It is not simple to realize the huge concept. Time, discipline, money, and a long-term commitment are all required.
However, structuring your PR program around a big concept helps you to achieve a degree of thought leadershipand brand recognition that would otherwise be impossible. Here are a few lessons I've learned about developing and refining that huge concept.
Break Free B2B Marketing: Ramon Ray of Smart Hustle Media on Small Business Success & Thinking Big
Consider concepts that aren't constrained by geographic or demographic boundaries. For B2B IT businesses, this involves thinking about things from more than just the buyer's point of view.
Consider the end-user as well. By definition, if your idea only appeals to a small group of people, it isn't yet a big idea.
For example, if your firm or client sells infrastructure to telecoms service providers, consider how that service will be delivered to end-user companies and consumers. Then, look beyond the customer's service experience.
What other wants and desires have people linked to their broadband service, and how can you provide them?
Begin with your ultimate goal in mind. What do you hope to achieve as a business? Starting with the end-product is a fantastic approach to bring a concept to life. Writing out that fantasy headline that you would like to see when your vision comes true might be a critical component of your vision.
For example, would you wish to obtain newspaper publicity for your charitable work? Then make a huge start. Consider an effective title that will propel you to the first page. It might read, "Local B2B Firm Meets Goal of Feeding 1,000 Hungry Families."
Have you already considered your ideal headline? Work backward from there after you've got it. Set smaller, more attainable goals to help you accomplish the larger picture. When you have a specific objective in mind, it will be simpler to get more people on board and participating.
One huge, high-quality piece of contentwill outperform ten smaller, lower-quality pieces of material combined. To do this, your content production should begin with a robust content strategythat focuses on really high-quality material as well as content marketing.
In-depth material, such as eBooks and tutorials, may take longer to create, but it will result in enhanced reputation and owned media potential in the end.
Do you observe a frequent impediment to a software solution that your firm, like many others, manufactures and sells? Perhaps the underlying impediment isn't vendor competition or a lack of IT spending from consumers.
Perhaps the lack of widespread acceptance is due to a lack of industry standards or norms. Perhaps the actual reasons individuals aren't making the jump are a lack of adequate training and knowledge.
Take a break from wringing your hands over something you can't repair and come up with a huge idea that might truly tackle the core cause of the problem.
To solve this issue, consider creating an industry-wide coalition, bringing together all suppliers to set standards and training methods that would facilitate adoption.
This sort of industry organization can benefit from an online communitywhere best practices can be discussed. It might even lead to yearly face-to-face conferences where industry representatives can discuss new standards and do performance testing on multi-vendor software to demonstrate interoperability.
Leading this type of endeavor will position your firm as a technology leader who speaks to the technology ecosystem and the importance of being "frenemies" in an industry where doing the right thing by the customer hasn't always been the case.
Influencersare important in specialized sectors and may help your material reach a wider audience. While getting an influencer to write a complete guest post may be challenging, getting a blurb or pro tip from an influencer that you can subsequently include in your content is considerably easier.
Once you've secured this content, you may market it by enlisting the help of influencers. Create excitement for the material by promoting it on social mediabefore it is launched.
Once it's published, tag the influencers involved on social media so they may share it with their followers. Share it multiple times to ensure that as many people as possible get the opportunity to read it.
It may appear like your rivals have all of the successful content at times. However, you may take advantage of this. Use tools like BuzzSumo and SEMrush to see what content is currently trending in your sector.
Then give that piece of material an all-star makeover. Increase its worth by giving it a more current look, more in-depth material, and even more pro suggestions.
When you have a great piece of content, it's time to spread it like wildfire. Make the most of social media and email marketingto get as many people to see it as possible.
Also, don't forget to use this material to highlight fresh stuff. Include a link to recently published content in your most popular post. Consider it the online equivalent of hanging out with the popular kids. The intention is for some of the fairy dust to wind up on the new material.
Your material should not have an expiration date. Once you've clicked the publish button, there's a lot you can do to make it even more helpful.
Make it easy to share, for example. Create click-to-tweet buttons for key bits of your content that visitors can quickly share on Twitter.
Create social media photos that feature influential sections of your content that people in your businesswill want to share.
Sharing isn't only for children. When readers share your material on social media, you've struck gold. But how can you get readers to offer their thoughts?
Instead of typical gated material that needs the user to provide his or her contact information, why not offer exceptional content in return for a social share? When people post their download notifications on social media, they receive a free eBook (or movie, or case study).
This provides people with the information they desire while also increasing brand recognition – a clear win-win situation.
Eventsare an important part of establishing oneself as a thought leader and industry authority. However, this is sometimes easier said than done – diving headfirst into a large-scale event may be daunting. Make it simpler for yourself by beginning with a smaller event.
It doesn't have to be a big, expensive affair. Make it less formal and more personal. Invite a diverse group of speakers to talk about a current industry subject or trend, such as an industry analyst, a member of the media, a business client, and an author.
This type of atmosphere may promote numerous thought leadershipquality dialogues, which you will have helped to create.
If everything goes well, you may begin organizing a larger-scale event that will undoubtedly draw more notice.
While it is important to join bigger industry groups, don't underestimate the potential of smaller specialty communities (such as those on LinkedIn) for content promotion.
Participating in smaller, specialist groups may often provide you with additional opportunities to connect with and bring value to people in your business.
Participating in these forums enables you to position yourself as an industry expert, raise brand recognition, and offer important information.
There's even a potential that your material may be picked up for syndication by other blogs and media in your industry. In a nutshell, these smaller groups are excellent stepping stones to larger, thought leadership possibilities.
Entrepreneurs and company owners have a variety of suggestions about how tothink larger. Take a look at their remarks below;
- Be resourceful in your search for the best paths. “Thinking bigger requires you to see where the next step is for your company/ organization. Then align yourself with other industry professionals that can aid in the growth. You have to not only be creative and find a variety of avenues to get to where you want to be but find like-minded people who share that vision.” - Lindsey Havens, PhishLabs
- Session of collaborative brainstorming. “The most common pitfall to thinking bigger is situating ourselves in the now. Imagining what steps we need to take to move from where we are now to where we need to constrain us to small-minded thinking. Instead, a business should enact a collaborative brainstorming session situated in the future; imagining 5-10 years out, and picturing an absurd new innovation or marketing tactic that they could do ‘someday, but not today. Then, you work backward. This is the supposed origin of Pop Rocks; they were spitballing ideas for unusual sorts of candy when one person suggested - talking candy. This would be a ridiculous concept, but someone heard of a chemist who had recently developed a solution that might resemble "chit talk" upon interaction with saliva...and Pop Rocks were created. They could never have innovated by combining the chemist's solution and sweets unless they first thought large and then brought it back to the present.” - Haley Hoffman Smith, Her Big Idea Fund
- Just do it. “How do you wake up in the morning? How do you get out of bed? How do you walk? You just do. To me, that is how to think bigger. For me, not only bigger but brighter as well! I have no problem thinking bigger, I have the same issues I think most entrepreneurs have and that is we think out of our means. We think bigger than our box can hold. I have no problem thinking about and writing down all the fantastic ideas I WANt to do but as I am only one person, implementing ALL of them is the hardest part. Think bigger, but take small bites to get there and you will have the tastiest treat in the end!” - Trisha Trixie
- Surviving. “As we expand the Grant Park Academy of the Arts, it is essential that we think bigger. I am contemplating a ten-year plan at every step of the game. I have the magic number that we need to break even, but for me this does not suffice. I'm thinking about how we can diversify, be in a number of different areas besides music instruction, partnering with as many people and organizations as possible so that, if one of our branches is cut, the rest of the tree can survive. No business built upon a single idea can last very long in a volatile market with stiff competition. For me, thinking bigger isn't about thriving, but surviving.” - Adam Cole, Grant Park Academy
- Start with the small blocks. “If you need to get a big picture view of something, start with the small blocks that can become a pyramid when they are stacked correctly. Driving up profits is a big picture example, and seems daunting. But if you break that down into decreasing costs, optimizing processes, and increasing revenue, you now have three smaller pieces that let you get the bigger thing done. Each of those can be broken down even further. When you see all the blocks fit together, you'll find gaps and be able to fill those in as well. If you find where all the trees live, you've found the forest.” - Ben Froedge, Store Strength
- At all phases of their journey, target people who are already seeking you. The first place we all want to go is to search, and B2B lead generationis no exception.
- Go to the source: LinkedIn.
- Make use of Audience Insights tools.
- An experiment in areas that are outside of your comfort zone.
- Improve your audience’s lookalike game.
7 Simple Ways to Expand a B2B Business:
- Set up a live chat feature on your website.
- Keep track of your contacts.
- Repair your website as soon as possible.
- All of your owned media should be updated.
- Create new material that is aimed at ideal prospects.
- Make sure everyone is prospecting.
- Make contact with your clients.
- Request recommendations, testimonials, and case studies from customers.
The major goal of B2B PRis to establish a positive reputation for the company and to maintain positive relationships with the general public and other business partners. This would result in a favorable brand image, making it appear relevant, honest, and successful. Differences between business-to-business and business-to-consumer transactions.
6 Steps to Creating a Successful Business-to-Business Public Relations Strategy
- Have well-defined objectives.
- Determine your target audience.
- Determine your main point.
- Determine the appropriate media channel to employ.
- Create the greatest B2B Public Relations strategies.
- Assess the success of your B2B public relations campaign.
B2B PR is a subset of public relations that assists businesses in selling their products and services to other businesses rather than the broader public. B2B PR professionals collaborate with B2B marketers to manage their reputations in order to make their organizations visible, appreciated, and understood.