Azadeh Williams is Managing Partner at AZK Media , which helps technology companies grow in new and emerging markets .
In today's content-oversaturated environment, it's difficult to establish yourself as a B2B company, especially if you're a technology company looking to grow. In this article, I'll walk you through some of the biggest mistakes technology vendors make when expanding into new markets. These factors do more harm than good to brand awareness and relevance in new geographies.
Cable news addiction without private media
Smart tech companies know they need to get their brand across the right media and third-party channels to get noticed in new markets. However, one of the biggest mistakes companies make is to rely solely on Newswire's classifications.
Without the right precautions, your newsletter ads could be picked up by irrelevant news sites or worse, linked to sites that could harm your brand. Make sure you have local PR help on site to help you overcome these obstacles.
customer awareness
Local customer references are key to generating demand when expanding into new regions. However, as I mentioned in a previous article, it's important not to take too much time when it comes to testimonials or use cases. Even if your marketing manager wants a case study a certain way, customers' time is valuable and it can be disrespectful to ask too many questions or opinions. They are out of your hands. Also, you don't want to be seen as a difficult seller, which can hurt your brand perception.
Reduction and “ghosting” of local partner agencies
When technology providers want to expand into new markets, their budgets are often tight. This is understandable as it reduces risk. However, it is important that the local PR and marketing agencies you contact do this correctly. That means assessing their time, budget constraints, and ability to serve you in these new areas. It is not possible to fish, tow and then promote local agencies at the best price.
Why? Because he immediately looks like a reliable new player in the region. And perhaps the agency's vast network of professionals, many of whom could be your potential clients, will realize that you have acted in an unprofessional, unethical or untrustworthy manner.
Great entrance, terrible exit
If your field team has a PR and marketing mix that doesn't align with your voice and message, you have a serious branding problem. Aside from annoying your customers with outbound calls and emails, you also show your prospects how inadequate your company is when it comes to sales and marketing.
Make the right decisions
The key to getting started when expanding into new geographies is working with the right specialists who have a proven track record in your specific industry. Dig deep and use cases to find local talent with expertise and supporting claims. Make sure they have the contacts and strategic vision to strengthen your brand's presence in the new market and make your growth trajectory a success.
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