There are a lot of B2B public relations myths floating about, one of which is that PR can’t boost the bottom line for companies selling to other businesses.
That’s not true at all. In fact, here are three ways (though there are many more) a B2B company can utilize public relations to generate leads, attract new customers and ultimately increase profits.
- Reach new audiences – One of the best ways B2B PR can lead to more revenue is by getting a company’s name in front of new potential customers. In PR, marketing and advertising circles, we refer to this as “brand awareness.” Getting stories in trade journals and other media can expose or reinforce your company’s name and image with people who were previously unfamiliar, and those people may just be the decision makers who sign vendor contracts.
- Expert positioning and brand integrity – Seeing a brand’s name on the page (whether print or web) lends integrity to it, assuming that name isn’t accompanied with words like “low-quality” or “poorly made.” Writing regular bylined articles penned by executives or having your company’s spokespeople quoted as experts shows prospective customers that you are established in your field and are a source of information in your industry. This creates value in a potential customer’s mind before they even send that first email or make that first phone call to inquire about your product or service.
- Showcasing products and systems – If your company has a new product, or maybe you have a unique way of doing things, these can be highlighted through PR. New product announcements can get in front of audiences who are likely to buy them, while talking about systems and processes can let you demonstrate how you’re different from the competition.
These are just three ways you can improve your B2B company’s profitability using public relations. B2B PR is one of our specialties at Ripley PR, and we’d love to help your business grow its profile and bottom line.