B2B Tech PR
Innovating for Tech
Equivalent Advertising Cost
When it comes to technology that is designed for other businesses, you need a PR agency that can speak the language. That is why we specialize in B2B tech PR. Rankin PR has worked with NASA on promoting the future of communication technologies. We have also represented companies that are enabling autonomous driving vehicles, IoT, EVs, drones, smart cities, robotics, and more. There is no technology that we cannot master.
The key to B2B tech public relations is breaking down complex concepts into something digestible, relatable, and informative. We have a formula that is guaranteed to deliver results.
The press recognition you deserve with specialized
B2B tech PR
We have developed a niche within the B2B technology sector writing feature articles, and getting those published as essentially contributing writers for top-tier trade publications. This allows you the ability to control the entire process and the content that gets published.
By taking this approach, you can begin to generate multiple published articles each and every month. This is how you build sustainable PR.
By being hyper-focused on the B2B technology sector, we have increased our clients’ sales by more than 200%.
We work with the editors in the B2B technology sectors every day, and we know what type of content they are looking for, what they will and won’t publish, and how to create content that promotes you while also engaging the reader.
The public relations strategies we offer are tailored specifically for companies in the technology sector. With our team’s experience and expertise, you can rest assured that your company will be able to present itself in the best possible light when it comes to feature articles.
An example of our work in the B2B technology PR sector
This is a story about NASA’s push for millimeter wave-capable products:
When it comes to mmWave systems, science can only progress as far as compatible hardware will allow. This portion of the electromagnetic spectrum will unlock enormous potential for design engineers with the promise of vastly superior data speeds, capacity, and quality, all at low latency. However, the lack of high-performance components in the higher mmWave bands (50 GHz – 500 GHz) is limiting the ability to take full advantage of these frequencies.
NASA, for one, has invested a lot of energy in trying to solve the issue. One focus has been on developing a new generation of mmWave circulators suitable for use in NASA instrumentation.
However, at the higher mmWave frequencies, the state-of-the-art Y-junction circulator is effective only within a very narrow bandwidth. Using a Y-junction circulator can place a severe bandwidth limitation on the entire system.
In response to this challenge, Small Business Innovation Research (SBIR) Phase I and Phase II contracts were recently awarded by NASA to spur the development of a circulator with significantly higher bandwidth. This effort is paying dividends as a new circulator technology has recently been developed.
This new type of circulator, dubbed the “hybrid circulator”, can theoretically cover entire waveguide bands with relatively low insertion loss and more than 20 dB of isolation. The hybrid circulator will enable designers to push greater volumes of data through systems operating in the upper regions of the mmWave spectrum. Read the rest of the story here:
Why you need B2B tech PR
PR has evolved. In fact, for businesses that sell to other businesses, the digital PR is delivering in ways that traditional PR never could.
The key is your deliverable. Insightful, educational, and even disruptive content that is featured in industry trade publications is the ideal way for B2Bs to increase exposure, credibility, and drive engagement.
Our clients are seeing massive growth. In fact, we had multiple clients make the Inc 5000 list of fastest growing companies.
Plus, the digital content remains online basically forever, helping to boost its value.
This “digital” approach to PR will:
- establish you as an industry leader and expert
- build brand awareness
- increase credibility
- generate qualified leads
- boost your SEO results
Next Gen B2B Tech PR
“PR – even though it is underutilized – is extremely effective when properly leveraged.”
– Harvard Business School
Today, PR content is the most effective way to promote your business. However, the problem is that what many people think of as “PR” is really just sending out a press release on the wire or spamming out pitches to stories that the media doesn’t have the capacity to develop. This is not the most effective way to leverage your B2B tech PR.
A much more impactful approach is to develop feature articles that can be published in top industrial trade publications. These articles deliver value in the form of insightful, educational, and even disruptive content.
We have been using this approach for years and our clients are reaping the benefits. Let us help you turn your PR into content that causes your customers to take action.
The Tesla Approach
Everyone is looking at Tesla, and they see a company that is succeeding by doing things differently, right? It’s funny because sometimes when people hear that Tesla does not spend money on advertising, they confuse this with marketing.
The truth is Tesla spends about $60 million per year on marketing, but they are focused on two things that work better than traditional advertising.
- Word-of-mouth marketing
This is perfect for companies looking for B2B PR. We can get the most out of your happy customers by including them in an article that gets published numerous times in the trade publications that your ideal customers read.
Generating the right B2B tech PR content is crucial
When it comes to reaching your target audience, informative “customer-centric” content is the most effective way to turn prospects into leads. Feature stories published in trade magazines are 6x more credible than a similar size ad.
A good story grabs your attention and is much more likely to drive prospects to take action. Plus, 92% of B2B decision-makers report still regularly reading trade publications (print or online). 97% of them also say the articles they read impact purchasing decisions.
Let’s talk about how we can generate 40-60 published articles per year in tier-one trade publications for you.
B2B Tech PR delivers backlinks for SEO
There are a lot of advantages to digital public relations. For example, when a PR article publishes online, it will have a “do-follow” backlink, and this alone can deliver an ROI on your public relations efforts.
Typically, trade journals have a domain authority score between 60-99. This just means Google believes these websites are very important.
So, when they are linking back to your website, it’s like a celebrity endorsement as far as Google is concerned.
Ready to get back(links) to work?
Staying “top of mind”
It is critical for B2B technology companies to remain ‘top of mind’ for their potential customers. The higher you raise your profile, the more likely you are to attract customers who want your services. That is where B2B tech PR comes in.
Read: “say goodbye to cold calling, brand awareness makes your leads hot, hot, hot!”
Going from awareness to perception
A company’s brand is like a person’s reputation. It’s what people think of when they hear your name. If you want people to know, like, and trust your company, then you have to increase brand awareness. That’s where storytelling comes in.
Storytelling is one of the most powerful tools you have to boost brand awareness and create an emotional connection with your audience. People love a good story and are much more likely to remember that association the next time they need a product or service that you offer.
So, if you’re not already using storytelling as part of your marketing strategy, now is the time to start.
If you need a better approach to reaching your target audience, then let’s set up a call.