Some might say that press releases are as useful today as fax machines. Why send your news to an editor who acts as a gatekeeper in deciding whether or not to publish your information? Doesn’t it make more sense to control your content and spread the word through social media, your blog and email? While this might be true, especially in B2C marketing, chances are that your B2B customers are still going to trade publications for specialized industry-wide news.
Why Trade Pubs Matter
In a comprehensive B2B public relations program, it’s still critical to place your news in trade publications that speak directly to your target customer demographic. These journals are highly specialized with a tight audience focus. And their readers and advertisers are just as specialized. This emphasis leads to a much better fit when pitching your press release and its chances for getting your news picked up.
For example, sending a new product press release about an industrial dust collector for welding applications to a trade publication for the welding industry is a direct hit. It shows that you know your customers and the journal’s audience. And editors appreciate receiving relevant information, especially in today’s 24/7 news cycle that leaves them with a lot of digital space to fill.
Trade pubs have effectively morphed from print only to include digital (or are becoming completely digital), eNews blasts and social media. That means your news won’t just appear on dusty old print pages. It will be shared on the journal’s social platforms. This gives you the opportunity to reply (“thanks for sharing”), see who likes the post and to share it via your own social media. And when your news appears on the pub’s news site or eNews, it often will include a link back to your website. You can even include a link directly to your product page or an informational video, increasing engagement with customers and prospects. All from a press release.
6 Benefits of B2B Press Releases
- They appear on print and digital news/products/technology pages
- Publishers and readers can share via social media or eNews
- Editors might ask for an article about the technology behind the product
- Online posts often include a link to your site
- Internet searches pick up online posts
- Trade shows affiliated with publications will post them
It’s important to research the editorial focus of your target publications and send only news that fits. That way, the editor knows that you are doing more than promoting your business. And that you actually care about providing relevant information. And remember that most B2B news releases aren’t a good fit for mass newswire distribution. Rather than blast out press releases to a large number of generalized publications and news sites, it’s more effective to identify the best media fit for your news. This results in quality B2B public relations placements that will reach your key audience.
All marketing tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating all marketing tactics, the marketing programs become more effective and cost efficient. As a B2B agency, we use integrated digital marketing to meet this improved performance need. To learn more about how it will benefit your business, download our free eBook: A Better Path for B2B Technology Marketers.
Lisa Goetz is a public relations executive at Schubert b2b, where she primarily writes content and manages media relations. She brings 20 years of editorial and communications experience to Schubert b2b and holds a PhD in English literature from Duquesne University. When not in the office, Lisa likes to take excursions with her husband and hang out with her cat and a good book.