Businesses and consumers are being swamped by a stampede of innovation - from the eruption of 25,000 SaaS solutions, to an Ai market with a growth rate of 54% year on year and aerospace sectors moving at a pace of 7.7% annual growth.
What does this mean for innovation businesses?
Let’s face up to the fact that our world is evolving at speed around us - whether it be new hydrogen fuel cell technology, Ai navigated E-VTOLS, or SaaS that can transform the sales mechanics of an organisation. The simple truth is that the market isn't just finite: it's saturated. And so are we. The human brain is thought to be processing 34 Gigabyte of information each day - that’s a shocking amount of data…how much of it do we really absorb?
Ask yourself this question- why should anyone listen to you when there is already an ocean of innovation noise out there?
What are audiences feeling right now?
Overwhelmed, whether it be web3, NFTs, blockchain, the hydrogen fuel cell, Ai, 3D sound, VR, SaaS overload or the Metaverse… that’s a whole lot of innovating
Short on time… there is a huge shift happening, how to keep up when decision makers are already running 100mph
Lack of trust, there are so many innovations happening, who do you trust and put your faith in?
Enter… The Guide
We all have something in common - we can all relate to leaning on a key figure in our lives that act as our role model. They become our guide, delivering a trusted source of information, whom we respect, associate with and feel as though ‘they get us’. It could be an old manager, a family member, a friend or a teacher. These people in our lives have helped us to short-cut the challenges and get us to where we need to be.
There is an ocean of innovation swallowing audiences whole. Stop and think… ‘customer centric’. Pivot your messaging to how your business can become the trusted voice and the guide that audiences turn to, helping to navigate the path ahead.
The check-list to becoming ‘The Guide’
Strengthen brand strategy
Tone of Voice
Establish Empathy & Unity
Connect with your audience on a human level
Understand and empathise with their pain
Deliver a tone of voice and brand that your audience can identify with
Be consistent, build trust and faith
Why should they listen
What are the companies credentials
The social proof or future social proof
Have a plan
Show how audiences can reach their goal
Make it feel achievable
3 step or 4 step plans work best
The breadcrumb trail
Invite audiences to make a small commitment
It could be to download a lead magnet, take a free trial, join a mailing list or have a consultancy call
In this way, you’ve nudged open the door and a foundation to grow the prospect's intent
One small breadcrumb at a time
If you feel like the explosion of innovation is causing collateral damage for your business, making it difficult to build awareness, engagement and intent from your audience, take a step back and put yourself in their shoes. Think about how they need a trusted guide and how your business has the opportunity to establish itself as the one the market turns to navigate a path to success.
If all of this has piqued your interest, but you don’t have the time or in-house expertise to dedicate to achieving your digital marketing goals, we’d love to talk.
We specialise as an innovation agency, working with clients in the Ai, SaaS, Aerospace & Aviation and Renewables industries to elevate businesses above the noise on digital platforms.
Book a free 15-minute discovery call today
Discover if we could be a fit for your team
We’ll send over a proposal for you to review