Seven Sure-Fire Methods for Amplifying Your Marketing Messages

In today’s competitive environment, technology businesses need to up their game to catch the eyes of prospective partners and customers. Crafting a compelling story that resonates across the industry is just the first step. Reaching target buyers in multiple ways and getting them to take interest and take some type of action—like filling out a lead form or intentionally visiting your tradeshow booth—requires a steady drumbeat of marketing activities.

Those following a “one and done” philosophy for news and promotions waste valuable company resources. With technology evolving so quickly and so much ‘noise’ in our industry today, posting a single message on LinkedIn or issuing a press release without engaging all media options has little, if any, impact. The community is too busy to notice everything.

Strong and consistent messaging helps technology companies break through all that noise. Conveying important news about a new channel program, product or service should be an ongoing effort supported by the largest possible team, including media, alliance partners and employees. Organizations that effectively leverage all their available resources are more likely to be heard.

Verify and Amplify ?

When your message is easy to understand, it’s easier to relay. That can be a real challenge in the IT industry, with its mystifying technologies, complex go-to-market strategies and confusing terminologies. Each of those factors makes it extremely difficult to develop clear and concise messages, which is why it’s so important to identify the influencers and buyers and create unique personas for each target audience.

The first step is to recognize who needs to hear about your product or service. Is it a pure IT technologist looking for a specific solution? Are they the owners or managers who influence the buying decision?

Identifying all the players in the procurement process and building messaging that appeals to those specific groups will boost your company’s ability to create meaningful leads and close more deals. A solidly constructed and well-executed marketing plan - including a strong public relations push and comprehensive content development activities - ensures more of those key people hear (or see) what you’re saying.?

That “voice” typically extends to prospects as well as existing customers and partners. Amplification of those messages is critical to hitting each of those target audiences. Creating PR campaigns and content that strengthens your story to those specific communities will get more of their collective attention and generate a greater volume and quality of leads for the sales team.

Effectively differentiating your offerings and programs isn't rocket science. Building and sharing content that highlights how those technologies meet each target audience's needs requires a certain level of skills and perseverance. That commitment may include tailoring and pitching different stories based on the interests of various editors and podcasters. Other standard practices include crafting specific messages for each relevant social media group to peak interest with their members and tagging pertinent people, companies and communities in posts (limited to those who appreciate these mentions). ??

How else can you amplify your marketing messaging??

• Strengthen the content. How frequently does your team create and share press releases, blogs and social media posts? Developing a greater volume of meaningful content that appeals to customers' needs and interests can generate greater awareness and lead-generation opportunities. ??
• Expand social media activities. These digital platforms have become essential business communication tools and help amplify critical messages to customers, partners and prospects. Developing a regular cadence of informative posts with an occasional piece of flair (like a fun yet professional meme or company photo) adds zest to what can be traditionally boring tech marketing campaigns.?
• Diversify your media channels. Are you hitting the right vertical markets or IT specialists with your messages? Expanding outreach to publications and podcasts outside your standard realm will help you reach a wider and more differentiated audience to amplify your marketing efforts.
• Fine-tune email outreach. Do you send partner or customer newsletters or share the latest news and industry activities with partners, clients and top prospects? Tech companies should regularly evaluate the types and frequency of email communications to optimize acceptance and open rates. Creating the right mix of content and optimizing the delivery schedules will boost the reach of your messages. ?
• Create contributed content. Writing guest posts for print or online publications can highlight the knowledge and skills of your executive team, as well as drive awareness of your company’s goods, services and programs. ?A well-constructed article (with the appropriate attributions) will increase your company's image and website traffic. ??
• Engage.?When clients and partners share stories or opinions about your company’s offerings, support or other business practices, it can validate the positive points or highlight issues that need to be addressed to advance to the next level. Those interactions can also invigorate your marketing activities. Asking resellers and consumers what works well and sharing their insight with peers and prospects will aid those promotional efforts. ?
• Embrace and Incorporate feedback. Adapting messaging based on interactions with partners and customers is one of the most effective ways to connect with the target audience. That insight helps marketing teams better understand their value proposition and strengthen their messaging to attract new prospects. ?

Constant Evolution

Like any marketing activity, company messaging must adapt to the times. Adding new target markets or innovating your offerings will necessitate changes to value propositions and storylines. Technology companies evolve constantly, so reviewing and updating your communications plans and the content you share regularly should always be a top priority.

None of those activities involve rocket science. However, marketing communications firms specializing in the IT space are adept at monitoring and testing messaging for the tech community. They can evaluate and boost your company’s performance in key areas. From developing content schedules and optimizing the timing of press releases to maximize awareness to engaging media to share your message, a PR firm can energize and add structure to ensure greater success with your marketing efforts. ??

Outsourcing this function is the most cost-effective way to engage highly skilled and experienced professionals. That’s a sure way to amplify your message without breaking the budget in 2025. ?????????

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