How PR Can Optimize Lead Generation Efforts

by Jeanne C. Zepp, Director, Mid-Atlantic Region

Of all the questions that my clients pose, by far the most frequent is: “How can I generate more customer leads?”  There is no simple answer to this question, especially now with such a challenging economy. Simply put, prospering in a down economy is no easy task.

Yet, there are certain critical steps that your PR team can help you take, in concert with your in-house marketing and sales staff, to optimize the conditions for your business success.

Branding and Positioning

Here, your PR team’s interviewing skills and industry knowledge and experience will be invaluable in helping you understand who you are as a company, what value you bring to the marketplace and what differentiates your firm from your competitors. Then, applying their distinct brand of skilled writing, the PR team will develop messaging that captures your unique value proposition and communicates that message consistently across all media, including your website, marketing collateral, email, social media and more.

Internalizing Your Messaging

While effectively communicating your message to extrinsic audiences is important, it is equally imperative that company sales and marketing personnel internalize this messaging and incorporate it within their sales presentations. Involving sales and marketing in message development is only half of the process. The other component is training and coaching personnel. Once again, your PR team can make an invaluable contribution by assisting in training material and sales pitch development, as well as providing constructive feedback in mock sessions. Your PR professionals are experts at picking up on subtle and not-so-subtle body language, verbal missteps and other cues that can undermine sales efforts.

Fact-Based Evidence to Support Messaging

Providing fact-based evidence supporting your marketing messaging is the next phase. Your PR team can apply a wide-range of techniques that not only establish your executives as thought leaders within your space – and your firm as an industry leader – but also share the successes you’ve achieved as a firm and those you’ve attained in concert with customers and partners. Nothing breeds success like success.

Creating Dialogue with Customers

One other vital component is creating dialogue with current customers and potential business prospects. It is critical for current and future clients to know that their input is sought, valued and acted upon. Here, your PR team can advise you on successful ways to create dialogue and mechanisms that will assure customer-based communications do not fall through the cracks.

Just as in all arenas of life, it comes down to the fundamentals. Get the basics right and the business leads will follow.

What People Are Saying

DPR Group’s PR campaigns have helped us increase the visibility of U-TECK’s products for the utility, telecom and construction industries, especially our WeedEnder® vegetation control mattings. Since working with DPR, we have noticed 30% and 50% increases in traffic to our U-TECK and WeedEnder websites, respectively.

Nan Jackson

The key factor for Cimcorp when choosing a PR firm was finding representation that could create well-written, persuasive content and elevate brand recognition for the company in our industry. DPR exceeds our expectations and helps us beyond content creation. They have become a reliable resource for many of our global marketing initiatives.

Lori Vaughan, Marketing Communications Manager
Cimcorp North America

DPR Group’s extensive knowledge and experience in PR and marketing have elevated the Cetrom brand, increased awareness of our services across the industry, and secured numerous award wins and media placements. We value the partnership that has developed and DPR’s contribution to our overall success.

Christopher Stark, President and CEO
Cetrom Information Technology, Inc.

DPR has been an asset to Barcoding’s marketing department since 2010. Through their expert writing, advice, and connections, we’ve secured local and national media coverage, leveraged the power of search engine optimization (SEO) with a strategy of inbound content marketing, and strengthened our brand’s reputation as a leading systems integrator.

Jody Costa

Since 2007, DPR Group has been a trusted business partner providing expert public relations and marketing advice. DPR Group has secured tremendous positive media coverage for our firm, bringing visibility to our software and assisting our sales.

Felix Pekar

DPR Group is a trusted adviser to both Quality Associates, Inc. and DocPoint Solutions. DPR’s wide range of PR services ensures that our most important news is what our industry views first.

Scott Swidersky
Quality Associates, Inc.

In less than six months, DPR Group has helped Protech develop and launch a new website and successfully introduce Protech Cloud Business Solutions to the market. We truly value the expertise and services that the DPR Group team brings to the table and look forward to a long, successful relationship together.

Brian Bruffey

At Linortek, we specialize in designing and manufacturing controllers for the Internet of Things, a market involving connecting all type of equipment and devices to the Internet. We made the decision to partner with DPR Group because of the company’s proven track record of securing greater market visibility in the high-tech and manufacturing arenas. In addition, the DPR Group team is flexible enough to adapt their ongoing strategies and programs to help us meet our evolving needs and goals.

Liyu Nalven, Vice President

DPR Group really understands our industry and the unique role InfinityQS plays in it. They provide both strategic guidance and tactical execution to deliver coverage in key trade publications and exposure with industry analysts and third-party influencers. The team is flexible and always willing to roll up their sleeves to assist us in a wide range of marketing activities beyond our traditional public relations initiatives. DPR Group is more than a vendor. They are a true, trusted and valued partner.

Greg Matranga

DPR Group has achieved results for that have far exceeded our initial expectations. We look forward to a long-term relationship with DPR Group as an integral part of our corporate growth goals.

Robert Salta

DPR Group has provided valuable public relations insight and helped us increase our marketplace visibility on a local and national level. Our partnership has enabled us to focus on growing our client base, while expanding our messaging and showcasing our unique services.

Kim Cubine

At this point in time, Hermes has a well-established brand throughout Europe, but the company does not have the same level of name recognition in North America. So we decided to partner with DPR Group to let U.S. retailers know about the full range of e-commerce services Hermes offers for e-businesses and international expansion. DPR Group did a fantastic job for Hermes at the Internet Retailer Conference and Exhibition (IRCE), promoting attendance at our sessions and scheduling media interviews before and after. We’ve never had as much press coverage at any U.S. event before. I highly recommend DPR Group to foreign companies seeking to launch their products and services in U.S. markets.

Uwe Bald

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