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A B2B PR strategy is a critical piece of a holistic marketing program. When planned and executed effectively, PR can be a powerful lead generation, credibility and awareness tool for B2B organizations.
B2B buyers are information-savvy and research-oriented when evaluating and making purchasing decisions for their companies. That means B2B organizations have to reach prospects on a variety of channels that influence purchasing decisions, including business and trade publications, social media and review websites, and other third-party sources like blogs or B2B product forums. This requires a strategic, multi-pronged approach to public relations.
Companies need to build a strong foundation for PR success. Blindly pitching reporters and commenting on breaking news stories without a solid plan and strategy is risky and limits results. Instead, focus on establishing these essential components of a B2B PR strategy:
As you build this foundation, establish key metrics to reveal campaign performance related to overarching PR goals. Key metrics must be clear and measurable, such as website traffic from PR, conversion rates on PR landing pages, or social media conversations and perceptions. Constantly monitor and track your progress against your goals to find out what works and any improvement areas.
For many B2B companies, outsourcing your PR program’s development and execution is the most time- and cost-effective approach. If you are ready to discuss your B2B PR strategy and learn more about our results, call us today at (312) 235-6173.