I can’t tell you how many times tech founders have told me that they don’t want to market their business. Or they’ll say that promoting themselves is much too difficult and they aren’t sure where to start. The majority of tech companies believe that they can grow and expand without investing in PR.
They instead choose to rely on their “strong reputations” (notice that’s in quotations) or word-of-mouth. I never understood these rash decisions, especially because 2024 saw some of the biggest layoffs since 2020, with more than 700 tech workers affected every day.
4 Ways to Stop Stalling and Start Promoting
- Understand and define your brand.
- Don’t wait for the perfect time because there is no perfect time to start promoting.
- Don’t confuse promoting with bragging.
- Remember that you and your company are not the same thing.
I, however, have taken the opposite approach. I amplify my company and the services we provide as much as possible. Press articles, award recognitions and having a presence at leading tech events have enabled my company to compete for market share in a saturated and competitive industry.
It can sometimes be hard to separate or differentiate between your business and who you are as a person, but it’s so important that you know the two aren’t connected. Promoting is not about you. It’s about what your business can do for a customer. By changing this mindset, you remove the feeling of looking desperate and finally get comfortable owning the spotlight.
Promotions Don’t Make You Look Desperate
Many tech founders have the idea that promoting their company makes them look like they are begging for business or asking for favors.
So they remain silent, only to miss out on crucial opportunities to boost their recognition and display what it is that their businesses bring to the table. Tech founders might not want to admit it, but they have a fear of judgment and criticism from their peers, employees and potential customers. Nobody wants to come across as being too pushy.
However, being too self-conscious hurts you in business and will hold you back from really shining.
I have made it a priority to consistently talk about and explain what it is that my company does. It’s pretty much a non-negotiable for me. Even in my own industry, there was always (and still is) this misconception that people don’t want to hear from the comms person. Yet I’ve had more tech companies reach out directly to me to partner on PR as a result of my promotional efforts.
Promoting Isn’t Bragging
Someone who didn’t even own a company once cautioned me that promoting my business makes it seem like I’m full of myself. Unfortunately, this limited viewpoint can prevent your tech company from hitting major growth milestones.
Confidence is a necessity in business. Without it no one, and I mean no one, will take you seriously. How can you expect anyone to invest or trust your services if you yourself don’t?
Garnering attention in business can be what makes or breaks you. In a competitive market, you have got to get comfortable with standing out from the crowd. This can inspire trust and encourage customers to make a purchase.
Confidence also helps with credibility and makes people more inclined to engage with your brand. Start by practicing positive self talk and focus on the accomplishments that your business has achieved. Show a successful case study and highlight various testimonials that help potential customers envision how you cn help them. As a tech company founder, you’ve got to learn to love to pitch your business or else there won’t be a business left to pitch.
This is The Perfect Time to Promote Your Company
Too many tech companies stall and delay as much as possible for the right time to begin highlighting their business. Stop expecting for every little thing to be perfect before you do any type of promotion.
Yes, you do have to understand and define what your brand is before you begin to market your business. A strong brand identity is the secret to successful PR. Knowing your mission and values is what will give you a competitive edge.
Once you’ve got that down, though, there’s no reason to stall. You have to take action and pursue your goals. Start asking yourself “Why is now the right time?” so that you can begin to hear yourself out loud, which will help make things feel more real as you examine your situation. I believe that waiting for the perfect time is a lie that people tell themselves to avoid being in an uncomfortable situation, albeit temporarily, and wanting to play it safe. When you do this, you won’t level up, you won’t experience a better future for your business and will remain stagnant or worse, regress. Perfection should never be the goal — it should always be about progressing.
The coming year is a chance for you to take the plunge and start investing in PR, marketing and growth strategies. There are so many amazing experts out there who are available to help you navigate this unknown territory. Don’t overthink and don’t try to persuade yourself that you can go another year without promoting your business. Just start.
