Today our editorial series, Marketing for manufacturers, looks at business-to-business publications. Jack Mallen-Cooper explains what they want from you, and what you can get in return.
Business-to-business (B2B) titles are a great way to gain print and digital publicity for your brand, your products, and your company. They strongly complement your direct email, social media and website campaigns – so you get four “bangs for your buck” for each story you produce.
And most good industry media will initially consider a story on its news merits, rather than view you as an ad sales opportunity every time.
But, bearing in mind that much like a bird needs two wings to fly, they need your support as much as you need theirs. They support you by providing editorial coverage that helps you communicate with your target audiences. The support manufacturers can provide to B2B titles is in the form of advertising.
On the one hand, taking out large ads in every relevant publication, every month, is a sure-fire way to go broke, and on the other hand, if no one advertises, the publications are the ones that go broke, and cease to exist. The key is to find the right balance.
When thinking about how much to spend on media advertising and where, ask yourself:
B2B publications thrive on quality, interesting and well-written editorial. This can be a real asset to manufacturers looking to tell their story. If you’d like to submit your story for consideration on its editorial merits, to maximise its chance of being published, first make sure:
As a final piece of advice, make sure you check with the B2B title to find out their deadlines. Most editors will need copy at least a week (often longer) before they go to print. If you submit your story two days before they go to print, it’s likely the magazine has already been laid out, and there isn’t the time to add in any further content.
Picture: Getty Images/iStockphoto
Jack Mallen-Cooper is a Senior Consultant at Whyte Public Relations
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