A B2B PR strategy and B2C PR strategy have a lot in common. The key difference is the target audience. A marketing strategy or PR strategy that targets a business is very different from one that targets consumers.
Generally, B2C PR’s goal is to increase brand awareness for a client, while B2B PR is all about building trust. This is why you need a completely different strategy.
Here are 10 key components to have in your PR toolkit:
Assessing your target audience
Purchasing decisions with b2b are much more complicated than most consumer purchases. It’s likely that your target audience will be research led buyers. These are the buyers responsible for purchases for an entire company, not just individuals.
B2B businesses need to expand to utilise multiple channels, such as business and trade publications to increase their reach. Therefore, your PR program needs to target the correct buyers and decision makers.
While you can’t get to know and please everyone, you can create helpful buyer personas that represent your customers. These buyer personas will help you appeal directly to your client’s needs, interests, and pain points.
Clearly define your goals
The most successful public relations and marketing campaigns are always built around clear goals and objectives. Whether that is increasing brand exposure, generate more enquiries or receive more media coverage, it is important to set your strategy around your goal.
Longer term ambitions are your goals, while objectives are the...
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