Getting PR for your business is challenging. Finding a good agency to do it for you is more arduous.
Great B2B PR campaigns require more than just excellent writing and media relations skills.
They need diverse skills, experience, and knowledge from multiple disciplines, including content development, campaign management, social media marketing, blogging, and more.
Get this step-by-step guide that teaches you how to get PR for your B2B company that successful agencies also use.
What is a PR Strategy?
The word strategy is tossed around a lot in business, in fact, in most contexts.
The English language itself has defined it well, to be the art of using plans to achieve strategic goals to satisfy objectives.
To put that definition in layman’s terms, it means that your company needs to have a plan in place for how you are going to get the press coverage you want.
For some, it may mean working on creating buzz around a product or service.
For others, it might mean building an effective media list. And for others, simply getting more followers on social media.
Digital Storytelling
A good campaign needs a solid story. The best, most successful digital storytelling incorporates video to communicate a company’s message effectively.
Eighty-eight percent of PR specialists say that digital storytelling will become even more critical in years to come, with most choosing it as their top choice for the most effective method of communications.
Businesses are also using social media to achieve extraordinary results; 84% of B2B business owners use social media to increase ROI.
This is because people like to share content they feel others will enjoy, which ultimately increases your visibility and marketability through word-of-mouth marketing.
Try Content Marketing
Content marketing is a type of B2B PR that focuses on creating valuable content for readers.
Instead of running ads or looking for ways to get coverage in mainstream media, you create free resources
like eBooks, whitepapers and webinars, that focus on your audience’s needs. You can use social media, your company website, and even blogs to get your content in front of people interested in what you have to say.
It’s the growing importance of content marketing that makes 72% of marketers say, “hay, let’s make some content.”
Optimize Your Online Presence
In a world where online leads account for an average of 10-15% of sales leads, having a solid online presence is a must.
Fortunately, it’s easier than ever to optimize your company’s reputation in search engines and social media platforms.
Businesses need to optimize their online presence on popular social media sites like Twitter, Facebook, and LinkedIn.
This will not only improve your organization’s search engine optimization (SEO) but also allow you to interact with both existing and potential clients at any given time, whether day or night.
Create Opportunities for Citations from Media Outlets
A big part of search engine optimization is ensuring your company website is linked to reputable third-party websites.
One great way to achieve that is by reaching out to media outlets.
If you’re able to get a journalist from a popular website or news outlet to reference your company, it can have a significant impact on your SEO and will be impressive evidence of your legitimacy in case potential customers come asking for references.
Gather Customer Testimonials
You know that customer testimonials are a critical part of any successful B2B PR strategy, but it’s not always easy to get solid testimonials from your target audience.
Luckily, there are some low-cost strategies for getting more of these. If you want to give more credibility to your brand, start collecting more testimonials.
Final Thoughts
The PR industry is expected to grow steadily through 2022, reaching $90 billion by that year.
This data clarifies that businesses are expected to invest in public relations to promote their brands and products effectively.
From agencies to corporate communications departments, everyone is looking for ways to stand out from their competitors.