10 simple strategies to boost your b2b pr campaign - Nine times out of ten, a company seeking public relations believes success to be quoted in the press, with the prestige of the publication determining the level of success. For example, the CEO of a company expects to be quoted in The New York Times, The Wall Street Journal, or the leading trade newspaper in the company's industry. The boss may also be interested in gaining some social media attention.
Although none of the above is incorrect, it demonstrates a lack of grasp of B2B public relations. Arranging for the CEO to be quoted in the New York Times or lauded in a trade publication does not imply you can retire as a public relations professional. Of course, it could be completely inappropriate for a specific type of organization.
Let me clarify.
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In reality, media coverage is only a small component of the B2B PR equation. If that's all you do, you'll be missing out on all the bonuses that follow, as well as anything else you could have done. What exactly am I referring to? There's social media (which is a whole area in and of itself), videos, content marketing, contests/sweepstakes, polls, blogs, and so on. Then there's the fact that big-name news sources might not be the best fit for a corporation. For example, if a company just wants to reach customers in one or two states (and has no plans to expand), regional media coverage could be significantly more successful – and easier to obtain. Simply said, you must concentrate on your target audience.
This leads me to the following point. It is necessary to merchandise PR results in order for them to be truly effective.
It entails making public any and every press you receive. Extending the reach and frequency of your media coverage is an important part of a successful PR effort. That's correct, you'll need to don your marketing hat and get your media in front of your readers/viewers on your own. Here are ten strategies for doing so:
- Start a discussion about the issue you were quoted on your blog or in your LinkedIn group (and be sure to include a link to your article).
- Make your own press and circulate it. Simply add the link to your website's home page, along with a brief explanation of any articles you've received. This can range from a single sentence to a full paragraph. This is the most fundamental action you can take. It never fails to astonish me, though, when B2B enterprises fail to do so. There's no need to panic if you weren't able to have any articles published. You can always promote the articles by posting them on your website. Which brings us to the following point.
- In a newsletter to clients and prospects, mention your press. Do you have a newsletter but don't receive it? There is no need to be concerned. You can always send an email to keep your clients (and potential clients) up to speed on your activities. There should be a mention of your press coverage.
- In your signature line, include connections to the press. Simple and to the point.
- In your blog, promote your press. Include a link to your coverage and mention the issue on which you were quoted in a blog post.
- Spread the word on social media by posting links to your articles on sites like Twitter, Facebook, Google+, and others.
- In your personal bio and/or corporate about us section, mention that you've been quoted in the press.
- Make copies of the article in which you were quoted and include them in your press kit. Old-fashioned physical copies, believe it or not, can still be used (although electronic versions also work).
- Rewrite an article so that it can be used as an abstract for a talk proposal.
- Incorporate screenshots of articles into a company video or sales presentations. Here's where you might wish to highlight your quote.
Best B2B Marketing Strategies for 2021 | What Works (from SaaS to Small Business to Enterprise)
- Have a clear vision of what you want to achieve
- Determine who you want to reach out to
- Decide on your main message
- Know the best media outlet to use
- Come up with the most effective B2B public relations strategies
- Assess the success of your B2B public relations campaign
The activities that you or your team will use to carry out each strategy are known as tactics. They are the day-to-day activities that will help the organization achieve its long-term goals.
A good narrative is relevant, has a big audience, has interesting sound bites or quotes, and has a strong emotional connection with viewers or readers. It can assist to put yourself in the shoes of the journalist as you work on a pitch.