When it comes to making sales in a B2B marketplace, reputation is everything. Brand awareness does more than place your company on the map—it helps build an identifiable personality for your company in a way that enables you to attract shareholders and customers. When you develop a trusted brand, you retain loyal customers who make repeat purchases and share their satisfaction with industry peers. In an industry where long-term relationships are critical to success and referrals make up a large portion of new leads, brand awareness is pivotal to long-term success.

Public perception of your brand can be the only thing that differentiates you from competitors. So how can you show your target audience you’re better to work with than the competition? Effective public relations (PR) is an ideal vessel for spreading the good word about your business. PR that shares the story behind your brand works to explain why your products or services rise above those of your competitors. These tips can help you recognize the value of leveraging PR efforts to increase brand awareness.

Address The Right Target Audience

The target audience of a B2B company is vastly different than that of a B2C company. While companies that sell end-user products typically target individual consumers, B2B companies are tasked with appealing to a very different audience, which may include the sales representatives, industry experts, executives, procurement managers, decision-makers and business partners who make up the industry supply chain.

To build effective branding, you need to first accurately pin down your exact audience, including who they are and the PR messaging that will most resonate with them. You can start by creating buyer personas for the different segments of your target audience and consider how the language you can use to speak directly to them. Consider the value of creating distinctive content for each audience segment. By addressing your target audience(s) correctly, you’re more likely to build a campaign that brings in strong leads.

Communicate to Cultivate Relationships

B2B companies depend on long-term relationships with key stakeholders for ongoing success. These partnerships often include complex negotiations and changing agreements, requiring B2B businesses to develop a brand image that is both reliable and flexible. Successful B2B businesses often establish ties within the community through relationships with related companies, and by partnering with nonprofits or causes to make meaningful contributions.

Maintaining authenticity and focus when developing business partnerships is crucial. Create intentional partnerships with nonprofits, causes or other corporations you know align with your company’s values. Connect with local businesses in relevant industries that can enable you to better serve your customers. As these partnerships evolve, your company name will gain visibility and accumulate trust.

Stick to the Facts

B2B clients have different pain points than B2C customers. They want business solutions that cut costs, increase productivity or improve customer satisfaction—or sometimes all three. Typically, there is more than one decision-maker involved in the purchasing process, and buyers need hard facts that support a strong ROI. As such, B2B PR frequently includes a higher degree of technical information, specifications and backing data targeted to a more-knowledgeable consumer. No matter which platforms you use to share information, remember to speak to your customers’ needs. White papers, customer testimonials, case studies and webinars can be used to share relevant information about how your products or services perform. Add charts and graphs in B2B PR materials to make statistical information easy to digest—and make your proof points hard to forget.

Understand the Importance of Media Relations

While the technical definition of PR might be about connecting with the public, one of the key bridges you’ll build is with media professionals who can relay your message to a greater audience. Building professional relationships with industry journalists and other media professionals is essential to gain positive media coverage that raises awareness of your brand and develops trust with your target audience.

Informa Tech’s Trust in Marketing Index measures the strength of the relationship between B2B technology decision-makers and marketers. In 2023, the score was a paltry 61 out of 100, making it clear that buyers are less likely to trust business marketing materials than other sources of information. Leveraging the existing brand of reputable newspapers, magazines and other news sources can be a highly effective way to build trust within an otherwise-skeptical audience.

Leverage Your Website

In the past, B2B clients depended on direct contact from company sales reps to glean information about new products. Today, the informational landscape for B2B buyers is different. B2B buyers have typically completed at least 70% of their buying cycle before ever entering their funnel. Modern B2B customers expect the same convenience in business shopping as they have in their personal shopping, including websites with the same speed and ease-of-use as those designed for direct consumer purchase.

To give B2B shoppers the experience they’re seeking, prioritize developing a user-friendly interface that’s easy to navigate. Consider the information customers will be seeking and make it as easy to find as possible. Also make sure to  highlight relevant information about awards, prominent customers, case studies and news stories so potential customers can easily validate your credibility.

Making your company name visible to potential customers isn’t enough to guarantee sales in a competitive B2B market. Potential customers need to know why they should create a lasting business partnership with your company instead of your competitors. By investing in PR materials with a clear brand identity, you can ensure you’re connecting with your target audience communicating your plan to eliminate their pain points.