In B2B inbound marketing, the three most important factors are: repetition, repetition, and repetition. Why? Because repetition puts your products in front of prospective customers when their need arises and repetition reinforces perceptions about your products and company. In other words, repetition gets attention, builds brands, and most importantly populates the internet with content about your products and generates sales inquiries.
Today especially, it is well known that B2B buyers begin their purchasing process on the internet. No surprise there. At the same time, however, according to a study conducted globally by IBM involving 500 marketing managers across 15 different industries, creating growth through the acquisition of new customers and sustaining growth through superior loyalty are at the very top.
When it comes to meeting these marketing challenges the best tool for B2B marketers today is a well-executed product publicity campaign because it combines conventional outreach with exceptional inbound marketing results. When an editor or web host publishes news about your company, they believe it is newsworthy for their audience. Because publicity is news and information, it has tremendous value and it will carry more credibility than an advertisement and that helps establish and solidify your brand. Because it is “content” in high quality websites if facilitates high search engine rankings. Done properly, the content can incorporate the most appropriate search terms and really enhance SEO.
As industrial marketers, we have no control over whether our prospective customers are “ready to make a change” and try our product. They may be happy today with their current vendor, but tomorrow might bring a price increase, botched delivery, or some other opportunity may be created as a result of expansion, a personnel change, or another factor out of our control. That is why repetition is critical and it can be achieved through a well-executed publicity campaign resulting in widespread exposure in media outlets online, in-print, and in search engines. It puts your products in front of prospective customers when they begin their internet search.
Publicity allows your products and solutions to “be in front of that prospective customer” when a true sales opportunity arises and to do it in the most cost-effective way! You want prospective customers to see how you can solve their problems and be motivated to take action to call your company or visit your website.
An effective product publicity campaign combines outreach- and inbound marketing most effectively. It is also an exceptional niche marketing tool that will drive traffic to your website, facilitate search engine positioning, and help determine the best media outlets for creating fully integrated marketing programs with the best return-on-investment for your company.
© 2017 Steven M. Stroum