4 Reasons why PR is important for B2B startups

Every successful business needs PR to get the word out about their product, and B2B startups are no exception. B2B startups have an additional challenge: establishing credibility to woo businesses away from competitors who have been in the market a long time. As a startup with a new technology or solution, you need to both get on the radar of potential customers and also differentiate your company from others. 

This is where PR comes in. A strong tech PR strategy makes sure your B2B startup gets the attention it deserves and leverages every opportunity to gain brand awareness and increase visibility. In the early days, it can be tempting to ignore PR until you get your feet under you, but establishing good practices from the beginning is a great way to give your startup the competitive edge it needs.

PR gets you some of the strongest attention possible

Earned media is a powerful tool when it comes to building a brand. It is also the hardest type of media to get, compared to paid media like ads and sponsored posts. Earned media happens purely because a reporter or publication decides your story is worth sharing. Tech PR pros know that earning this type of coverage in the press takes skill, connections, and, most importantly, time. Earned media is incredibly valuable simply because it’s third-party validation that cannot be paid for. Your brand will attain better visibility in front of the companies that are in its target market. More attention means more lead generation for a B2B startup, and more lead generation means more business. 

PR optimizes your roadmap for maximum impact

You know how important your roadmap is, but your funding rounds and product launches won’t amount to much if no one knows about them. Make sure your good news is shared with the most relevant reporters and publications so you can maximize your growth potential. That roadmap you made in the early days is the perfect groundwork for organizing a media outreach campaign around your next launch, partnership, or big milestone.

Different outlets have very specific needs and a single outlet can have dozens of reporters, each covering different specific beats. Take time not only to research the outlets that serve your target audience but also to research the appropriate journalists to approach with your announcement. This due diligence will go a long way toward endearing your startup to them.

PR helps you establish your expertise

One of the best ways to shine a spotlight on your expertise as an industry leader is through guest posts. Guest posts allow you to show off your passion for your work and demonstrate your knowledge. It’s important not only to push your product but also the team behind your brand. The more the leadership team is seen as experts in the space, the better positioned your brand will be. 

They also help with SEO. Although guest posts cannot be promotional about your offering, the byline will have your position and bio to boost your keyword ranking. Once you start getting your founders and executives known as thought leaders in the industry, it will bring more opportunities for interviews, commentary, and speaking at conferences, which leads to that powerful earned media we love so much.

PR keeps your startup relevant even when there’s no news to share

You may feel like your B2B startup will constantly have to push out announcements, but every company has quiet seasons. That doesn’t mean your PR team should take a break. A winning tech PR strategy will include drafting thought leadership pieces, pitching executives for podcast interviews, speaking at events, and other opportunities year-round. This works to keep your name in the news, even if your startup is in between announcements. 

It’s also key to be a resource for others. Be available to others in the industry or reporters if they have questions. The more you can assist them when they need it, the more you will build your relationship and they will be there for you when there is news to share.

Put your best foot forward

B2B startups face some tough challenges, especially when presenting themselves as strong solutions in a busy market. In the early days, it can be tempting to put off thinking about PR as you focus on your product development. But having a strong PR strategy in place from the start will ensure not only that your potential customers know about your product, but that they will also see you as a knowledgable and credible industry leader. The success of your B2B startup depends on that.