Complex communication for complex products

Agency for technology

Advertising for technical products and solutions needs to be structured differently than advertising for consumer goods. The technology sector has entirely different communication requirements, from the target groups to the purchase decision process.

Technical products such as electronics, software or machines are just as complex as they are in need of explanation. And the target group, which consists of plant managers, technicians, engineers, purchasers and other decision-makers, expects very specific information in terms of specifications, functions and advantages.

An agency specialising in technology has to present complex technical facts in a way that is both interesting and easy to understand. And it has to do so in the language and style used in the industry. The goal is to build proximity, credibility and trust in the company among the target group.

A deep understanding of the market and the target groups is just as essential here as segmenting the target audience into experts, buyers, users and decision-makers, and identifying and defining the necessary buyer personas.

This calls for an agency that embraces the task and the company it serves with every measure and every employee. This is precisely what we do at the Ruess Group. For Bosch, Mercedes Benz, Antalis, Schubert and many more.

Ihr Kontakt

Rafael Rahn

T: +49 89 206054-317
M: rafael.rahn@ruess-group.com

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public relations | content marketing

Theegarten-Pactec PR agency

For the confectionery, food and non-food sectors, we realize strategic PR consulting, international B2B-specific product and thematic communication as well as innovative formats such as social media campaigns for the packaging machine manufacturer.

corporate publishing | digital

ABB GROUP

With "Destination Zukunft" (EN: Destination Future), we designed, developed and managed a web magazine for ABB to address potential customers and increase the visibility of the ABB brand across the board - on the strategically important topics of digitalisation and sustainability.

All disciplines

The most important skills of a PR agency for technology

For us, it is obvious that a technical understanding of the products and services is the foundation for implementing successful campaigns in industry – as are expertise and industry knowledge. With creativity, precision and teamwork, extensive data analysis, continuous innovation and strong communication skills, we use vivid storytelling and customised solutions to achieve our clients' goals.

Digitally engaging target groups and decision-makers in technical industries

One of the particular challenges in the field of technology is that the target groups are typically very specialised and scattered across many niches. Reaching them and positioning a company as a trustworthy expert and innovator in its field isn't easy, but it can be done:

To ensure that a company is perceived as an authority and reaches its target group, we, as a PR agency specialising in technology, rely on strategic communication and build up thought leadership. Thought leadership makes your company the first point of contact in the market. With precise targeting and addressing decision-makers digitally, the prospects of success are extremely high.

Technology PR: High-quality content for the media

Attention, interest and awareness are the three most important pillars of a company's image. But in the field of technology PR, this cannot be achieved by any old means. It takes highly valuable, trustworthy and relevant content. Be it posts on social media, specialist articles, white papers or case studies, the aim is not to appeal to a broad audience, but to provide targeted answers to the specific needs of the respective niche. With detailed explanations, research results, market analyses or practical applications. Exactly as it is appreciated and expected in the world of technology.

Just one example: A manufacturer of IoT (Internet of Things) sensors could create white papers on how the sensors can be used safely in autonomous cars and show which new safety requirements are necessary for networked vehicle technology.

Specialised platforms and forums for technology PR

Platforms such as LinkedIn, GitHub, Stack Overflow or specialised technology forums are ideal for communicating technical content and connecting with the target group. This is precisely how they can be reached – to inform themselves, to discuss and to find out how other users view a particular technical product.

Taking part in discussions, sharing expertise and answering questions with sound knowledge will help a company become an opinion leader. However, it is important not to promote your own products, but to get involved in the industry talk and offer solutions for the target group.

Specialist conferences and webinars for the technology industry

Another effective strategy for a technology PR agency is to organise specialist conferences, webinars or podcasts. The aim is to provide the company and the industry with platforms that offer deep insights into technological trends, present innovative solutions and promote discussions with industry experts.

Webinars and virtual meetings are extremely valuable here – also because they transcend national borders. This is especially important in the technology environment, where target groups are scattered across all continents. This not only makes expertise accessible to a broad audience, but also builds a community.

Collaborations with opinion leaders and experts

Collaborations with established industry experts, scientists, innovators or other leading figures in the technology industry are another good way to establish thought leadership. In addition to credibility, they also increase reach by tapping into additional networks.

It is important that these collaborations are then also actively pursued and maintained, for example, by co-authoring technical articles or giving joint lectures. Here, the marketing agency, PR agency, advertising agency or technology PR agency have to keep their eye on the ball.

Focus on innovation and progress

Because technology-oriented target groups are very interested in innovation and progress, a company's research results, patents, innovations and technical breakthroughs should be regularly showcased, whether through press releases, publications or lectures.

Ultimately, presenting research results, reports or visions in terms of cutting-edge technologies shows that the company doesn't view itself as a simple market participant, but as an active innovator that is highly involved in the progress of the entire industry.

Networking on social media

Social networks, especially LinkedIn, are ideal platforms for being perceived as an opinion leader. YouTube is particularly suitable for the technology industry, with the option of posting explanatory films and videos. The ‘Welt der Werkstoffe’ (EN = World of Materials) channel alone has some 38,000 followers.

In addition to subscribers, interactions can also be generated here. To this end, it is important to optimise titles, include descriptions, tags and thumbnails, and to regularly publish high-quality, relevant content that offers real added value and, above all, encourages dialogue.

Marketing agency for technology: Strategic, communicative, content-related and personnel skills

1. Strategic skills

a. Understanding of technology and industry knowledge

Without a solid understanding of technological products and the fundamental strategic requirements of the respective industry, an agency for technology is lost. While consumer advertising is often colourful and somewhat superficial, the technology industry expects real arguments in the respective technical language.

In short, the PR agency needs to be familiar with the products' features, the competition and the innovation cycles. It's not about sweet surprises, but about hardware, software, artificial intelligence, IoT, cloud computing, big data and much more. In other words, it calls for technical expertise at the decision-maker level.

b. Segmentation and personalised communication

Technologically sophisticated products are typically aimed at highly segmented target groups such as engineers, IT managers and other specialised professionals. Therefore, the PR agency needs to segment the target groups precisely and develop a buyer persona for each segment.

This is the most important foundation for personalised communication. Industry decision-makers don't want to be approached with broadly formulated advertising material, but with precisely formulated communication that is tailored to their specific needs and fulfils them.

c. Willingness to innovate and state-of-the-art tools

Advertising in the technology sector doesn't need colourful images, but it does need a great deal more knowledge about the buyer personas. To develop this knowledge for the corresponding technology PR, tools such as Google Analytics are needed to analyse website traffic, demographic data or CRM systems such as Salesforce to manage interactions.

HubSpot supports inbound marketing and lead management, Sprout Social the analysis of social media data and Marketo the automation and personalisation of target groups. In short, an PR agency for technology that aims to perform well in this area has to be just as innovative as its clients.

More on the topic of strategic consulting

2. Communication skills for technology PR that works

a. Addressing the target group in the right way

One of the biggest challenges for marketing and public relations for technologically sophisticated products is to simplify complex technical information so that it can be understood by both experts and laymen. After all, the head of finance and the controller understand money, but not necessarily about technology.

The technology PR agency has to be able to translate technical jargon into clear, understandable language without watering down the core message. This requires excellent skills in the area of creating texts and visualisations.

b. Storytelling in the technology industry

A straightforward technology story is usually not enough to convince customers. For this reason, the ability to tell exciting stories about the product is vital for a technology PR agency to create an emotional connection to the product in addition to the rational one. After all, emotions such as pride and amazement also play an important role in the technical field.

In this context, storytelling in the field of technology means putting the practical use of a product or the solution of a specific problem in the foreground. It illustrates how technological products can make users' lives or work easier and enrich them. But there are many more possibilities as well.

c. Multichannel communication

Target groups in the technology sector don't just rely on one source of information, but on many. These range from specialist blogs or forums to social media. There are many specialist platforms and portals in this area that a technology agency can skilfully use.

A technology advertising agency has to be able to develop an integrated communication strategy across all channels. To reach buyers where they are. From print media to trade publications, specialised online communities to LinkedIn and X (Twitter).

d. Establishing dialogue and interaction with the technology industry

Of course, technical products require a great deal of explanation and raise questions. That is why in-depth interaction with the target group is so important in order to build a trusting relationship and lower inhibitions so that they can approach the manufacturer with questions.

Webinars, live chats or discussion rounds in technical forums can be used to establish interactive communication. This is also important for the marketing strategy in order to receive feedback and to continuously adapt communication to the needs of buyers.

More about the PR agency

3. Content skills

a. Using content to achieve thought leadership for a technology company

One of the most effective marketing strategies in the technical field is to establish thought leadership. This requires high-quality content to persuasively demonstrate a company's expertise.

This doesn't need press releases, but rather expertise that can be found in white papers, studies and specialist articles. An advertising agency needs expertise and industry knowledge to convincingly position the company as a leading player in the market.

To accomplish this, they must not only be familiar with the technology, but also have a command of the technical language in order to produce content that is both informative and appealing. This means that it is not copywriters or art directors who are needed here, but technical writers and visualisers for products that require explanation.

b. Visual content and explanatory videos

In addition to written content, visual elements also play an important role in marketing technical products. Or, to put it another way, complex technical content is conveyed through visual representations in the form of infographics, diagrams or explanatory videos.

This is precisely where it is important to present complex relationships in a way that is easy to understand and appealing. And despite all the ease, it is always important to come across as serious, technically accurate and professional. This is no easy task for an advertising agency for technology or technology PR.

c. SEO and SEM

Search engine optimisation (SEO) and search engine marketing (SEM) are two further important tasks for an agency working with technical products. This is because technical products in particular require Google & others to find and display them in order to successfully compete in the market.

In short, the expensively produced content needs to be found with the relevant search queries (keywords). This is about more than just the general search engines; it is also about optimising for industry platforms and specialist forums. Because here, it isn't just the best product that wins, but also the one that is found the most.

More about the SEO agency

4. Personnel skills

a. Technical expertise

An advertising agency that wants to place technically demanding products on the market needs employees with the necessary technical expertise. These include engineers, IT specialists or other technically minded professionals who understand the products, the market, the target group and the user.

Technical experts who then support the creative team in producing authentic and precise content that can be trusted. Or, to put it another way, a team that is as multi- as it is interdisciplinary, combining expertise and marketing know-how to generate successful campaigns.

b. Reputable, high-impact creativity

In addition to pure information, it is also necessary to come up with creative, innovative marketing campaigns in technical markets. This is because these markets in particular are often highly saturated. To stand out from the competition, you need equally original and compelling ideas, key visuals, etc.

However, a different type of creativity is needed here than in the consumer products market. Therefore, it shouldn't be flat, loud or blatant, but always serious and competent. So that the ‘twinkle in the eye’ is a welcome addition and not a disturbing overlay.

c. Project experience in the technical field

An advertising agency or PR agency with technical experience is needed to communicate technical products. After all, the customer side works with a completely different philosophy and attitude than customers in the consumer sector and therefore expect more.

In this case, an agency that has already worked in this field brings with it the necessary insights and best practices in the industry, which allows it to work faster and more effectively and to ask fewer questions. It also helps to know the pitfalls of a market so as not to stumble over them.

d. Data analysis and performance marketing

Since most products in the technology sector are sold on the basis of clear, measurable performance parameters, the same measurability is also needed in marketing. This means that a technology agency needs to define clear KPIs to measure progress and, if there is none, to question itself.

A PR agency should always be able to analyse and evaluate their marketing measures and gauge performance. Only data-driven marketing makes it possible to address buyers in a targeted way and adapt campaigns based on valid findings.

Are you looking for a marketing agency, advertising agency or PR agency? We are your all-in-one solution

The communication of technical products is just as complex in terms of content as the technology and the technical product itself. This is why you need more than just any provider: You need a tech agency that combines all the experts with the necessary expertise under one roof.

We at the Ruess Group have many years of experience as an agency in the tech industry. For our customers, we rely on PR strategies that comprehensively address the market. With content marketing, we turn companies into authorities in their fields and reach the corresponding target groups in the right channels.

With the right tools, we rely on marketing automation and comprehensive data analysis so that we know exactly where to start. Because performance is everything, not only for a technical product but also in marketing. We at Ruess Group can do this, so that you can reach your goals faster.

Ihr Kontakt

Rafael Rahn

T: +49 89 206054-317
M: rafael.rahn@ruess-group.com

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