NCET explores business and technology
By Rachel Felix
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?
Business-to- business 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 about forming lasting relationships between businesses, far beyond any placement or metric.
While a consumer makes a buying decision on an individual basis, one buying for an entire company must take into account more: revenue projections, seasonality, and company culture, just to name a few.
Here are a few ways to assure your B2B PR strategy stands out by creating mutually beneficial relationships between your client and other businesses:
Incorporate positive consumer 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, or in-person at press events or conferences, gives the client a level of authenticity and credibility it would not otherwise have. 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.
Produce strategic content to develop thought leadership
Your client’s CEO is surely an expert on its 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 or white papers help elevate your client’s place in the market to more than just a stakeholder — they are a leader that deserves the trust of other organizations and potential customers.
Distributing strategic content means getting your client’s expertise to just the right audience by way of a trusted source. Even better is placing this content in time with trends in the market, such as a major industry event or milestone date.
Go for the integrated approach
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 — instead, go after a major speaking opportunity for additional, 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 decision makers.
Rachel Felix is an Account Coordinator at The Abbi Agency and NCET’s VP of Public Relations. NCET is a member-supported non-profit that produces educational and networking events to help people explore businesses and technology.