What if No One Knows Your Offerings?

This is probably the No. 1 reason companies come to RGA Public Relations. The product offering may be brand new or it may be one that was once popular but has been forgotten by many in the industry or is completely unknown to new market entrants.

This problem is easy to identify. If your prospects are not requesting information about your product offering or if you are not receiving requests for proposals (RFPs), it means they don’t know you’re out there or don’t consider what you are offering a solution.

Either way, you need to step up your strategic communications game. Here is how we like to approach this problem.

Action Plan

The first step is always to ensure that your strategic communications partner or internal champion understands your offering and why your marketing team considers it a good solution for your prospects.

If you work with us, we’ll request one or more discovery calls with folks on your marketing team (who often act as our handlers), and your sales, and product teams.

The good news is that after working for many years as a trade press reporter, we know what questions to ask and can save a lot of time. Also, given our nearly two decades in business, we likely have a good idea of where you fit in the market.

The next step is deciding what content we need to develop to put you on the map, from your prospect’s perspective. Our favorite tool is the White Paper. Dollar for dollar, nothing we can write for you will get as much bang for the buck as a White Paper. We’ve written about that offering extensively on this site because they work.

It’s not your only option, of course. You could also write a blog series, create a set of website mini-demo videos, or put one of your sales executives on the podcast circuit. Probably the easiest way is to partner with a trade publisher. They’re expensive and typically can’t produce content as well as agencies who specialize in that (I know, self-serving, but I’ve worked at both), but they have the reach. Chances are good they are already talking to your prospects.

Regardless of which way you decide to go, we can help you produce the content.

Finally, you need to get your content distributed. You get zero benefit from the story that never gets read, seen or heard. Whether it’s website optimization, email marketing, or social media campaigns, RGA has the resources and partners to help you get your stories out there.

Then it’s just a matter of nurturing your leads and measuring your progress. We’re happy to visit with about both.

Find Out More

Schedule a call with me to learn more and get a more detailed plan.