PR powers your GTM strategy

New year, new you! We’ve heard it all before haven’t we! But the new year often brings with it a new business plan – it’s certainly on top of many businesses agenda especially as we enter a new decade.  New businesses, products, services or new vertical markets are top priority as we kick-start 2020.
 
The next steps you take are crucial to your success. How you launch your business, product or service, how you enter that new vertical market all requires good story telling; to influence your audience and gain a seat at their table.
 
But first things first, before you can create your story,  you need to establish your go-to-market strategy (GTM).  This should be the first port of call for businesses however is often disregarded as it can seem scary – but it shouldn’t be!  
 
Let’s break it down.  Firstly, what is a GTM…
 

• A GTM is a tactical action plan that outlines the steps necessary to succeed in a new market or with a new customer. It can apply to pretty much anything, from launching new products and services, to re-launching your company or brand, or even moving a current product into a new market.
• A GTM document should be shared among others in the business so everyone is aligned with the plan - all singing with the same voice/from the same hymn sheet so to speak. It should be an agile plan, which means it is flexible and can bend and flex to market conditions and events.  It should also be able to change based on customer feedback or further learnings on competition and market movements, as well as technological advancements.
• The document clarifies what you are launching / selling and to whom, the pain points your service/product will resolve with the customer as well as your USP over and above the competition.
• It forces you to look at your customers and the issues they are facing to help when you present the solutions; you are providing a resolve rather than just 'flogging' another product in their market space.
• It should also encourage you to look both outside and inside the business at your competition as well as your internal expertise for delivering the solution/product. You want to go out with your best foot forward. 

 
Now, once you have your GTM in place, it’s time to articulate it to your audience – to tell your story.
 
Show and tell is no longer a valued sales pitch with the industry's more savvy customers.  They are constantly bombarded with new services, solutions and technologies. The market advances at a much more rapid rate than the last decade or the one before it.
 
Our ability to find and consume insights and information through a variety of media channels from the traditional media to online and social channels is growing exponentially. Businesses can do their own research before you have even picked up the phone, sent an email or knocked on their door. 

Bring in the PR people
 
This is where an aligned PR strategy with a GTM strategy comes to life. The power of PR in persuasion and delivery of information to educate, inform and influence your target market. 

Having previously been owner and director of a building controls / IoT / SaaS business I understand the value PR adds to any GTM strategy.  Whether launching a new product, new feature or offering services and solutions into a new vertical market, don’t underestimate the power of PR and the value add this brings. 

The main aspect of GTM is the message you are telling, the story you are conveying, the impression you wish to secure with your future clients. This message can be communicated with PR.

The importance of blending PR with GTM:

• You have the opportunity to be in control of the message, and to get the brand story right and the power of influencing will bring business flocking to your door 
• You can position yourself against the competition. Know their story and go beyond this
• Look at the customer or market pain points and issues that your business can resolve
• Consider the value they can get from your business products and services 
  Know the market potential, what’s the growth opportunities in this space, tech advancements, bring these learnings and predictions into your story telling

  
Good, effective and proactive PR can also help your business secure editorial and product, or service mentions via news items, thought leadership opportunities and white papers. Plus, the opportunities to engage with target audiences via curated content is key, particularly with social media. 
 
Don’t underestimate the power of a well written blog post, a carefully planned social media planner that will help you to tell your story, engage with target audiences and hopefully grow your reach. Owned media is also crucial, think about the content you ‘put out’ - your website, sales / marketing literature, webinars, newsletters, plus exhibition and seminar at exhibitions.
 
A GTM strategy needs to accept this availability of information and insights and utilise these channels to deliver the information and thought leadership and persuasive discussions ahead of any meet and greet with a potential customer. 
 
To find out more about how PR and Marketing communication strategies can help your business create a GTM, launch a new product, service or business, do get in touch with the team at 3-Eight Communications Ltd. We’d love to hear your story and the journey you are on in 2020 and beyond.

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