In the sphere of technology PR, a stark division between audiences has traditionally been observed. The pursuits of business-to-business (B2B) campaigns have been primarily on industry publications and conferences, while business-to-consumer (B2C) strategies have worked to establish links with individual users through consumer media and marketing avenues.
Yet, the fluid landscape of technology is causing these borders to fade. The escalating integration and complexity of technology in daily life are causing B2B and B2C paths to merge, calling for a cohesive approach to tech PR.
Infusing B2B with a B2C flavor
In the past, B2B tech PR was known for its emphasis on technical specifications and industry lexicon, crafting press releases for engineers and executives, often overlooking the human aspect behind the technology.
With the increased intricacy of B2B products and their sizable impact on end-user experiences, a shift is evident. Tech PR now acknowledges the need to include B2C elements in B2B communication.
Decoding tech terms
While jargon-laden press releases and marketing materials may impress industry insiders, they risk alienating potential clients who may not grasp complex technological details. Converting these obscure features into clear, concise language that underlines end-user benefits is imperative.
Narrating for impact
B2B products are more than just technical wonders. They can solve real-world issues and enhance user experiences. To bring these benefits to light in an engaging manner, tech PR must employ impactful storytelling.
Emergence of the tech-savvy consumer
Gone are the days when B2B PR only targeted journalists and industry analysts. With the evolving media landscape, tech-savvy consumers boasting large social media followings on platforms such as YouTube and Twitter have emerged as key influencers, swaying public opinion and influencing B2B purchase decisions. A comprehensive tech PR strategy must include this new breed of influencer.
Custom content creation
Crafting content that appeals to both industry publications and tech-savvy consumers necessitates strategic planning. Be it blog posts, white papers, or social media content, a dual audience focus is essential.
Leveraging partnerships
Collaborations with relevant reviewers offering valuable insights can benefit both parties. Tech reviewers often cater to B2B and B2C audiences equally. Their evaluations can guide B2B decision-making and also influence individual users contemplating using the product within their companies.
Leveraging user reviews and social proof
B2C products owe a lot of their success to social proof and user reviews. Tech PR is starting to realize the worth of these principles for B2B products as well.
Customer testimonials
Encouraging contented customers to provide testimonials that highlight the positive impact of a B2B product on the end-user experience is a powerful tool. These testimonials can be used in press materials, case studies, and even on social media to demonstrate the real-world value of the product.
Social listening and engagement
Social media conversations offer invaluable insights into public perceptions of a B2B product. Implementing social listening tools and actively participating in these conversations enables tech PR professionals to spot and address any potential concerns early on.
