Marina Wood, Account Director at Dragonfly PR, looks at how to generate sales leads and drive business growth through a Public Relations campaign.
“In today’s highly competitive market building product manufacturers and construction contractors are looking for the most effective ways to generate sales leads, improve their domain authority and drive more traffic to their website. All essential elements of simulating business growth.
A really effective approach is to create a digital PR campaign, which focuses on creating organic content for use online that increases brand visibility, establish credibility and provides backlinks form high DA (Domain Authority) publications.
What’s the difference? Digital PR vs Traditional PR
Digital PR is a strategy used to increase awareness and visibility of your brand using online channels. Similar to traditional PR, however Digital PR offers the opportunity to reach more people in a measurable and targeted way. Digital PR has grown in popularity with building product managers because it can generate quantifiable results and once online, usually remains there indefinitely.
While traditional PR relies on print publications, television and radio, digital PR leverages online publications, such as news websites, social media, influencer marketing, blogs, search engines, podcasts and webinars to reach a much wider audience.
The importance of digital PR for building product manufacturers has grown over the last few years and will continue to do so as increasing numbers of businesses recognise the value of good quality content online.
Understanding the relationship between digital PR and link building
Digital PR and link building are two sides of the same coin. Digital PR focuses on gaining media coverage and using various digital channels to enhance a brand’s visibility, while link building aims to acquire backlinks from authoritative websites to improve search engine rankings and drive referral traffic for construction firms and building product manufacturers.
By integrating these two activities as part of our B2B PR strategies, we are able to generate high quality sales leads for our clients.
Tips for construction companies to create a successful digital PR campaign
Research
The first step when working with a new building sector client on a digital PR campaign is to carry out thorough audience research. By understanding our clients’ target markets, we can identify where to focus our digital PR efforts.
This research can include identifying high DA media websites such as Architects Datafile, along with podcasts, webinars, communities, conferences, and news publications that resonate with the target audience.
Plan and create high value content
Our B2B digital PR campaigns are focused on creating compelling and high-value content. As a B2B PR agency that specialises in construction, we are able to create this content on behalf of our clients.
This content serves as a vehicle for showcasing our clients’ expertise, establishing thought leadership articles that inspire architects, contractors and end users, with a valuable link back to their site. we create content, we focus on providing expert opinion pieces that integrate real life testimonials and thought provoking statistics that resonate with our clients’ target audiences. We also ensure it adheres to best SEO content practices to help search engine rankings.
Use social media channels
Social media is a powerful tool in any B2B digital PR campaign It allows us to directly engage with our client’s target audience, share their content and build brand awareness.
We Integrate PR into our social media campaigns by incorporating relevant keywords, hashtags, and messaging that aligns with a business’ overall PR strategy. We also ensure content aligns with the latest social media algorithms to generate better visibility and engagement. Connecting and collaborating with relevant businesses and individuals is another great way to expand a construction company’s network and reach.
Working with influencers
Influencer marketing increasingly plays a vital role in digital B2B PR campaigns by leveraging the reach and credibility of influential individuals. This approach helps amplify a brand’s visibility, attracts new audiences and generates valuable backlinks. We recently completed an influencer campaign in the USA, which we linked with invitations to a major exhibition for one of our clients that generated a huge number of sales enquiries.
Monitor the success of your digital PR campaign
To ensure the effectiveness of our digital PR strategy, we monitor and measure its impact and report back monthly. Part of our campaigns involves using robust tracking and analytics tools to assess the performance of content, backlinks and overall PR efforts.
Measuring the effectiveness of PR using metrics such as website analytics, referral sources, backlink quality, social media analysis and lead generation are great ways to demonstrate value to our clients.
By analysing this data and reporting monthly, we can review and update the PR strategy to ensure we are constantly generating results for clients.
Reasons to partner with Dragonfly PR for your next digital PR campaign
By working with dedicated B2B PR agency Dragonfly PR, businesses in the construction sector can position themselves as industry leaders, raise their domain authority and ultimately generate sales leads that drive business growth.
Our 20 years in providing PR services for the construction industry mean that we can effectively work with our media and online contacts to secure opportunities to present our clients as an authoritative voice in the industry. Companies find that they can build credibility and be seen as an industry leader, whilst reaping all the benefits that a dedicated digital PR campaign brings.”
For more information about B2B PR and digital marketing campaigns visit the website www.dragonflypr.co.uk call 0114 345 5341 or email hello(Replace this parenthesis with the @ sign)dragonflypr.co.uk.