Selling complex technology as a compelling story can be challenging, especially when everyone you are reaching out to isn’t necessarily an engineer. The nuances and implications of your technology can get completely lost if it is told in the wrong way or to the wrong audience.
That’s why a technology company’s story is best told in terms of what the technology can do, who it does it for and what makes it different, as well as in terms of what it is.
For example, if you are a robotics firm, your story will be best framed by the type of tasks your technology can perform – so for example, a warehouse robotics system is related in terms of its advantages within the logistics industry – ease of installation, integration into existing warehouse management systems, ability to extend and contract easily, construction and capital outlay requirements and so on. Equally, if you are a fabless semiconductor firm, then your offering’s story can be told in terms of the industries it serves – telecommunications, automotive, fintech etc., - and what functions within those contexts it enables and makes happen, instead of in purely technological terms.
Where can you communicate these innovations? Certainly, it can be communicated through your owned collateral – web, blog, brochure-ware, etc. But you may also wish to address the wider industry. And this is where identifying and communicating with your vertical media comes in.
Communicating in vertical terms gives your technology a real-life context, a relatability for your audience. There is an obvious advantage to this approach – if you engage with your vertical trade media, they will deliver an industry audience, and a qualified industry audience at that. In short, regular dialogue and occasional publication in your vertical media puts you right where you want to be: in front of your prospects. So when you meet them at a trade event, or contact them or are contacted by them, they will already know who you are and what you do.
Being covered in your vertical media also confers credibility – as your company or product is deemed to be ‘newsworthy’. This industry validation is a powerful asset – and not just for customers, but for investors, government support, and skills pool as well. There are other advantages too: a vastly improved SEO can result from coverage, and credible digital footprint, both of which can be built up over a relatively short period of time, sometimes as little as 6 months.
It can all start with a simple press release or an email, pitched to the right editor.
(Pic: Spring Violas)