Public relations is a tool for building brand awareness and managing reputation. But what if I told you it can be a secret weapon for lead generation?
Although generating high-quality leads is a priority in marketing campaigns, 15 percent of marketers affirm that their biggest marketing struggle is driving traffic and lead generation.
Image via HubSpot
With AI and automation changing the marketing landscape, it is important to find creative ways to get your brand in front of potential customers.
In this post, I’ll discuss some of the top PR strategies for business lead generation and best practices and tips for maximizing the impact of your PR efforts.
Top PR strategies for business lead generation
An effective public relations campaign isn’t the same as a sales pitch. It’s meant to build a beneficial relationship with your target audience through strategic communication.
As such, the process can be time-consuming, and you won’t start generating leads overnight.
That being said, here are some of the most effective PR strategies for business lead generation:
Craft attention-grabbing press releases
A core function of PR is curating newsworthy press releases, such as whitepapers, case studies, and significant company news, and distributing them through newswires.
You should ensure the story is timely and relevant to your target audience. It should highlight your company’s expertise and offerings to educate prospects and build credibility.
Remember to include a call to action at the end, directing your audience to a landing page. This will allow you to collect their personal information, such as name, phone number, and email address.
More importantly, you should optimize your landing page to boost your conversion rates. The Attrock expert guide highlights crucial tactics, such as creating optimized content and paying attention to headlines.
Here’s an example of Netflix’s press release to advertisers, which clearly states that it offers access to a wider audience.
Image via NBC News
Use PR lead magnets
Lead magnets are powerful elements that can increase the value of your PR content. As explored in the HelloBar guide, powerful CTAs, checklists, forms, and awesome offers are the most effective PR lead magnets that can be included in the content.
You need to use an appropriate lead magnet for each PR campaign, and you can’t use all types of lead magnets.
For example, NeilPatel uses an awesome cheat sheet to collect leads from site visitors. It helps them to generate qualified leads for their business.
Source: AgilityPR.com
Position yourself as a thought leader
Developing thought leadership is one of the effective PR strategies for business lead generation.
It involves publishing high-quality content like blog posts, articles, and industry reports to showcase your expertise on industry trends.
This content educates your target audience, positions you as a reliable resource, and ultimately drives qualified leads to your business.
You should intentionally create some gated content with strategic CTAs like “download white paper” or “Subscribe to newsletter.” This way, you can effectively capture leads, nurture them, and convert them to paying customers.
Additionally, you can participate in industry conferences and share your knowledge during Q&A sessions or become a sponsor and have your website URL on the event ad.
Another result-oriented strategy for lead generation is accepting speaking engagements at live and virtual events.
It offers an excellent PR opportunity to interact directly with potential buyers while solidifying your position as an authority.
Utilize social media marketing
Social media is an invaluable tool for PR and lead generation. It can be used to share compelling branded content and connect with prospects.
Here are some tips for using social media marketing for lead generation:
- Consistently craft compelling social media content that your target audience can relate to.
- Host social media contests and giveaways to increase visibility and attract new leads.
- Use social listening to monitor brand mentions.
- Engage your audience in the comments section to build relationships with them.
For instance, Facebook caters to a wide range of businesses, while Instagram is ideal for businesses that showcase aesthetics, such as fashion, food, beauty, and skincare.
LinkedIn is great for B2B lead generation, while X (formerly Twitter) is well-suited for industry updates and valuable insights.
Leverage brand partnerships and influencer marketing
Identifying and partnering with key influencers in your niche is one of the top PR strategies for business lead generation.
It’s important to ensure that the influencer’s audience matches your ideal customer profile, as this strategic PR move can expose your brand to vast new audiences.
There are many ways to partner with brands and influencers for lead generation. These include sponsored posts, endorsements, affiliate programs, and creating co-branded content.
Also, if you’re too busy or having trouble finding a reliable influencer, you can hire an Instagram influencer agency such as GetHyped to find the perfect fit.
See how Achieng Agutu, a lifestyle and fashion influencer, promoted a travel agency through paid partnership:
Image via Instagram
Share customer success stories
Testimonials from satisfied customers serve as social proof, letting potential customers know how the product benefited others with similar needs.
They tell potential customers, “This product worked for someone like me, so it can work for me too.”
More so, customer success stories showcase real-life experiences and positive outcomes — an assurance that the product delivers on its promise and can be trusted.
They demonstrate your value proposition in ways that marketing campaigns alone can’t replicate.
You can share these stories on a dedicated page on your website so prospects can easily find and read them. Also, you can incorporate them in relevant blog posts, promote them on social media, or feature them in press releases.
Are you ready to unleash the power of PR in lead generation?
You’ve seen some of the top PR strategies for business lead generation, which indicates that PR has become more than a branding tool.
Implement one or more of the strategies shared above to attract qualified leads.
Remember, PR is a marathon. Be patient and consistent in your approach, and you’ll witness the remarkable impact of PR on your lead-generation efforts.
