How to build brand awareness as a technology vendor
By Abby Simpson, Account Executive
Whether you’re a startup or a large corporation, brand awareness (the degree to which a customer recognizes a brand or product by its name) is a key factor for success. No matter how good your product or service is, without the help of a tech PR consultancy to raise your name recognition, you’re severely limiting your potential profit.
But, within an oversaturated sector like the tech industry, it can be hard to break through all the noise. In cybersecurity alone, there are an estimated 3,500 vendors in just the US.
So, what strategies can you utilize to build brand awareness as a technology vendor?
Establish yourself as a trusted thought leader
Establishing your senior employees as thought leaders means to be recognized not just as experts in your products, but as a source of information and formative thinkers in your field. A tech PR consultancy can provide you with the necessary tools to achieve this, namely by producing quality, groundbreaking content.
This strategy not only puts your company name out there, but this form of brand awareness is especially valuable for the quality content that is produced as a result. Informative and interesting articles are more likely to build credibility and trust amongst peers and customers as you are offering something of value other than just your services.
When it comes to PR and marketing, one of the most valuable things you can do with your content is keep it local. Think critically about your key regions and how you can best target them; a scattergun approach is never more effective than a personalized, localized piece of content.
For example, releasing an insightful survey under your brand name can be an excellent way to raise awareness. But, one way to level up this approach is to make sure the questions and subsequent data are specific to a certain region. A survey with the headline, “UK companies 20% more likely to pay ransomware fee” will generate more content and brand awareness in the UK than a generic report that pulls from global statistics.
Do your best to keep your announcements, spokespeople, and customer announcements as specific to your target regions as possible.
Stay on the pulse
A great way to generate interest from the media and raise your brand awareness is to keep up to date with relevant news stories and, when appropriate, comment on them. Of course, it’s important to stay considerate with any commentary. No one wants to be seen as an ambulance chaser.
However, when a news story is relevant to your business, releasing rapid response commentary helps raise brand awareness. This approach, when combined with consistent thought leadership articles, is very effective in positioning your company’s spokespeople as true thought leaders.
Consistency is key
Lastly remember, it’s all about consistency.
Reportedly, it takes five to seven impressions for people to remember a brand. There’s limited value in going all out on one large campaign and then having no budget left for any PR or marketing for the rest of the year.
You’re far more likely to reap the benefits of consistent engagement through multiple channels, such as social media, briefings, and thought leadership articles, in addition to your news cycle.
Raising brand awareness can be a daunting task if you don’t know where to start, but it’s much simpler than it may first seem – you just need the right tech PR consultancy by your side. Want to kickstart your strategy? Take a look at some of the best PR campaigns from the past decade (in our opinion!) and lay out your visibility goals. With over a decade of experience and knowledge in the field, Touchdown PR is here to help you on your journey.