Why choosing the right B2B PR agency is important
Working to a targeted plan is essential for a successful B2B PR campaign. So too is having an understanding of routes to market, because businesses selling to businesses can involve either a distribution or specification model. Both have implications on a PR and content creation strategy. One of the first steps when putting a plan together is to decide whether PR should ‘pull’ or ‘push’ the product through the channel. If it’s the latter, then the PR campaign may focus on the builders’ merchant or industrial distributor press, both key channel members when B2B marketing managers are looking for widespread distribution of their product.
Alternatively, a B2B PR strategy may focus on pulling the product through the channel and here we frequently target the specifier press. These could be architects, design engineers in manufacturing companies, civil engineers or consultants; all of which are important in making sure our clients’ products or services appear in the bills of material. Of course, there are contractors working on construction sites or engineering and manufacturing workshops that order product from merchants and distributors, which means it hasn’t been specified. In this situation, our B2B PR specialists incorporate magazines and online sites that target contractors and installers.
Our B2B PR strategy always makes sure that we are gaining press coverage in the relevant media. By doing that, we make sure that, whether it’s a specifier-lead sale or a customer going into a branch, they are more likely to ask for our client’s brand by name.
Although we talk about the ‘press’, a large proportion of our effort goes into securing online coverage and here, PR and content creation for B2B is a vital part of our strategy. In fact, most trade magazine such as Construction News, Building and Industrial Plant & Equipment, plus others, now have excellent online sites with thousands of visitors each month from B2B buyers and specifiers.
Maximising our clients’ online presence is important in a B2B PR strategy because it leverages your digital footprint, making sure you are creating those all important back links to your website. Well written and effectively placed content creation will be some of the best SEO that you’ll get. We know because we regularly do it for our B2B clients - a link from one of our blogs, topical articles or white papers will help them perform better in Google searches.
As a marketing agency we are dedicated to creating integrated PR, digital and content creation strategies that get our B2B clients the results they expect. Don’t just take our word for it – visit our case study page to hear what our clients in the B2B sector have to say about us. We also have examples of how we have created an initial B2B sales leads that led to our client securing new customers (for example an article in Quarry Management resulted in an order from Australia for our customer AESSEAL).
If you are looking for effective B2B PR, then get in touch with our team today. We have experience in the construction and manufacturing sector, along with ideas that we know will generate sales leads.
To find out more, email hello@dragonflypr.co.uk or call 0114 349 5344.