contributors does wonders for brand building.
Build Partnerships and Cross-Promotions
You might have heard that ‘No man is an island’. Well, no business is an island.
Strategic partnerships with other companies through co-marketing, guest content, event sponsorships, or bundled offerings are a great way to expand reach. Partner with startups that align with your brand and have an overlapping – but not directly competing – audience. Arrange creative ways to cross-promote each other’s content, run joint campaigns, and leverage shared networks.
Using Proactive PR Outreach for Brand Awareness
Don’t wait until you have a huge launch or announcement to get in front of the media. Get on the radar of tech journalists and bloggers by proactively pitching story ideas relevant to their audience. Reporters are always looking for insightful data, emerging trends, or innovative founders to quote.
Build these relationships early so these influencers are familiar with your brand by the time you have major news to share. Nurturing a list of media contacts makes it easier to gain PR and news coverage down the road.
Recognize The Reality of Limited Resources
The limitation for early-stage startups is often the size of your marketing budget and team. But that doesn’t mean you can’t make an impact. You may not be able to afford Super Bowl ads, but with a blend of content, social engagement, influencer partnerships, speaking opportunities, and PR outreach, you can connect with your audience and establish brand credibility.
Get creative and keep your messaging and content focused. Measure results and double down on what resonates best with your audience. As you prove your ability to cost-effectively drive growth, maintaining brand visibility will only get easier. The traction you gain now will prime your startup for success when larger marketing budgets arrive in future funding rounds.
Running a new business is all about ambition and drive. However, while shooting for the stars is great, don’t be disappointed if you only get as far as the moon.