When it comes to boosting B2B revenue, one of the biggest challenges that salespeople report having is prospecting for new clients. This problem can be attributed to one of a few things. Maybe there are simply not enough people that know you exist or maybe they know about you but are not yet willing to trust you to solve their problems. A third option could be that they have heard of you, and they do believe in your solution, but when they are ready to make a purchasing decision, you fail to come to mind even through online research.
This is where B2B PR is increasingly contributing to the success of companies that sell to other companies. B2B PR increases your overall awareness, builds trust and credibility, shortens sales cycles, generates qualified leads, and even boosts SEO.
However, let’s not be mistaken; modern B2B PR is no longer limited to managing crises or simply sending out press releases. Today, it is about consistently delivering insightful and beneficial stories that your target audience can engage with. After all, nothing sticks in your head like a great story.
What is the objective of B2B PR?
So, let’s dive deeper into how leveraging B2B PR can translate to success for your business.
The overarching key objective in B2B PR is gaining awareness and trust. Let’s begin with awareness. Your company could produce the single greatest product in the world, but if the people who need it don’t realize you are making it, then you are doomed to fail. So, it is your obligation to let as many people know about your offering as possible.
Taking that one step further, often awareness is only part of the issue. For B2Bs, there is likely to be a significant amount of education involved during the selling process. This is where feature articles come into play. You can take complicated issues and boil them down into more relatable stories. Then get those stories published in as many places as possible – more on this below.
Boosting B2B Revenue: Credibility is currency
Moving on to trust, in the B2B world, credibility is currency. Companies that have successfully built trust and credibility through effective PR efforts find themselves in a stronger position to attract qualified leads, shorten sales cycles, enhance their online visibility, and establish themselves as industry thought leaders. So how do you gain trust?
You gain trust through repetitive, positive impressions. The more often people hear about you in a positive light, the more likely they are to trust you. PR helps B2Bs create these valuable impressions within the minds of a target audience through well-crafted stories that position your brand as an industry leader. The power of impressions lies in their lasting impact, shaping perceptions and influencing decisions long after the initial encounter.
However, the human condition does not always absorb information the first time it is presented. This is why a big story in the Wall Street Journal or Tech Crunch often fails to move the needle when it comes to sales. Instead, companies are better off generating a sustainable approach to PR where your company is generating multiple placements each and every month. This ensures you crack through any barriers and stay top-of-mind with your prospects.
Another way to build trust is through thought leadership. PR can help establish and maintain your credibility by showcasing your leadership as an industry expert. Trust is built not just through product quality but by consistently showcasing know-how and guidance.
Boosting B2B Revenue: Qualified sales leads
Effective PR campaigns can attract and nurture qualified sales leads, increasing the likelihood of a conversion. As an example, ELSCO Transformer’s PR campaign resulted in a 300% increase in sales in the first 2 years, demonstrating the power and potential of B2B PR in driving business growth.
However, PR goes beyond building trust, awareness, and credibility. You can also dramatically shorten sales cycles with an effective, ongoing public relations strategy. A well-executed PR plan can expedite the sales process by educating potential buyers and addressing their concerns upfront. By tackling common objections and concerns through PR content, you can significantly shorten the sales cycle and expedite conversions.
How to craft a persuasive PR strategy
Effective PR in the B2B space requires a meticulously crafted plan that aligns with your business objectives and resonates with your target audience.
First, identify your target audience
Understanding your target audience is fundamental to any successful PR campaign. Develop detailed buyer personas to guide your messaging and outreach efforts.
Craft a compelling message
Create an interesting and consistent brand message that highlights your unique value proposition. Your message should address pain points, provide solutions, and showcase your industry expertise.
Build brand awareness
Fostering brand awareness is essential for B2Bs. PR helps ensure that your target audience recognizes your brand and associates it with industry expertise.
Micro Harmonics’ PR efforts catapulted its brand from obscurity to industry recognition, showcasing the power of consistent brand building. The company once considered itself invisible. However, after working with Rankin PR to deliver insightful and educational articles to the industry, a recent convention recognized them as the leader in their field of RF and microwave technology.
Position yourself as a thought leader
Offer insights and expertise through guest articles, interviews, and speaking engagements at industry events.
Do your media research
Identify key media outlets in your niche, and build relationships with these stakeholders. This can significantly amplify your PR efforts. Craft compelling pitches tailored to specific journalists and outlets. Build relationships with reporters, editors, and influencers who cover your industry. Secure media placements that align with your PR objectives.
Focus on content creation.
Develop a content strategy that aligns with your PR goals. This may include feature articles, case studies, and thought leadership pieces. Content should be informative, engaging, and relevant to your target audience.
Execute and measure.
Having a well-thought-out PR plan is just the beginning. Execution and measurement are equally critical to gauge the impact of your efforts and refine your strategy for continuous improvement. Here is a great resource for tracking those Key Performance Indicators (KPIs).
Boosting B2B Revenue with B2B PR
The true value of PR lies in its ability to deliver a substantial return on investment. Give your PR strategy a substantial boost and maximize ROI by:
Nurturing leads. Develop lead nurturing campaigns to capitalize on the qualified leads generated through PR efforts. Personalized follow-ups can convert leads into customers.
Accelerating sales cycles. By addressing common questions and concerns in your PR content, you can reduce friction in the B2B sales process and move prospects through the funnel faster.
Harnessing the benefits of SEO. High-quality backlinks earned through PR can improve your website’s search engine ranking. A bonus is that the trade journals typically appear in the top 10 of Google’s SERP. So, prospects often are drawn into the unbiased information supplied within these publications, further building your credibility.
Remember, successful public relations is an ongoing process that requires dedication, adaptability, and a commitment to building lasting relationships with key stakeholders. When executed effectively, PR can be a game-changer for B2Bs seeking growth and success in a competitive marketplace.
Let Rankin PR take the guesswork out of your B2B PR strategy! Contact us for a consultation.