PR FOR DEMAND GENERATION

B2B PR plays a big role in demand generation. It’s all is about showing how an organisation’s products or services can help solve pressing business challenges. Whether that’s through thought-leadership, product reviews, corporate profiling or customer stories, a sound demand generation PR strategy can make a huge difference to whether people move from basic awareness to consideration and purchase.

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Our approach

  • At the beginning of any client relationship, we dig deep into their business, products, value proposition and wider market. This depth of knowledge enables us to build a strong demand generation strategy through PR.
  • We regularly position clients as industry thought-leaders focusing on the business challenges their products and services help to solve.
  • We also use research-based storylines and campaigns as a strong way of highlighting business challenges. The data produced through these targeted surveys offers market insights that can then be used to develop persuasive campaigns.
  • Demonstrating products and services in action is another key part of our approach. Profiling early adopters – businesses that were up against issues, before changing activities for the better – demonstrates how others can benefit.

What to expect from Skout

  • We’ve turned our hand to a range of B2B topics – even the most complex products and services. Thanks to our years of experience, we can quickly get up to speed on any topic, challenge or target market sector.
  • No matter how niche a client’s solution is, we can help create demand. Whether it’s a new offering to the market, or something well-established that needs a reboot, we will create a PR programme to boosts interest from target customers.
  • Demand will only exist if PR, content and digital activity resonates with issues happening within the markets. We can link even the most niche business offering with current topics and trends.

Case study

We launched a new product for our client Grass Roots, a provider of employee benefits. This involved informing businesses on the often overlooked benefits of salary sacrifice, generating coverage in top tier media including the Daily Mail, HR Magazine and Employee Benefits.

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info@skoutpr.com

01625 869418

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PR FOR DEMAND GENERATION

B2B PR plays a big role in demand generation. It’s all is about showing how an organisation’s products or services can help solve pressing business challenges. Whether that’s through thought-leadership, product reviews, corporate profiling or customer stories, a sound demand generation PR strategy can make a huge difference to whether people move from basic awareness to consideration and purchase.

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PR CONSULTANCY

If you’re looking to raise brand awareness, compete in a crowded market, drive web traffic or reach new audiences, it might be time for your business to engage in PR. However, a long-term and strategic approach to PR is needed if you really want to put your business on the map, educate target audiences on what you do and why they should choose to work with you. You’ve decided it’s time to take the plunge but where do you start?

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B2B PR CAMPAIGNS

A well-executed B2B PR campaign can have a significant positive impact on the reputation of your brand, attracting global, national, regional and trade media attention as well as boosting sales and enquiries. However, knowing where to start and how to roll out a campaign that meets your objectives can be a huge challenge.

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PRODUCT & SERVICE LAUNCH PR

Whether your company is just starting out, or you are already a market leader in your sector, launching a new product or service can come with its challenges. Buyers may well know little or nothing about your product, meaning that you must establish recognition and trust with potential customers. Using PR to create a backdrop to your launch is crucial for engaging key audiences. A strategically planned PR campaign, integrated with other marketing activities, helps to build brand awareness, create influence, educate the market and ultimately create interest and trust.

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B2B PR

B2B as a discipline has changed significantly in recent years, evolving to meet a very different set of needs from businesses who want to raise awareness of their brand in an increasingly competitive market. There has been a growing focus on consumer led tools such as social media and marketing automation in B2B to help create a more personalised approach to marketing.

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BROADCAST PR

With so many people tuning into the TV or radio, broadcast media coverage helps expose businesses to mass audiences, building brands further than many other media results can. And with a clever approach, even B2B organisations can get their brand on popular TV programmes, radio shows and podcasts, often exposed to audiences of millions.

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CORPORATE PROFILING

In many ways, the people within a business are the brand. There are many B2C brands today that people automatically associate with the entrepreneur or individual behind the business. And even in B2B, personality is a big differentiating factor that can help to set you apart from your competitors. Although your business isn’t necessarily trying to appeal to the masses, it’s important to remember that people buy from people, so bringing the human side of your brand to the foreground is important.

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VERTICAL SECTOR PR

Vertical sector PR shows your potential and existing customers that you understand their world. Whether they’re in retail, finance, manufacturing, or another market, showing your knowledge of their challenges, opportunities and priorities – can help to win them over.

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CUSTOMER PR

We live in an age of reference and it’s estimated that nine out of 10 people look at online reviews for the products or services they want to purchase before making their buying decision. It’s no secret that 70-90% of the buying journey is done before a customer contacts the vendor and that’s why it’s more important than ever before to ensure customers are an essential part of your PR strategy.

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PR STRATEGY

If you’re thinking about using public relations to help raise the profile of your business, then the first thing to establish is a clear and relevant PR strategy. Doing this ensures your PR efforts showcase your brand and business reputation in the most effective way.

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REGIONAL PR

Boosting your business’ presence within its local area is a crucial part of many PR strategies. It can help you build solid relationships within your community and promote a positive brand image to regional stakeholders. These include employees and local customers, to the wider business community.

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INFLUENCER RELATIONS

Many B2B marketers are extending their PR and media relations programmes to include a wider base of industry influencers. They’re onto a good thing, because association and engagement with influencers can push their brand to the next level. It also helps with recommendations and achieving recognition with the most difficult to convert prospects.

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ANALYST RELATIONS

Effective industry analyst relations can make a huge difference to whether you make it on to a buyer’s preferred supplier list or not. As influencers, analysts are held in high regard by potential customers and can unlock solid business opportunities for you. They’re among the most important people to have on your business’ side. Influencing and informing your sector’s analyst community can also help to increase your brand’s reference-ability, through inclusion in sector reports, newsletters, periodic updates and media coverage.

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MEDIA TRAINING

Interviews with the media are a great way to build relationships with key journalists in your sector. Successful interviews also generate coverage to boost brand awareness. They help you effectively convey key messages to your target audience too. However, before jumping into a live interview situation or even speaking with a journalist over the phone, it’s important to make sure you’re fully prepared.

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SEO & LINK BUILDING

As most searches for products or services start online, it’s important to make sure that your website is properly optimised to give you a chance of standing out from your competitors. Appearing as high up as possible on relevant search rankings is crucial, and as the majority of internet users don’t click past the first page of search results, this is where you need to be.

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NATIONAL PR

Making the move from a regional PR approach to presenting your company to a national audience can deliver significant opportunities to your brand. Whether you’ve taken a conscious decision to offer your product or services outside of your region or if you’ve concluded that your audience may remain regional but that they’re accessing national media, Skout can help. Taking your brand to national level can bring with it complex challenges – expanding brand awareness, targeting new press and creating new customer profiles – but successfully gaining your place in key national titles lies with having the right stories to tell.

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BRAND AWARENESS

Brand awareness is an essential element of any company’s marketing strategy, helping a potential audience recognise your business as well as its associated products and services. This is especially important when establishing trust between your business and its customers, as familiarity can differentiate a company from competitors whilst also increasing sales performance.

 

 

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DIGITAL PR

Whether your business is already active online or if you are just starting out, having a structured digital PR strategy can help to drive performance, increase sales and enhance brand awareness by giving your brand an online voice.

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INTERNATIONAL PR

Whether your business already operates across a number of geographic territories or you’re looking to expand into new markets abroad, effective international PR requires a co-ordinated and considered approach.

At Skout, we have plenty of experience in planning and implementing effective PR programmes and campaigns, both globally and in a number of specific territories.

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TRADE PR

Trade PR is the bedrock of a business’ external communications. It helps build targeted awareness and brand loyalty within core industry media. Skout’s Trade PR service increases share of voice against competitors and elevates the quality of your brand’s media coverage in key sector publications. Whether you’re a tech company seeking coverage in Computer Weekly, or a food manufacturer wanting to be in The Grocer, we can help!

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