I’ve seen the power of PR work with startups, business businesses and everything in between. In this article, I will share some of my favorite brand building strategies I’ve seen in the B2B customer business. I’ll also link to some cool tools I’ve learned along the way.
Lay the foundation
Many of the basic steps our PR consultants do overlap with the general B2B marketing strategy Level settings, e.g. Confirm ICP and Analyze competitors.
Here is a quick list of what we do during the learning and planning phases.
- Define our audience and ideal customer profile
- Check out existing messaging/localization to see if we are highlighting the correct points
- Analyze the competitive landscape, including competitor messaging and PR actions
- Improve our value propositions and key differentiators
- Create a calendar of upcoming events, trade shows and industry milestones (for example, if new policies that will affect the industry are launched in the third quarter)
- Build a target media list based on our industry, expertise and competitors
- Create a rough narrative schedule to build around the campaign
Different PR strategies for brand building
The most successful PR campaigns consist of a variety of simultaneous and often persistent strategies that blend in with each other. The more we can manage and maintain an organization at the same time, the more they can improve other channels. For example, if we receive an award for our expertise in supply chains, we can contact supply chain journalists and mention resources on the topic.
This is the top channel I see for our most successful PR consultants.
- Podcast location: Appear on related podcasts as a guest.
- Media interview: Interviews with the press about certain topics to appear or quote in articles.
- Media Source: Submit a quote on a specific topic as a subject expert and will be published in a wider range of articles.
- News Release: Get general news reports from press releases and are frequently submitted to Prwire.
- Wikipedia page: Generate enough news reports, worthy of the Wikipedia page.
- Win awards: Being rated as a top list, or receiving awards for related services.
- Articles of Association: Become a guest writer and write articles for the news media.
- event: Participate in, host and sponsor related industry events.
Measuring the efficiency of brand building
Measuring PR success and quantifying the impact of a brand on acquisitions and retention can be difficult. However, here are a few ways I have evaluated our PR work in the past.
- Coverage: In short, are we getting the coverage we want? several times? What is the quality of coverage (quotation, full article)? What is the quality of the publishing media (respected news source, independent blog)?
- Brand Terminology: I’ll check the Google Search Console to get the impressions and clicks we’ve got for the brand terms. These are our company name and its changes.
- competition: If competitors start bidding on our brand terms in search ads, that’s a good indication that we’re being noticed.
- Organic substances mentioned: Whenever we publish any news reports or mention any news reports or mentions on news or other blogs, I will follow them.
- LinkedIn: Growth and engagement with LinkedIn is a great indicator of our B2B audience that has heard of us and started to pay attention. This is always paired with the strong LinkedIn release strategy on our brand page and the thought leadership skills of our C suite.
How else do you measure brand awareness and awareness? I’m open to thoughts and comments!
Public relations and brand monitoring tools
Podchaser: Podcast Assessment Tool
Find the best podcasts for your industry and gain audience insights like monthly listeners, income tiers and even employers. You can also find contact information for podcast hosts, whether they accept guests or not, as well as the Podchaser’s “Power Score”.
Report: Coverage value tracker
Upload your coverage link, this tool will cost you your coverage and other metrics on media media. We also use it for partnerships to measure the coverage of our Guest Postal Exchange Program.
PR Newswire: Distribute news releases
This is a press release distribution network where you can upload a press release, set an audience, and then track when it is picked up. Another similar tool is prwire.
Talk rambler: Brand monitoring and social listening
This tool helps you monitor any discussion about a brand or discussion you want to participate in. This is also useful for capturing journalists who mention your expertise and are looking for resources.
Mark Lark: PR tool kit for pitch and monitoring
This is a rich set of tools that PR professionals can use to browse media databases, monitor their brand mentions, and monitor coverage. Similar suites include delimitation and Melting water.
End – Build a Brand with PR
Building a brand with PR takes time, but it can also improve all other marketing efforts in the sports. When we can mention recent awards, we have seen more success and received more responses from partners who have read about our company in the news and are more willing to build integrations.
I hope a brief overview of the PR process I’ve seen can help you choose where to focus your PR and brand efforts.
