Tech PR for startups: You don’t know what you’re missing

Nowadays it seems like everyone and their college roommate has a billion dollar startup idea. But the question is, will it attract the attention needed to become the next unicorn? Ingenuity and hard work are only going to get tech startups so far before they hit a brick wall. If the end game is to become a viable target for acquisition, then most firms are going to have to look outside its organization to experienced PR agencies to grease the wheels. This is especially important since in the last few months there has been a small but noticeable decrease in the number and value of tech startup M&A’s.

Get your story straight

With so many apps, niche websites and hardware startups flooding the market everyday it is important to differentiate your product from what’s already available and what will be available tomorrow. While coding may be the bread and butter for those in the tech industry, telling a cohesive story is not. This is where an experienced tech marketing and PR agency can do the most good. The best PR firms will take the time to learn your business inside and out. By taking the time to become intimately familiar with the startup they are able to take even the most complex story and make it easily accessible to customers and possible buyers. Even if acquisition isn’t the main goal for a tech startup this one step will boost the chance of converting traffic to sales.

Blogging, someone has to do it

SEO is one of those buzzwords that everyone is using today and there is a reason why. You’ll die a quick death without it. The internet can become a black hole for a company that isn’t producing consistent, thoughtful content. It is important especially early on to be drafting blog posts that communicate who you are as a firm clearly and consistently. Volume isn’t the only goal here but also the ability to be searchable, and the higher you are on a search result the better.  Your blog gives you the opportunity to showcase expertise to become a thought leader and it could be a resource for others in the industry.

Packaging – It’s important

Sometimes even the best novels are never read because the cover is dull and just doesn’t catch your eye. The same can be said for a tech firm that has an amazing story to tell but no delivery system. If you’re lucky and your CEO is the next Jobs then you have nothing to worry about but this is rarely the case. Having an insightful spokesperson who can communicate what your company does is important. Not only should they be able to talk about the company, but also comment on industry issues too.

For businesses looking to be acquired it is imperative to have consistent coverage not only in the press but also within analyst’s reports. In some instances, it can even be more important than press coverage.

Influencing the influencers

Analysts are experts and can be incredibly influential in the buying cycle and during an acquisition. A well respected analyst can make or break a deal. For this reason and many more it is important to cultivate a close relationship with the analysts covering your industry. And when the analyst covers you, it is important to highlight those mentions. This means promoting, blogging, tweeting and sharing those reports with your customers and prospects..

And now you know

Often small or even medium size startups may not have the in house resources for marketing and PR. And if you do have the expertise, by tapping into the talent of an experienced PR agency, any startup as long as they are committed, could achieve the dream of exiting early and lounging on a beach… or doing it all over again.