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Dana Coutt is the founder. Main viewa video interview podcast with top business and technology leaders.
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Early in my career, I remember writing blog posts to promote the knowledge of the tech company I was working for. I prefer them along with case studies to prove our domain knowledge, but most newsletters with these blog posts still end up in the “spam” folder.
Now, as a technology marketing strategist, I can’t believe these ineffective communication methods have stuck around for decades. Still, marketers expect this strategy to attract customers and build trust. But modern customers don’t want your newsletters and cold emails shoved in their faces.
Instead of stressful push marketing, try customer-centric communication channels to pull them. Here are approaches tech companies can take to craft messages that build trust, promote thought leadership, and stand out.
Extended reality
The best way to communicate your brand value to customers is to let them know it directly. You can make this happen with augmented reality (AR)—a catchall term for immersive technologies like augmented reality (AR), virtual reality (VR), and mixed reality (MR). The XR allows you to bring the virtual test into people’s homes before they buy. But contrary to popular belief, it is not just for fashion and home decoration companies.
During one of the outbreaks, Apple used AR Quick View to show off its new iPhone or iMac models. People got the new gadgets without hitting the stores, which was crucial at the time.
The focus is currently on the Metaverse, the virtual-reality space dubbed by many as the next phase of the Internet. In the year By 2021, Metaverse-related companies could raise more than $10 billion in venture funding. So, if you’ve been thinking about using XR in your communications strategy, now’s the time to jump on that bandwagon.
Brand podcasts and videos
In a world of chatbots and 3-D avatars, human interaction still stands out. I understand that people want to do business with people, so giving your technology brand a voice can (literally) make a difference.
Submit a podcast. Loved for its lively conversations, insights, and storytelling, this medium is becoming increasingly popular—by 2021, 28% of Americans will listen to podcasts every week. It is 17 percent higher than in 2020.
Engaging podcasts can run for an hour without putting listeners to sleep. They’re a great way to deliver long-form content that promotes thought leadership and tells your brand story (and encourages blog posts!). Dubbed “Ads People Really Want To Hear,” podcasts do a great job of explaining the benefits of your brand. But I don’t recommend hard selling: podcasts tend to focus on covering interesting topics and only mention well-known brands.
Yes, videos can do this and more. However, podcasts can fit into the busy schedules of executives and decision makers. Listeners can scan while commuting, jogging or even running to work.
You don’t have to trade one off for the other—but not when there are platforms that let you have the best of both worlds. My Podcast, for example, offers video and audio formats for its podcasts.
History supported by data
Communication is a two-way street. You have to listen as much as you talk. For many tech companies, the best way to listen to and get to know your audience is to collect and study data. That way, you can gain insights that help you craft a story that truly resonates with your customers.
Airbnb uses data to develop a better understanding of its customers. This helps create content that builds trust, which has been critical to their success as a brand. After all, how can you stay in an apartment without trusting the host? The company provides personalized and real-time recommendations that shape the passenger experience. They also focused on hosts with profiles that tell their stories.
The right communication strategy can make your technology company the next success story, because in the end, I believe that what people want is emotion. You can set your sights on immersive technologies that will appeal to potential customers, making them want to work with you differently. Or you can turn to big data analytics to craft a compelling and relatable narrative that differentiates you. You can also have insightful personal conversations that effectively demonstrate the value your company offers.
You have to get the word out anyway. Be creative so your target audience hears you amidst the noise.
The Forbes Business Council is the leading growth and networking organization for business owners and leaders. Am I eligible?
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