For many people, reading a story about emerging technology is a lot like trying to read a book in another language.
In many cases, tech also has its own language that diverse audiences fail to understand.
If you’re a B2B tech company that wants to get its solutions in front of decision-makers, telling your company’s story is arguably one of the best ways to accomplish this. You may also need to tell your clients’ stories through a series of case studies.
To accomplish this, a B2B public relations strategy can help you develop storylines.
Understanding the Narrative
Think about who makes the final decisions in most of the companies your product will target. While the C-suite generally seeks input from their technical staff, these company leaders usually make the final decision.
For the most part, CEOs, CFOs and other C-suite denizens have only received business and financial training. That means that other than the chief technical officer, most decision-makers aren’t always well-versed in technical language.
And tech certainly does have its own language. This can make it difficult for those decision-makers to understand how your technology is useful to their organization.
This is where a narrative can help.
You may think that simply showcasing a problem and how your technological offering can solve it is enough, but it’s not.
As a young B2B tech company, your backstory won’t be widely known. Decision-makers like to know something about your company and its people before they even entertain a meeting.
Presenting potential clients with information about your company and its origin story can move this process along. Companies want to do business with someone who they believe to be trustworthy. Telling your story helps you build a relationship with them.
Solving the Problem
Once you get the meeting, be prepared to show how your solutions have helped other companies in similar industries.
Instead of dazzling—and probably confusing—your target audience with technical terminology, it’s better to show them how your product works. Well-written case studies can help you tell that story.
By highlighting how you helped a company provide virtual training to all its franchise locations or how your app helped a client scale their business for growth using your data analytics platform, future clients can visualize themselves in others’ shoes.
Since your time is spent improving your platform, conducting market research or securing funding, you don’t have time to develop your story and write your case studies.
Ripley PR can help.
Our team of professional writers knows how to spot a good story. We also know how to present the most relevant information in case studies. And we have experience working with the technology sector.
Start on a PR plan that tells your story and highlights your solutions. Call Ripley PR at (865) 977-1973 or contact us online today.
