A question to Founders and Business Leaders of B2B-focused firms – Are you leveraging PR as a channel to market?
PR can be incredibly beneficial for B2B organisations. The resulting brand recognition can help move prospects through the sales funnel faster. It can also help attract investors and buyers when the time comes for your exit.
With these benefits in mind, it can be tempting to jump into a PR exercise before adequately preparing.
Here are some fundamentals to consider for a successful PR campaign:
Tailor your message to your buyer personas:
Consider the challenges and pain points experienced by your buyer personas and align your messaging accordingly. Illustrate the unique benefits and differentiators relevant to each persona.
Conduct competitive analysis:
Analyse the strengths and weaknesses of your competitor’s media coverage and marketing campaigns. Seek out opportunities from your findings for your organisation’s strategy.
Utilise your organisation’s thought leaders and subject matter experts:
Your in-house experts, such as functional and technical experts, salespeople and product teams, are well versed in customer pain points, industry trends and the unique value your organisation offers to the market. These team members can provide valuable information for media pitches, interviews and blog posts.
Generate data and statistics:
Leverage your internal data or engage a data study provider to generate newsworthy data reports and statistics. You can also utilise data from reputable sources such as Forrester and Comscore to validate your narrative.
As you progress your PR efforts, establish clear and measurable goals such as increased website traffic, landing page conversions, email subscriptions and inbound leads.
Are you thinking of outsourcing your organisation’s PR? Resonate can develop a robust PR strategy that gets your organisation the coverage it deserves.