Business-to-Business (B2B) refers to trade and transactions between two companies, large or small, focused on selling a product or service. While both B2B and business-to-consumer (B2C) can benefit from PR efforts, the B2B space has powerful nuances for increasing leads, credibility, and company visibility. Initiating B2B communications requires a well-thought-out plan and strategy aligned with your goals.
According to Sprout Social, 89% of B2B marketers say they use LinkedIn for lead generation, and 62% claim the platform is effective at generating leads. With over 1 billion users on LinkedIn, it’s no surprise that the platform has great potential to generate business and reach key decision makers within companies, especially in the B2B space. To reach potential partners, suppliers, clients, customers, investors, etc., you must first create compelling LinkedIn content that stands out as they scroll through your feed. On LinkedIn, B2B company PR looks like long-form posts on industry-specific topics, internal news updates, case studies that show effective initiatives, video demonstrations of your products, infographic data from recent research, and a variety of other ideas. All of these work together to promote your business; reaching your audience, building relationships, and creating business opportunities.
LinkedIn opens a huge door to business growth by leveraging external communications such as press releases, media interviews with company leaders, email newsletters, and virtual and in-person speaking engagements. B2B PR also extends to other trusted channels that your audience engages with on a daily basis to generate more value and keep your company visible.
This includes:
Trade magazines
Business radio stations
TV news
Industry-specific podcasts
Digital news publications
Newspapers
External communications generate new relationships and promote your brand while also increasing internal employee engagement. When companies recognize and spotlight their teams through media outreach, employees feel more proud of their work and that their contributions are valued, which in turn leads to a more positive work culture.
Foster B2B growth and connect with key companies through outreach. Contact HMA to get started.
