PR for B2B Growth: Essential Do’s and Don’ts that Boost Revenue

PR for B2B Growth

Over the past decade, the B2B landscape has undergone notable shifts and transformations. Strategies that worked well to attract prospects 10, even 5, years ago are much less effective today. Therefore, it is critical to understand that constantly evolving trends require a fresh, creative approach. This is where PR for B2B growth is delivering results. Knowing the essential do’s and don’ts can elevate your company’s standing and eliminate, or at least greatly minimize, those missed opportunities. B2B PR has changed, and you owe it to yourself to stay ahead of the curve.

Why PR for B2B Growth

First, let’s address the need for B2Bs to utilize PR. This can be summed up quite quickly and we can get on to our list.

As a B2B, you have an obligation to let your potential customers know that you exist and that your company can solve tough industry challenges. It is also critical to clearly communicate the differentiators that separate you from the rest of the pack. B2B PR is the most effective way that a business can address these pressing issues and influence purchasing decisions.

From building thought leadership and creating compelling content to monitoring industry trends, and getting in on the latest buzz, these proactive strategies can amplify your brand’s voice. However, it’s equally important to steer clear of potential pitfalls, such as neglecting reputation management, relying too heavily on traditional media, or underutilizing data analytics.

This comprehensive guide goes beyond industry clichés, offering actionable insights that can help your company steer clear of potential setbacks.

PR for B2B Growth: DO build thought leadership

Gone are the days when businesses could rely solely on traditional advertising; today, credibility and authenticity play a central role in capturing the attention of discerning B2B audiences. One of the fundamental “do’s” in B2B PR is to strategically position key executive team members as thought leaders in their respective industries and create strategies that actively involve them.

Contributing insightful bylined articles, participating in conferences as a keynote speaker or panelist, and engaging in relevant discussions can help harness their intellectual capital. When executives contribute valuable insights to industry conversations, they foster trust among peers, partners, and potential clients.

DON’T neglect reputation management

In the era of instant connectivity and digital transparency, reputation management stands as a non-negotiable facet of strategic communication. Reputation issues can be a deal-breaker, leading to missed opportunities and strained relationships. Negative publicity can inflict lasting damage on your company’s image, while transparently, and proactively addressing issues fosters trust among your current and prospective customers.

Online reviews and social media comments are just a few of the things you should be constantly monitoring, as they have the potential to shape public perception and influence the credibility of your brand. When concerns or criticisms are left unaddressed, it can create the perception that your company is indifferent to customer feedback, or worse, incapable of resolving issues. Unfortunately, it only takes a single negative incident to cast a long shadow over your brand, potentially dissuading potential clients or partners. Remember: perception shapes reality.

Strategies for effective reputation management:

  • Monitor Digital Channels: Implement tools and processes to actively monitor online platforms, review sites, and social media channels for mentions of your company. Keeping a vigilant eye allows you to detect and address issues in their early stages.
  • Prompt and Professional Responses: Respond to negative reviews or comments promptly and professionally. Acknowledge the concerns raised, express a commitment to resolution, and provide a channel for further communication. A timely and courteous response can mitigate the impact of negative sentiment. If an issue can be resolved, the reviewer may even take down the negative comments.
  • Implement a Crisis Communication Plan: Many companies overlook this step, believing they won’t ever need a crisis communication plan. However, not having one is more detrimental than having one you never have to use. This plan should outline procedures for responding to different types of crises, ensuring a swift and coordinated approach.
  • Encourage Positive Reviews and Testimonials: Actively seek positive reviews and testimonials from satisfied clients or partners. Positive feedback not only counterbalances negative sentiment but also enhances your company’s overall online reputation.

PR for B2B Growth: DO create compelling content

One resounding “do!” that echoes through the corridors of effective communication: Develop high-quality, relevant content. Whether it’s blog posts, whitepapers, case studies, or videos, tailoring content to address the specific needs and pain points of your B2B audience is not just a strategic move; it’s a necessity.

Here are a few practical strategies for achieving content excellence:

  • Audience-Centric Approach: Tailor content to address the specific needs, challenges, and pain points of your B2B audience. Understanding your audience’s concerns and providing valuable solutions through content fosters a deeper connection.
  • Diversify Content Formats: Explore various content formats, including written content like blog posts and whitepapers, visual content such as infographics and videos, and interactive content like quizzes or webinars. Diversification ensures that your content resonates with different preferences within your audience.
  • Consistency in Publishing: Establish a consistent publishing schedule for your content. Whether it’s Bi-monthly blog posts, quarterly whitepapers, or bi-annual case studies, regular and predictable content delivery builds trust and keeps your audience engaged.
  • Data-Driven Insights: Utilize data and analytics to understand which types of content resonate most with your audience. Analyzing engagement metrics can guide you in refining your content strategy to better align with your B2B audience.

DON’T rely solely on mainstream media outlets.

Although mainstream media like the Wall Street Journal are often at the top of a business’ wish list, B2B’s will find they are often small fish playing in an ocean. Recognition in these larger platforms not only requires huge amounts of time and resources, but they often deliver little in return. That makes sense considering that 99.9% of the audience for these types of major publications are not your ideal customer.

Conversely, there are trade publications that are much more aligned with your target audience. They are also much more inclined to write and publish stories about what you are doing.

Furthermore, traditional print media often lacks the immediacy and measurability that digital platforms provide. Engaging with various digital channels allows you to gather valuable insights and analytics, enabling you to refine your strategies based on real-time data. These platforms provide opportunities for networking, relationship-building, and gaining insights into the concerns and interests of your target audience.

B2B companies should aim to adopt a hybrid approach, bridging the gap between traditional and digital channels. One of the easiest ways to do this is by implementing a content marketing strategy. Create content that is shareable, relevant, and optimized for online platforms while considering the unique characteristics of each channel.

Going a step further, feature articles can increase your visibility and attract new prospects at a much lower cost than just about any other form of marketing. These articles tend to rank very high in Google search results. So, when someone is researching a solution, they’re not only exposed to your brand, but these articles also deliver significant credibility.

Successful B2B PR stays in sync with the rhythms of industry trends. Demonstrating awareness of industry trends through strategic PR efforts is a powerful way to showcase your company’s commitment to staying relevant and responsive to the changing needs of your audience. This relevance is a crucial factor in maintaining the interest and engagement of your target audience.

Furthermore, industry trends often bring forth opportunities for growth and innovation. Being attuned to these trends allows your company to capitalize on opportunities swiftly, gaining a competitive edge.

And lastly, demonstrating a keen awareness of industry trends contributes to building thought leadership. Thought leaders are those who not only understand the current state of the industry but also actively shape its future through insights, innovations, and strategic communication.

Staying informed is not just about awareness but about taking a proactive stance — being quick to address emerging issues and seize opportunities as they unfold.

DON’T ignore data and analytics

For B2Bs, strategic decisions rely on concrete insights. This is no different when it comes to B2B PR. Data-driven insights optimize PR strategies and serve as a tangible demonstration of ROI — it’s a win/win!

Define clear objectives and KPIs for each PR campaign. This ensures that the data collected aligns with overarching goals, providing meaningful insights into success or areas for improvement. KPIs such as reach, engagement, target media coverage secured, and conversion rates can be monitored, allowing CEOs to gauge the effectiveness of their company’s PR initiatives.

Through this data, B2Bs can get a better understanding of their prospect’s buyer behavior. From website engagement to social media interactions, tracking data provides valuable information on how audiences are responding to PR efforts, enabling B2Bs to tailor their communication strategies accordingly.

By following these essential do’s and don’ts, companies can navigate the dynamic, ever-changing B2B world and effectively communicate with their target audience. Success lies in balancing innovation with tradition, credibility with adaptability, and strategic vision with data-driven precision. By integrating these insights into your strategy, you’re helping ensure that your company not only stays afloat but sails.

Need help getting some wind into your sails? Rankin PR is here for you! Contact us.