To be honest, the title of this essay makes a lot of promises. This piece, on the other hand, could rock your world if you're in need of a PR revamp, a PR launch, or even a solid PR education.
After all, successful PR should put your B2B company in the spotlight and generate conversation in your industry. Finally, the best public relations results in more visibility, credibility, and, most importantly, additional money. Isn't that going to rock your world?
In this article, we'll:
- Let's talk about some PR fads that have faded away (or that should have)
- Learn about the most recent developments in the field of public relations.
- Show you how to take advantage of the latest B2B pr trends for your company.
COPYRIGHT_MARX: Published on https://marxcommunications.com/b2b-pr-trends/ by Keith Peterson on 2022-05-21T07:04:26.177Z
For years, press releases have been a mainstay of B2B PR. And they still are. Surprised? The truth is that news releases are an important part of any B2B public relations strategy. However, the days of sending your release and then forgetting about it are long gone. It's probably best if you toss it in the garbage.
Paid advertising has a place in the world. Old school marketing, on the other hand, will tell you that a full-page ad in the New York Times is worth its weight in gold. To receive it, you'll almost certainly have to pay the price of a gold item, and there's no assurance the ad will reach the proper individual.
In a minute, we'll show you how to use paid advertising correctly.
There is no scarcity of free stuff available on the internet. And it's arriving at a breakneck pace. It's almost as if marketers are competing to see who can produce the most free material. I don't know about you, but I prefer to get compensated for my efforts.
This isn't to imply that free material should be phased out completely. Let's be clear about something. To get your foot in the door, you'll need these enticing incentives. I'll get to that in a minute.
While keyword ranking is still a potent technique to get seen online, focusing simply on SEO will do little to improve your public relations.
Your business should not be seen as a soulless machine that pumps out words to tempt other digital beings. Rather, you want to be known as a problem solver in your field, as a corporation that pays attention to the demands of its customers.
Yes, you really must provide free content to your prospects. Don't, however, believe that you should give out all of your knowledge for free.
How to make the most of this fad: Have you amassed a wealth of expertise in a specific area of your field? Why not turn it into an eBook? If your topic is in high demand, don't be afraid to charge a small fee for your content.
As I have stated, press releases are far from extinct. The traditional way of employing them, on the other hand, has long since died.
Today's news release should be optimized for search engines and widely pushed on social media.
Make sure your news releases are tailored for prospects, not simply the media, to capitalize on this trend. Include both industry and internal quotes to establish oneself as a thought leader. Optimize your press releases for search engines and then extensively promote them on social media. Make a copy and save it in your online newsroom.
The idea behind thought leadership is that you are an expert in your field. People look to you for information and advice on industry developments. To be a thought leader, you don't have to be the CEO of a huge organization.
In fact, in this essay, I describe how one owner of a sinking pool firm rose to prominence in his field simply by launching a blog about his fiberglass expertise!
Influencer marketing is similar to this. You leverage other thought leaders' influence as a stepping stone for your brand's visibility.
How to capitalize on this trend: Get to work developing material with your name on it. This can be done on your own platform as well as on third-party ones like LinkedIn. Quote industry leaders on a regular basis and mention them when promoting your material on social media.
Every PR campaign should be evaluated. You can't be proud of yourself for 2,000 placements if none of them are successful.
Many of us are busy developing content these days, but are you keeping track of the effects of your PR efforts? If not, they're applesauce, as the late Justice Antonin Scalia put it.
How to make the most of this fad: There are numerous tools available to track your public relations activities. Google Analytics, Clicky, Buzzsumo, AirPR, and most CRMs are all designed to tell you how well your efforts are working.
Paid content is distinct in that it enables you to access a huge audience who is interested in your sector.
We recently published a piece on Native Advertising. We discussed how native advertising is a powerful strategy because it mimics the user's natural experience. To access your content, the viewer never has to leave his favorite site (Buzzfeed, Huffington Post, LinkedIn, Forbes).
This sort of advertising can be far more effective than direct advertising, such as a banner ad, in which all of the hits come from people who may or may not be interested in your field.
The social world isn't as mysterious as it once was. You're probably familiar with Twitter and how to use Facebook and LinkedIn. That said, you don't have to leap on every platform. It's more vital to learn how to use the platforms that are most useful to you.
This is when your data comes in handy.
How to make the most of this fad: Keep an eye on your analytics to identify which platforms are the most effective for you. Give a platform a second chance with a significant push if you think there's room for progress.
But don't hang on out of sentimentality. If something isn't working for you, give it the boot and move on to something that does.
With that in mind, it's a safe bet that LinkedIn isn't a tool you'll want to discard.
It makes no difference whether you manufacture screws for industrial washing machines or develop cloud-based big data software. Humans respond to emotion, and your clients are people.
Now, I'm not suggesting that you make stuff featuring puppies and babies. The sentiment, though, should be present. Is your material reassuring, inspiring, and empathetic to the viewer?
Consider the following scenario:
For the keyword "machine shop manufacturing," the first one might rank higher. It does, however, have a low emotional quotient. You can, however, use both if you like, one in the on-page title and the other in the meta title, keeping both man and machine happy.
How to make the most of this fad: Instead of focusing on getting you discovered by search engines, create content that focuses on the requirements and worries of your customers. Instead of using keywords that appeal to a large, frequently irrelevant audience, use keywords that appeal to a small set of solid leads.
In 2021, 46% of B2B companies want to invest in ABM. In the year 2021, 45 percent of marketers expect to boost their use of social media and social marketing tools. In 2021, 43% of marketers intend to increase their investment and use of marketing analytics technologies. In 2021, 42% of respondents aim to increase their use of video marketing.
Top 10 B2B Marketing Trends in 2020
- No-click searches and featured snippets
- The word "sustainability" is screamed out loud and proud
- Ad-blocking software
- For visual searches, use image and video SEO
- Content that is interactive
- Segmentation of customers
- Local search engine optimization (SEO)
Anything that changes the market in which your organization works is referred to as a market trend. This might be something as broad as artificial intelligence, as ephemeral as consumer preferences, or as industry-specific as new rules. This trend-tracking doesn't have to take up a lot of time each week.