Here at Calysto, we have a saying: “It starts with Positioning and Messaging.” Whether you’re a start-up or a Fortune 500 company that’s been in business for 100 years, you need Strategic Positioning and Messaging (or a refresh) to help guide the way your brand is positioned in the burgeoning IoT market. This living document is a place where you spell out what your core value proposition is to the market, and define any differentiators that set you apart from the competition.
Once you’ve defined your Position and Messages, it’s time to start thinking about who is going to help share them with the world. This leads to another Calysto saying: “It’s all about the Relationships.” This is where Influencers come in. These are the people and organizations that will help move the needle for your company by amplifying your message and helping to refine it for your target audiences. And relationships with them are critical.
There are several types of IoT Influencers that can help to market your company:
- Industry Analysts
- Trade and vertical media
- IoT-specific and wireless media
- Business media
- National, international and broadcast media
There are other Influencers too: trade shows, which can offer speaking opportunities for Executive Thought Leadership; associations that can help match you with partners that can share your message; and channel media, who can help with your sales and distribution message.
The challenge here is that there are so many different types of Influencers, all of which may come into play at one time or another as you market your company. Each type of influencer has a unique role in helping to perfect your message and amplify it to the world. That’s where relationships come into play.
The IoT Influencer list is dynamic, with moves and additions every day. Keeping track of who is at what analyst firm, publication or blog can be daunting, especially when you need to call them into play to help elevate your message. Relationship-building is an ongoing process, and it’s gradual, not an overnight activity. Companies need to work on building relationships with IoT Influencers every day, or work with a PR firm with those relationships already in place.
With the explosive growth of IoT, having your Positioning and Messages heard above all the noise won’t be easy, but by thoughtfully building relationships with each type of industry influencer, your company can begin to gain the attention necessary to thrive in the fast-paced and ever-growing IoT world.