B2B is a distinct discipline within public relations. For a start, you promote the company before its product or service. What makes B2B PR different? Three priorities stand out.
Building trust
In B2B PR, building a relationship of trust is essential. Companies considering doing business with other companies need confidence before they invest. PR helps develop proof points that strengthen credibility. Letting others speak on your behalf can be particularly effective.
That is why customer stories are such a valued marketing communications and PR tool in B2B. Enthusiastic customers can share their experiences of a product or service on a company’s social channels, at conferences or in the media, through interviews, videos or written case studies. It is hard to imagine a more persuasive recommendation.
Research published by Mijn Online IDentiteit in 2016, the year this article originally appeared, found that one in five Dutch entrepreneurs considered online information about themselves or their company inaccurate and wanted more control over their online reputation. Customer stories can help shape that reputation, demonstrate sector expertise and improve online visibility.
Trust also grows when you keep communicating about your company’s progress and development. Share financial results, significant deals and innovation challenges, and be open about your partnerships.
The shelf life of a story
Competition for attention in consumer and mainstream media is intense. A story trending in the morning may be forgotten a few hours later. B2B is somewhat different because its media landscape is different.
Trade publications, specialist blogs and websites often have more room and interest for in-depth background stories, with less emphasis on breaking news. Tailored content and an understanding of a specialist journalist’s knowledge and interests are essential in B2B PR.
A different kind of creativity
A B2B PR professional needs to understand the factors affecting a client’s business and feel comfortable with its terminology and acronyms. You need to understand the wider industry, how an often complex business operates and how the client earns its revenue. That knowledge helps you develop a position that appeals to the intended audience.
While B2C PR professionals use creativity to build emotion and experiences around a product, B2B PR often needs to be as concrete as possible. The emphasis should be on the market needs and challenges a product or service addresses, rather than simply describing its features.
Putting B2B PR into practice
Does your business serve other businesses? Consider PR as a way to increase awareness and build relationships. We help companies communicate their vision, services and products through a relevant message, at the right moment and through the right channel. Our approach is strategic, focused, transparent and personal.
Interested? Contact our PR agency in Amsterdam or Antwerp to discuss your business.
Lianne
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