If you are a business to business company, your marketing needs are different. You need a marketing firm that really understands your needs and your market place. Business buyers behave differently than consumers do. In one respect though, this gap is closing. More business buyers are using the Internet to find information about a product, service or company prior to purchase.
Ideally, any publicity campaign succeeds not only by generating a large quantity of leads, but by ensuring that those leads are of sufficient quality to quickly convert into sales. With the increasing recognition that the expansion of any business organization depends on both elements, more and more marketing executives are turning to business to business marketing publicity as the preferred method of lead generation.
Marketing publicity—a hybrid of marketing and PR—involves promoting a product or service through the media, whether it be online or off. A business to business marketing firm that specializes in this process can help you to create feature articles, customer testimonials, and new product releases, and then obtain placement of these stories in targeted consumer or trade publications, both online and in print.
This is a proven business to business marketing technique that can build brand awareness and communicate to potentially millions of prospects at an extremely low overall cost per lead.
The power behind this kind of marketing strategy lies in its objective, third party endorsement. Editorial content puts the media source in the position of objectively recommending the product or service and this breeds a level of credibility that is difficult to achieve with any other marketing technique.
The resultant leads are often superior because, after having read an in-depth article about a product or service, prospects are typically more educated about the product when first contacted by sales staff. Even difficult-to-explain technology benefits from such treatment because editorial copy provides potential customers with a contextual explanation to establish the need for the product.
It also supplies the first half of the lead generation equation because a large quantity of published articles in several magazines, newspapers, electronic newsletters and Websites—repeated over time—helps build a mass awareness for a product or service. Given this quantity of exposure, the prospect feels more comfortable that the company is a legitimate player in the market.
“It’s always nice to ‘have your cake and eat it too,'” laughs Elliott. “So the ideal goal of any business to business marketing plan is to drive in a large quantity of high-quality leads that quickly turn into sales. In the hands of qualified public relations firm, marketing publicity can do that.”
To discuss your business to business marketing and publicity needs, call John Elliott on (310) 787-1940.