April 6, 2017
Crafting a B2B PR Strategy to Help Grow a Business
Your B2B PR strategy happens to be a vital piece of an all-inclusive marketing program. If planned and implemented effectively, PR is a great lead generation, awareness and credibility tool for every B2B organization.
B2B buyers are research oriented and information savvy as they evaluate and make purchasing decisions. This means that B2B organizations need to reach prospects on numerous channels that can influence purchasing decisions as well review social media websites, trade and business publications, and third party sources like B2B product forums or blogs. All this needs a strategic approach to public relations.
B2B PR Strategy Fundamentals
All firms need to build strong foundations for their PR success. Commenting on new stories without solid strategies and plans and pitching reporters blindly is risky and will limit results. Instead, it’s better to work on establishing essential B2B PR strategy components. They include:
Just like we mentioned earlier, the B2B purchasing decisions tend to be more involved compared to other consumer purchases. Often, they require large budgets including sophisticated services of technology. Buyer personas will allow you to understand your target audiences and create a PR program that will appeal to the customer interests, pain points, and needs.
Messages should be tailored to highlight the compelling benefits of a product or service as well as the differentiators for the various target audiences. Be sure to consider the buyer personas and challenges each audience faces to craft content and PR campaigns that have maximum impacts.
Data and Statistics
Although a steady stream of corporate announcements is good, most B2B organizations need to make their news. This helps to generate coverage consistently. The excellent way to accomplish this is via data and statistics from reliable sources because it will add credibility to new stories and media pitches. You can go further to leverage internal data sources to conduct research reports that can generate website leads and media coverage.
Take time to know the weaknesses and strengths of your competitors. Analyze their target audiences, media coverage, and marketing initiatives so as to have a comprehensive B2B PR strategy.
Great team of experts
One of the most valuable assets in PR is your team. Be it the account, sales or product team, they are familiar with customer pain points, market trends, and corporate differentiators. The experts can provide interviews, site content such as blog posts, and fodder for media pitches.