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The Greatest ROI for PR? Visibility

At a recent PR metrics conference, I heard another attendee say, “Increasing visibility should never be one of your corporate goals. That’s not a goal.” But I disagree in general. It most certainly is a goal, and a worthy one at that, especially in the B2B space. If no one has heard of your business, then how will anyone find you? How will they know you exist? How will you boost your SEO in order to be found?

We work with media technology suppliers every day as they launch new technologies and products. As they hire new talent to continue growing their business. As they present new techniques and business models that will help shape the future of the media and entertainment industry. Failing to communicate this type of news and information to the wider market is like building a car and failing to put the wheels on it.

In the modern era, almost all educated buyers do online research before making a decision. The research starts even before they decide which companies to talk to. Much of this homework involves exploring or even following technology vendors on the internet. And they’re not just looking at product descriptions, case studies, blogs, and the standard content on company websites. Any potential buyer doing due diligence will find and react to products and services that are highlighted in trusted industry publications or by key industry influencers.

Every connection to a credible source — trade publication, established technology partner, high-profile end user — bestows a kind of legitimacy on the vendor’s business and brand. From the perspective of the shopper, every positive association decreases the perceived risk. These connections are also the highest-value boosters for SEO.

Can you put a number on the ROI? Maybe, maybe not. A perfect CRM in a perfect world would track every single new lead and re-contact, so you would be able see that one person just called out of the blue, while another read an article, clicked through to your website, and then finally made an inquiry. In the real world, though, ...

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Chris Lesieutre
+1 503-610-0842



Media Relations · Content Marketing · Social Media Strategy · Brand Development