Sensational headlines and viral tweets get consumer PR on everyone’s radar. But a well-thought-out PR program can have a big impact on B2B companies, too. And it’s often very cost-effective compared to consumer PR.
Think of business categories with high margins and long sales cycles, such as business software, insurance, or other professional services from accounting to business consulting. These “boring” categories require research, education, and buyer engagement. A strategic PR campaign can influence buying decisions. Data is certainly persuasive, but smart B2B marketers know that storytelling is more powerful than a list of facts. Here’s how B2B PR supports sales.
Earned media strengthens brand credibility
We live in a time when the public’s trust in almost everything from Congress to organized religion is waning. This problem extends to marketing, but it’s good news for PR. Cision’s State of the Media report shows that trust in earned media surpasses trust in other forms of content. Nielsen research consistently finds increased trust in “recommendations from people you know.” Earned media and social mentions generated through strategic PR campaigns are inherently more trustworthy than paid advertising or other content, so it’s no surprise they’re effective at supporting B2B sales.
B2B PR Informs Customers
Think about today’s typical business customer. He has access to a vast amount of information: customer reviews, expert articles, analyst reports and research, and first-hand experiences from expert colleagues. The sheer volume of material available is an advantage, but it also makes the process more complicated. This is where B2B brands have an opportunity to educate the market. If your product is expensive, complex, or both, it’s difficult for paid content to provide the depth needed to educate potential customers and explain its features and benefits. This means credibility is key. This is where PR-generated earned media often comes in. Features and reviews can influence the market and steer potential buyers in the right direction. Then move them through the sales funnel using email marketing, SEM, or original content.
Building Expertise with B2B PR
For B2B brands, expertise is key. A well-thought-out PR strategy can equip individuals and companies with a specific talent or skillset. Thought leadership events can also help position your expertise. Many of the B2B brands we represent host expert discussion sessions where their clients’ top managers get together with other industry representatives to discuss trends and hot topics. By bringing together influencers, customers and prospects, and key media, we create fresh, relevant content. The end effect is to highlight our client’s brand and combine it with borrowed expertise and our client’s own insights.
Support analyst relations
PR and AR (analyst relations) are two sides of the same coin. Being featured in an influential analyst report can boost your B2B sales prospects for years to come. Conversely, a strong C-suite awareness campaign can convince analysts to take note of emerging brands in your niche, even if your company is not a paying customer. You don’t want to miss this next category disruptor.
PR Gives a Voice to Brand Ambassadors
What could be more valuable than customer ambassadors? Satisfied customers who voluntarily recommend your company to others based on their experience are worth their weight in gold. We don’t usually generate these happy customers, but PR can amplify the customer voice. PR can leverage customer messaging through reviews, testimonials, contributed content, conference and speaking appearances, and more. A well-designed social PR campaign will turn super users into bloggers, reviewers, and influencers. Moreover, participating in an organized brand “champion” program can strengthen the relationship between your brand and your top customers and increase loyalty.
PR Promotes Brand Value
Think purpose-driven brand PR is for the consumer sector? Think again. Because business buyers buy on behalf of their organizations, they usually pay close attention to the brand reputation of their vendors and partners. Decision-making teams have also changed. Buyers are younger and more diverse than before. Their values are different from those of previous generations.
As stated in the Harvard Business Review article “How Digital Natives Are Transforming B2B Purchasing,” about 73% of 20-35 year olds are involved in product or service purchasing decisions internally. They have changed the way companies research purchases and qualify suppliers. They value information they receive from online searches, peers, and coworkers over information they receive from supplier salespeople. More nuanced, this cohort (Millennials and Gen Z buyers) consider factors such as brand values, social responsibility, and culture when selecting suppliers. With the right communications strategy, you can credibly communicate your B2B brand’s cultural and social values, its ethics as an employer and corporate citizen, and its brand purpose beyond sales and profits.
