Business-to-Business Advertising in the Current Environment, Buyers Guides and Free Listings

Buyers Guides and Free Listings – Most technical publications offer buyers guide sections of their magazine at least annually. Often trade magazines will update segments of technology with roundups or survey’s of what is available.

These are very important opportunities for all business-to-business marketers because the information is obviously important to the readers and because it is usually free. Make sure that someone in your organization or your public relations firm is assigned to take advantage of all free listings.

Our experience has been that some companies are very good at providing listing information and others will never do it. Some organizations including public relations firms are always seeking coverage in product spotlights or roundups. They make our job easier and they get the coverage for their clients.

Now, most printed buyers guides also transfer to online listings making them even more valuable and more important to update. Many publications will offer their listing manufacturers to update their listings online. Blast e-mails are now utilized to update free listings. Make sure to take advantage of all of these opportunities.