In The Abbi Agency’s public relations department, we work with a variety of different clients. Some are larger, some smaller, but one thing is always constant: each targets a very specific audience with unique buying patterns and brand preferences.
As a PR professional, it may seem like a large enough task to target an already brand loyal consumer, or disrupt the conversation in a heavily competitive market. But what about when your client’s target customer is another business or organization?
B2B public relations focuses on earning measurable results in the form of marketing-qualified leads, new business opportunities and closed deals. Essentially, B2B public relations is truly about forming lasting relationships between businesses far beyond any placement or readership metric.
While a consumer makes a buying decision on an individual basis, the person responsible for buying on behalf an entire company must take into account a whole lot more: revenue projections, seasonality, company culture, the necessity and impact of the product on the organization as a whole, and more.
There are numerous ways to assure your B2B public relations strategy stands out and invokes success by creating mutually beneficial relationships between your client and other businesses.
Here are three surefire ways to boost your B2B public relations strategy:
Produce Strategic Content to Develop Thought Leadership
Your client’s CEO or product developer is surely an expert on their services and respective industry—so, it’s your job as a PR professional to make sure their voices are heard by the target consumer. Producing strategic content in the form of byline articles, blog posts, white papers and e-books help elevate your client’s place in the market to more than just a stakeholder—they are a leader and a game changer that deserves the trust of other organizations and potential customers.
Distributing strategic content to appropriate outlets means getting your client’s true expertise to just the right audience by way of a trusted source. Even better is placing this content in time with current trends in the market, such as a major industry event or milestone date.
Incorporate Positive Customer Feedback
Nothing validates the worth of an investment in a product like the voice of a happy customer. Any outside opinion that can speak to your company’s credibility and value is a win!
Incorporating client feedback into content like white papers or ebooks, or in-person at press events or conferences, gives the client a level of authenticity, credibility and brand awareness it would not otherwise have, especially when just starting out. More than that, when potential customers hear positive feedback from a brand’s current clients, they feel reassured of their investment and confident about forming a business relationship with your client.
Go for the Integrated Approach
Lee Odden said, “within the realm of B2B marketing, it’s stories that allow brands to create relevant and engaging connections.”
Genuine, cohesive brand stories don’t come about from a singular approach. Be sure to incorporate multichannel, multi-content strategy into your B2B public relations plan to keep the target audience on its toes. Maybe you’ve noticed the publication you’ve been pitching has published an influx of bylined articles, so instead, try placing an engaging infographic to help the client stand out. Or maybe your brand’s CEO has recently been featured in several print articles for an exciting achievement, so now, go after a major speaking opportunity for some added, in-person exposure.
No matter the strategy, be sure to engage your audience in a variety of ways to remain top of mind for other business leaders and key decision makers.
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