Estimated reading time: 3 minutes, 33 seconds

Having great products, services, or content are all wonderful things. But, if nobody knows about them, does it matter? Outreach is key for many B2B companies looking to earn brand and product awareness. However, outreach is a broad term that encompasses a range of external communication efforts.

We’ve defined core outreach strategies and how B2B companies can avoid common mistakes when instituting an outreach program.

Center Messaging Around Your Core Offering

Before you conduct any form of outreach, you need to determine the core of your business and how you plan to promote it.

Most companies have one core product – find a method of framing it that communicates value.

For instance, the computer software company Snowflake offers cloud-based data warehouse solutions. They’ve crafted messages that speak to their core value proposition.

The brand serves eight industries with a different solution for each. But, Snowflake doesn’t attempt to cover all those details in their messaging.

Companies that focus on the main benefits of their core offering deliver a distinct message that’s easy to understand.

Determine the Right Target Audience & Channels

After determining your core product and its value, it’s time to choose your outreach channels.

This decision depends on your target audience and what you’re hoping to accomplish. Some communication channels are optimized for brand building, while some are best for securing leads.

For instance, General Electric speaks to Instagram’s broad user base (70% of Instagram users are 13 – 35 years-old) to personalize its brand image.

General Electric leverages Instagram’s visual quality to showcase their operations in-action. This //">humanizes the brand, which appeals to both potential employees and customers.

While the brand offers a variety of solutions in industrial manufacturing, their Instagram focuses on one core value proposition. The profile bio states, “GE works around the clock to tackle the world’s biggest challenges.”

If your aim is to enhance your brand image, populating a channel with multimedia content is a strategic choice. However, if you’re seeking to convert leads, content marketing is more effective.

The communication channels you choose are just as important as the content you deliver. You’ll conserve resources by thinking ahead about the most effective channel for your core message.

Experiment & Record Your Results

The key to honing your B2B outreach strategy lies in trial and error. Ultimately, you won’t know how successful your message is going to be until it’s out there.

When your outreach strategy goes live, that’s just the beginning of an effective  campaign. B2B companies should record the ongoing results of their effort, and alter their strategy accordingly.

For example, the multinational electronics company Sony had to acknowledge negative reactions to one of its campaigns centered around a PSP device in 2006.

Sony’s audience questioned whether the advertisement carried racist themes, and some consumers vowed to stop supporting the brand.

The criticism sparked by this campaign was highly valuable feedback. A Sony director, Nick Sharples, released the statement, “In future, we will apply greater sensitivity in our selection of campaign imagery…”

The Sony campaign is a dramatic example, but the same principle applies to any B2B outreach campaign. Without data about campaign results, it's impossible to determine the best message.

Tools available to measure your campaign’s success include Google Analytics for your website, Hootsuite for your social media, and Ahrefs for measuring backlinks.

Each time a B2B company communicates with its audience, it provides valuable data for future efforts.

Powerful Outreach Requires a Thorough Strategy

B2B companies have many factors to consider before kickstarting a communication-based campaign.

First, you must determine the good, service, or benefit at the heart of your operations. This value proposition will serve as the foundation for future content.

Then, you should research your target reader, as this will inform which channels to populate. After messaging goes live, you’ll analyze how that content is received.

Ultimately, the more you prepare for your B2B outreach campaign, the more effective it will be.

Sydney Wess is a Content & Editorial Associate for Clutch, the leading platform business buyers to find and compare the best fits for their needs.

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