Many B2B technology companies, be they science, engineering or IT, are great at coming up with new innovations. Many of them are also very good at explaining what the innovation is, its features and how brilliant it is compared to the alternatives available. Surprisingly, only a few do a great job of explaining the benefits of what they have to offer to their clients, and their customers, in a compelling way.
I guess part of the problem is that those with a technology background tend to get very enthusiastic about the innovation process and the invention, and sometimes pay less attention to communicating innovation and why other people should care.
Here are a few steps to help ensure that this doesn’t happen:
- Clearly identify the benefits that the innovation will bring to your target clients and, if relevant, to their customers, and the proof you can provide to confirm each of these.
- Basic marketing, but ensure that they are all true benefits and that a few features don’t creep in!
- Use compelling case studies from “early adopters” to illustrate the benefits in appropriate sectors ie “here’s how a corporate office has saved money, here’s how a leisure centre has increased revenue”
- Use stories of transformation within the case studies to illustrate the “before” and “after” and how the innovation has had this effect on the business. Quotes are great for communicating the benefits through the voice of existing clients.
- Ensure that your marketing communications uses consistent messaging throughout all channels, be they your website, press articles, social media, printed documents, videos or events.
Next time you come up with something new, ensure that you invest quality time in communicating innovation, letting people know what it can do for them. This will help to maximise your success.
For more on improving the communications and profitability of your business, please call Julie on 07833 227975 or contact us.