Public relations can be a confusing concept for business leaders, especially in the B2B world.
But if you think about it, PR is just another name for getting your message out to your target audience, and the difficulty in doing this effectively and consistently.
While public relations can mean different things depending on your industry, these ten strategies will help any B2B company leverage PR to get results.
PR Strategies for B2B Businesses
1. Create compelling newsletters
Newsletters can be a great way to keep your customers updated, engaged, and informed. They’re also an excellent way to broadcast news about your business. You can send them out frequently (sometimes automatically), so they’ll always stay visible in people’s inboxes.
2. Establish a blog
Having a blog helps establish credibility in your target audience’s eyes by showing them that you are an expert in your field.
It also allows you to share helpful information with them on topics they care about (which will hopefully be related to your business).
In addition, having a blog allows you to build trust with potential clients as they see how knowledgeable and professional you are in all areas of your business, not just marketing or sales.
Many different platforms are available for creating blogs, such as WordPress, Wix, and Squarespace. The easiest way would be through WordPress because it offers free templates, so there’s no need for any web design expertise.
3. Be active on social media
It’s never been easier to get your message out to your target market. Social media is a great way to do this, as long as you have a clear message and know your audience.
You are competing with thousands of other companies vying for their attention, so make sure that when you speak, you speak directly to them in a tone consistent with their interests and expectations.
If your message is based on reliable data, it will be more persuasive because it can be backed up by facts rather than personal opinions or emotions.
4. Write guest posts for relevant publications
You can also write guest posts for relevant publications. This is a great way to establish yourself as an authority in your industry and show your expertise on the issues that matter most to your readers.
So, whenever you have something new to say, reach out to various publications in your industry and offer to write a guest post with unique insights based on your experiences. It’s a great way to get free publicity.
5. Post videos on your website and social media pages
One of the best ways to engage your audience is through video. People want to see things, so why not create videos showing what you do? You can post these on your website, social media pages, or YouTube channel.
That’s how Cisco does it: On its YouTube channel, it posts entertaining and informative videos like “What We Do at Cisco” (which has nearly 1 million views) or “How to Make a Sandwich in Space” (with over 2 million views).
If you have time-saving tips or advice that could be useful for people, why not share them on YouTube? That way, more people will get the information they need.
Another good idea is having a contest where viewers submit their ideas for a new product or service—like this one by Hershey’s Chocolate Company.
The brand asked fans to create chocolate bars based on specific themes (like healthy living), then had judges vote on which one they liked best before making it available nationwide.
6. Share case studies and white papers
Case studies are especially effective because they showcase a business’ or product’s value and how it helped customers increase sales, save money, or improve the quality of their work life.
If you have published articles in a reputable journal, share those too! If you don’t have any published articles yet, consider writing one for a trade publication relevant to your industry.
This shows that you’re an expert in your field and helps establish trust with potential clients who may be looking for someone who knows their industry.
7. Speak at industry events
As a B2B marketer, you know that getting your message in front of your target audience is crucial. One way to do this is by giving a talk at an industry event like a national conference or local business association meeting.
Here are some ideas for where you can speak:
- Speak at a local university event. This will allow students and professors to learn about your products/services and possibly even become future customers and prospects for internships and job opportunities.
- Speak at an industry conference or trade show. You’ll get the chance to network with other attendees (who might be potential clients), introduce yourself to decision-makers who could hire you, share information about what makes your company different from others in the space, and put yourself out there as someone who knows their stuff.
8. Create infographics to illustrate data
As a B2B PR pro, you are your company’s message expert. You know what makes it unique and valuable.
You know what kind of story you want to tell about it—and whom you want to ask it to. Infographics are an excellent way to convey this information in an engaging way that will get shared across social media channels and gain traction with journalists.
Infographics can be used for all sorts of purposes, including:
- Exemplifying data-driven points in an exciting way
- Explaining a new process or product launch in terms of how it will affect the user (or business) experience
- Highlighting key features and benefits of a service or product
9. Work with local media outlets to get attention
If you’re located in a major city, then there’s a good chance that your business has some local media outlets it can work with.
Local news stations, newspapers, and magazines are great places to start. These outlets are familiar with the needs of their local readership or viewerships; they know what they want from their stories and how best to deliver them.
If your business has a unique selling proposition that sets it apart from others, you might even be able to get some free air time. It’s only a matter of reaching out to ask.
10. Get your employees involved in online communities
You can get your employees involved in online communities to gain awareness and build relationships.
Whether you’re a B2B company or not, this works well for any business looking to interact with customers. Your employees are the best source of information when understanding your product or service. They know what areas needs improvement based on feedback obtained from customers.
By getting them involved in online communities, such as Facebook groups, you’ll have an opportunity to hear firsthand customer pain points from them.
This strategy allows you to tap into an existing network of knowledge about your product or service that could be incredibly valuable for content creation.
It gives you more information than would otherwise be available (because nobody knows exactly what’s happening at every moment), and it also offers people at different levels within the organization a chance to contribute ideas from different perspectives.
Employees who are active on social media can help establish relationships with customers by answering questions and providing support and recommendations.
Conclusion
Public relations is one of the most effective ways to get your message out to the world. It’s a great way to build awareness, strengthen relationships, and even increase your sales.
Any company can use PR—from large corporations to small businesses and startups.
While these B2B public relations strategies can be effective, remember to tailor your communications to the channels you’re using and the people who will receive them.
It would be a waste if your message didn’t get through because it wasn’t targeted well enough or was not targeted at all.
If you need help developing an effective strategy—or even just crafting some blog posts or guest articles—consider hiring a PR professional with experience working with businesses like yours.
