PR – press relations

Have you ever laid down and let people walk all over you? Course not. You’re a planner, a prepper, and when you face challenges you’re a scrambler, a person who keeps going and somehow finds that by striving to meet challenges head-on there’s always a new opportunity presenting itself.

That’s the secret of successful Press Relations for industrial SMEs operating in the industrial marketplace. To keep going. To battle, and put yourself out there so that more people notice you.

Trouble is, you know how to research, develop and produce the products that engineers and technicians want to use – you’ve been serving the industrial marketplace for years – but to you, pushing out news or press releases is a tiresome task, a hit or miss activity that doesn’t bring the rewards it should, given the time and effort you put into them.

Notice we say Press Relations and not Public Relations. The distinction is crucial to you in the industrial marketplace.

Public Relations is more likely associated with the promotion and self-promotion of celebrities, politicians or B2Cs who want to generate hits for their website. The practice is, frankly, becoming a bore to many people as they realise their emotions are being manipulated and that they’ve been baited for a highly prized click.

Press Relations, on the other hand, is the vital interaction between you, your products and services, and the trade press and trade customers. This is a much more meaningful relationship and one you know is worth developing.

The benefits and rewards of doing it properly are immense, but the process of achieving those results can be challenging.

You might have dabbled in Press Relations or delegated it to someone in your organisation who you think has the time and talent to do it.

But could you be doing more? If you’re answering ‘yes, but I don’t have the time, the staff or the money to do it’ then we have a ‘Guide to Press Relations for Industrial SMEs’ that you should see.

In it, we outline how you can achieve maximum results for a minimum investment.

So to answer the question ‘How can we do industrial PR – and how can we do it cheaply?’ see this link and read Ian Deavin’s guide.

• The Industrial Marketing Agency has been providing Press Relations for Industrial SMEs for more than two decades. Some of our clients go back over 20 years with us so you’ve probably sussed that we’re pretty good at what we do and provide value to those clients.
Interestingly, those clients don’t question the level of investment required, instead choosing to focus on the benefits.
Speak to Ian, Lesley or Sue on 01462 850040 or call Ian on 07860 218334 or Lesley on 07799 642863 to arrange a 40-minute meeting with you.

It seems reasonable to consider that the first responsibility of a marketing executive is to understand the market in which they operate. One area that is easily overlooked is terminology – what do people call your product?

This is especially important if for example you have a non-UK head office who insists on a global generic product name that while it makes sense is actually never used in the U.K.

Google does not know that this global generic is also known by a swath of maybe 10 more commonly used industrial jargon names. So unless you as a marketer put those jargon names into your website, your SEO and your publicity – you will simply not be found online by the great majority of searchers who call your product something completely different.

For example, as a manufacturer of “car locks” if you want to be found for “vehicle security systems” you need to be explicit. Google will not know (as we do) that a “car lock” is a “vehicle security system” or part of one.

It may however conflate the words “vehicle”, “security” and “systems” from different parts of your text, but will generally list these below someone else who uses the phrase “vehicle security systems”.

Having done this “jargon SEO” then monitor your web presence and traffic for these new keywords – especially in your long tail search strings. Equally of course, if you insist on calling your product something “corporate” that no-one else has heard of, then you are unlikely to get many searches for it until you have put a lot of money into promoting your new name/brand, along with all its synonyms, although you will come top of page 1 if it is actually unique – even if no one is looking for it.

Call us to discuss how PR and SEO work together

Why do people watch YouTube – yes aside from entertainment – many many people watch “how to do it videos”. I remember one video getting 30,000 hits in a year on how to trim florists’ plastic foam with a knife.

We all like to see how to do something – it gives us knowledge and confidence to do the same or similar ourselves. We are also grateful to the video provider who takes on credibility, status and authority.

The same is true of re-telling in-print stories of how your customers use your products – referred to as “application stories”. Tell one prospective customer how someone else saved time/money/solved quality problems/achieved an otherwise impossible task – then you have a really powerful testimonial.

So don’t take your customers application for granted – once you have solved their problem turn the story into valuable content for your PR or Social Media campaigns – your sales team will – eventually – love you for it.

Take a look at your customer list and ask “What do they do with our product?”

The answer may surprise you and provide prospective customers with an interesting approach to their own problems, and so bring them to your door.

Call us to see how you can use online marketing in your business

How to get started – this is the right time for industrial companies to put resources into Social Media. Why and How?

There has been much scepticism about the use of Social Media in the industrial market place – even late in 2012 I saw a paper which suggested that 30% of engineers did not use social media in their work – with the implication that this was a poor result but nonetheless also implying that 70% do use them. I myself was very sceptical for a long time until I carried out a 2 year survey and realized the possibilities – after 6 months of operating a social media plan for our major clients we found almost an 80% increase in their webprofiles gained by PR and Directory Management alone – and I knew the time was right – now nearly 2 years on it is just automatic for us to propose a social media program for any client in the knowledge that we would not be doing our best for them if we did not.

Even so I still think that the approach needed to be cost-effective with industrial B2B companies is different from that employed with B2C mainstream/retail activities – because industry always takes a little time to adapt new marketing techniques to the industrial specification and buying process – but I believe this is already changing as younger engineers come through with their greater awareness of, and comfort with, social media and the mobile devices they are best suited to work with.

Consequently we have found a way to optimize the use of Social Media for industrial SMEs by interlinking the corporate website with an active blog and posting on relevant SM sites – this Online Marketing Program compliments our PR Program of press releases and directory management.

Read the Whitepaper here for even more information.

Our guest post on Industrial PR Marketing

Chris Rand’s daily blog has for quite a while been the only blog I have read on a regular basis – so I was delighted to be invited to guest post. Naturally I chose one of my favourite themes – how to use trade/technical PR to get positioned on page 1 of Google – and […]

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Online marketing compared to an exhibition

I was chatting to a colleague the other day when we started to think of the comparison between the personal presence of an exhibition and the way that the apparently more diffuse world of online marketing works, and thought it worth sharing. It went like this: Imagine that your website is your exhibition stand ( […]

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Waste is Inevitable in SME Marketing – Really!

Why is it that many companies who accept: – not every cold call will get an appointment – not every sales call will result in an order – not every quotation will yield an order Do not seem to quite accept: – not every advertisement will bring floods of leads –  not every press release […]

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Press Releases with Intrinsic Value

When I started many years ago, before the days of the internet, one of the disciplines brought about by the limited space of printed media was that a press release had to be something of value to readers , otherwise it didn’t get published – and this is something we have tried to maintain.  Likewise […]

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PR in Proportion

I have noticed recently a lingering thread of the past in discussions about industrial PR – a thread hanging over from pre-internet days when printed journals were the only communication channel available to companies wishing to use editorial/free-at-point-of-publication in their marketing promotion. This view seems to still hold that industrial PR is primarily about dealing with […]

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A complete marketing campaign for around ½ the cost of a sales engineer? – yes really!

Traditionally industrial companies have relied on “sales engineers” or “reps” who were in general very experienced and capable people who could seek out new business and service existing customers – but it was always expensive to find good ones then to pay and to support them. This latter part – the cost – was a […]

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