Are Your In-House Business to Business Marketing Efforts Taking the Company Where it Needs to Go? No, really, are They?

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Can you recall a time that your business to business marketing efforts were really paying off? If that time isnÂ?t right now, maybe a change to marketing publicity is in order

Stop and think about your company’s in-house business to business marketing efforts for a moment; or better yet, go down to the marketing bullpen and simply take a look. What kind of results is the team producing? Are those results generating leads and sales?

Remember to look, and don’t rely on what the team tells you. If you do advertising, ask to see the ads that have been published and find out what kind of leads they generated. Take a look at the direct mail and do the same. Consider the last trade show and how many qualified responses came of it. Ask to see copies of all the articles published about your company in trade magazines.

Are you satisfied with the results? Are these results leading to company expansion?

If so, congratulations. Shake the hand of each and every individual on the marketing team and give them all a big “Thank You!” They are making everyone in the organization’s job easier.

If not, then it might be time to consider outsourcing your marketing functions and utilizing the most effective form of business to business marketing today: marketing publicity.

Marketing publicity is the science (or art, depending on who you ask) of generating news and feature articles about products and services throughout the mass media. That means industry trades, consumer trades, and business to business publications – both print and Internet.

The power behind marketing publicity is in its objective, third party endorsement. First, these articles often include several positive customer testimonials. Second, the fact that the publication has published the article as editorial is also a form of third party endorsement. These factors add up to provide a level of credibility that is hard to achieve with other business to business marketing techniques.

Today, some of these firms are also stepping into the field of Search Engine Optimization (SEO). According to John W. Elliott, of Torrance, Calif.-based marketing public relations firm Power PR (, most of the focus in SEO has been in optimizing the company website. However, this limited view of search engine optimization rarely gets a company into the coveted top slot of keyword search results by itself.

Instead, properly optimized news and feature articles optimized and distributed by marketing public relations firms are vaulting their clients to the top of major news and search engine rankings.

What is surprising is the speed at which properly optimized material can impact news and search engine rankings. Many companies, within days of distributing an optimized news article over major wire services and on key industry web sites, reach the top of news search engine results under their keywords. The reported payoff of this approach typically includes an immediate spike in website traffic and an increase in call-in leads

As these articles are distributed through major wire services and posted on key industry websites, the major search engines begin to locate and index the releases. If the article is properly optimized with hyperlinks back to the company’s web site, there will be a corresponding increase to a company’s overall search engine ranking as well.

So, if you are unsatisfied with your company’s business to business marketing efforts, making a change to print and Internet marketing publicity could be the solution.

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Heather Metcalfe
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