Please tell me if you don’t agree with this statement: It’s harder to sell your products and services if no one knows who you are.
Any takers? No. I didn’t think so.
We were reminded of this reality – one of the foundations of public relations – recently when we chatted with a sales guy for a company selling support services to the financial industry, including private equity sponsors.
He said he had a problem…his company did an OK job in promoting itself, but fails to give him tools to increase his own profile among target audiences. It’s not that he wants to become famous, but he could use some help.
It’s a common problem at B2B companies, both large and small. The head office may invest in PR, but it’s typically to support and enhance the company’s brand.
So here’s what we told him:
Sounds complicated? Here’s a roadmap.
1. Seek out media coverage with local or trade publications.
2. Use social media (more than you are now!).
3. Look like an expert by writing bylined articles in trade publications.
4. Get speaking opportunities at industry events.
5. Develop a direct mail program (think Constant Contact).
(Greg Miller is President of Marktcom PR)