With an economy that is consistently unpredictable, businesses are increasingly looking to see real and measurable results from their marketing efforts. In light of this growing trend, lead generation has become a key focal point for B2B enterprises anxious to understand the actual impact of their spend.
What some don’t know is the PR plays a part in securing leads. In fact, if done well, it can significantly increase the number of leads you generate. In this article, we explain how closely PR is linked to lead generation, and why you should consider investing in strong PR efforts.
Linking PR and lead generation
Lead generation is an exercise measured with relative ease from a quantitative perspective. But, its ability to drive business results is largely dependent on the quality of the audience created. As such, enterprises are being forced to look beyond the simple facts and figures, and employ a more holistic marketing approach to support their initiatives.
PR was once notorious for its inability to generate tangible results. Now, it is fast becoming a key strategic element in the quest for quality leads. The method offers reputational leverage and all-important credibility that differentiates businesses from their competitors.
Using PR for lead generation
Here are three key reasons why you should consider supplementing your lead generation campaign with PR:
1. Reputation matters
In the world of social networking, reviews are critical to a company’s success. Peer recommendations increasingly demonstrate significant impact on bottom line. The B2B world is no different, except that instead of investigating sites like TripAdvisor prior to making travel decisions, potential leads look to case studies and client testimonials.
This is where PR comes into play by creating content – like case studies, testimonials, thought leadership pieces and blogs – which can act as key differentiating factors in B2B decision making.
As travellers are likelier to choose a highly rated resort for their next holiday, business executives are more willing leave those all-important funds in the hands of a company able to demonstrate a solid and reputable track record.
2. Familiarity breeds consent
Regularity is critical when it comes to establishing a business as a desirable supplier or partner. Studies have suggested that it takes at least seven encounters with a brand to establish real recall. For lead generation campaigns to really work, familiarity forms a critical element of success. This is where the creation of regular content in a variety of channels can prove invaluable.
Ultimately, potential partners and clients are likelier to accept a meeting request from the business they’ve heard of.
3. No news is bad news
For a business to remain relevant in an ever-shifting business environment, it’s important to demonstrate expertise and foresight in the field. By publishing regular thought leadership content businesses are able to have higher levels of lead generation. This way, they are critically differentiating themselves from the competition.
Through posting on social media platforms like LinkedIn, and self-publishing blogs, articles and eBooks, businesses can establish thought leadership within their industry. Dated blogs and empty social feeds are the enemy of any lead generation campaign, as they suggest an inability to move with the times.
Additionally, businesses that don’t share relevant news regarding their accomplishments and accolades are wasting golden opportunities to cement their reputations. By incorporating elements of PR into marketing strategies, companies can ensure that they generate high-impact, quality leads.
Use trusted PR specialists
High quality lead generation increases profits, betters brand awareness, and does so much more for your business. To put your best foot forward, contact Red Ribbon today, and get your PR perfect.