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B2B Lead Generation Best Practices: 6 PR Methods You Need to Know

Posted by Wendy Marx

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Lead generation is the goal of every brand. But how can you take that goal and make it a reality? Let’s look at some PR-based B2B lead generation best practices that can really fire up your conversion strategy.

Where Does PR Fit Into Lead Generation?

Many operate under the misconception that PR only functions at the top of the funnel. This simply isn't true. PR has the power to influence all aspects of the sales funnel from the first stage of the buyer's journey to its conclusion. 

PR Impacts All Aspects of the Funnel

An essential part of acquiring B2B leads is to create landing pages with offers that will entice your audience to engage with your content and company.

As you begin your lead generation strategy, create offers on one or two key topics that you want to be known for. This will focus your efforts, build your reputation, and ultimately attract high quality leads.

It is important to create a nurturing process that can help your audience along the buyer's journey -- from awareness to decision stage.

And PR plants seeds for nurturing.

After all, a key part of public relations is building your brand awareness and credibility. As this happens, it offers some vital opportunities for lead generation that you might otherwise miss.

For example, say that your PR strategy lands you a mention in a mainstream media outlet. Someone reads the article and then proceeds to vet you further. The person checks out your social media profiles, your website, your blog. As his or her exposure to your brand increases so does the person's trust in your expertise. At each step along the way the prospect come across calls to action that showcase special offers. It is a culmination of influence from each of these sources that eventually leads the person to click through and become a lead. 

From media mentions...to social media...to your website, PR tactics can increase your chances of success. That is why PR plays an important role in lead generation best practices. 

 

PR has the power to influence all aspects of the sales funnel Tweet: PR has the power to influence all aspects of the sales funnel @wendymarx https://hubs.ly/H0bLM6g0CLICK TO TWEET

 

Want to learn how to get more leads with your PR strategy?

Let’s look at some of the top PR tactics to fire up your lead generation and start converting.

6 Incredible B2B Lead Generation Best Practices That Leverage Public Relations

1. Thought Leadership Articles

Especially in the B2B buyer's journey, where price points are high and trust is a necessity, you need to prove your industry expertise. The primary way to prove what you're made of is to create articles that showcase your knowledge and insights on key industry matters. Create thought leadership content that fills a key need among your target audience. 

But you can't just create this content and expect that people will flock to see it. You need it to be strategically placed where your audience already is. This is where an experienced PR pro comes in. A PR professional knows how to get your thought leadership content into the right media outlets so that prospects will see it and be more likely to act on it. 

Once your article gets in front of your target audience, you have an opportunity to gently persuade readers to again interact with your brand. Make sure that your article includes a strategically placed CTA for a white paper or another piece of educational content. 

And don't forget to do the same for your own blog. Always include CTAs in your posts. This gives your interested readers the opportunity to convert into viable leads.

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2. Press Releases

Got a premium new offer that is especially valuable? Perhaps it includes a benchmark study your brand has conducted. Or maybe you’ve worked for months on an ebook, including personal industry tips that other offers lack. Whatever the case, consider issuing a press release to announce your offer in all its glory -- and reach a much wider audience.

Craft a press release that highlights what makes this offer stand out from others in the industry. How will it help your audience to reach their goals? Bottom line: What’s in it for them?

Within your press release, include a call to action that will lead prospects to a lead generation landing page where they can download your offer.

Click here to download your free ebook: 30 Proven Tips and Tactics to Get New Leads

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3. Case Studies & Testimonials

The proof is in the past customer experiences. Seeing specific ways that your brand has helped customers to overcome challenges or reach goals bolsters your credibility. When they see what you’ve done in the past they can better imagine what you will do for them in the future.

Find a few select clients who you’ve helped to succeed. Create a video about the challenges they faced and how your brand was able to solve those challenges in a meaningful way. When you edit the video, add a few links and calls to action that will direct your audience to a dedicated lead generation landing page.

If you present your case studies and testimonials in text, choose a spot to display your CTA so that interested individuals can take that vital next step. 

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4. Awards & Mentions

People want to see what you’ve done -- it helps them to trust that you’re not one of those here-today-gone-tomorrow companies. To see that you’ve garnered praise from industry peers can allay their fears and create a lasting impression.

Set up a page on your website to highlight your accomplishments. Dedicate a section to your awards and accolades and another to media outlets that have featured your brand.

Once you’ve set up your web page, you have prime real estate to feature your offer with attractive calls to action. People are on this page because they already are interested in your brand. Catch them at that positive moment, as they read favorable reports about your brand, and guide them down the path to becoming a lead.

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5. Events

Have an event on the horizon? Whether it is online or in-person, events are a great way to connect with your audience. Not only does it promote you as a thought leader, but it can also be an opportunity to convert people who are interested in the event into leads. There are in fact several opportunities before and after the event for you to do this.

Set up an event page on your website -- or even a separate website just for your event. Include all the details about the event and your role in it. On this webpage, include a call to action that leads to a lead generation landing page with a related offer.

When someone registers for your event, you can include another call to action in their email confirmation.

Prepare handouts to give out during the event and feature another CTA on there. This is a great way to give your audience a “next step” if their interest is piqued during the event.

 

Download Our Free Ebook to Learn 30 Proven Lead Generation Tips

 

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6. Social Media

Social media networks are a great place to promote your new offer. But don’t forget to use this valuable platform to draw positive attention to your brand. Whether it’s a recent news placement or exciting news about your company, you can use social media to spread the word.

Social media is also an ideal place for people at all stages of the buyer’s journey to get exposure to your brand. Whether it’s their very first time engaging with your brand or they’ve known of you for years, social media is one of the best ways to nurture that relationship.

What does this have to do with B2B lead generation best practices? Engagement like this helps to lay the groundwork for future lead generation. After they’ve seen your brand a few times, they will see for themselves that you’re a trusted expert in your industry. 

Beyond simple engagement, social media offers other lead generation opportunities. For instance, your brand's social media profile is a primo spot to catch the interest of potential B2B leads. After all, they are there to learn about your brand. Why not include a link to download your latest offer. T

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A Few Things to Remember…

  • Create thought leadership content that capture the interest of your audience and turns them into leads.
  • Set up pages on your website for awards and press mentions that will build up your credibility.
  • Use press releases to tell the world about your new and exciting offer.
  • Develop case studies that show off your happy customers and how you’ve helped them to succeed.
  • Create a lead generation strategy that capitalizes on an event that you’re planning.
  • Take to social media to create meaningful relationships and promote lead generation.

Lead generation is an exciting goal, full of new opportunities -- and PR can play an exciting role! We hoep you’ve found these lead generation best practices helpful in your own strategy.

Have you used PR in your lead generation strategy? Let us know in the comments below.

Click here to download your free ebook: 30 Proven Tips and Tactics to Get New Leads

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Topics: Lead Generation, PR Strategy

Apr 29, 2018