Azadeh Williams is Managing Partner of AZK Media , a global B2B agency that helps technology companies grow in emerging markets.
In today's content-rich environment, it's difficult to get noticed as a B2B company, especially if you're a technology company looking to expand. In this article, I am going to tell you about some serious mistakes equipment suppliers make when entering new markets. These elements do more harm than good to brand awareness and perceived value in new geographies;
Rely on the news without personal press contact
Smart tech companies know they need to market their brand through relevant media and third-party channels to gain a foothold in new markets. A serious mistake companies make, however, is to choose to only place in the newsfeed.
Without due diligence, your news ad could be picked up by irrelevant news sites or, worse, syndicated to sites that could actually damage your brand's reputation. Make sure you have local RP support to help you overcome these obstacles.
Customer protection is extremely complex
Local customer feedback is crucial to create demand in new regions. However, as I mentioned in a previous article, it's important not to take up too much of the customer's time when it comes to providing feedback or use cases. Even if your marketing manager wants a case study designed a certain way, customers' time is valuable and it can be disrespectful to ask them for multiple surveys or reviews. they are not entirely up to you. You also don't want to be perceived as a difficult supplier, which can hurt your brand's perception.
Scrimping and ghosting local agency partners
When technology providers want to open up new markets, budgets are often quite tight. This is understandable because it minimizes the risks. However, it is important to respect the local PR and marketing agencies you do business with. This means evaluating their time, budget constraints, and ability to serve in these new areas. It's impossible to fish for the best price, bargain, and then hide from local agencies.
Because he seems to be a reliable new signing in the region from the start. And it is likely that the agency's broader professional network, many of whom may be your potential clients, will know that you are not professional, ethical or trustworthy in your approach.
Great start, terrible exit
If your field team is sending outbound messages whose tone and message aren't completely in sync with your PR and inbound marketing mix, then you have a serious branding problem. You don't just annoy your customers with ridiculous outbound calls and emails. Emails, but you're also showing potential customers how unique your company is from a sales and marketing perspective.
Make the right decision
The key to getting started on the right track when expanding into new geographies is partnering with the right professionals who have a proven track record in your specialty. Dig deep and do your research to find local talent and use it to back up your claims. Make sure they have the right contacts and strategic vision to strengthen your brand presence in a new market and set your growth path on track for success.
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