Hordes of public relations professionals, including Aker Ink Account Executive Taylor Holmes, descended on Phoenix for the Public Relations Society of America’s (PRSA) Western District Conference, spending two days networking with fellow PR pros and learning about the latest trends, tools and strategies to hone messaging and boost ROI for PR and marketing efforts.
Among the workshops and keynote presentations covering a range of industry topics, Taylor absorbed numerous valuable tidbits that apply to business owners, especially in the B2B space. Key takeaways include:
- Get Creative – B2B companies have a wide variety of marketing tactics at their fingertips – in many cases, the opportunities available to B2B companies outnumber those available to B2C organizations. From trade publication outreach and email marketing to coordinating trade shows and drafting whitepapers, PR pros with a B2B skillset can conceptualize and implement creative strategies to connect with the right people at the right time, with the right message.
- Establish Authority – It’s essential to build credibility with your audience before you start pushing marketing messages. Establish authority by highlighting awards, speaking engagements and testimonials from third-party sources. Doing so boosts your expertise in the eyes of the target audience.
- Repurpose Content – Content doesn’t have to exist in a single form. Repurposing content for different platforms extends its impact and reach, helping you connect to your audience and keep the conversation going. A news article could live on as a blog post, an infographic, an educational email campaign and a few social posts.
- Don’t Discount Influencers – Brands can no longer ignore influencers as a driving force in the digital landscape. Businesses can reach a targeted, niche audience to sell products or services for a more reasonable budget than traditional advertising vehicles.
Aker Ink places great value on continuing education – we’re always learning, eager to improve our knowledge and become more well-rounded professionals.