If you’re marketing an adtech company, you know how hard it is to stand out. Big players dominate the headlines, and most buyers already have a long list of vendors. But you don’t need a massive budget to build awareness. You just need the right mix of smart moves.
Start with your own channels. Your website, blog, and LinkedIn are where buyers go first. Make sure your messaging is clear. What do you do? Who is it for? Why should they care? Cut the jargon and say it in plain language.
Next, get consistent with content. Post weekly if you can. Cover common questions your target audience asks. Break down industry terms. Share customer wins. Use real examples. People don’t want buzzwords. They want to understand how your product solves their problems.
Social is another low-cost awareness tool. Don’t worry about going viral. Just show up regularly and be helpful. Post company updates, event recaps, and product tips. Share relevant news with your take on why it matters. Use employee accounts too. Your team is part of your brand.
Partnerships help, especially with newsletters, podcasts, or niche publications. These don’t have to be expensive. A guest post or joint webinar with a trusted name in your space can drive real attention.
And don’t ignore SEO. A few well-written blog posts that rank for keywords your buyers search for can generate traffic over time. Focus on questions and problems, not just features.
Even with a small budget, you can build awareness. The key is to stay consistent, focus on value, and make it easy for people to understand what you offer. Most adtech buyers are just looking for solutions that work. If you can explain yours clearly, they’ll pay attention.
Sam Khoury
Founder, Cedar Consultants
Creative consulting solutions for Adtech