Digital media and content marketing continue to assert themselves in the B2B sector, especially as businesses strive to maintain strong relationships with target audiences and seek out prospects in a cost-of-living crisis.
Many aspects of B2B PR have changed in recent years – and 2023 promises to bring businesses and their PR partners a host of new opportunities and challenges.
Intelligent use of rich data and analytics and using multiple digital platforms and tools to target audiences and elicit strong, measurable results have revolutionised our industry over the past few years. It’s more accurate, more competitive, it engages target consumers more effectively and generates tangible results.
At Midnight, digital services are a hugely important part of our toolkit. But we never forget about the human touch, the innovation, the creativity. Perhaps most importantly, we never forget that it’s through strong agency-client partnerships that we deliver the most inventive and successful business strategies.
Here’s our roundup of what lies ahead:
Digital relationships
Digital media and content marketing continue to assert themselves in the B2B sector, especially as businesses strive to maintain strong relationships with target audiences and seek out prospects in a cost-of-living crisis. High-quality blogs, webinars, podcasts, infographics and videos will engage customers in meaningful conversations – and lead them down the sales funnel.
Measurable returns
Data-driven insights and analytics mean that we have a clearer understanding than ever about the real impact PR and strong communications have on businesses. We’ll be using this intelligence to work with our partners to identify strengths and weaknesses and make informed decisions about campaigns as they move forward.
The power of the written word
Good writing is reclaiming its crown. At its heart, PR is about developing communication strategies to build company reputations and accelerate business growth. But we’ve seen old-school writing skills take a back seat in some cases.
There’s evidence of a push back for 2023, though. Effective writing demonstrates acumen and credibility, which in turn boosts target audience confidence. One of the best ways to cultivate growth and reputation is to become an authoritative source of opinion.
A cautionary note: every word should count. Marcus Tullius Cicero, a scholar of ancient Rome, was right when he said: “If I had had more time, I would have written a shorter letter.”
Conversations that matter
Creating an authentic and empathetic connection with customers and stakeholders is more important than ever in the B2B PR space – especially as we navigate economic upheaval and post-pandemic concerns. PR has the power to make your customers feel heard and understood. Collaborating with your PR strategist will guarantee that you engage in meaningful conversations – rather than pumping out generic messaging.
Meeting face to face
We couldn’t be happier that face-to-face interactions are making a real comeback. They remain the best way to establish trust and drill down to the issues that matter. As PR professionals, there’s no better forum for zoning in on the minutia, for building relationships, and for securing strong routes into media by connecting with journalists.
Driven by data
In 2023, thanks to data-driven insights, we will be able to craft campaigns that hit the right spot every time – no more guesswork! Performance tracking will show which strategies work the best for any campaign, and analytics will give us a heads-up on what content resonates most deeply with readers.
Experts in the field
We’re likely to see an increasing number of subject-matter experts – the influencers of the B2B world – appear on LinkedIn and other platforms as part of business campaigns.
With 75% of B2B buyers using social media to make decisions, 2023 will see inventive B2B PRs look to tactics such as having a subject-matter expert review a new product or co-host a Q&A to gain traction for their clients.
It promises to be an exciting year, so contact us today to find out how Midnight can develop a customised approach for your business and unlock your potential.
