How US B2B tech firms can crack the UK market
The UK and US are closely connected by trade, language and culture. In 2023, the UK imported £57.4 billion of services from the US, making up a fifth of all services imports (19.5%), with the populations of both nations consuming a similar diet of pop culture, films and music.
As a result, US B2B tech firms may look to the UK as the perfect place to grow their presence and establish a footing in Europe. Expanding PR to cover the region can make a real difference, creating brand awareness, capturing audience engagement and establishing credibility. But beneath the parallels are some key cultural nuances that US companies should be aware of if they are to successfully expand across the pond.
Appreciating the differences
While the US and UK share cultural links, there are some notable differences. As per well-trodden stereotypes, Americans are often direct and value efficiency in communication, while the British can be more indirect, understated and reserved.
As the success of entering a new market can hinge so much on effective communication to target audiences, US firms will need to carefully consider how they authoritatively speak about relevant topics and their products and services in the media.
Systems and frameworks can also be very different. As just one example, while in the US it’s the norm for healthcare to be provided via private insurance, the UK operates the National Health Service (NHS), a publicly funded and publicly provided system. There are also numerous regulations, such as in the finance sector, that will differ from the US-norm.
US B2B tech firms that specialise in these heavily regulated and nuanced sectors may need to consider how to communicate a solution’s benefits specifically for the UK public sector, such as easing the strain on short-staffed institutions and helping to save money. To help traverse these nuances, it’s time to engage with the experts.
Maximising the opportunities
For B2B tech firms in the US looking to break into the UK market, leveraging a lead agency with local expertise is the key to navigating cultural differences. Rather than using broad, one-size-fits-all messaging, a local UK-based agency can create tailored content that speaks directly to the unique culture and business landscape of the region, all while remaining accountable for results and reporting to the lead agency.
Via content types such as press releases, blogs and thought leadership articles, experienced PR professionals can ensure valuable coverage is achieved in key UK publications, online platforms and broadcast media.
Working with experts that have a deep understanding of the UK can ensure that messaging is tailored for local audiences. This could be as granular as tweaking written copy to be in UK spelling, or making more substantial changes so the tone is more likely to resonate with a British audience.
A UK agency can also engage closely with industry experts and analysts, enabling US firms to build new relationships in the region. If content dissemination via social media channels is part of the strategy, engagement with UK-based influencers can serve to amplify the company’s reach among British audiences.
A considered approach
The US and UK may share a common language and cultural influences, but for B2B tech firms looking to establish themselves in the region, a considered approach is needed. Understanding local nuances, adapting messaging and leveraging regional expertise can make all the difference in building credibility and securing engagement.
By working with a UK-based PR agency, US companies can ensure their communications are tailored to the market, such as refining tone as securing media coverage in the right publications. With the right strategy, US firms can successfully navigate the UK landscape.
Are you a US B2B tech firm looking to crack the UK market? Talk to us today.