Expanding B2B PR Strategies Beyond LinkedIn to Reach Your Buyers Where They Are

In the world of B2B public relations, LinkedIn often takes center stage. It’s the go-to platform for connecting with professionals, sharing company news, and building brand credibility. Yet, focusing solely on LinkedIn limits your reach and misses opportunities to engage buyers where they spend time outside this network. To truly connect with your audience, you need to explore other channels and tactics that align with your buyers’ habits and preferences.

This post explores practical ways to expand your B2B PR efforts beyond LinkedIn. You will learn where your buyers actually hang out, how to engage them effectively, and examples of brands that have succeeded by broadening their approach.

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Understanding Your Buyers’ Habits and Preferences

Before expanding your PR strategy, it’s essential to understand where your buyers spend their time and how they consume information. B2B buyers are diverse, and their preferences vary by industry, role, and company size. Here are some common places and formats where buyers engage beyond LinkedIn:

• Industry-specific forums and communities: Many professionals participate in niche online forums or Slack groups related to their field.

• Trade publications and newsletters: Buyers often rely on trusted industry news sources for updates and insights.

• Webinars and virtual events: These formats offer interactive learning and networking opportunities.

• Podcasts: Busy professionals listen to podcasts during commutes or downtime to stay informed.

• Twitter and other social platforms: Some buyers use Twitter for real-time news and conversations.

• In-person events and conferences: Despite digital growth, face-to-face interactions remain valuable.

  
  

Mapping your buyers’ journey and identifying these touchpoints will help you tailor your PR efforts to meet them where they are.

Using Industry Forums and Communities to Build Trust

Industry forums and specialized online communities provide a space for professionals to discuss challenges, share advice, and discover new solutions. Participating in these platforms can position your brand as a helpful resource rather than just a seller.

How to engage effectively:

• Join relevant groups: Find forums or Slack channels where your target audience is active.

• Contribute valuable insights: Share expertise, answer questions, and provide useful resources without overt selling.

• Host or sponsor discussions: Facilitate conversations around trending topics or challenges in your industry.

• Share case studies and success stories: Real-world examples resonate well in these communities.

  
  

For example, a software company targeting IT managers might join a cybersecurity Slack group to share best practices and answer questions about data protection.

Leveraging Trade Publications and Newsletters

Trade publications remain a trusted source of information for many B2B buyers. Getting your brand featured in these outlets or partnering with them for sponsored content can boost credibility and reach.

Tips for success:

• Pitch relevant stories: Focus on newsworthy developments, customer success stories, or industry trends.

• Write guest articles: Provide expert commentary or thought leadership pieces.

• Advertise in newsletters: Many trade publications offer targeted email newsletters with high engagement.

• Collaborate on research reports: Co-branded studies can attract attention and generate leads.

  
  

A manufacturing equipment supplier, for instance, might work with a leading industry magazine to publish a report on automation trends, positioning itself as a knowledgeable partner.

Hosting Webinars and Virtual Events

Webinars and virtual events offer direct interaction with your audience, allowing you to educate, demonstrate products, and answer questions in real time.

Best practices include:

• Choose relevant topics: Address pain points or emerging trends your buyers care about.

• Invite industry experts: Featuring guest speakers adds credibility and attracts attendees.

• Promote across channels: Use email, social media, and partner networks to maximize attendance.

• Follow up with attendees: Share recordings, additional resources, and personalized outreach.

  
  

For example, a consulting firm might host a webinar on navigating regulatory changes, inviting legal experts and offering actionable advice.

Tapping Into Podcasts for Thought Leadership

Podcasts have grown in popularity among professionals seeking convenient ways to learn. Being a guest on industry podcasts or launching your own series can help you reach new audiences.

How to make the most of podcasts:

• Identify relevant shows: Look for podcasts your buyers listen to regularly.

• Prepare engaging stories: Focus on challenges, solutions, and lessons learned.

• Promote episodes: Share podcast links through your website, email, and social channels.

• Consider your own podcast: Build a series that addresses your industry’s key topics and features guest experts.

  
  

A marketing technology provider might appear on a podcast about digital transformation to discuss how their tools improve campaign results.

Using Twitter and Other Social Platforms Wisely

While LinkedIn dominates B2B social media, Twitter and other platforms like Reddit or even Instagram can offer unique opportunities to engage.

Strategies to consider:

• Monitor industry hashtags: Join conversations and share timely insights.

• Engage with influencers: Build relationships with thought leaders who can amplify your message.

• Share bite-sized content: Use Twitter threads or short videos to highlight key points.

• Participate in AMAs or live chats: These formats encourage direct interaction with your audience.

  
  

For example, a SaaS company might use Twitter to announce product updates and answer user questions in real time.

Attending and Sponsoring In-Person Events

Despite the rise of digital channels, in-person events remain powerful for building relationships and trust.

How to maximize impact:

• Choose events your buyers attend: Industry conferences, trade shows, and networking meetups.

• Sponsor sessions or booths: Increase visibility and create opportunities for direct engagement.

• Host roundtables or workshops: Provide value through education and discussion.

• Collect feedback and contacts: Use events to learn more about buyer needs and build your database.

  
  

A logistics provider might sponsor a panel at a supply chain conference and host a workshop on improving delivery efficiency.

Measuring Success Beyond LinkedIn

Expanding your PR efforts means tracking new metrics to understand what works. Consider these indicators:

• Engagement in forums and communities: Number of contributions, replies, and mentions.

• Media coverage and article performance: Views, shares, and backlinks from trade publications.

• Webinar attendance and feedback: Registrations, live participation, and post-event surveys.

• Podcast downloads and listener feedback: Audience size and engagement.

• Social media interactions on other platforms: Likes, retweets, comments.

• Lead generation from events: Contacts collected and follow-up success.

  
  

Use these insights to refine your approach and focus on channels that deliver the best results.

Final Thoughts on Expanding Your B2B PR Reach

Relying only on LinkedIn limits your ability to connect with buyers in meaningful ways. By exploring industry forums, trade publications, webinars, podcasts, alternative social platforms, and in-person events, you can meet your audience where they are and build stronger relationships.

For more info: BestPRguy@gmail.com 310 920-2424 www.PublicityandMarketing.com