Unlike consumer-facing companies, like Dunkin’ Donuts and Nike, the technology B2B space is often niche or super-techy, making public relations efforts a bit more challenging. Tech B2B companies don’t require recognition from the average Joe or Jane. Instead, they look to other companies that benefit from their product offerings, which typically exist within the enterprise, cloud or back end. Even so, audiences for news from B2B companies consist of potential customers, media and, of course, analysts. Therefore, to gain greater profile in the minds of potential customers and other key demographics, B2B companies desiring a more aggressive PR push should consider the following tips to get the ball rolling.
1. Establish ties with industry analysts.
Firms such as Forrester Research, Gartner Group and Ovum research and track markets, and they also influence markets. Each firm has analysts who have diverse skill sets, levels of experience and influence. To deliver optimal research, analysts must be aware of all key players in a particular space. The best way to ensure inclusion in research reports is to make an introduction and schedule regular briefings with analysts who cover your space.
2. Build relationships with influencers.
Industry influence can come in the form of analysts, press members (Walt Mossberg, now retired) and technology evangelists (Guy Kawasaki). Consider the main influencers in your industry, make an introduction and keep them abreast of all critical developments from your organization.
3. Leverage customer case studies to showcase your wares.
Oftentimes, customers don’t know how much they need you until they know you exist. Publicizing the benefits of your solution in use by your current customers will help potential customers visualize how your offering can help them. Write case studies or create a video series to showcase all the bells and whistles and prove that your solution will solve an existing problem.
4. Write a white paper.
What problem does your product or service solve? White papers outline the challenges people face in the industry you serve as well as how your company’s solution remedies them. Put your best foot forward in writing and share it as broadly as possible.
5. Get creative.
The evolution of communications now gives any organization the ability to tell a story. Get creative with what your company does and consider all the avenues that you can use to share your story. Do you need to focus on the challenge/solution? Are you creating a completely new niche in the marketplace? What allows you to box out all your competitors? Dive deep into your differentiation and creatively distribute your unique story via case studies, video, GIFs, memes, podcasts, etc.
B2B companies have a story to share, yet many lack a PR professional to help usher them from point A to point B. If you’re a member of a B2B company interested in bolstering your profile in 2018, let Axia Public Relations help you along your journey. To begin, learn more about what corporations spend on public relations by downloading Axia’s PR intelligence report “What Companies Spend on PR.”
Clients love Wendy’s compelling writing. She has nearly 20 years of experience in technology, business, consumer and nonprofit public relations. She serves on the Massachusetts Down Syndrome Congress PR Task Force and is a culinary enthusiast and champion for the special needs community. Wendy has worked with Axia Public Relations since September 2014. Learn more about Wendy.
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Topics: public relations, earned media
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