Unlike B2C companies, like Starbucks or Adidas, the technology B2B space is more exclusive or super-techy, making public relations efforts a bit more challenging. Tech B2B companies don’t require recognition from the average consumer. Instead, they look to other companies who can benefit from their product or service.
Therefore, to gain a greater profile in the minds of potential customers and other key demographics, B2B companies should consider incorporating some of these tips.
Make Friends, Not Contacts
Journalists aren’t just an ace to keep in your back pocket until you need a win. Relationships with communication professionals and journalists are mutually beneficial.
If you start forming relationships with journalists before you need them, the chances of them getting around to your pitch will skyrocket.
There are a few ways to go about this— you could start interacting with journalists who cover your industry via social media or other groups. Become a part of the conversation in these groups and contribute in a way that is helpful.
If you’re able to connect with them in person, don’t promote your brand. Instead, stick to a topics that showcase your knowledge and expertise in your industry. In short, let them see you as a person, not just as a company pushing it’s own special interests
Make Your Subject Clickable
Many journalists get hundreds (and I mean HUNDREDS) of email pitches daily. Make your pitch impressionable, and give them a reason to read yours first.
Here are some obvious do’s and don'ts to writing subject lines:
- Submit blind pitches to journalists with no personalization
- SPAM! Do not begin a pitch with “RE:” to prompt a journalist to opening the email— they will see right through this every. single. time.
- Bury the lead— Get to the point and be as transparent as possible.
- Be short, straightforward and show value
- Offer exclusivity
- Create a sense of urgency and newsworthiness
The subject line is your first opportunity to making your pitch as enticing as possible, make sure it worth it.
Interested in perfecting your email pitch? Keep reading. ;)
Do a Reporter’s Homework
Journalists and editors are looking for stories, and a nicely packaged story with relevant metrics, case study examples or other beneficial information will make a reporter’s job much easier and a significantly boost the chance of being picked up.
Although it may sound obvious, editors are more likely to use well-researched stories that will interest their readers than content that will take more work on their part to research.
Make their job easy. Give them all the answers they’re looking for.
Become a Contributor
Guest blogging for other platforms is a great way to increase awareness of your brand, but it can also increase SEO, domain authority and back-links to your website.
Sounds easy, right? The blogging might actually be the easiest part. Applying to be a contributor can actually be the most time consuming. Come up with a list of blogs that accept guest bloggers, and apply to submit your content. To increase your chances of getting chosen, pitch an idea that they’ve haven't covered on their platform before.
Need help getting started? Click here for a list of blogs who accept contributors (it’s categorized by industry!).
Use the Right PR Tools
Making sure you have the right tools in your toolbox is the first step to getting your job done right. Here are a few of the best PR tools:
- HARO (Help a Reporter Out)— HARO is a tool used by writers and journalists to find sources for their stories quickly. BUT, if you’re chosen as a source, you have the opportunity to ask the reporter to include information about you and your blog. It’s a win-win!
- PR Newswire— PR Newswire is a press release distribution platform used by PR practitioners to get their stories picked up by the press, and journalists use it to pick up news tips.
- Google Search Console— Google Search Console is a free service offered by Google that helps you monitor and maintain your site's presence in Google Search results. Stay up to date with your website’s authority so you can measure how well your strategies are actually working.
BONUS! A FREE EMAIL PITCH TEMPLATE:
SUBJECT: “[Surprising, exclusive, brand-new] + [data/research] + on [topic] – interested?”
I’ve been following your articles for a while now, love reading about your insights on the B2B tech industry.
Your recent article about _________ caught my attention because ________________, and I figured you might be interested in some new data found in a study by our company, _____________.
The study reveals ______________________________, and is important to the technology space because __________________________________.
Interesting in learning more? I’ve included a link to our press release here for more information. Feel free to contact me via email or phone number with any additional questions.
Thanks in advance!