CMOs and marketing managers at B2B technology companies often ask us why to invest in Public Relations when you can just create blog content and share it on social media.
After answering this question multiple times over the past few years, we have learnt to deliver convincing arguments that get marketing people nodding their heads as a seal of approval.
To make our (and your) life easier, here we are explain our six standard arguments why B2B tech companies must do global PR to succeed.
Gain Larger Audience
Blogs distributed through social media are a great way to share small and less significant content, but because of how social networks work, those posts are usually contained within a relatively familiar circle of your company’s followers and potentially their followers. Sponsoring naturally helps to break out beyond the usual crowd.
When your content gets published by international and regional B2B medias you will immediately access a much larger audience within your target industry worlwide.
Strengthen Your Credibility and Thought Leadership Image
According to a research by LinkedIn, Thought Leadership position boosts B2B sales. If you publish content only on your own channels such as the company blog, social media profiles, or another forum your company owns, it is easily considered as self-promotion.
Earned media coverage on the contrary strengthens your credibility as a vendor and an industry Thought Leader.
Increase Traffic to Your Website
If the media content, be it a press release, op-ed, industry statement or thought leadership article, opinionated article or a case study, is done in a smart way you will have a possibility to sneak in direct links to your website. (One way is to package and link up additional, deeper industry content on your website to provide readers added value.) That in turn will bring your website more valuable visitors from the target audience.
Grow Search Ranking, Capture More Organic Traffic
Media coverage has a great potential to boost your company’s search ranking, more precisely the Referring Domains metric, which is one of the most important search metrics as it acts as a trust signal for search engines like Google. A domain referring to your domain (through a backlink) tells search engines that your site is trusted and provides valuable information.
The number of backlinks is not the only thing that counts. The quality, or the Domain Ranking of the domains referring through backlinks matter too. If global media outlets, which typically have a high Domain Rank, provide you a backlink, it gives their backlinks a very high value. That in turn reflects your search ranking in a positive way; search engines start to place your links at the top of the search results!
Earn Media Quotes and Interviews
When your company is known to media and enjoys a trusted industry Thought Leadership image, you will gradually begin to earn quotes on journalists’ articles and interviews by editors. This is referred to as reactive PR and it is a highly impactful tool for companies aiming at the top of the industry food-chain.
Engage with Analysts
Gaining analyst attention for B2B high tech companies is a deal breaker. Once your company becomes a frequent headline item in the industry, it helps you to engage with technology analysts, which typically publish analyses, ratings and comparisons of key players in the industry. Attention from B2B tech buyers, decision makers and C-suite is guaranteed for your company!
Whereas almost anyone can do blogging, PR requires specialist skills, time, resources and investments. But, so are the advantages of PR much greater! It is a highly impactful marketing tool for B2B tech companies, and the only way to become the ultimate industry Thought Leader. Unlike paid media campaigns, which only deliver what was paid for, engaging earned media can scale up without limits.
Grip Agency is a team of tech marketing and PR specialists. We create high-quality, search optimized industry content and generate global media publicity for several international B2B hi-tech companies as a continuous, outsourced process. Click here and get a better Grip on the market!