B2B marketers are renowned for having doubts about the effectiveness of PR. This cynicism is out of date, regardless of where it comes from—some B2B marketing leaders don’t grasp that PR is more than just press releases—or whether it stems from a general dislike of a PR media plan. Every B2B firm requires PR to boost brand awareness, boost sales, and keep clients.
Of course, traditional PR is not what we’re discussing. We’re discussing PR in a Zen-like manner. We integrate our PR and marketing activities to provide our consumers with value. It also works.
Why then do many B2B marketers’ overarching plans tend to ignore public relations? We frequently observe the following justifications:
- They believe that PR refers to press releases. Even though both terms share the same letters, they are not the same thing.
- They believe that industry analysts have a similar reputation-building impact to earned media from PR campaigns.
- Everyone wants to be in Time Magazine, but they haven’t been able to attract the interest of large newspapers, and they don’t want to keep trying.
We comprehend. When B2B marketers present ideas to their clients, customers, and corporate executives, they bear a hefty duty of evidence. The effectiveness of marketing initiatives must be demonstrated (using quantitative indicators), and it can be difficult to quantify PR.
However, businesses that put off PR efforts pass up a number of chances to interact with customers, increase sales, and gain their trust. Want to stop relying on B2B marketing tactics that don’t work? Here is all the information you need to know about PR for B2B businesses.
What is PR?
The press release is not what “PR” stands for. In a nutshell, public relations (or PR) is the process through which a representative informs the public about a person, business, or organization. PR is a strategic communications process that enables brands to develop a favorable reputation, interact with clients and potential clients, and forge advantageous connections with key industry players. Writing press releases, approaching journalists with story ideas, requesting clients to be interviewed for podcasts, and other activities fall under this category.
How PR Supports Marketing for B2B Companies
When B2B businesses use PR in addition to their marketing strategies, their marketing communications have a wider audience and strengthen PR. A cycle of interest in the brand is created when PR and marketing are combined. As a result, traditional marketing relies on measurable marketing tactics to generate leads. Paid promotion increases a brand’s visibility, SEO makes it simple to locate, and social media marketing puts the product or service in front of potential buyers. All of these elements are measurable, trackable, and connected to leads and acquisitions. These tactics are effective; keep using them, but PR can increase their effectiveness.
PR works to improve the reputation of your company. By putting an emphasis on gaining the trust of potential customers and clients, public relations takes a new approach to expand the reach of the business. Through podcasts, articles, interviews, and other media, PR campaigns support brands in securing public interest and establishing their credibility.
Instead of using old-fashioned sales techniques, the new B2B sales cycle depends increasingly on independent research that buyers conduct online on their own. For this reason, PR is significant. During the sales cycle, when buyers conduct their own due diligence, they consult outside specialists to see whether your business is a good fit. To assess your credibility, they will review articles about your company, product rankings in reputable sources, and other materials. Consider this: How do you choose what to buy on your own? Do you heed advice concerning those items from reliable sources, such as Consumer Reports or other reputable review websites? Do you make purchases based on recommendations from people you know? Are you more likely to support a company because a friend or family member enjoyed working with them? Of course, your answers are “yes” and “yes” again. When making selections about what to buy, we all depend on (and anticipate) some kind of external credibility. B2B buyers experience the same thing.
How can B2B marketers measure PR effectiveness?
Have we yet persuaded you that you require a PR strategy? Good. Let’s now discuss the numerical portion. We are aware that you may be perplexed. How can the effectiveness of your new PR plan be measured? You should keep an eye out for a few things.
PR should benefit your business by enhancing the reputation of your brand and creating deep relationships with stakeholders.
PR works best when :
- Building relationships with industry publishers or stakeholders allows you to gain quotes or features in pertinent media.
- “We’ve seen you guys everywhere!” is a phrase you hear. Your brand is well-known, according to clients, potential clients, and even coworkers.
- You’re spreading your messages in prestigious magazines and increasing your share of voice.
- Your press appearances are comparable to those of your rivals, indicating that you are collaborating with media outlets that strengthen your reputation.
Tracking specific leads is less important for measuring PR effectiveness than figuring out how far your brand has spread. If your business can reach prospects and customers through features in reputable magazines, your plan is successful.