Five Best Communications Practices for Your Tech Company
In today’s information-rich society, there is no need to explain communications’ essential role in any industry. In the tech industry, communications and PR have greater importance than other industries because your tech products or services may contain complex concepts that are not so easily understood by the general public.
Utilizing these five best communications practices for your tech company can boost your sales and drive your brand awareness and credibility online.
Leverage SEO in Press Releases
Social media has advanced so much over the years that it may seem as if press releases are the dinosaurs of all communications strategies. This is wrong for many reasons, and the importance of press releases for any business should never be understated.
A well-written press release helps you establish credibility and build trust with your consumers—a major factor consumers consider when buying. Additionally, press releases can give your SEO efforts a huge boost.
Search engines are partial to well-written content; a good press release can help you rank and index well on search engines like Google. With your press release, you can create relevant keywords and links to your company’s website to improve your search engine ranking.
To write a great press release, you must understand how to communicate effectively with your audience. You’ll want to start off with an attention-grabbing headline that will stand out in busy search engines. You will also need to get straight to the point in your press releases (especially in your intros or opening paragraphs) so that your audience does not lose interest. Include quotes that will make your press release credible, relevant and generate links.
Leverage Social Media
A Business Wire study reveals that B2B buyers that are most active in using social media to support the buying process have a budget 84% bigger than companies that don’t.
Social media gives your brand a “human” aspect in a digital world and offers your customers a medium to engage with you. Social media comments can also work as reviews that let other potential customers know who you are and how great your products or services are, AND they’re free to generate.
Sharing your messaging has never been easier than with social media campaigns. The shareable nature of social media allows you to reach a larger audience (in a more affordable way). Popular social media platforms like Facebook, Instagram, and Twitter have billions of daily users who love to follow their favorite tech brands.
Leverage Customer Testimonials and Case Studies
A case study is an in-depth analysis of your products or services. It lets your customers know the impact your tech products or services have made on a particular customer and highlights their quality and usefulness.
In the tech industry, it is essential to let your prospects know that anyone can utilize your products or services. Case studies give an in-detail description of your current customers’ great experiences with your brand and the ways in which your products or services helped them.
Testimonials are firsthand reports from clients that allow them to tell their own stories and express to others what an amazing experience they’ve had with your brand. Testimonials are an excellent source to establish your expertise in the tech world and to let prospects know you are reliable and reputable.
Case studies and testimonials are a great way to achieve your expert positioning in the tech industry and increase your sales. They generate more referrals from current customers who love and trust your products or services and these customers work as advocates for your brand.
Inspire Audiences to Learn More
As a tech company, the main goal of your communications efforts is not to generate conversions. It’s to inspire your prospects to learn more about your brand, services, or products. Your press releases, social media content, case studies, and testimonials all serve the same purpose—to spark an interest in your customers so that they will explore ways they can benefit from your brand.
Approaching your PR efforts with the purpose of motivating your audience to learn more about your brand, products, or services in mind helps you to create purposeful content that addresses your customers’ and prospects’ pain points and avoid producing fluff that will, in turn, lead them to seek out your competitors.
Create Landing Pages
In today’s digital society, consumers rely heavily on the internet to stay informed about current news. To grab the attention of journalists and prospects, your company MUST have an online newsroom that offers them a firsthand, trustworthy source of information about your brand.
You’re probably wondering what in the world an online newsroom is and why you need one for your tech company.
Simply put, it is a place on your website where you house all your press releases and company news so that it is easily accessible in one place.
One of the major benefits of having an online newsroom or pressroom is that it helps you draw attention from the media. In addition, it helps you build brand awareness and credibility. Your newsroom holds all the useful information about your brand, which prospects and journalists can use to decide about your brand, such as making a purchase decision or writing up an in-depth, informative article about your company.
Your brand’s online presence gives customers an opportunity to learn about and engage with your tech company before they even make a purchase. The content you offer them should move them to learn more—and ultimately—make a purchase.
It can be difficult to communicate complex tech concepts to a diverse audience without using tech jargon and other confusing language. Your communications practices should help your audience understand and interpret what you are saying so that they are moved to learn more about your products or services and decide to buy from you.