In the real estate business it has long been said, “the three most important factors when selling a property are location, location, and location.”
In B2B 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, generates inquiries.
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 tactic for B2B marketers is a well-executed product publicity campaign. 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. Publicity is at least ten times more cost-effective than paid advertising.
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.
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.
Effective marketing preconditions prospective customers and makes you visible to them when a sales opportunity arises. Widespread product publicity will make it happen more effectively than any other tool in your marketing toolbox. Product publicity is also an exceptional niche marketing tool, 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.
© 2015 Steven M. Stroum