How PR underpins an integrated communications strategy
The secret to a truly successful integrated communications strategy is PR.
It is highly effective throughout the B2B sales funnel and neglecting PR as part of an integrated approach can hinder the sales journey, stalling prospect progress. When implemented successfully, PR tactics attract, engage, convert, and retain prospects and customers.
We previously explored the importance of employing an integrated communications strategy. But how can PR activity support at every stage of the B2B marketing funnel?
Top of the funnel: Awareness Stage
PR is often considered to be a top of the funnel activity, helping businesses to generate awareness of their services or product, building brand image and laying the foundations for all further communication with their target audiences. But PR operates all the way through the sales funnel.
At this stage of the sales process, PR focuses on securing strong media coverage and gaining visibility with target audiences. This is achieved via tactics including company news, particularly when a wider industry angle is included, as well as commenting on trending industry topics, which is a strong method to showcase expertise and secure media exposure.
Longer-form thought leadership content increases brand awareness at the top of the sales funnel. These smart pieces of content showcase the depth of expertise voiced by a key individual talking about future industry trends.
This type of content perfectly dovetails with an effective LinkedIn social media strategy and B2B brands in particular benefit from building a presence on LinkedIn. With other B2B decision makers utilising the platform, C-suite and senior leaders should use their profile to inform and promote discussion, making them stand out as key voices in their industry.
Middle funnel: Interest and Consideration Stage
As awareness of your services grows, PR is a key tool to grow credibility and move potential clients further down the funnel.
A steady flow of thought leadership content in respected trade or national publications is recommended, while the specificity and depth offered by original research and data is particularly effective at this stage.
Original data is an excellent asset to position the value of a product in the wider context of specific client issues and forms the bedrock of a number of other PR tactics including journalist briefings or longer-form content such as whitepapers.
Sales materials such as whitepapers are leveraged as a tool in a cross-channel, integrated approach, which includes paid LinkedIn ads for example. Studies show a 33% increase in purchase intent, while conversion rates are typically double that of other channels.
Lower funnel: Decision Stage
As potential clients move closer to making a purchase decision, PR helps drive conversion. Trust is key in B2B marketing and almost doubles the likelihood that customers will recommend your services externally.
PR builds trust by providing social proof. Case studies and testimonials demonstrate the capabilities of a solution and team members, and help convert buyers in the final stages of purchasing. Similarly, identifying and winning industry awards bolsters credentials in the eyes of key stakeholders, clients, potential clients, and employees.
PR plays a vital part in an effective B2B integrated communications strategy. By implementing the appropriate tactic at every stage of the sales funnel you can provide your audiences with their desired information precisely when they are looking for it…
If you would like to consider or review PR as part of your integrated comms, get in touch with our team.