How To Build a B2B Brand People Love
For a long time, there was a clear distinction between B2B and B2C brands, but today there is a lot more overlap. As the demand for seamless and personalized buying experiences has skyrocketed, B2B buyers are looking for a lot more than facts and stats to decide who they want to work with. The days of mere transactional experiences and one-size-fits all messaging have quickly been replaced by a more consumerized approach to B2B marketing and communications.
Today’s B2B brands want what a lot of B2C brands deliver– a brand that stands for something and that can make an authentic, emotional connection with their customers. But how can you build a B2B brand that customers trust? And stand out in a very crowded market?
The right communications strategy and team can make all the difference. As we move into 2023, here are some tangible ways your PR team can bring your brand story to life.
Develop a data-driven story – Savvy communications teams know how much journalists rely on data to enhance a story’s newsworthiness. Survey results, white papers and even pitch decks are a great source of statistics that you can use to substantiate your story and the problem you solve in the market. Even better, these are more cost-effective vehicles than expensive market research studies.
Know your place in the media conversation – A strong and steady flow of newsworthy company announcements is great, but most B2B brands have to create their own news to spur coverage on a consistent basis. Your PR team can help you further develop your business story by regularly reviewing trends and situations to find your way in.
Having the right set of strategic messages will help make sure that the story you’re communicating is not only authentic to who you are as a company, but why it matters at this particular moment in time. It’s important to remember that messaging isn’t a “set it and forget it” exercise. Working with your communications partner to regularly review your narrative in the current context can help your messages stand out from the competition and resonate more strongly with the stakeholders you’re trying to reach.
Be a great media partner – As journalists are needing to do more with less resources, your communications team can shine by making it easier for reporters to do their jobs. To do so, make sure you’re telling your story in the language of the media, using quoteworthy language and proof points, data-backed research and clear POVs that connect to current trends. Keep communication clear, concise and relevant so that your pitches stand out among crowded in-boxes.
Know your target – Before you set your sights on The Wall Street Journal, you might get even more traction from a respected trade outlet that your customers or investors regularly read. Your PR team can help you navigate which outlets and platforms offer a receptive audience for your brand story. Whether it be a piece of contributed content or a Q&A with a company leader, understanding the guidelines and styles of each outlet can help ensure you’re delivering what will resonate with your target audience.
Leverage your wins across channels – Don’t forget that PR can help supercharge your sales efforts. Importantly, earned placements can add another layer of trust and credibility that paid placements don’t necessarily bring to the table. Putting fresh content in the hands of your sales team may help them engage or re-engage in conversation with existing and potential customers
Amplify content – Content amplification across traditional and social media platforms can help extend the impact of any one media placement to reach a much wider audience with your messages. For example, your in-house content team may be working on a white paper or a blog post that your PR team can leverage via a customized pitch or repurpose into an op-ed placement. It’s easy to highlight coverage on a dedicated section of your company’s website, through newsletters and other communications to generate greater reach and frequency of your messages.
Dial it up on social – According to Gartner, 80% of B2B sales interactions between suppliers and buyers will take place on digital channels by 2025 and nearly 85% of CEOs and vice presidents say they use social media to help make purchasing decisions. Using social media channels to generate more enthusiasm for your company news is a must-do in today’s climate. Regularly posting original content and news coverage on your company’s Facebook, Twitter and LinkedIn pages is a good place to start. Just make sure that your posts and captions are delivering a clear POV.
PR helps cultivate credibility for your brand, which sets it apart from the competition and converts prospects into clients. Through well-developed storytelling, well-placed media coverage, and well-amplified content and messaging, B2B businesses are seeing that PR can do way more than just manage media relationships– it’s helping brands connect on a deeper level with customers, ultimately opening up new business opportunities and fueling growth.
