In the fast growing field of industrial automation most robot systems buyers and prospects are self educating which means they are searching the web for information, reading case studies and white papers and attending industry meetings and conferences to become informed prior to requesting bids from suppliers which can happen very late in the buying cycle.
Whichever vertical market your company is targeting, creating a credible media presence is an essential component to this lead generation. An effective and strategic PR program with target-specific content is now a prerequisite for marketing success. Here are five PR marketing tips on how to get your robots into the conversation:
1. Read—Familiarize yourself with your target market, industries and competitors and the experts who cover them in the media. Learn the language, from “autonomous” to “yaw”, and where you fit in. In doing this, you will discover what is unique about your product and what niche you can fill in the market.
2. Get involved—Join vertical discussion groups, comment on blogs (Robotics Business Review has great blog posts), join LinkedIn and any industry groups (such as the Robotics Trends International Network or Material Handling & Logistics Network) that relate to your product and market (or create a discussion group), tweet about your product or relevant industry news, make media connections and take advantage of all that is out there in social media.
3. Create content—Create substantive content that is not just promotional but really helps readers identify and solve real-world problems that your products are designed for. Be an aggregator of solid and valuable robotics systems information that you know prospects are researching to save time. Write blog posts commenting on the market and provide links to relevant news and industry trends.
4. Be strategic—Operate efficiently and link all of these steps together to build upon each other toward your goal. Use social media to make contacts, not just as a platform for disseminating your information.
5. Generate buzz—PR is a key part of the marketing toolkit. Get your assets ready with case studies, white papers, product write-ups and images, blogs, and Twitter, Facebook and LinkedIn accounts. Reach out to contacts to begin a conversation on your company and product. Join in conversations with others. Combining this effort with more traditional PR and marketing efforts, such as press releases and email campaigns, will help generate buzz around what you are doing and draw attention to your presence in the industry.
Have you tried these tips or others? What works for you? Let me know @KimZRobot on Twitter. And check back for my next blog in this series that will focus more in-depth on using Twitter as a PR tool for marketing robotics.