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Best media channel for press releases’ strong influence on B2B buyers’ decisions

Efficient promotion of industrial products and technologies favors the leads’ generation and lightens sales professionals’ work. Groundbreaking industrial news should be wisely placed through the right media channels, in order to have a positive influence on B2B buyers’ decisions. 

In this post we consider which digital channel is the most effective for the right B2B audience outreach and meaningful impact.  

Let’s begin with a piece of theory.

Digital media can be differentiated in terms of who owns the content, who distribute the content, and on which conditions:

Media channels types to influence B2B customers

* Own, shared and earned media have virtually no investments. Though the company itself creates content and distributes it for free, it still spends time and human resources on its production and promotion.

From a bigger picture, channels should be leveraged together, so the marketing and communication strategy works in a well-orchestrated manner. At the same time, each type of content should be delivered by the relevant channel to influence B2B buyers’ decisions in a positive way.

Best channel to deliver your press release

Let’s return to a press release and find out which channels enable press release to have a stronger influence on B2B audience.

As an example, a technological company in the renewable energy industry has developed a new bladeless design of wind power generators. In order to sell the technology, the company needs that potential B2B buyers become aware of this new invention and what benefits it brings. Often this is done through a press release, and there are several channels through which it can be distributed. 

Own media channel is a starting point for communication strategy and organic lead generator for existing audience. 

The company has posted a press release about a bladeless wind power generator on the website and shared it in newsletters with existing clients.

As a result, the press release may attract already existing B2B audience’s interest and launch their buying decision process. But it is unlikely going to generate many new leads. There is a large risk that the news go unnoticed, and the effort of the company is wasted.

Shared media builds relationships with the audience and leads traffic.

Another option for the firm is to share the news on social media with a link to the press release on its website or even share some key points from the press release. 

Social media can be an effective tool to generate leads and traction. But it does however also have a few weak points

Firstly, the company loses control over content distribution, as posts can be shared by the followers. This might bring a larger audience outreach. Still there is no guarantee, that a new audience is the company’s target one and it might only be a larger quantity, but not quality. 

Secondly, social media channels do not always deliver the feeling of expertise to tech-minded customers. 

Finally, fast content consumption in these channels contradicts a thoughtful and serious-minded way B2B buyers read complex technological information. 

Therefore, shared media can generate more leads to the press release news, but it does not influence B2B buyers’ decisions at one blow.

Paid media channels help to boost audience outreach and attract new leads. 

Paid channels are any platforms belonging to third parties, where the company can place its content for payment. Paid media is especially effective for reaching a new audience.

The company may use catchy banners and display ads about game-changing technology. Their purpose is leading traffic to the press release news. 

The weak point here is the advertisement perception: business decision makers are very picky about the content they consume. Thus, advertising might not bring B2B customers to the company’s website just because being overloaded with ads they may just ignore it.

Another option for the company to catch the target audience’s attention to the new product is native advertising. The company can pay for its press release placement to trusted platforms, that have a relevant audience. Such placement ensures a more suitable content consumption mode and can influence B2B buyers’ decisions.

However, the placement will be marked as promoted or sponsored content. This does not add points to credibility. Besides, the placement requires lots of resources to find the platforms, contact the representatives, and finally high costs for each placement and monitoring

Earned media channel endorses the company brand and builds a strong reputation.

Earned media arises when the company has published such exciting content that third parties want to share it. The process can continue a long time after the press release’s first placement. This media channel is consistently and trustfully augmenting the company’s visibility and credibility. Arguably, earned media is the best channel for a press release to cause a meaningful long-lasting impact on the company’s target audience and sales generation.

Gaining earned media is a tricky puzzle, but can be achieved in a few different ways.

In our example with new bladeless wind power generators, trade press suits best for the press release’s trustful visibility in earned media. 

The first option is waiting and hoping that trade press journals specialized in wind power energy and green technologies publish the company’s press release. For the firm it will not require virtually any investments, except time. But time is a very precious resource. So often other steps must be taken to get referrals quicker.


The second option is already here, and it is a “do-it-yourself” approach. The company can itself initiate the process of earning media by contacting editors and different media platforms. But as with native advertising case, such a strategy will require lots of time and effort. As the head of PR for Vorticom Inc. puts it, “media placements earned by the blood, sweat and tears of a media relations campaign”


But earned media coverage by trade press can be easier.

The final scenario is to contact a trade press agency, which is specialized in delivering groundbreaking industrial news by selecting and approaching trusted niche media. The agency handles the full process: text production, technical translation, creation of tailored press media list, approaching editors and monitoring campaign results. By hiring trade media experts, the company can reduce costs of earned media, increase the target audience outreach and generate more leads compared to what they could handle themselves. 

Trade media campaign performed by a specialized trade media agency has around 4 times lower cost per reader than paid press release services.** 

**Please, contact us to receive more details on statistics.

Putting the media channels puzzle together

All four media channels are important for the company’s market positioning. Simultaneously, every piece of content should be delivered by the most relevant channel.

By nature, industrial press release purposes are reaching the target business audience, both new and existing, explain in details high-tech products, build credibility, and influence B2B buyers’ decisions to increase sales.

Trade press publicity (earned media) matches best for press release distribution. Media campaigns performed by a trade media agency helps to get broader targeted coverage and to have a significant influence on B2B customers at lower costs.

Do you want an effortless press release campaign to spotlight your new technology launch?

Please, contact us for more information and a free trade media consultation.


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