Council Post: Three Ways Tech Companies Can Rewire Communication Strategies

Dana Kohut is the founder of The Prime Viewa video interview podcast with top business and technology leaders.

Early on in my career, I remember having to write blog posts to promote the expertise of the tech company I was working at. I would spice them up with case studies to prove our domain expertise, but most of the newsletters with these blog posts still ended up in the “spam” folder.

Now, being a marketing strategist in tech, I can’t believe these ineffective communication channels stuck around for decades. Even now, marketers expect this strategy to attract clients and build trust. But modern clients don’t want your newsletters and cold emails in their faces.

Instead of the aggressive push marketing, try pulling them in through client-centric communication channels they’ll enjoy interacting with. Here are the approaches tech companies can take to craft messages that build trust, promote thought leadership and stand out.

Extended Reality

The best way to communicate the value of your brand to clients is to allow them to experience it firsthand. You can make this happen with extended reality (XR)—a catchall term for immersive technologies like augmented reality (AR), virtual reality (VR) and mixed reality (MR). XR allows you to bring the virtual try-before-you-buy experience to people’s homes. But contrary to popular belief, it’s not just for fashion and home decor companies.

Apple, for one, used AR Quick Look to showcase its new iPhone or iMac models during the pandemic. People got to experience the newest gadgets without hitting the stores, which was critical at the time.

The spotlight is currently on the metaverse, a virtual-reality space dubbed by many as the next phase of the internet. In 2021, metaverse-related companies managed to raise over $10 billion in venture funding. So, if you’re considering using XR in your communication strategy, it’s time to hop on that bandwagon.

Branded Podcasts And Videos

In the world of chatbots and 3-D avatars, human connections still stand out. I find that people want to do business with people, so giving your tech brand a voice (literally) can make a difference.

Enter podcasting. Loved for lively conversations, insights and storytelling, this medium is getting popular—in 2021, 28% of US citizens were listening to podcasts weekly. That’s 17% more than in 2020.

Engaging podcasts can run for an hour without putting listeners to sleep. They’re a great way to present long-form content that promotes thought leadership and tells your brand story (and trumps wordy blog posts!). Dubbed “the ads people actually want to listen to,” branded podcasts do a particularly great job of explaining the merits of your brand. But I don’t recommend hard selling: Podcasters focus on covering interesting topics and only casually mention featured brands.

Yes, videos can do all this and more. However, podcasts can squeeze into the busy schedules of executives and decision makers. Listeners can tune in even as they’re commuting, going out for a jog or running errands.

You don’t have to cancel one for the other, though—not when there are platforms that let you capture the best of both worlds. My podcast, for instance, provides video and audio formats for its podcasts.

Data-Driven Storytelling

Communication is a two-way street. You must listen as much as you’re talking. For many tech companies, the best way to listen and get to know your audience is to collect and study data. This way, you can gain insights that’ll help you craft a story that truly resonates with your customers.

Airbnb uses data to develop a nuanced understanding of its customers. This helps create content that cultivates trust, which has been vital to their success as a brand. After all, how can you stay in an apartment when you don’t trust the host? The company provides hyperpersonal and real-time recommendations that shape a traveler’s experience. They also put the spotlight on hosts with profiles that tell their stories.

The right communication strategy can make your tech company the next success story because, at the end, I believe what people want is emotion. You can set your eyes on immersive technologies that captivate potential clients, making them want to work specifically with you. Or you can turn to big data analysis to craft a compelling, relatable narrative that will set you apart. You may also engage in insightful, personal conversations that effectively showcase the value your company is offering.

In any case, you must put the word out. Do it creatively so your target audience can hear you amid the noise.


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