Make sure your PR is on the right track!
Over the past 10 years, Rail has grown rapidly as one of the key sectors that our clients wish to target. HS
2, ongoing rail upgrades and Crossrail have all contributed to the business opportunities for manufacturers of products and suppliers of services to the potentially lucrative rail industry. This includes both manufacturers of products, as well as systems and solutions providers. We therefore have lots of experience in implementing PR campaigns and working closely with the online and offline rail media to generate enquiries from specifiers.
Our client, software development company 3Squared, has seen the meteoric rise of its business, due to contract wins in the rail sector. The company has developed Apps and software solutions specifically designed to improve operational efficiency and ensure compliance within the rail sector. This has recently led to the company securing its first £1m order.
Other clients too, such as aluminium facade manufacturer Eltherington and condition monitoring specialist AVT Reliability have secured significant orders in the sector.
With the planned development of HS2, the Rail sector is set for a huge amount of inward investment, therefore leading to many new opportunities for businesses.
From our extensive experience of managing PR campaigns in the rail sector, here are some top tips for any business:
1. Become an authority in the industry, through well positioned articles
Our PR team has extensive contacts with the rail media and already has access to the forward feature programmes for each magazine. As we have a great relationship with the magazines, we can approach the editors regarding writing an in-depth article for our clients, with a high success rate. We can then position your business as an authority in the industry and subtly demonstrate how you provide high quality products and services to the rail sector.
2. Plan a programme
The key to any successful PR and blog campaign is to plan a programme of activity for the year. We produce this on behalf of all of our clients and it would include a features schedule, content calendar for blogs and regular reviews to target how social media, SEO and PR activity are helping your business to achieve its objectives. We constantly review our PR campaign to ensure they are meeting the set objectives and review and update, where necessary.
3. Let us plan your keywords from the start
A good place to start for many clients when embarking on a PR campaign for the rail sector is with our team analysing their keywords and deciding which to target. Usually we recommend no more than 10 short tail keywords and around six long tail keywords. Understanding specific terminology in the rail sector is essential to be able to accurately target the correct keywords. Our expertise in this area would be invaluable in developing an effective keyword strategy.
4. Make sure your website clearly acknowledges and promotes rail as one of your sectors
It is a common mistake to make, particularly when a business is entering the Rail sector for the first time, but it is essential that your website has a page or section dedicated to Rail. This should include a number of rail case studies, rail sector blogs and information about your expertise in this market. Rail is a very specific sector and train operating companies and suppliers into this market would expect to read relevant content and case studies about how your products or services have benefited businesses in their sector.
For more information on PR for the rail sector, contact hello@dragonflypr.co.uk or call 01709 300130.