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It can be difficult to become visible as a B2B service provider, especially since many companies are more focused on a B2C strategy. The best way to become visible is to build a strong online presence and position yourself as an expert in a particular field.
Building a strong online presence generally means creating a website, being active on social platforms, and producing content on a regular basis. This content can be blog posts, videos, podcasts, and other types of content that are of interest to potential customers. In addition, businesses can create networks for other businesses to make valuable contacts.
In addition, businesses can also make investments in search engine optimization (SEO) and ad campaign planning (SEA) to increase their visibility. This allows businesses to make their website and content more visible and drive more qualified traffic to their site.
Another important aspect of achieving higher visibility is collaborating with other businesses and experts. This can be done by attending events, sharing information and building strategic partnerships. In this way, companies can attract new customers and increase their visibility.
Finally, businesses can also enlist the help of a professional marketing firm to increase their visibility. A professional company can help businesses create content, set up social media accounts, optimize their websites, and much more. This can be a valuable tool to gain visibility as a B2B service provider.
Public relations, or PR for short, is an essential discipline in today's world where information and communication play a central role. Whether you are just diving into the world of PR or want to deepen your knowledge, this article provides a comprehensive introduction to the basics of public relations.
What is PR?
Public relations, or public relations, is the process of targeted communication between an organisation and its target audience. This may involve companies, governments, non-profit organisations or individuals. The main goal of PR is to create a positive public perception, gain the trust of the target audience and maintain or improve the image of the organisation.
Why is PR important?
PR is important because it helps organisations communicate their messages effectively and build a strong relationship with their target audience. Positive public perception can build trust with customers, investors and the public, which has a positive impact on an organisation's success. In addition, in crisis situations, PR can help limit damage to the image and protect the reputation.
Basic principles of PR
To be successful in PR, you need to understand some basic principles:
Target group analysis: PR professionals need to know their target groups precisely in order to be able to adapt their messages in a targeted manner. This requires thorough research and segmentation of the target group.
Communication plan: A well-thought-out communication plan is crucial. This includes selecting the right communication channels, defining messages and planning activities.
Authenticity: Honesty and authenticity are of utmost importance in PR. False or manipulative communication can destroy the trust of the target group.
Crisis communication: Any organisation can find itself in crisis situations. PR professionals need to be able to respond quickly and effectively to minimise damage to the image.
Tools and tactics of PR
In PR, there are various tools and tactics available to shape communications and achieve the desired outcome. Here are some of the most important:
Press releases: Press releases are a commonly used method of disseminating news and information to the media and the public.
Media relations: This involves cultivating relationships with journalists and media representatives to generate media coverage.
Social media: Using platforms such as Facebook, Twitter and Instagram allows organisations to engage directly with their target audience and share information.
Events and sponsorships: Participating in or sponsoring events can increase an organisation's visibility and strengthen relationships.
Influencer marketing: collaborations with influencers can help reach a wider audience and build credibility.
PR in the digital era
With the advent of the internet and social media, the PR landscape has changed significantly. The speed at which information is disseminated has increased and interaction with the target audience has become more direct. Therefore, it is now more important than ever for PR professionals to master online communication and respond to the needs of the digital era.
Conclusion
PR is a fascinating and versatile discipline that is of great importance in today's interconnected world. Whether you are a beginner or advanced in the field, the basic principles and tactics of PR offer you the opportunity to improve your communication skills and increase the success of your organisation. The ability to practice effective PR can make all the difference in a competitive environment and help build long-term relationships with clients and the public.
As already discussed here, the costs for online marketing in the B2B sector are dizzyingly high and the number of actual clicks is vanishingly small due to ad blockers and & co.
With given completion rate, English conversion rate, of 1-3% of ad clicks on average, it usually cannot pay off to generate B2B customers via search engine advertising.
An alternative customer acquisition strategy is the so-called content marketing. Here the production of articles and texts is meant, which of potential customers googgelte topics and terms and/or keywords beeinhaltet.
Content is King.
With the content strategy you have the opportunity - provided you can regularly create and provide relevant content for your target audience - to get organic traffic via the search engines for free, i.e. at least without any further advertising budget.
For this purpose, a blog area has been established on the website itself, where new content, how to's, definitions of terms or the like are posted or posted. Another advantage is that all content, with which you provide free added value and insights for your potential customers, can also be subscribed to via rss feed.
Become a customer magnet with the right content strategy
In order for the search engines to reward your efforts for creating, optimally high-quality content, in the form of a better search engine ranking and associated higher traffic, it is necessary that they regularly publish new content and entertaining texts on your website.
Make yourself a concrete plan, when and how often you want to post blogposts or articles on your website and which topics (also: in which order) should be kept. As is true everywhere, you can only expect results if you stay on the ball. Consider exactly who you want to address with your content.
You have a B2B company and want to generate more leads, more customers and higher sales?
Think about direct marketing! With our Company Database 2022, you can identify relevant potential customers for your company among all 3 million German companies listed in the commercial register.
You can find all information about the Company Database 2022 here.
The search for the right agency is often difficult. In the price battle for the best advertising spaces, it is difficult for inexpensive providers to place or appear with your ad among the first ads on the first or second. After all, the cost of a click (PPC: price per click) in Google Ads , formerly known as Google Adwords, can quickly exceed €5 and more.
The first search results or are therefore dominated primarily by providers, which bring high-priced products and services to the woman or man. With given PPC costs, it is a question of the product price or price for an average deal when providing services and the so-called conversion rate, any rate that describes the number of sales -sales - and divided by the number of clicks generated. A cost-covering ad strategy and keyword selection together with constant optimization is necessary to become cost-covering, in the best case profitable.
Therefore, in the interest of better market transparency, it makes sense to include not only those providers listed high up in the list of postential contractors, but also to find agencies and service providers who cannot (yet) afford or do not want to invest a higher share of their revenue in higher click prices.
With our databases, starting with the media & PR database , through the company database to our agency database, we make a contribution to making the market more transparent, creating visibility on for smaller providers and facilitating the choice of the appropriate agency or provider.
For example, you can discover similar providers in your city or region based on keywords and compare them with each other, filter, sort and to be able to put the entries first on a long list, later on a short list.
At the same time, our address databases represent an efficient acquisition tool for companies, agencies and service providers and offer added value in customer acquisition in the B2B sector, more precisely: for directmarketing purposes and for expanding the individual acquisition strategy.