Are you looking for ways to successfully launch your product? Many technology companies are filled with brilliant ideas, a passionate team, and a desire to reach their target audience.
If you’ve got a technology product with cutting-edge solutions, follow these three critical rules to achieve success.
1. Focus On Your Target Audience.
In many technology companies, everyone is focused on the product. It makes sense. You and your team are busy developing the best technology to disrupt the marketplace.
What could be missing? A precise focus on your target audience. It’s easy for founders to fall in love with their technology, and lose sight of the target market.
What can you do if you find that this is true for your business? Work with an expert branding team who truly understands your product, and your target audience. No one is expecting you to suddenly develop expertise in branding, marketing, communicating, and sales enablement.
While you may not have the expertise, you can get expert help. Think of this as if you were building a house. Most likely you wouldn’t have all the skills to do all the roofing, electrical, or plumbing yourself. You’ll bone upon whom to hire. You’ll read up on how to pick a roofing contractor, how to hire an electrical contractor, and other experts.
Once you know the hiring practices, you’d move forward to get the expert help you need to build a proper house. In business branding, it’s quite similar. To achieve success, work with professionals who know how to do the things you are unfamiliar with.
2. Communicate Your Brand’s Value.
Top of the list of things that may not be your home zone is: communicating value. A lot of professionals struggle with this. While you’re comfortable with coding, prototypes, and schematics – putting value into words is a different skill set.
Many technology CEOs struggle to communicate their brand’s value. This shows up in all kinds of times from giving an elevator pitch to pitching to investors.
If you find yourself waving your arms, and running out of words – don’t despair. There is help. You don’t have to be a grammar wizard or win presentation awards to communicate your brand’s value.
What you will want to do is sit down with an expert brand professional. This marketing person has the skills and expertise in exactly the areas that you don’t. To get to where you want to go, you’ll turn to this expert for all the marketing needs.
What are some of the places this kind of clarity comes in handy?
- Giving a compelling elevator pitch
- Creating an investor pitch deck
- Communicating value to investors
- Designing clear marketing material
- Choosing the best logo
- Managing social media campaigns
These are just a few of the places where a clear sense of value will put you ahead of the curve.
If you think of this in terms of our dream house, this is what you want the real estate agent to communicate to the buyer. If your target audience is a young tech couple, you’ll want to feature home offices, wired security, and keypad entry. If your target buyer is a young family, you’ll want the estate agent to mention great local schools, parks, and the swing set in the backyard.
For every technology solution, there’s a similar need to communicate value in the language of your target audience. If you’re looking for help with this step, you don’t have to ‘go alone. Check with experienced brand advisors and position your company for success.
3. Enable Your Sales Teams.
Enable might sound like a big word. It means – makes it easy for people to succeed. If you’re in a tiny office, you may be wearing all the hats. You might be CEO, sales staff, brand advocate, and chief bottle washer. However, as your business grows, you’ll hire people to be part of your sales team.
You won’t be doing all the calls, emails, outreach, and marketing on your own. This is why it helps to start with the end in mind.
Make it easy for people to step into the sales position and hit the ground running. Work with this end in mind right from the start. Do this by developing presentations, style guides, videos, and content scripts. You’ll set the foundation so that future sales staff can succeed, from day one.
Follow these 3 rules, and you’ll be ready to expand – successfully.