If your company is stalled while others in your industry are
expanding, it might be time to take another look at what is
driving their success. One answer to rapid and sustained
expansion lies in an aggressive, sustained business to business
marketing strategy that amplifies and delivers your message to a
large quantity of potential customers. In doing so, a large
volume of qualified leads can be generated and turned into
sales. When these sales pile up over time, up-trending and
sustained expansion occurs.
business to business marketing publicity involves
promoting a product or service through the mass media. By
writing feature articles, customer testimonials, and new product
releases and getting it placed as editorial in consumer or trade
publications (online and print), marketing public relations
firms can generate a large quantity of published articles over
time to build brand awareness and generate many superior leads.
The power behind marketing publicity is in its objective: third
party endorsement. First, these articles are often laden with
positive customer testimonials. Second, the fact that the
publication has published the article as editorial is also a
form of third party endorsement. These factors add up to a level
of credibility that is difficult to achieve with other business
to business marketing techniques.
"The ultimate goal is to drive in qualified leads that can be
turned into sales," says John W. Elliott, CEO of Power PR
(www.powerpr.com/, a business
to business marketing. "With an abundance of qualified
leads, you can increase the amount of new business coming into a
company each month on an ongoing basis."
The first goal for a marketing publicity campaign is to get the
client published as possible in as many appropriate publications
as possible. In marketing publicity, however, it's not enough to
just get the message out; it has to be repeated over and over
again. Without repetition, you don't get the quantity of
qualified leads needed to cause expansion.
It takes repeated exposure to an idea before someone becomes
interested in a product or service. In fact, studies have shown
that prospects don't even register the message until it has been
repeated three times or more. For this reason, companies need to
maintain an ongoing campaign to see the number of qualified
leads increase dramatically as the message takes hold.
It's critical that a business to business marketing strategy is
maintained over time to keep that message in front of prospects.
Repetition of a message that contains third party endorsements -
over time - is the true formula for rapid expansion.