With good PR campaigns, companies can build a positive public perception of their business and brand. Because it is “Public,” most business owners involved in the B2B domain think it’s irrelevant to them. But the business audience is part of the public too.
With the right messaging, you can help your B2B organization stand out. If you’re looking to craft a winning B2B PR campaign, here are five essential strategies you must follow.
- Create a Customer Persona
The most critical component of creating a B2B PR campaign is a customer persona. A persona is a character of an ideal customer for your business. He or she is the person who needs your products or services the most and will pay for them.
There are also multiple people involved in a particular decision. So, your persona should be around the person you want to influence, not necessarily sell to.
If a CEO has buying power but consults with their attorneys before making a purchase, your customer persona should be the attorney rather than the CEO. But it depends on your goals and objectives.
The bottom line is you’d have to develop a customer persona before you run the PR campaign.
2. Invest Heavily in Content and Stats
PR campaignsinvolve delivering the right message to the right audience. As opposed to other promotional channels, you have limited space and creative scope. Remember, PR is different from advertising and marketing. Since you’re not advertising, you cannot include a promotional message.
So you need to invest in writing the clearest, relatable, and gripping piece of information. Don’t hesitate to hire the best copywriters to write down the message for you.
Studies have shown that the use of graphs and statistics increases the effectiveness of a PR campaign. So make full use of them wherever possible.
3. Expert Opinion Matters
In the B2B world, people value expert opinion. They need validation before making an expensive purchase. So if you can include expert opinion or voice in your PR messaging, this can increase the effectiveness of the campaign manifold. Consider these as the reviews you see for consumer products. They provide credibility to your business.
If expert opinion is not feasible for your business at the moment, you can include subject matter expertise.
There will always be people within your organization who are experts in their field. If your product or service needs explanation, you can include their expert opinion in your PR message. It would help you position yourself as an authoritative organization.
3. Plan for Long Term
The purchase cycle in B2B trades tends to be longer than B2C. So your customers will need more time to place the order. To make the campaign most effective, your messaging should be for long-term purposes. It should be something that would remain relevant for months and years to come. That’s why you should tie your PR campaign to a piece of current news, which often becomes obsolete in a few days.
It’s better if the messaging is around the real pain point your target company faces regularly. It can either be reducing expenses or improving profits.
4. Set up Relevant Metrics to Measure Results
After you’ve run the PR campaign, you need a way to measure the results. It’s because what doesn’t get measured cannot be improved. The easiest metric to track will be the number of mentions you get online.
A good PR campaign always generates scores of mentions on top media platforms. This will help you in many ways, like SEO and traffic generation, both of which can be used as secondary metrics.
When developing B2B PR, you should hire experts to design and run the campaign if you lack in-house resources. It will not only help you save time but also avail of expert services that are hard to get.