For business-to-business (B2B) companies, successful marketing starts with crafting credible, compelling messaging that captures attention. Equally important is selecting the most effective channels to reach your target audience.
While digital marketing is essential, traditional strategies still hold value. A balanced approach that combines both proven and digital tactics is key to driving growth.
Press releases
It does not get much more old school than this. Launching a new product? Introducing a new service? Opening a new location? When your company has big news, getting the word out with a press release can still pay off.
Be sure to follow best practices when writing them. Include the topic’s who, what, where, when and why. Add a quote of at least two sentences from you (the business owner) or another leadership team member. If appropriate and feasible, also incorporate customer or industry expert testimonials.
In addition, maintain an updated contact list of press release recipients. Customarily, these include media outlets, business news aggregators, key customers, prospects, investors and other stakeholders.
Authoritative articles
Do you know of one or more industry publications that would be a good fit for sharing your knowledge and experience? If so, and you are comfortable with the written word, submit an idea for an article.
Getting published in the right places can position you (or a suitable staff member) as a technical expert in your field. For example, write an article explaining why the types of products or services that your company provides are more important than ever in your industry. Or write one on the technologies that are most affecting your industry and what you expect the future to look like.
But be careful: Publications generally will not accept content that comes off as advertising. Write articles as objectively as possible with only subtle mentions of your company’s offerings.
There are other options, too. You could pen an opinion piece on how a legislative proposal will likely affect your industry. Or you might write a tips-oriented article that lends itself to an online publication looking for short, easy-to-read content. For any type of article, insist on attribution for you and your business.
Digital marketing
Over the last couple of decades, digital marketing has taken the business world by storm. This holds true for B2B companies as well. Virtual channels are many, with possibilities including your website, blogs, various social media platforms and podcasts.
In fact, there are so many digital avenues you could travel down, you may find the concept overwhelming. There is also a high risk of burnout. Many businesses add blogs to their websites or open social media accounts, post a few things, and then disappear into the ether. That is not a good look for companies trying to establish themselves as industry experts.
To be successful at digital marketing, or even just to keep your website up to date, create an editorial calendar and stick to it. Devise a strategy to push out quality content regularly on your optimal channels. It can be authored by you, one or more qualified staff members, or a content marketing provider.
Critical role
B2B companies must build credibility and showcase their expertise within their industry to earn trust and drive success. Effective marketing is integral in this process, making it crucial to select the right channels. Your Rudler, PSC advisor can help you identify, assess and optimize all your marketing investments to ensure maximum impact and efficiency. Contact us at 859-331-1717.
RUDLER, PSC CPAs and Business Advisors
This week's Rudler Review is presented by Brandon Hughes, Staff Accountant and Evan Kandra, CPA.
If you would like to discuss your particular situation, contact Brandon or Evan at 859-331-1717.
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