Marketing enables businesses to drive up sales through strengthened brand image, awareness in target markets and increased traffic to your website. To reach these objectives, B2B tech and telco businesses need to execute a range of marketing and public relations outputs, including writing and distributing press releases.
Press Releases are low cost to distribute and can achieve global reach with a borderless approach when the news is valuable, engaging and well written. While press releases should not be written with a promotional tone, there are a number of ways they can help you hit your marketing goals, get in front of your target audience and build brand credibility.
Establishing Media Relations
To secure regular coverage and earned media opportunities, your brand should develop a rapport with B2B tech and telecom journalists. According to Cision's State of the Media report, in addition to journalists naming press releases as the most useful resource for getting stories, press releases and news announcements are the types of content most journalists (78%) say they want from brands. Journalists want stories that are newsworthy and relevant to their industry, so by sending quality press releases, you are fulfilling this need and establishing a rapport that will be useful when a journalist is looking for a comment, or your brand is offering a featured article.
Press releases also provide the opportunity to develop worldwide media relations. Despite the advancement of digital media, worldwide marketing campaigns are expensive and may not create good return-on-investment without strategic targeting. By ensuring your press release is relevant across territories, you can establish a strong digital footprint globally. Read more about borderless PR in our eGuide here.
Developing Brand Image
A reputable and positive brand image is key when looking to grow a business. By publishing news regularly that demonstrates positive activity from the company, such as promotions and partnerships, you’ll reinforce your presence in your industry. Press releases published by reputable publications also gives your business credibility and builds trust. If leads feel they can trust your business more, this will help them turn into qualified prospects and generate more sales.
Gaining Visibility
As mentioned previously, a good marketing strategy drives sales, and a key contributor is brand visibility and top-of-mind awareness. This is pivotal for a business’ growth when competing in saturated markets. When relevant press releases are published in sector and region-specific publications it demonstrates action, growth and success in the industry your business operates in. Readers of these publications are likely to be your target audience, or even current prospects or existing customers. Making your business visible is an ongoing process, and by releasing newsworthy press releases targeted to appropriate publications, customers, leads and prospects can routinely be engaged.
Incorporating regular press release distribution in your marketing strategy will increase your brand’s visibility and image and create a strong foundation for a relationship with the media. These factors combined will help you to achieve your marketing objectives and accelerate your business’ growth and sales.
The team at Ilex has are experts in defining and delivering your story to global media and ensuring that your press releases and media pitches meet the media’s needs. Learn how to take your start-up business global by reading our blog, ‘Taking Middle Eastern B2B Tech and Telecoms Companies Global’ below.