4 Ways to Effectively Engage Customers for B2B PR Efforts –

Katie Creaser, Senior Vice President, Affect[1] 

The earned media landscape is tough for anyone trying to secure positive publicity for a B2B company. It seems as if the same sort of stories are being told over and over again. So how can you differentiate your public relations efforts to stand out in a highly competitive and crowded field?

For B2B PR professionals, engaging customers and empowering them to become brand ambassadors or third-party validators is a critical part of any marketing strategy. However, it’s not always easy to convince customers to commit to anything beyond a traditional case study or partner announcement.

From customers that don’t want to be named, to a lack of data or measureable outcomes to bland uses cases – many companies end up with PR and marketing[2] collateral that goes nowhere. Boring case studies, self-promotional press releases, low quality social content and blog posts are likely outcomes. But nothing is worse than media outreach that falls flat with no earned coverage in sight.

As PR professionals plan for 2019, here are four ways to powerfully engage customers to support B2B sales and marketing efforts:

  1. Identify the “Right” Customers. Closed sales and signed contracts don’t guarantee great stories. If you’re hoping to see ROI from customer engagement, it’s important to focus on the ones that are primed for media outreach. Customers that fit the PR profile are:
  • Well-recognized brands or executives
  • Innovative and using your solutions and services to disrupt their business
  • Seeing measurable results and impact
  • Able to provide prescriptive advice to the industry at-large
  • Willing to participate in thought leadership opportunities beyond traditional case studies, canned quotes
  1. Tell a Powerful Story: Traditional case studies are generally too bland to generate press interest – they’re simply not newsworthy (e.g. “our customer bought our product, it did what it was supposed to do…and they loved it!”) is not enough. A strong customer story has a compelling narrative arc – whether it’s a challenge that was overcome, a surprising outcome or discovery, an emotional journey or a lesson learned. It’s also critical to use data as proof points with key takeaways for readers.
  1. Go Beyond the Press Release: A press release is the least interesting way to tell a great customer story – and thinking outside of the box can generate stronger ROI. Inviting customers to be part of creative thought leadership initiatives is a powerful way to expand PR pitch efforts, this can include:
  • Q&A style articles or blog posts
  • Joint speaking opportunities, media interviews and byline articles
  • Participation in surveys and reports
  • Customer advisory boards and councils
  • Joint responses to breaking news and trends 
  1. Institutionalize Customer Engagement: B2B marketers should build customer stories into branding, content and thought leadership campaigns to directly support and empower sales efforts. It’s also important to put a formal customer engagement process and strategy in place and align with business development and sales teams to flag strong stories and educate customers on the benefits of PR participation.

To truly see ROI on customer engagement, it’s critical to think outside the box and bake it into an overall PR and marketing strategy. Institutionalizing the customer engagement process is a company’s best bet to extract as much mutual PR value from the relationship as possible. PR professionals have to be more creative than the traditional case study or customer announcement to move the needle in swaying public opinion, generating more business, and/or securing positive publicity.


Katie C - AffectAbout the Author: Katie Creaser is senior vice president at Affect[3] a public relations agency in NYC that specializes in B2B technology, healthcare and professional services. She provides counsel to technology clients that are looking to bring PR and social media into their communications program as part of a thoughtful, holistic strategy. Follow her on Twitter[4] or on LinkedIn[5].

References

  1. ^ Affect (www.affect.com)
  2. ^ marketing (www.commpro.biz)
  3. ^ Affect (www.affect.com)
  4. ^ Twitter (twitter.com)
  5. ^ LinkedIn (www.linkedin.com)

Source URL: Read More
The public content above was dynamically discovered – by graded relevancy to this site’s keyword domain name. Such discovery was by systematic attempts to filter for “Creative Commons“ re-use licensing and/or by Press Release distributions. “Source URL” states the content’s owner and/or publisher. When possible, this site references the content above to generate its value-add, the dynamic sentimental analysis below, which allows us to research global sentiments across a multitude of topics related to this site’s specific keyword domain name. Additionally, when possible, this site references the content above to provide on-demand (multilingual) translations and/or to power its “Read Article to Me” feature, which reads the content aloud to visitors. Where applicable, this site also auto-generates a “References” section, which appends the content above by listing all mentioned links. Views expressed in the content above are solely those of the author(s). We do not endorse, offer to sell, promote, recommend, or, otherwise, make any statement about the content above. We reference the content above for your “reading” entertainment purposes only. Review “DMCA & Terms”, at the bottom of this site, for terms of your access and use as well as for applicable DMCA take-down request.

Acquire this Domain
You can acquire this site’s domain name! We have nurtured its online marketing value by systematically curating this site by the domain’s relevant keywords. Explore our content network – you can advertise on each or rent vs. buy the domain. [email protected] | Skype: TLDtraders | +1 (475) BUY-NAME (289 – 6263). Thousands search by this site’s exact keyword domain name! Most are sent here because search engines often love the keyword. This domain can be your 24/7 lead generator! If you own it, you could capture a large amount of online traffic for your niche. Stop wasting money on ads. Instead, buy this domain to gain a long-term marketing asset. If you can’t afford to buy then you can rent the domain.

About Us
We are Internet Investors, Developers, and Franchisers – operating a content network of several thousand sites while federating 100+ eCommerce and SaaS startups. With our proprietary “inverted incubation” model, we leverage a portfolio of $100M in valued domains to impact online trends, traffic, and transactions. We use robotic process automation, machine learning, and other proprietary approaches to power our content network. Contact us to learn how we can help you with your online marketing and/or site maintenance.

1 2

Share