Building a successful B2B PR strategy in 2021 requires much more than blindly pitching reporters in hopes of garnering news attention. For companies to succeed and claim their marketing goals, they need an all encompassing strategy that’s built on research, is completed with expert execution, and is followed up by targeted analysis.
There are seven essential components of a successful B2B PR strategy, and ultimately, you should be looking for these in any PR firm you plan to work with. Without these elements, PR strategies fall through the cracks, only working for a fleeting moment and not lasting long term.
Accurate Buyer Personas
Business decision makers are much more involved than most consumer purchases. They frequently require bigger budgets and complex technology or solutions. Buyer personas allow organizations to better understand their target audiences and develop a PR program that appeals to their own needs, pain points, and pursuits.
Tailor your messaging and highlight the most compelling product or service advantages and differentiators for each target market. Consider your buyer personas and also the particular challenges faced by each audience to create content and PR campaigns that have maximum impact. Are your key messages as crisp as possible? Do they adequately differentiate you? We dig deep to discover the words, tone, and image that best resonate with who you are and connect it to what gets you the most share of voice. The end result? Your brand story is one people love to share, and it leads to more opportunities for you.
Competitive Landscape Analysis
Take the time to truly understand the strengths and weaknesses of your competitors and the greater landscape. Assess their media, target audiences and campaigns to better guide your PR strategy. In many cases, their success can be reverse engineered to benefit you!
Compelling Thought Leadership
Your team is your most valuable asset. Your leadership, your sales team, and even your most technical folks are often well versed in market trends, understand pain points and company differentiators. These in-house experts can provide great fodder for media pitches, interviews and content such as blog posts and infographics. They don’t have to be awesome communicators. They provide the steak. We provide the sizzle.
Where’s the best place to start with thought leadership? Blogging. Your B2B company needs a blog, and it’ll be successful if you focus on sharing original content that provides educational information to your audience.
Backlinko analyzed the content marketing strategies of 502 B2B companies and found that B2B blogs that create education content receive 52% more organic traffic than those that mainly publish content about their company. That, friends, is what thought leadership can do for your company. It’s a collaboration between the experts within your brand and industry, and a strategic PR firm, that makes this content go further.
Turn Data into Dollars
A strong and steady flow of newsworthy company announcements is great, but most companies have to create their own news to spur coverage on a consistent basis. A great way to do this is through your own data and studies. Data and stats from reputable sources such as CB Insights or Forrester or Gartner add credibility to media pitches and news stories.
At Zen Media, we go even further by leveraging internal sources or conduct and create original research reports which generate media coverage and leads.
Amplify your PR
Ensure that you are able to maximize every piece of coverage by promoting across social media, via landing pages, email, mobile apps and at events/trade-shows. Every piece of content can and should be used as many times as possible. Not only does this solidify brand messaging and get a message out to as many viewers as possible, it generates more content that can drive traffic to your website.
Amplifying existing PR as part of your B2B marketing strategy can mean multiple things, like you share your content on social media, or even have your company’s leadership share that information in their own voice. As many ways as it can be said, say it. Don’t let the valuable information and content you’ve created go to waste.
What gets measured gets managed. Here at Zen Media, we measure both quantitatively and qualitatively to see what’s working and where to double down and get the most bang for your buck. B2B marketing strategies are only as successful as the numbers say, so make sure you’re tracking those metrics.
Various metrics correspond to various goals, so don’t get caught up in the metrics that aren’t pertinent to your brand. Work with your PR firm to create a strategy that maximizes the ROI, even if it means working in an unconventional way (like working with micro-influencers, versus ones with bigger followings). Tracking the results of your PR strategy will show you a detailed picture of what your target market wants to see, and what they could do without.
Track results daily, weekly, monthly and yearly, and don’t let the info go to the wayside. Make sure that the results factor into each new installment of your strategy.
Want to work with a PR firm that does all of the above? Well, you’ve come to the right place.