Authenticity is hard to come by these days. While the diversification in channels, routes to market and content types are often lazily described as an ‘explosion’, for those of us who have been involved in PR, marketing and communications for the last decade or more, it has actually been more of a gradual shift.
However, what is clear is that the modern buyer, whether in a B2B or B2C environment, is inundated with information. Their purchasing decisions are based not solely on one piece of content, but a complex web of impressions and opinions formed across multiple channels.
Brands are, of course, wise to this and can resort to churning out content in droves in the hope that something sticks. This leads to a problem around authenticity. Faced with a constant barrage, knowing who to trust becomes the key.
Here, we set out five top tips to achieve authentic communications for your B2B technology brands:
1) Simplify your brand purpose. Operating inside the bubble of your firm and its achievements can often lead to bloated messaging that in trying to say everything, actually ends up saying nothing. Being clear and concise is what will resonate with audiences.
2) Consistency is key. There is a reason the British Government has continued to hammer home its mantra of ‘Stay Home, Protect the NHS, Save Lives’ throughout its response to the Covid-19 pandemic. It may seem repetitive but is a clear summary that outlines its message to the wider public. For marketing professionals, ensuring messaging is consistent across multiple channels will ensure buyers create an informed opinion of the brand regardless of where they go for information. And it’s not just company feeds that should share information, mobilising your staff to spread the message will further amplify its reach.
3) Stick to the plan. As we mentioned above, the temptation is to take a scattergun approach to content creation. The best multi-channel campaigns have a clear structure, underpinned by concise messaging, that takes content to market through the most appropriate channels at the right time.
4) Always add value. Content for the sake of it simply becomes white noise these days. An educated buyer will most likely reach the right conclusions, so ensuring that your content addresses their specific issues and pain points will guarantee you are seen as a source of insight.
5) Measurement is a long-term thing. Return on investment (ROI) has never been more important, particularly in the way marketing teams are being forced to rethink their budgets. It goes without saying that measurement is crucial, but a strategy must not be abandoned within a month if it is not deemed to be achieving the right results. As we said before, consistency is key.
We believe that the steps above are the foundation for a communications campaign that will achieve the holy grail of brand authenticity.
At Element Communications, we have a wide range of experience building authentic PR and communications campaigns for disruptive B2B and B2B2C technology firms looking to make an impact on a range of sectors, from telecommunications to fintech and HR technology to
Find out more here.