Written by Emma Lawton • Published 10th November 2017

In an age where companies claim to be the leading expert in every topic under the sun, making sure your business stands out from the crowd can be an uphill battle. When it comes to the technology arena, this problem is exacerbated. The media hype around the latest technology, such as AI or blockchain, creates a wall of white noise that’s seemingly impossible to break through unless you’re one of the big players like Microsoft or Google.

However, all is not lost for the tech start-up that wants to get noticed in their respective area online. By choosing the right platforms to make your case and ensuring your timing is spot on, it is possible to be a flamingo amongst a flock of pigeons. Here are some of the top ways you can make sure your tech start-up stands out from the crowd:

Know what makes you unique

It’s all too easy to slip into the trap of trying to be everything to everyone. Not only will this dilute your message, it will also confuse it. It’s important to understand what makes your proposition truly different to the rest of the competition as only then can you get across exactly what you want to say.

What do you do that no one else does? What insights do you have on AI, blockchain or cybersecurity that no one else can provide or is providing right now? Do you have any unique data that can add something truly new to the wider conversation? Once you know what only you can offer, you can go out with a succinct message that will cut through the white noise.

Understand who you’re trying to target

Not only is it important to know your business, it’s crucial to know who you want to be in front of and why being in front of those people will help you succeed. Again, you can’t be in front of every single audience and trying to reach everyone will limit the time you can spend on specific targets such as the people who might buy your product or invest capital in the business.

Understanding why you want to target a particular audience will help focus your messaging online. If you’re looking to become a leading expert in AI for example, you need to be in the media read by those at the top of this field. If you want to sell units, being in a consumer-facing “wish-list” article will be more beneficial than an exclusive interview with the founder.

Don’t join the chorus

There seems to be an innovation or technological breakthrough every other day, with the tech du jour often lauded as the next big thing that everyone is talking about. While there’s a strong temptation to get in on the conversation and put as much of your opinions out there at once, don’t jump on every bandwagon. In the highly competitive arena of technology, you’ll most likely be drowned out by the big players.

Make sure every time you post something online or talk to the media you’re adding real value to the conversation. Choosing the right platform to ensure you’re in front of your target audience is also essential to avoid being swallowed by the noise. It’s not about being controversial, and having the ability to step back and know when the right time is to speak out or to listen will stand you in good stead.

Practice what you preach

In all your communication as a company, whether that be with customers, investors or internal staff, it’s important that you practice what you preach. Staying true to your principles is the sure fast way to maintain a level of integrity that no amount of money spent on marketing campaigns can bring. Most companies are founded in an attempt to solve a real-world problem, and being able to talk about this in a relatable way can help your company stand out from the noise.

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