Pressure to grow, lack of visibility and the relentless chase for leads – these are the challenges every B2B tech brand knows all too well. But, how can they be resolved?
Throughout this article, you’ll see common themes emerge, showing how Performance PR addresses these issues with a measurable, results-driven approach to achieving your business goals. Here’s how it tackles some of the most pressing challenges.
Challenge one: We are under pressure to grow quickly
Growth is tough – especially for the people responsible for making it happen. Leaders want results fast and everything is under scrutiny. Every move, every decision, every outcome is tracked – but that’s where Performance PR can make a real impact.
Growth comes down to two things – visibility and credibility. If your brand isn’t being seen, then you’re invisible to customers and opportunities.
But visibility alone isn’t enough. Without credibility, visibility doesn’t stick.
Credibility turns attention into trust and trust into loyalty. That’s why positioning your brand as a thought leader is a tool we frequently employ in our strategies – it’s how we get B2B tech brands from being noticed to being respected.
As Performance PR is measurable, it means you can show exactly how every campaign, building visibility and credibility, supports your growth goals. No fluff, no guesswork – just clear evidence to get senior stakeholders on board and give them continued confidence in what you’re doing.
Challenge two: We lack brand visibility and awareness
In such a competitive field as B2B tech, increasing your brand’s visibility, expanding its reach and therefore attracting potential customers can be really difficult.
The focus should be on getting your brand featured in the industry publications and spaces which matter most to your target audience – the places that capture the attention of your potential customers.
This can be achieved through campaigns comprising of deliverables including:
Press releases
Articles
Case studies
Videos
Award entries
Social campaigns
Sharing your expertise in a variety of ways and across a diverse set of channels will capture your audience’s various segments and ultimately help position your brand as a trusted authority.
You can measure the direct impact of these efforts using metrics such as:
Coverage numbers
Audience reach
Key message penetration
Challenge three: We are launching a new product and need to cut through the noise
Launching a new product successfully hinges on three elements: driving awareness, building excitement and encouraging adoption.
We’ve already talked about ways to boost visibility and brand awareness but to connect with your audience effectively, your messaging needs to consist of compelling narratives which resonate and inspire action. Achieving this requires a deep understanding of what motivates them, what challenges they face and what they value. With this insight, our team here at Whiteoaks can develop narratives to position your product as a ground-breaking solution.
Connecting with the right audiences means using the most effective channels to tell your story – another reason why Performance PR and its integrated approach works well – using content, social media and creative helps to ensure your narratives reach and engage your audience. This will amplify your message and also drive meaningful engagement with your product.
Challenge four: We are not seen as thought leaders
As we’ve discussed, establishing yourself as a thought leader builds trust and credibility – and the integrated approach of Performance PR is key to making it happen. Alongside securing coverage in relevant publications, creating and publishing supporting content to demonstrate your expertise is equally important for establishing thought leadership. Content might include:
Articles
Blogs
Whitepapers
Podcasts
LinkedIn can also be a powerful tool to showcase your team as a credible voice. People connect better with other people, rather than with brands, so having employees share content, comment on posts and start real conversations can make a big difference.
Challenge five: We’re not driving enough leads into the business
To acquire a lead, you need to offer something they want at the right price – and be trusted to deliver. So the process of generating more involves focusing on increasing your brand’s visibility and building a trustworthy, credible and authentic reputation.
One way to achieve this is by addressing your audience’s challenges directly. Use articles, whitepapers, account-based marketing (ABM) and creative and paid social campaigns to provide them with real solutions, and prove you know what you’re talking about and are equipped to help.
If you need some help in overcoming these challenges and you’re keen to learn more about how Performance PR can help you, then get in touch.
