Category: Articles

As we approach the end of 2024, the social media landscape is being both shaken and stirred, leaving many B2B tech brands wondering whether they should rethink their social strategies entirely. With engagement on X continuing to decline and users migrating en masse to new platforms like Bluesky and Threads, the question is: should B2B tech brands consider migrating to either of these platforms? 

The answer isn’t black and white, but there are several important factors to consider when evaluating these emerging channels.  

The decline of X 

X was once the go-to platform for real-time news, industry updates and engaging with influencers and thought leaders. However, in 2024, engagement on X has continued to drop and its content now just doesn’t quite hit the mark for many users. On top of this, X has rolled out a number of controversial policy changes, with the most recent one allowing accounts to continue to view tweets from users who blocked them.  

In the aftermath of Trump’s re-election and Musk’s appointment by the president-elect to run the Department of Government Efficiency, several high-profile celebrities, academics and reputable media outlets, such as The Guardian, have left X, further diminishing its appeal. Interestingly, on the same day that X saw the highest number of U.S. visitors, it also experienced the highest rate of account deactivations. 

Estimates of X’s global monthly user base differ significantly. The highest estimates, cited by research agencies and major business outlets, suggest 611 million users in April of this year, decreasing by 6% to 588 million by September. Despite the decline, there’s no denying that this is still a substantial user base. Therefore, it’s important for companies to assess whether this audience aligns with their target market and evaluate their trends in engagement levels this year, before making any rash decisions. 

So, where is everyone going?  

A big shift we’ve seen is towards Bluesky. It’s still in its early days, but the platform has been quietly gaining traction among journalists, celebrities and industry insiders, gaining more than one million new members after the U.S. election.  

As of 28th November 2024, over 23 million users have signed up to Bluesky, according to a stat-tracking site. For B2B tech brands, Bluesky could offer a unique opportunity to engage with thought leaders and media professionals in a more organic, less crowded space. Plus, it has a very familiar look-and-feel, harking back to the good ol’ days of Twitter.  

Then there’s Threads, which has been growing slowly and steadily since its launch in 2023, with the platform recently reaching over 275 million sign-ups. Unlike Bluesky, Threads has massive backing from Meta, making it easier for the platform to attract users and maintain momentum. According to Axios, Meta announced earlier this week that an additional 35 million people signed up for Threads accounts in November, with sign-up rates rising over the past two weeks compared to the beginning of the month.  

So, there definitely is movement across the social media networks, with people and businesses opening accounts on new platforms to test the waters, see who is already there and what features are on offer.  

Unfortunately, there isn’t a one-size-fits-all answer to which platform can offer the most value at the moment. It all comes down to your specific audience and goals. Brands might find that a hybrid approach works best: maintaining a presence on X, while exploring new opportunities on both Threads and Bluesky. At this point, we wouldn’t recommend closing your X account altogether. It’s still a significant platform with a strong user base, and it’s important to recognise that coming off it could be seen as a political statement that might not align with your brand values. 

Next steps 

Before jumping onto any new platform, our social media experts recommend conducting an audience audit. This will give you the data to determine where your audience is most engaged and where you’ll get the most value. Whether you choose Threads or Bluesky, being an early adopter and exploring these platforms is crucial for staying ahead of the curve. But make sure you’re doing it for the right reasons – based on where your audience is, not just on trends. 

If you’re keen to understand which platform is right for your brand, our social media experts will be happy to help. Get in touch today. 

For B2B tech brands, standing out from competitors, gaining recognition as innovators and establishing trust as industry experts can often feel like a never-ending challenge. This is why thought leadership content is such a valuable tool for a business to have in its arsenal, offering a platform for B2B brands to demonstrate their knowledge, insights and future-focused thinking.

However, in a crowded marketplace, to really stand out among the crowd and reach the right audiences, thought leadership might need to be delivered in formats that extend beyond well-written articles and whitepapers. One medium that is gaining significant traction as a tool for establishing thought leadership is the podcast. Once purely consumer-focused, podcast formats are now permeating the business world.

The number of podcast listeners in the UK alone is expected to reach 28.1 million by 2026. For B2B tech brands, this presents an exciting opportunity to capture the attention of new audiences and position themselves as leaders in their field.

Why podcasts work for building industry expertise

One of the major advantages of podcasts is that they bring expertise to life in a way that few other formats can. Traditional blogs and whitepapers have their place, but podcasts literally give a voice to experts, allowing them to explore complex topics in an engaging, conversational manner. It’s an opportunity for the speaker to get their individuality across as they discuss interesting ideas or subjects. This combination of expertise and personality can humanise brands and deepen the connection with audiences.

Complex topics, such as cloud migration, cyber security or AI, can be explored through dynamic discussions Technical details can be distilled into more easily understood, digestible snippets for audiences. And these discussions don’t have to be confined to internal spokespeople. Guest speakers, such as customers or partners, can provide a different perspective.

The podcast format also allows for individual episodes to focus on specific verticals, customer pain points or emerging trends, with external experts able to share their insights on different topics.

There are also benefits for the listeners themselves. Busy decision-makers may sometimes struggle to find the time to read blogs and articles. A recorded 20-minute deep-dive into a particular topic could be the perfect listening material for the morning commute, lunchtime break or evening exercise session. By regularly listening to familiar voices, listeners can feel a closer connection with the hosts, thereby creating a stronger emotional bond with the brand.

From production to promotion

Podcasts are relatively low-cost to produce, but the production process itself requires time, resources and expertise. These are all elements that many B2B tech companies may not have readily available. It’s not just about hitting record and speaking into a microphone. A professional, well-produced podcast needs careful planning, expert editing and high-quality sound to engage and retain listeners.

This is where creative support comes in. Working with production experts can streamline the process, helping with everything from creating the concept of the podcast to recording, editing, and managing distribution. Collaboration with specialists also ensures that the podcast aligns with the company’s overall messaging and branding, contributing to a polished and consistent image.

But even the best-produced podcast will fall flat if it doesn’t reach the right audience. Once episodes are live, promoting them strategically across different channels, such as social media, can boost visibility. There are also opportunities to repurpose some of the valuable content into other assets, such as blog posts, social media posts and email newsletters, enhancing content distribution and engagement.

A new channel to enhance thought leadership efforts

Podcasts are a prime opportunity for B2B tech brands to enhance their thought leadership efforts. With a winning combination of in-depth expertise and engaging, conversational content, podcasts allow companies to humanise their brand, build stronger connections with audiences and explore complex topics in an accessible way.

While the production process requires time and expertise, partnering with creative professionals ensures a polished and impactful end product. With the right promotion, podcasts can reach and resonate with key decision-makers, helping brands to stand out as industry leaders in a crowded space.

Get in touch to learn more about how we can help you develop your own podcast to reach key audiences.

Can B2B PR really be at the cutting edge of creative campaigns? Isn’t that kind of innovation reserved for B2C marketing?

We’re here to tell you that’s simply not the case. 

As our Creative Director, Mark Wilson, likes to say:

“Creative is what ties it all together. It breathes life into digital, social, messaging and PR. Without creativity, it’d be as dry as a bone.”

Whether it’s media relations, social media and content or creative – every element plays a significant role in integrated campaigns. 

What is ’creative’ in PR?

Creative might seem like a broad term, but it can include: 

►Branding

► Digital e.g. display banners, email and infographics 

► Social media content

► Live action video

► Print e.g. whitepapers, brochures 

► Podcasts 

► Web design

► Video – both animated and live action

So how do we use these creative elements to maximise the impact of Performance PR campaigns? 

Amplify, engage and maximise

Creative’s role is to make messages go further, resonate with new and existing audiences and to make ‘calls to action’ more impactful. 

So how does creative do this? 

1. It brings visual appeal

Make no mistake, whether you’re selling to B2C or B2B, first impressions matter and that first impression often comes down to visual appeal. 

Colours evoke meaning, shapes engage us and when both are applied consistently, it helps our customers form impressions and ultimately build trust. Branding is a perfect example of this.

Our media-saturated world means we are constantly exposed to visually stimulating content – whether it’s in our hands, on our walls or on the big screen. Therefore, to stand out in PR, we use assets like interactive case studies, infographics and videos to make sure our message cuts through the noise.

2. It supports narratives 

Narratives are fundamental components of PR campaigns. They communicate key messages and have the power to shape perceptions. 

Good creative brings these narratives to life, communicating them in ways words cannot and captivating the audience. Visual storytelling, design elements and multimedia assets can simplify complex subjects and make narratives more memorable. 

Many B2B tech campaigns rely on the same formulaic approaches to storytelling – overused visuals, generic messaging and uninspired executions. These ‘safe’ methods are predictable and make standing out in a crowded market difficult. The audience has seen it all before; the standard infographics, tech-heavy whitepapers or flat corporate videos. 

The most successful campaigns are those which break away from the norm and experiment with fresh, unexpected approaches. This might involve tapping into emerging design trends or using unconventional storytelling techniques. An example of this could be transforming a case study into an interactive digital experience or using animated explainer videos to turn written content into a more engaging experience. 

3. It can simplify and improve understanding

In a world where attention spans are short, messages must be conveyed efficiently and the right visual design can make all the difference. 

We know that people are more likely to recall information presented in visual form. This is where infographics, data visualisations and interactive media come into their own. 

When faced with a mass of data or technical content, graphics, charts and diagrams can break down information into digestible, easy-to-understand formats. 

Where a product’s impact might take multiple paragraphs of explanation, a well-designed infographic can convey the same thing, helping an audience to grasp key points much more easily.

4. It boosts engagement 

It’s no secret that interactive and multimedia content drives more engagement, higher views and keeps your audience from skimming past. It invites users to participate. When people engage, they spend more time with your message and are more likely to share it. 

This principle doesn’t just apply to short-form content like social media posts; long-form content benefits too. Webinars and podcasts can explore a topic in-depth, and offer a much more immersive experience. Imagine your brand hosts a live webinar where potential customers can ask questions about their business challenges. You have the opportunity to showcase how your product or service can provide solutions in real time. 

Good design can also encourage users to click exactly where you want them to, to follow a specific journey and arrive at the desired outcome – whether that’s filling out a form, signing up for a webinar or downloading a whitepaper. Design which enhances their experience will increase the likelihood of these conversions.

Measuring creative’s effect on Performance PR

The beauty of Performance PR is the ability to measure the impact of every component in an integrated campaign, including creative. Creative content needs to look appealing but it also needs to pull its weight in delivering results.

In Performance PR, we use KPIs to measure three key areas: visibility, engagement and impact. These metrics can help us to understand how well creative assets are performing. 

Effective design improves how well audiences remember your message. The better the recall, the more likely they are to talk about your brand. This can lead to higher organic mentions, shares and word-of-mouth visibility to further amplify the campaign’s reach.

We can also gauge how our creative efforts affect audience engagement. We look for higher ‘Click Through Rates’ across email campaigns and paid media while likes, comments and shares on organic social posts denote how well the content has resonated. Did it inspire a response, a conversation or an action? 

Finally, we can measure the direct impact of creative and design. We can track how users interact with content – such as what they clicked on, how long they stayed on the page and when they dropped off – to better understand how creative influences their journey through the sales funnel. Conversion rates reveal how designed elements guide users towards actions like signing up for webinars or downloading resources. Metrics like video views and email open rates reveal which content formats deliver the best results.

At Whiteoaks, our creative team has the insights and experience to bring your brand’s message, ethos and purpose to life – reaching your audience and driving lasting, impactful results. We believe creative isn’t just an afterthought or a communication ‘accessory’, it’s an integral part of any campaign which can make all the difference in its success. 

Get in touch with us if you think creative is what’s missing in your PR campaigns. Let us see how we can help strengthen your message, connect with your audience and deliver real results. 

Generating high-quality leads is one of the biggest challenges facing emerging and growing B2B tech companies. Despite having innovative products or services, attracting and converting potential customers into leads often proves difficult. One approach that can play a part in helping to overcome this challenge is focusing on your company’s reputation.

A strong reputation, built on a foundation of credibility and trust, naturally attracts leads, making potential customers more likely to engage with your business and resulting in higher conversions and sustained growth. The solution lies in measuring and strengthening your reputation strategically.

In B2B tech, reputation is a critical factor. Potential customers are more inclined to engage with companies they perceive as credible and trustworthy. A strong reputation reassures them that your company can deliver on its promises.

However, reputation isn’t just about being well-known. It’s about being well-regarded in your industry for reliability, innovation and customer satisfaction. Companies that successfully build and maintain a positive reputation tend to see a significant impact on their lead generation efforts. But how do you measure and enhance something as intangible as reputation?

Measuring your reputation

The first step in improving your reputation is understanding where you currently stand. This requires a comprehensive assessment using a variety of metrics and tools. For instance, monitoring media coverage can provide insights into how often and in what context your company is being mentioned. Positive media coverage can boost your reputation, while negative press can damage it, which is why sentiment analysis of these mentions is crucial to understanding their impact.

Customer reviews and social media sentiment also offer valuable clues about your reputation. What are people saying about your brand? Are there recurring themes in the feedback you receive? By paying attention to these channels, you can better understand how your company is perceived by current and potential customers.

Another powerful tool is brand perception studies. These can be particularly useful for understanding both prompted and unprompted awareness of your brand. By surveying a representative sample of your target audience, you can gauge how well-known your brand is and what qualities are associated with it.

Strengthening your reputation

Once you’ve gathered data on your current reputation, the next step is to use these insights to enhance it. This is where a performance-driven PR approach becomes crucial. Rather than relying on generic strategies, you can develop targeted campaigns that directly address the areas where your reputation needs improvement.

For instance, if your media coverage has been lacking, you might focus on securing more positive press through thought leadership articles, product announcements or industry commentary. If customer reviews reveal dissatisfaction with a particular aspect of your service, you can address those concerns and communicate the changes to your audience.

Storytelling is another powerful way to strengthen your reputation. By highlighting your company’s strengths and successes, through carefully crafted compelling narratives, you can shift public perception in a more positive direction. Whether through blog posts, social media updates or press releases, consistently communicating your value proposition will help build a more robust reputation.

As you strengthen your reputation, you’ll likely notice a positive feedback loop forming. A stronger reputation attracts more leads, which in turn provides more opportunities to demonstrate your company’s value and further enhance your reputation.

This loop is particularly important in the B2B tech sector, where decision-makers are often cautious and methodical in their purchasing decisions. They want to be sure that they’re choosing a partner who is competent and trustworthy. By consistently improving your reputation, you’re giving them the confidence they need to take the next step and engage with your business.

For B2B tech companies, generating leads is not just about having a great product or service – it’s about being perceived as a leader in your field. By focusing on measuring and strengthening your reputation, you can create a solid foundation that attracts high-quality leads and drives long-term growth.

Discover our PR and media relations services and the role they play in strengthening business reputation.

Successfully launching a new product into the B2B tech market is no small feat. In what is typically a highly competitive environment, breaking through the noise to capture attention is crucial. One of the most powerful ways to do this is by making effective use of product demonstrations, incorporating creative elements to make them more compelling and memorable.

Product demos offer a unique opportunity to showcase your product’s value in a tangible way. Unlike static descriptions or product images, a demo allows potential customers to see the product in action, making it easier for them to understand its benefits and applications. But to truly resonate, demos must be more than just a feature walk-through; they should be tailored to the specific needs and challenges of your target audience.

Personalisation is key. By understanding the pain points of your prospects, you can craft a demo that directly addresses their concerns and shows how your product can solve their problems. This approach not only makes the demo more relevant but also builds a stronger connection with your audience, increasing the likelihood of conversion.

Incorporating storytelling techniques into your demo can significantly boost its impact. A narrative that aligns with the customer’s journey can turn a straightforward demo into a compelling story. For example, start by outlining a common challenge your audience faces, then demonstrate how your product provides a solution, illustrating the journey from problem to resolution.

Adding creative elements, such as visuals, analogies, or customer testimonials, can make the demo more engaging and memorable. The company’s spokespeople can be filmed, talking about the business benefits of the product and these videos then interwoven with ‘screen grabs’ of the product itself, or film of users working with them. These elements help to break down complex features into digestible snippets, helping ensure the information is more accessible to your audience. Additionally, a well-crafted story can evoke emotions, making the demo not just informative but also inspiring.

Maximising reach

To ensure your demo reaches as wide an audience as possible, consider utilising multiple channels for delivery. Live webinars, video tutorials and in-person presentations each offer unique advantages and can cater to different audience preferences.

► Live webinars: Provide an interactive forum where prospects can ask questions in real-time, creating a dialogue that builds trust

► Video tutorials: Allow prospects to engage with your product in their own time, offering flexibility while still delivering the core message

► In-person presentations: Offer a more personal touch, particularly useful for complex products where hands-on experience can make a difference

A multi-channel approach not only increases visibility but also ensures that your demo is accessible to different segments of your audience, wherever they are in their buyer journey.

Enhancing impact with strategic PR

PR can play a key role in enhancing the effectiveness of your product demos. Performance-driven PR strategies are often tailored to resonate with your target audience with refined narratives, compelling visuals or even interactive Q&A sessions, helping to ensure that demo content engages with the right people.

Gathering feedback from demo participants is also essential for ongoing success. When effectively collected and analysed, insights can be used to refine your product and improve future demonstrations. This iterative approach ensures that your demos are not just a one-time effort but an evolving tool that continually engages and converts.

In the B2B tech sector, a successful product launch requires more than just innovative technology. It demands a strategic approach to capturing attention and building trust. Engaging, personalised product demos, delivered through multiple channels and enhanced by PR, are a powerful way to achieve this. Products are then more likely to make a lasting impact in the market, paving the way for a successful launch and sustained growth.

Talk to us about the role of demos and the difference they can make to your product launch here.