{"id":3026,"date":"2020-04-06T13:48:50","date_gmt":"2020-04-06T10:48:50","guid":{"rendered":"https:\/\/b2bpr.com.ua\/?page_id=3026"},"modified":"2020-04-11T11:20:49","modified_gmt":"2020-04-11T08:20:49","slug":"piar-vmiye-prodavaty","status":"publish","type":"page","link":"https:\/\/b2bpr.com.ua\/en\/piar-vmiye-prodavaty\/","title":{"rendered":"&#8220;And to sell?&#8221; How PR generates leads in b2b"},"content":{"rendered":"<p><strong>How will PR increase our company income?<\/strong> If you work in b2b you hear this question quite frequently. How it impacts my business. In figures, please, what&#8217;s a ROI? Why? Let&#8217;s consider the options.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3059\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/tenor.gif\" alt=\"B2B PR. Show me the money\" width=\"498\" height=\"294\" \/><\/p>\n<p>We, in B2B PR, have been answering to these questions long time, and here we systematised the answers.<\/p>\n<p>Here are 23 tools and several advises to help you sell better after COVID-19.<\/p>\n<p>&nbsp;<\/p>\n<h2><a id=\"Vstuplenie\"><\/a>Intro<\/h2>\n<p>Recently the idea that PR agency should care about seo in Google, seemed crazy. Now it&#8217;s a new black.<\/p>\n<p>PR always focused on media relations, and will continue to do it, but in b2b we will go far beyound\u00a0 media relations. We do<\/p>\n<ul>\n<li>company perception<\/li>\n<li>company relations, first of all, with customers.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3053\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/logic-sandwich.002.jpg\" alt=\"\" width=\"1024\" height=\"768\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/logic-sandwich.002.jpg 1024w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/logic-sandwich.002-300x225.jpg 300w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/logic-sandwich.002-768x576.jpg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>To unserstand how it works let&#8217;s look at the branding fundamentals<\/p>\n<ul>\n<li>the better they know you the better you sell<\/li>\n<li>the better you know your customer the better you sell<\/li>\n<li>if they percept your product as a quality, minimum, or as a cool brand, maximum, you sell better<\/li>\n<li>if customers come to you themselves you sell better.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3097\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/the-man-in-the-chair-mcgraw-hill-885x1024-1.jpeg\" alt=\"\" width=\"885\" height=\"1024\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/the-man-in-the-chair-mcgraw-hill-885x1024-1.jpeg 885w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/the-man-in-the-chair-mcgraw-hill-885x1024-1-259x300.jpeg 259w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/the-man-in-the-chair-mcgraw-hill-885x1024-1-768x889.jpeg 768w\" sizes=\"(max-width: 885px) 100vw, 885px\" \/><\/p>\n<p><strong>Good PR is about stories, ideas and feelings.<\/strong> But today it closely related to inbound marketing. What means shift from cold calls to attracting customers to a product and &#8216;cold request&#8217; from them.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3037\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/inbound-mot-outbound-marketing-2636988142.jpg\" alt=\"\u041f\u0438\u0430\u0440 \u0441\u0435\u0433\u043e\u0434\u043d\u044f \u0437\u0430\u043d\u0438\u043c\u0430\u0435\u0442\u0441\u044f \u0432\u0445\u043e\u0434\u044f\u0449\u0438\u043c \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u043c\" width=\"1000\" height=\"500\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/inbound-mot-outbound-marketing-2636988142.jpg 1000w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/inbound-mot-outbound-marketing-2636988142-300x150.jpg 300w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/inbound-mot-outbound-marketing-2636988142-768x384.jpg 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<p>These tools are popular all over the world, &#8217;cause we believe that B2B products should be distributed globally.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3061\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/wp-content2fuploads2f20142f112fpeso.png2ffit-in__1200x9600.png\" alt=\"\u0410\u0440\u0441\u0435\u043d\u0430\u043b \u043f\u0438\u0430\u0440 \u0438\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442\u043e\u0432 \u0434\u043b\u044f \u0432\u0445\u043e\u0434\u044f\u0449\u0435\u0433\u043e \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0430\" width=\"1200\" height=\"675\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/wp-content2fuploads2f20142f112fpeso.png2ffit-in__1200x9600.png 1200w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/wp-content2fuploads2f20142f112fpeso.png2ffit-in__1200x9600-300x169.png 300w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/wp-content2fuploads2f20142f112fpeso.png2ffit-in__1200x9600-768x432.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<h1><\/h1>\n<h1><a id=\"Messages\"><\/a>1. Messages<\/h1>\n<p>PR was always in charge of messages about company and brand. What to say? Before public communications we think through messages.<\/p>\n<p><strong>How we know what messages to craft and distribute?<\/strong><\/p>\n<ul>\n<li>From the product itself. People who created it have their own ideas why the product is like this and what to talk about it.<\/li>\n<li>From content analysis of the media. We look at the product category for the last yesr. We look at the brand for the last three years. We take a look at other countries. As a result we know what they say about products and our brand. And take it into account.<\/li>\n<li>From surveys. Public relations specialists can make in depth interviews.<\/li>\n<\/ul>\n<p>You should know what people want and don&#8217;t want, what stereotypes \u2014 both negative and positive\u00a0 \u2014 they have. You will build your messeges on this knowledge and will sell better.<\/p>\n<p>You don&#8217;t need many messages, 2-4 are enough. When you choose them and beleive in them put them into action consistently and for a long time.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3064\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/brand-tagline-examples.png\" alt=\"\u0412\u044b\u0431\u0435\u0440\u0438\u0442\u0435 \u0441\u043e\u043e\u0431\u0449\u0435\u043d\u0438\u044f \u0438 \u043f\u043e\u0441\u043b\u0435\u0434\u043e\u0432\u0430\u0442\u0435\u043b\u044c\u043d\u043e \u0432\u043d\u0435\u0434\u0440\u044f\u0439\u0442\u0435 \u0438\u0445\" width=\"2048\" height=\"924\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/brand-tagline-examples.png 2048w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/brand-tagline-examples-300x135.png 300w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/brand-tagline-examples-768x346.png 768w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/brand-tagline-examples-1536x693.png 1536w\" sizes=\"(max-width: 2048px) 100vw, 2048px\" \/><\/p>\n<p><strong>From psychology of branding.<\/strong> <a href=\"https:\/\/www.slideshare.net\/OlgaVaganova\/ss-13485405\">According to Rossiter-Percy grid<\/a> B2B brands are high involvment and informational (relate to negative motivations).<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3129\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/6569f01.gif\" alt=\"\" width=\"442\" height=\"285\" \/>So, you&#8217;d better to put in message a problem your product solves for a customer. And select communication genres that give immersion.<\/p>\n<p>This will build a link berween customer&#8217;s need and your product. A customer will recall your product when he will be challenged with need for your product category.<\/p>\n<p>B2B messages are more rational, but we can&#8217;t manage without emotions.<img loading=\"lazy\" class=\"aligncenter size-full wp-image-3051\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/logic-sandwich.001.jpg\" alt=\"\u0411\u0435\u0437 \u044d\u043c\u043e\u0446\u0438\u0439 \u043d\u0435\u043b\u044c\u0437\u044f\" width=\"1024\" height=\"768\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/logic-sandwich.001.jpg 1024w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/logic-sandwich.001-300x225.jpg 300w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/logic-sandwich.001-768x576.jpg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>I like a hypothesis of Robert Heath from the book &#8216;<a href=\"https:\/\/www.amazon.com\/Hidden-Power-Advertising-Admap-Monographs\/dp\/1841160938\">The Hidden Power of Advertising<\/a>&#8216; that what works well in today information clutter is <strong>simple emotional messages<\/strong>.<\/p>\n<p>How this famous ads of B2B branch of Volvo brand. Let&#8217;s enjoy this 1.16-minute masterpiece once more.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/M7FIvfx5J10\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<h2>Lyrical Digression 1. Listen to Customers<\/h2>\n<p>Not only promo. PR can help you sell better because you will<\/p>\n<ul>\n<li>better listen what people say about your category<\/li>\n<li>hunter articulated needs in your product.<\/li>\n<\/ul>\n<p>To listen is, first, to read what people write about you and your category in social media. Many monitoring agencies can find these mentions for you.<\/p>\n<p>It&#8217;s especially important to listen to one group \u2014 your staff.<\/p>\n<p>&nbsp;<\/p>\n<h1><a id=\"staff\"><\/a>2. Employees as a brand advocates<\/h1>\n<p>Your employees should be your &#8216;sale team&#8217;.<\/p>\n<p>B2B companies make long lasting relations with customers and partners what give them healthy corporate culture and individualism.<\/p>\n<p>How can PR help with it?<\/p>\n<p>First of all, make &#8216;public opinion&#8217; poll: what people like in the company, what they don&#8217;t like, values, weaks, issues. Develop messages for the team and communication plan.<\/p>\n<p>Then they will talk with friends and post to social media. Only give them &#8216;Social media guide&#8217; not to bring the company to any reputation crush.<\/p>\n<p>It&#8217;s especially important to listen to your sales team, that communicate with customers and knwo their pains and gains.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3028\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/20030-01-voice-of-customer-powerpoint-template-16x9-2.jpg\" alt=\"\u0421\u043b\u0443\u0448\u0430\u0442\u044c \u043f\u043e\u0442\u0440\u0435\u0431\u0438\u0442\u0435\u043b\u0435\u0439\" width=\"1280\" height=\"720\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/20030-01-voice-of-customer-powerpoint-template-16x9-2.jpg 1280w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/20030-01-voice-of-customer-powerpoint-template-16x9-2-300x169.jpg 300w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/20030-01-voice-of-customer-powerpoint-template-16x9-2-768x432.jpg 768w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><\/p>\n<h1><\/h1>\n<h1><a id=\"sell\"><\/a>3. PR and Sales Alignment<\/h1>\n<p>It&#8217;s simple and obvious thing to do but many PR asn sales departments work in their silos and communicate only through CEO.<\/p>\n<p>Once we developed communication in brand touch points for large content producer and together with sales department<\/p>\n<ul>\n<li>created messages<\/li>\n<li>wrote down typical letters: responce to cold request, email after decision to buy the product etc.<\/li>\n<li>made script for the contract singing: where, how, what words to use<\/li>\n<li>crafted letters to congrat with holidays<\/li>\n<li>asked IT department to adjust email automatic signatures to relevant messages, put there links to media coverage, and other psychologacal moments.<\/li>\n<\/ul>\n<p>PR and sales alignment is very important for B2B business improvement.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3101\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/c828aa995c84d86fce87690a6321d970.jpg\" alt=\"\" width=\"1280\" height=\"916\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/c828aa995c84d86fce87690a6321d970.jpg 1280w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/c828aa995c84d86fce87690a6321d970-300x215.jpg 300w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/c828aa995c84d86fce87690a6321d970-768x550.jpg 768w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h1><a id=\"publicspace\"><\/a>4. Public information audit and update<\/h1>\n<p>PR in general is about public information menagement. Before manage you have to check what it is now. We call it &#8216;public information audit&#8217;. It starts from own media: web-site, social media profiles. They all need update with new messages.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3107\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/kwendi-collage.png\" alt=\"\" width=\"5438\" height=\"4476\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/kwendi-collage.png 2048w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/kwendi-collage-300x247.png 300w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/kwendi-collage-768x632.png 768w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/kwendi-collage-1536x1264.png 1536w\" sizes=\"(max-width: 5438px) 100vw, 5438px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h1><a id=\"site\"><\/a>5. Website<\/h1>\n<p><a href=\"https:\/\/www.gartner.com\/en\/sales-service\/insights\/b2b-buying-journey\">Gartner research<\/a> finds that when B2B buyers are considering a purchase\u201a they spend only 17% of that time meeting with potential suppliers. Almost 75% of sales situations, a customer <a href=\"https:\/\/salesbenchmarkindex.com\/insights\/your-customers-are-telling-you-to-reconsider-inside-sales\/\">would prefer<\/a> not to spend time meeting face to face, they want to engage virtually. 57% of the purchase decision is already <a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2017\/04\/13\/in-b2b-marketing-better-delivers-more\/#b2f14903aeb7\">complete before<\/a> the customer even calls the supplier.<\/p>\n<p>So you need a good website.<\/p>\n<p><strong>Not obvious<\/strong>: if it&#8217;s possbile, put on your site the price of your product. B2B buyers finds <a href=\"https:\/\/www.aithority.com\/technology\/martech\/b2b-buyers-most-concerned-about-transparent-costs-on-b2b-companies-websites-highlighting-importance-of-trust-in-b2b-sales-funnel\/\">they value<\/a> transparent information about cost (25%) as the most important characteristic of a B2B company\u2019s website.<\/p>\n<p><strong>Obvious<\/strong>. Ensure your brand story, in the form of reviews, testimonials, ratings, references, is available in as many forms as possible on your site.<\/p>\n<p>&nbsp;<\/p>\n<h1><a id=\"notifications\"><\/a>6. Push-notifications<\/h1>\n<p>A new channel for B2B is a browser push-notifications.<\/p>\n<p>There B2B companies that tried this from of connection with their stakeholders and it worked.<\/p>\n<p>&nbsp;<\/p>\n<h1><a id=\"reviews\"><\/a>7. Reviews<\/h1>\n<p>Consumer reviews increase purchase intent among B2B buyers. The majority of B2B buyers, 71%, <a href=\"https:\/\/learn.g2.com\/consumer-reviews\">look<\/a> at product reviews during the consideration phase of purchases.<\/p>\n<p>People like reviews and want to know opinion and advice of those who used the product, not marketers.<\/p>\n<p><strong>How to make a reviews?<\/strong> Just ask for it (please, see below \u0441\u043c. \u043d\u0438\u0436\u0435 Lyrical Digression 2 \u0421\u0422\u0410). Just ask for honest review in the social media convinient for the stakeholder, may be even help the person with words on the base on what he\/she said to you.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3103\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/zoo9.jpg\" alt=\"\" width=\"660\" height=\"716\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/zoo9.jpg 660w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/zoo9-277x300.jpg 277w\" sizes=\"(max-width: 660px) 100vw, 660px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h1><a id=\"socialmedia\"><\/a>8. Social Media<\/h1>\n<p>Direct communication with customers when and how you like it \u2014 it must be a dream. Only one thing: social networks algorithms don&#8217;t show brand pages posts. So from time to time you need paid promo, more about it below.<\/p>\n<p>What you shoul take into account when posting to social media?<\/p>\n<ul>\n<li>speak in one voice (please, see above &#8216;Public Information audit and update&#8217;)<\/li>\n<li>reviews. If you don&#8217;t have reviews, or they are old, or negative, ask your stakeholders to write you reviews. Communicate with those who made negative review, they can change their opinion<\/li>\n<li>stories. Some people love stories and watch them in social media first (and, in some cases, only). Stories don&#8217;t beat posts yet, but in one <a href=\"https:\/\/www.ameinfo.com\/industry\/media\/social-lead-generation\">survey<\/a>, 12% pointed to \u201cStories\u201d as being more effective for lead gen than videos and images<\/li>\n<li>offers, use them too.<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Main social media for B2B are <a href=\"https:\/\/www.facebook.com\/\">Facebook<\/a> and <a href=\"https:\/\/www.linkedin.com\/\">LinkedIn<\/a>.<\/span><span style=\"font-weight: 400;\"><img loading=\"lazy\" class=\"size-full wp-image-3058 aligncenter\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/social_media_lead_generation_4.png\" alt=\"\u041e\u0441\u043d\u043e\u0432\u043d\u044b\u0435 \u0441\u043e\u0446\u0438\u0430\u043b\u044c\u043d\u044b\u0435 \u043c\u0435\u0434\u0438\u0430\" width=\"581\" height=\"914\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/social_media_lead_generation_4.png 581w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/social_media_lead_generation_4-191x300.png 191w\" sizes=\"(max-width: 581px) 100vw, 581px\" \/><\/span><br \/>\n<strong>I would like to say more about LinkedIn. <\/strong>As many Ukrainian I spend in LinkedIn less time that in Facebook. But if you think about export you should be here. It&#8217;s absolutely ok to write to unknown person in LinkedIn: &#8216;we sell this and this, wouldn&#8217;t you be interested?&#8217;. So, if your fist contact message won&#8217;t be selling it&#8217;s better. Don&#8217;t forget about CTA!<\/p>\n<p>&nbsp;<\/p>\n<h2><a id=\"CTA\"><\/a>Lyrical Digression 2. CTA<\/h2>\n<p>The world changes but people stay the same on root level \u2014 2000 years of civilisation won&#8217;t beat 4 million years of survival. Some psychological tools work evewhere on everybody. And call to action is one of them. Simply saying, people will do what you ask them to do. If at the end of your post you ask to put &#8220;+&#8221; in comments if you are interested, you will get new leads.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3099\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/7ngv.gif\" alt=\"\" width=\"480\" height=\"270\" \/><\/p>\n<p>One of the simpliest CTA is to ask to give email, and you get permission to be in the prospect&#8217;s email account.<\/p>\n<h1><a id=\"messengers\"><\/a>9. Messengers<\/h1>\n<p>Messaging for businesses <a href=\"https:\/\/www.facebook.com\/business\/news\/insights\/why-messaging-businesses-is-the-new-normal\">became<\/a> the new normal globally.<\/p>\n<p>Communication through messengers is more personal interactions and more streamlined experiences. A customer can see if his message is read, often expects immediate response, get more streamlined experience.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3057\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/sleeper2.png\" alt=\"\u041c\u0435\u0441\u0441\u0435\u043d\u0434\u0436\u0435\u0440\u044b \u0434\u043b\u044f \u0431\u0438\u0437\u043d\u0435\u0441\u0430\" width=\"388\" height=\"534\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/sleeper2.png 388w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/sleeper2-218x300.png 218w\" sizes=\"(max-width: 388px) 100vw, 388px\" \/><\/p>\n<p>LinkedIn propose messaging as a first hand business communication tool. WhatsApp, Facebook Messenger, Viber, Telegram are convenient \u2014 to continue phone call and put down some agreements. Also you can brand messengers.<\/p>\n<p>&nbsp;<\/p>\n<h2><a id=\"instagram\"><\/a>Lyrical Digression 3. Instagram<\/h2>\n<p>As the culture becames more visual, people use Instagram more and some B2B brands managed to get benefit from this: Intel has 1.3 mln followers, Mailchimp \u2014 117K. If your brand has visual part, for example, design or farming, you should be in Instagram. And if hasn&#8217;t \u2014 create it. Humans better and quicker process visuals then text, it&#8217;s a featur of our &#8216;<a href=\"https:\/\/b2bpr.com.ua\/en\/yak-znannya-pro-davnij-mozok-mozhut-staty-u-prygodi-vashomu-biznesu\/\">lizard brain<\/a>&#8216;. We remember pictures, we emotionally respond to them, implicitly build accociations and links. 65% of all people are prefer visual learning. Instagram makes B2B brands more creative, and that&#8217;s good!<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3032\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/dmiuc9eomufanrktqzn-vteg2srsp52fsph3uqnfhgsxb8jbqizbb82-taquriai43xass1y765dl_qteijw4yvxdpmnstq59tgk5p3mcfxdl3kute0l15f3hwse18dfetxmdsxy.jpg\" alt=\"\" width=\"663\" height=\"769\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/dmiuc9eomufanrktqzn-vteg2srsp52fsph3uqnfhgsxb8jbqizbb82-taquriai43xass1y765dl_qteijw4yvxdpmnstq59tgk5p3mcfxdl3kute0l15f3hwse18dfetxmdsxy.jpg 663w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/dmiuc9eomufanrktqzn-vteg2srsp52fsph3uqnfhgsxb8jbqizbb82-taquriai43xass1y765dl_qteijw4yvxdpmnstq59tgk5p3mcfxdl3kute0l15f3hwse18dfetxmdsxy-259x300.jpg 259w\" sizes=\"(max-width: 663px) 100vw, 663px\" \/><\/p>\n<p><a href=\"https:\/\/www.instagram.com\/shopify\/\">Shopify<\/a> tells about its clints, small business owners.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3056\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/shopify.png\" alt=\"\" width=\"732\" height=\"857\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/shopify.png 732w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/shopify-256x300.png 256w\" sizes=\"(max-width: 732px) 100vw, 732px\" \/><\/p>\n<p><a href=\"https:\/\/www.instagram.com\/fedex\/\">FedEx<\/a> asks its stakeholders to make photos.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3033\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/fedex.png\" alt=\"\" width=\"729\" height=\"866\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/fedex.png 729w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/fedex-253x300.png 253w\" sizes=\"(max-width: 729px) 100vw, 729px\" \/><\/p>\n<p><a href=\"https:\/\/www.instagram.com\/freshworksinc\/\">freshworksinc<\/a> promotes its educational content.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3062\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/ashku.png\" alt=\"\" width=\"498\" height=\"601\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/ashku.png 498w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/ashku-249x300.png 249w\" sizes=\"(max-width: 498px) 100vw, 498px\" \/><\/p>\n<p>Instagram can help you to keep contect with a customer between buyings.<\/p>\n<p>&nbsp;<\/p>\n<h1><a id=\"mail\"><\/a>10. Emails<\/h1>\n<p>Emails are percieved by prospects as a &#8216;work space&#8217; and, therefore, content recieves more attention.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3094\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/b2b-content-marketers-nurture-audience-primarily-via-email-and-educational-content.jpg\" alt=\"\" width=\"800\" height=\"500\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/b2b-content-marketers-nurture-audience-primarily-via-email-and-educational-content.jpg 800w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/b2b-content-marketers-nurture-audience-primarily-via-email-and-educational-content-300x188.jpg 300w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/b2b-content-marketers-nurture-audience-primarily-via-email-and-educational-content-768x480.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>But the first letter could be not selling: give them something free and useful. Advice, invitation, test, analytics, but not free demo or discount. We call it &#8216;generous letter&#8217;.<\/p>\n<p>What you can do with mail<\/p>\n<ul>\n<li>give CTA, for example, reply to the letter<\/li>\n<li>sign with concrete person from your company<\/li>\n<li>give links to media coverage somewhere at the end<\/li>\n<li>mention your corporate social responsibility.<\/li>\n<\/ul>\n<p><strong>Make mails cleaning from time to time.<\/strong> Eliminate all who didn&#8217;t open your letters for a year, for example. It seems they changed a job or aren&#8217;t interested in you for other reasons. Before &#8216;big cleaning&#8217; send one &#8216;generous letter&#8217; and if these long time non-openers don&#8217;t react at it, get rid of them.<\/p>\n<p>Emails help to keep connections with customers during long time between purchases. And content for this can be generated from media and experts relations, and also from content marketing and influencer marketing.<\/p>\n<p>&nbsp;<\/p>\n<h2><a id=\"long\"><\/a>Lyrical Digression 4. Long cicle<\/h2>\n<p>Emails and Instagram solves for B2B one more task: they keep light connection brand-customer between long purchases. The B2B sales process today <a href=\"https:\/\/www.business2community.com\/b2b-marketing\/the-4-need-to-know-b2b-audiences-for-lead-generation-02294514\">takes<\/a> 22% longer than it did just five years ago. Add on the fact that this doesn\u2019t include the time a B2B buyer spends doing their own research and you have what can feel like an agonizingly long buying process.<\/p>\n<p><a href=\"https:\/\/www.gartner.com\/en\/sales-service\/insights\/b2b-buying-journey\"><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3055\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/ngcv_ilalewblv_1ifjbaa48p5pea_ck6-zslyrvpkzusgfjpmfo1vo5neoyfd1heqkdbdfhbor8wwzlaataevntykqubj6djrm2f0drd1jtauiskq0phmwaydln6yovqwegczti.png\" alt=\"\" width=\"1020\" height=\"830\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/ngcv_ilalewblv_1ifjbaa48p5pea_ck6-zslyrvpkzusgfjpmfo1vo5neoyfd1heqkdbdfhbor8wwzlaataevntykqubj6djrm2f0drd1jtauiskq0phmwaydln6yovqwegczti.png 1020w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/ngcv_ilalewblv_1ifjbaa48p5pea_ck6-zslyrvpkzusgfjpmfo1vo5neoyfd1heqkdbdfhbor8wwzlaataevntykqubj6djrm2f0drd1jtauiskq0phmwaydln6yovqwegczti-300x244.png 300w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/ngcv_ilalewblv_1ifjbaa48p5pea_ck6-zslyrvpkzusgfjpmfo1vo5neoyfd1heqkdbdfhbor8wwzlaataevntykqubj6djrm2f0drd1jtauiskq0phmwaydln6yovqwegczti-768x625.png 768w\" sizes=\"(max-width: 1020px) 100vw, 1020px\" \/><\/a><\/p>\n<h1><\/h1>\n<h1><a id=\"mediarelations\"><\/a>11. Media and experts relations<\/h1>\n<p>If think thoroughly what is the key difference between PR and advertising the answer will be \u2014 third parties testimonials. And they trust more third parties than first one.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3031\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/cisionnative-20150605044355691.png\" alt=\"\" width=\"581\" height=\"423\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/cisionnative-20150605044355691.png 581w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/cisionnative-20150605044355691-300x218.png 300w\" sizes=\"(max-width: 581px) 100vw, 581px\" \/><\/p>\n<p><strong>How to build relationships with journalists, analysts and experts<\/strong>. First, meet them, ideally, physically, at the event. To do this, you can even organize an event yourself (please, see below).<\/p>\n<p>Then, use English lawn technique, \u201cwater and mow\u201d. Watering is giving without asking for anything in return. These are market insides (figures and facts), contacts, news (not those to publish about you), explanations of what is happening on the market, meetings. Mowing is getting. Press-releases, highlights in analytical reports and ratings. References and reviews.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h1><a id=\"influencers\"><\/a>12. Influencer Marketing<\/h1>\n<p>Influencers are people who decide to earn living by their popularity in social media.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3098\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/boyfriends-of-instagram13.jpg\" alt=\"\" width=\"660\" height=\"660\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/boyfriends-of-instagram13.jpg 660w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/boyfriends-of-instagram13-300x300.jpg 300w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/boyfriends-of-instagram13-150x150.jpg 150w\" sizes=\"(max-width: 660px) 100vw, 660px\" \/><\/p>\n<p>Therefore, influencer marketing lays at the intersection of media relations and paid promotion (see below), but closer to the last. Do not think that you can send your product to an influencer as a gift, and you will get a free positive coverage. Influencers understand that this will ruin their business, so use ethics: \u201cWell, it&#8217;s a gift, isn&#8217;t it.\u201d And gifts, as you know, are given for free.<\/p>\n<p>Therefore, if you decide to use influencer marketing, find them, agree on the format and discount, and think multi-channel (see below).<\/p>\n<p>Here are some of the social media where B2B brands are looking for their influencers.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3027\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/4vfvgonh4yhq68on2imrz9zirxjfzb9hutyujbhsplo19gc4ixnimo_hbk1emsxvysslqwwq9xdcskaj0dfwfczii2uavuuiezejjnfd1f-vnp3uze5ublnhoi99vojuybnqef2x.png\" alt=\"\" width=\"470\" height=\"647\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/4vfvgonh4yhq68on2imrz9zirxjfzb9hutyujbhsplo19gc4ixnimo_hbk1emsxvysslqwwq9xdcskaj0dfwfczii2uavuuiezejjnfd1f-vnp3uze5ublnhoi99vojuybnqef2x.png 470w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/4vfvgonh4yhq68on2imrz9zirxjfzb9hutyujbhsplo19gc4ixnimo_hbk1emsxvysslqwwq9xdcskaj0dfwfczii2uavuuiezejjnfd1f-vnp3uze5ublnhoi99vojuybnqef2x-218x300.png 218w\" sizes=\"(max-width: 470px) 100vw, 470px\" \/><\/p>\n<p>The topic of fraud in influencer marketing is actively discussed. We would recommend take micro- (up to 10 thousand followers) or even nano-influencers (up to 1000 followers), but those where\u00a0 you see real representatives of your target audience in comments.<\/p>\n<p>&nbsp;<\/p>\n<h1><a id=\"seo\"><\/a>13. PR for SEO<\/h1>\n<p>Today, B2B PR experts are more and more involved in Google appearence of the brands. Because prospects in their endless oceans of information need lighthouses, and search engines became them.<\/p>\n<p>How to be on top in search results? Be published at media with high-quality content. I\u2019m sure that the initial principle of Google \u2014 to show more significant content first \u2014 still works. And if a good media brand mentions your product, that\u2019s significant. So PR impacts search results directly.<\/p>\n<p>&nbsp;<\/p>\n<h1><a id=\"contentmarketing\"><\/a>14. Content Marketing<\/h1>\n<p>85% of B2B marketers <a href=\"https:\/\/www.benzinga.com\/pressreleases\/20\/01\/n15206550\/top-b2b-digital-marketing-strategies-for-lead-generation-in-2020-according-to-digital-silk\">view<\/a> content as the most effective digital marketing method for lead generation.<\/p>\n<p>This tool\u00a0 has been used in B2B for years because it works. I would like to give two advices<\/p>\n<ul>\n<li>use SEO principles<\/li>\n<li>optimize your text for the modern reader.<\/li>\n<\/ul>\n<p>Find what people look for and what questions they ask, for example, using the service <a href=\"https:\/\/answerthepublic.com\/\">Ask the Public<\/a> and create content based on popular search inquires. This now works better than keywords (see <a href=\"https:\/\/www.searchenginejournal.com\/google-bert-update\/332161\/#close\">Google&#8217;s 2019 BERT<\/a>).<\/p>\n<p>Make fragmented content. People don&#8217;t consume content slowly and smoothly. Make it easier for the reader to insert breakers<\/p>\n<ul>\n<li>bullets<\/li>\n<li>images<\/li>\n<li>video<\/li>\n<li>audio<\/li>\n<li>infographics<\/li>\n<li>chaptering<\/li>\n<li>interactive: buttons, feedback forms, etc.<\/li>\n<\/ul>\n<p>Whatever you choose, use a simple language with short sentences and paragraphs.<\/p>\n<p>Good text is important for sales. Not boring. Clear. Where the words \u201cleader\u201d, \u201cquality\u201d and \u201ceffective\u201d are not written in every second sentence.<\/p>\n<p>Here is the same scene shot by an ordinary person and a professional photographer.<\/p>\n<p><strong><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3075\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/img_2947.jpg\" alt=\"\" width=\"700\" height=\"666\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/img_2947.jpg 700w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/img_2947-300x285.jpg 300w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/strong><\/p>\n<p>&nbsp;<\/p>\n<h1><a id=\"teaching\"><\/a>15. Educational content<\/h1>\n<p>Teaching is a new selling. If you shoot or write a training course\/lesson\/guide on your topic you will<\/p>\n<ul>\n<li>attract more qualified leads<\/li>\n<li>show your expertise and credibility<\/li>\n<li>teach you to use your product.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.e2msolutions.com\/blog\/types-of-content\/\"><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3094\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/b2b-content-marketers-nurture-audience-primarily-via-email-and-educational-content.jpg\" alt=\"\" width=\"800\" height=\"500\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/b2b-content-marketers-nurture-audience-primarily-via-email-and-educational-content.jpg 800w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/b2b-content-marketers-nurture-audience-primarily-via-email-and-educational-content-300x188.jpg 300w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/b2b-content-marketers-nurture-audience-primarily-via-email-and-educational-content-768x480.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/p>\n<p>When creating educational content, remember Abraham Lincoln: \u201cGive me six hours to chop down a tree and I will spend the first four sharpening the ax.\u201d Elaborate what you will tell and how to present it. And then this magnet for leads will work long for you.<\/p>\n<p>If possible, try recording a podcast.<\/p>\n<h1><a id=\"podcasts\"><\/a>16. Podcasts<\/h1>\n<p>A new channel for lead generation is podcasts. Their popularity is growing: people listen them while driving cars, making domestic chores, running, walking. Podcasts give emotions, connect, and catch an audience where no media reaches.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3093\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/screenshot-2020-04-07-at-16.27.01.jpg\" alt=\"\" width=\"750\" height=\"1334\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/screenshot-2020-04-07-at-16.27.01.jpg 750w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/screenshot-2020-04-07-at-16.27.01-169x300.jpg 169w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/p>\n<p>Three ideas for podcasts<\/p>\n<ul>\n<li>educational content<\/li>\n<li>conversations with customers, regulator, subcontractors and other players in your market<\/li>\n<li>thought leadership.<\/li>\n<\/ul>\n<h1><a id=\"tl\"><\/a>17. Thought Leadership<\/h1>\n<p>In content marketing you write more practical things, and in thought leadership you intellectually lead the category forward, talk about the future and innovation, create visionary projects, lobby for rules of the game changes. As a result you<\/p>\n<ul>\n<li>creat fame, and fame, <a href=\"https:\/\/www.thedrum.com\/opinion\/2019\/05\/23\/exclusive-look-binet-and-field-s-new-b2b-marketing-research\">according<\/a> to Les Binet and Peter Field, sells best<\/li>\n<li>show how much energy you have. And such a person just can\u2019t offer a bad product, it&#8217;s simple emotional concept behind thought leadership.<\/li>\n<\/ul>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/mO8B0htlHRA\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<h1><a id=\"personal\"><\/a>18. Personal PR<\/h1>\n<p>Who stay behind a B2B product? To show the people is the right move for any B2B brand. Humans trust humans, humans buy from humans. Cohn&#038;Wolfe research <a href=\"https:\/\/www.visioncritical.com\/blog\/brand-authenticity-infographics\">founded<\/a>: 63 percent of customers choose authentic brands over those that aren\u2019t as transparent. But a computer soft or mining machine is not authentic. Only people are (and brands humanized by them).<\/p>\n<p><a href=\"https:\/\/sadanduseless.b-cdn.net\/alternate-reality\/#more-60801\"><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3090\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/celebrity-job10.jpg\" alt=\"\" width=\"660\" height=\"495\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/celebrity-job10.jpg 660w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/celebrity-job10-300x225.jpg 300w\" sizes=\"(max-width: 660px) 100vw, 660px\" \/><\/a><\/p>\n<p>Why else do you still need speakers? To make media coverage that can be done only with a human<\/p>\n<ul>\n<li>interviews<\/li>\n<li>columns<\/li>\n<li>speech at events.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h1><a id=\"events\"><\/a>19. Events<\/h1>\n<p>Physical contact is the highest quality advertising contact. Speaking at events helps to sell because<\/p>\n<ul>\n<li>audience attention is yours<\/li>\n<li>only an interesting and significant person can be a speaker.<\/li>\n<\/ul>\n<p>Physical contact sells so well in B2B that it\u2019s worth organize your own events. They will help you not only network, but also build communities.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3088\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/giphy.gif\" alt=\"\" width=\"480\" height=\"270\" \/><\/p>\n<p>&nbsp;<\/p>\n<h1><a id=\"communities\"><\/a>20. Communities<\/h1>\n<p>Community marketing is when you bring people with common interests together. This will work especially well now, in quarantine, while everyone is at home: meet them in a Facebook group, Telegram chat, or Viber group.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3069\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/soobshhestva-1.png\" alt=\"\" width=\"1225\" height=\"976\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/soobshhestva-1.png 1225w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/soobshhestva-1-300x239.png 300w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/soobshhestva-1-768x612.png 768w\" sizes=\"(max-width: 1225px) 100vw, 1225px\" \/><\/p>\n<p>Find informal leaders among your subscribers and involve them more; for others make interactive.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3068\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/92521971_2936749776378300_6976379824877076480_o.png\" alt=\"Ukrainian Marketing Forum Club\" width=\"1200\" height=\"639\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/92521971_2936749776378300_6976379824877076480_o.png 1200w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/92521971_2936749776378300_6976379824877076480_o-300x160.png 300w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/92521971_2936749776378300_6976379824877076480_o-768x409.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<h1><\/h1>\n<h1><a id=\"fame\"><\/a>21. Famous Brand<\/h1>\n<p>If you are still reading, you must be passionary, and perhaps you should go the way of famous brand. It means newsmaking, media relations, industry events and social projects. Be a star.<\/p>\n<p>For example, \u201cFearless Girl\u201d is a promotion for B2B brand State Street Global Advisors.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/G3ApQ2H6zFs\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>This is a long way, and without a guaranteed result, but if your brand becomes famous and buyers will have it in their long-term memory, they will remember you forever.<\/p>\n<p>Well-known brands have a special aura that makes customers more price elastic and easier to accept a high price.<\/p>\n<p><a href=\"https:\/\/commscouncil.nz\/downloads\/Brands_Need_Building_2018.pdf\"><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3091\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/zagruzheno.png\" alt=\"\" width=\"302\" height=\"167\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/zagruzheno.png 302w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/zagruzheno-300x166.png 300w\" sizes=\"(max-width: 302px) 100vw, 302px\" \/><\/a><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3070\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/61349911_1124986954353134_4359380973532479488_n.jpg\" alt=\"\u0421\u043b\u0430\u0432\u0430 \u043f\u0440\u043e\u0434\u0430\u0435\u0442\" width=\"940\" height=\"553\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/61349911_1124986954353134_4359380973532479488_n.jpg 940w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/61349911_1124986954353134_4359380973532479488_n-300x176.jpg 300w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/61349911_1124986954353134_4359380973532479488_n-768x452.jpg 768w\" sizes=\"(max-width: 940px) 100vw, 940px\" \/><\/p>\n<h2><\/h2>\n<h2>\nLyrical Digression 5. Mental Availability<\/h2>\n<p>Mental availability is a brand feature, when a customer easy recalls the brand when he needs a product. Some researchers in the psychology of advertising, believe that mental availability\u00a0 is a very powerful engine for sales for any brand.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3071\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/61428598_1124986801019816_649424790599237632_n.jpg\" alt=\"\" width=\"940\" height=\"274\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/61428598_1124986801019816_649424790599237632_n.jpg 940w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/61428598_1124986801019816_649424790599237632_n-300x87.jpg 300w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/61428598_1124986801019816_649424790599237632_n-768x224.jpg 768w\" sizes=\"(max-width: 940px) 100vw, 940px\" \/><\/p>\n<p>You can\u2019t do without a paid promo.<\/p>\n<p>&nbsp;<\/p>\n<h1><a id=\"paid\"><\/a>22. Paid Promo<\/h1>\n<p>If you are ready to build a well-known brand, especially when we talk about near future, be prepared to increase your share of voice with a paid promo.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3029\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/95357b2dc08dcff71d9634ab832e061f.jpg\" alt=\"\" width=\"450\" height=\"328\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/95357b2dc08dcff71d9634ab832e061f.jpg 450w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/95357b2dc08dcff71d9634ab832e061f-300x219.jpg 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/p>\n<p>If editions write about your product for free, it does not make any active links to your site. Paid placements, native advertising, special projects, all them give you active links, what take you even higher in the search results, and provide traffic to your site.<\/p>\n<p>It\u2019s worth doing a paid promotion in reputable media brands from time to time, in order to support good edition, they deserve it.<\/p>\n<p>Boosts in Facebook and LinkedIn, you also need them. These social networks do not like to display company page posts even to their followers for free.<\/p>\n<p>And finally, advertising, in particular, contextual advertising on Google. Okay, this is not a PR at all, but now PR specialists call themselves \u201ccommunicators\u201d, so we do it as well.<\/p>\n<p>&nbsp;<\/p>\n<h1><a id=\"multi\"><\/a>23. Multichannel marketing<\/h1>\n<p>Different communication channels should work together. If a prospect first read about your product in an article, then in expert post on Facebook, then in a search engine, and finally come to your site, and will find there a case study about its competitor, he became hot lead.<\/p>\n<p>B2B buyers need several weeks or months to make a collective purchase decision.\u00a0Use multi-, cross- or omnichannel approach, and then you, like John Wanamaker, can proudly say: \u201cHalf the money I spend on advertising is wasted; the trouble is, I don&#8217;t know which half.\u201d<\/p>\n<p><a href=\"https:\/\/v12data.com\/blog\/3-strategies-to-wow-your-customers-with-omnichannel-experiences\/\"><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3087\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/omnichannel-chart.png\" alt=\"\" width=\"1431\" height=\"562\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/omnichannel-chart.png 1431w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/omnichannel-chart-300x118.png 300w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/omnichannel-chart-768x302.png 768w\" sizes=\"(max-width: 1431px) 100vw, 1431px\" \/><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3086\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/omnichannel-marketing.png\" alt=\"\" width=\"2000\" height=\"1469\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/omnichannel-marketing.png 2000w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/omnichannel-marketing-300x220.png 300w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/omnichannel-marketing-768x564.png 768w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/omnichannel-marketing-1536x1128.png 1536w\" sizes=\"(max-width: 2000px) 100vw, 2000px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<h2><a id=\"mobile\"><\/a>Lyrical Digression 6. Future is mobile<\/h2>\n<p>The future of brand promotion is the ability to organically and seamlessly enter mobile devices. PR is the easiest way to do this, it already there. People read articles while lying in bed, scroll social media in the bathroom and smile to the pictures while eating. And these pictures, texts and posts can be of your B2B brand.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3082\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/resources_20-_202017_20-_20articles_20-_20david_20smith_20-_2012_20ways_20your_20phone_20is_20changing_20you_20-_20body_20image.jpg\" alt=\"\" width=\"1024\" height=\"759\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/resources_20-_202017_20-_20articles_20-_20david_20smith_20-_2012_20ways_20your_20phone_20is_20changing_20you_20-_20body_20image.jpg 1024w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/resources_20-_202017_20-_20articles_20-_20david_20smith_20-_2012_20ways_20your_20phone_20is_20changing_20you_20-_20body_20image-300x222.jpg 300w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/resources_20-_202017_20-_20articles_20-_20david_20smith_20-_2012_20ways_20your_20phone_20is_20changing_20you_20-_20body_20image-768x569.jpg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>It&#8217;s all. What do you think? <a href=\"mailto:v@b2bpr.com.ua\">Write to me<\/a>.<\/p>\n<p>Of course, today crisis is not the best time for lead generation: your prospects are in stand by mode, and the cost of attracting new customers will increase. But this is a good period to<\/p>\n<ul>\n<li>prepare for the restart of business activity (see &#8216;Messages&#8217;, &#8216;Public information&#8217;, &#8216;Website&#8217;, &#8216;Educational content&#8217;)<\/li>\n<li>start or improve relationships with current customers<\/li>\n<li>create content marketing, people read more.<\/li>\n<\/ul>\n<p>And PR will help you with the most vital function of the business \u2014 to sell.<\/p>\n<p>GOOD BUSINESS!<\/p>\n<p>With love,<\/p>\n<p>Olga Vaganova (<a href=\"https:\/\/www.linkedin.com\/in\/olgavaganova\/\">LinkedIn<\/a>)<\/p>\n<p>B2B PR Agency<\/p>\n<p><a href=\"https:\/\/www.facebook.com\/olga.vaganova\"><img loading=\"lazy\" class=\"wp-image-2431 size-thumbnail alignleft\" src=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/olya-foto-na-sajt-4-150x150.png\" alt=\"\u041e\u043b\u044c\u0433\u0430 \u0412\u0430\u0433\u0430\u043d\u043e\u0432\u0430, B2B PR\" width=\"150\" height=\"150\" srcset=\"https:\/\/b2bpr.com.ua\/wp-content\/uploads\/olya-foto-na-sajt-4-150x150.png 150w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/olya-foto-na-sajt-4-300x300.png 300w, https:\/\/b2bpr.com.ua\/wp-content\/uploads\/olya-foto-na-sajt-4.png 750w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How will PR increase our company income? If you work in b2b you hear this question quite frequently. How it impacts my business. In figures, please, what&#8217;s a ROI? Why? Let&#8217;s consider the options. We, in B2B PR, have been answering to these questions long time, and here we systematised the answers. Here are 23 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":[],"_links":{"self":[{"href":"https:\/\/b2bpr.com.ua\/en\/wp-json\/wp\/v2\/pages\/3026"}],"collection":[{"href":"https:\/\/b2bpr.com.ua\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/b2bpr.com.ua\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/b2bpr.com.ua\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/b2bpr.com.ua\/en\/wp-json\/wp\/v2\/comments?post=3026"}],"version-history":[{"count":44,"href":"https:\/\/b2bpr.com.ua\/en\/wp-json\/wp\/v2\/pages\/3026\/revisions"}],"predecessor-version":[{"id":3151,"href":"https:\/\/b2bpr.com.ua\/en\/wp-json\/wp\/v2\/pages\/3026\/revisions\/3151"}],"wp:attachment":[{"href":"https:\/\/b2bpr.com.ua\/en\/wp-json\/wp\/v2\/media?parent=3026"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}