7 ways to raise brand awareness in construction PR and marketing campaigns
In this blog, we explore some innovative techniques that building product manufacturers/distributors and construction companies can use to ensure they get the very best out of their construction PR and marketing campaigns.
Become a voice of the industry
One of the most effective ways for building product manufacturers to raise awareness in the industry is by positioning themselves as the experts and becoming a voice of the industry.
By taking a stand on an issue, or discussing the latest legislation, building regulations, sustainability or topical issues in relevant articles, you can add credibility and raise your businesses profile.
We can seek out and write thought leadership articles on your behalf which means we generate high profile media coverage in the most relevant publications. It also means you become a go-to source for trade, regional and national press editors looking for valuable information and insights.
Create educational and informative content
Often in the building products sector, it’s not easy to get across the features and benefits of a product in an advert - it requires explanation through an article or case study.
As part of our construction PR and marketing campaigns, we work with building product manufacturers and contractors to create good quality educational and informative content, such as:
- blog posts
- technical white papers
- thought leadership articles
- podcasts
- case studies
- infographics
- print material
As we consistently produce informative content, our clients become recognised as a great source of knowledge and expertise in the industry.
We also strive to create opportunities for your business to get involved in trade magazine interviews, business profile features, as well as speaking opportunities at trade shows and exhibitions. All this helps to build your brand, inform and educate the audience and engage more people directly, which can have a positive impact on your sales and networking.
Ensure social media is an integral part of your construction PR and marketing campaign
Social media has revolutionised the way that businesses connect with their target audience and means they have a direct communication channel. When social media is used effectively, it can enhance your brand visibility, drive website traffic and improve sales enquiries.
Working with a PR company that also provides social media management services, like we do, takes all the hassle away. Our social media specialists can create multi-channel campaigns and content to maximise your social media presence, build your brand reputation and create an active community which builds your following and engagement.
We can also provide executive profiling services, through platforms like LinkedIn, where we build an individual’s online business profile and engage with industry influencers and make and engage with connections, on our clients’ behalf. Read our latest social media guide for businesses.
Seek partnerships for more joint PR collaborations
It is important for construction and building product companies to look at partnership opportunities with other complementary brands, as well as industry associations, media outlets and influencers.
We have the contacts to be able to make connections within the construction industry, which result in guest blogging opportunities, speaking opportunities at trade shows, interviews in trade publications, joint webinars and promotions. By aligning with other industry influencers, you can create an even more compelling proposition which adds further credibility to your organisation.
Demonstrate innovation
If you are a building product manufacturer, it is likely that innovation may be central to your marketing efforts. This can be clearly demonstrated through a PR campaign, which showcases how your innovation benefits a customer, the environment or the wider community.
We can demonstrate your innovation expertise and stance on ESG through blogs, case studies, press releases, interviews with the technical manager and by hosting product launches live or via webinar.
Maximise use of Organic SEO
One of the main reasons that many building product companies approach us is to help enhance their organic search results, to give them a better ranking, ideally at the top of page one of Google.
Our organic SEO and combined PR campaigns are focused on enhancing your website and content for better search engines rankings and increased traffic. While, focusing on building your backlinks, domain authority and brand credibility.
The first stage of any SEO campaign involves carrying out an analysis to check the performance of your website and see how your content is ranking on Google. We will then begin researching your audiences’ search interests and keywords to naturally implement into website copy, blog posts, google snippets and more.
We also provide tips and advice on addressing the most common construction problems and write ‘how to’ articles that illustrate and explain how to install a product or get the most out a system. These we run in the most relevant construction magazines.
Build high quality backlinks
Whenever we begin a PR and SEO campaign, we review the number and quality of backlinks that a construction website has. It’s not just the quantity, but also the quality that matters.
We consider such factors as, are the backlinks mainly ‘follow’ rather than ‘no follow’, are they from reputable high domain authority websites and publications? Whether they are or not, we can start building on this to ensure that we generate more good quality backlinks.
We can also develop a link building strategy that includes reaching out to industry influencers, guest blogging on relevant websites, and participating in industry forums and discussions. By building high-quality backlinks, we can increase your website's authority and visibility in search engine results.
Final thoughts on construction PR
Building product manufacturers and construction companies have a unique opportunity to leverage PR campaigns and create authoritative content to improve their web and SEO rankings. By positioning themselves as industry thought leaders, embracing social media, harnessing the power of organic SEO and embracing innovation and collaboration, construction companies can make the very best of their PR efforts.
Our PR team regularly creates construction PR and marketing campaigns, evaluating their effectiveness, monitoring media coverage, sentiment, backlinks and enquiries. Through working with our experienced PR team, you can stay one step ahead of the competition, enhance your brand visibility, attract new customers and drive business growth.
Dragonfly PR is a South Yorkshire PR and digital marketing agency that specialises in the construction and manufacturing sectors.
For more information on how to enhance your PR campaigns and improve your web and SEO rankings, email hello@dragonflypr.co.uk or call 0114 349 5341.