Whoever creates a B2B comms strategy for you should be asking certain questions: what stops your prospects from buying from you? Too much choice? Lack of awareness? Low credibility in market? Lack of visibility online? If your B2B PR agency doesn’t understand the barriers to purchase then it’s difficult for them to devise a PR strategy that helps you gain traction with customers.
Be cautious of any agency that claims PR is the solution to every marketing challenge. If your sales challenges are closer to the bottom of the funnel and more about influencing prospects at the point of purchase, then pure PR probably isn’t right for you. Instead a lead generation programme using content marketing, PPC, SEO and maybe even direct mail would be more suitable.
Likewise if the barrier you’re facing is a lack of awareness or credibility in the market – a problem shared by start-ups as well as bigger companies wanting to educate prospects on new offerings – then a B2B PR agency used to extracting the most interesting stories to craft news and push thought leadership in the national and vertical print, online and broadcast media should be of real interest to you. As should an explainer video company used to conveying complex messages succinctly using award-nominated animation.
The best digital strategies often use a combination of marketing disciplines in creative ways to help businesses achieve their goals. But they’re also flexible. Every one of them will be measurable against KPIs designed to show how well the strategy is performing. If it’s not working, or the opposite is true and part of the strategy proves to be sensationally standalone effective, then your B2B PR agency should be ready to adapt the strategy for the benefit of your business.
If you’re interested in this type of intelligent, digital PR strategy then contact us today to find out more.
TopLine devised a multi-channel marketing strategy for us designed to increase our inbound lead gen. We're now reaping the benefits with a solid stream of good leads coming through the website on a monthly basis. TopLine's impressive ability to quickly get to grips with complex tech subjects is matched in equal measure by its team's SEO, PPC and PR know-how. They're a trusted and valuable extension of our team.Francis Miers