How digital PR can generate sales leads for building product manufacturers
Building product manufacturers face the constant challenge of generating quality sales leads from architects, specifiers and contractors. Traditional public relations (PR) strategies continue to deliver effective results in this area, although the rise of digital PR has fast transformed brand visibility and provides more opportunities to generate sales leads for building product manufacturers.
Why is digital PR important?
Digital PR focuses on using online platforms to enhance a brand’s visibility and reputation. It involves securing online media coverage, building backlinks, improving SEO, and using social media to connect with the right audiences. While similar to traditional PR, digital PR offers more targeted strategies to reach and engage specific audiences.
As a digital PR agency specialising in the building and construction sector, we’ve witnessed the growing importance of this approach. The days of relying solely on press releases are over, as specifiers are now competing to stand out in the digital landscape. A well-executed digital PR strategy is important for effectively reaching architects, specifiers, and contractors, driving meaningful engagement, generating high-quality leads, and ultimately driving business growth for building product manufacturers.
The advantages of digital PR for building product manufacturers
Our digital PR strategy provides building product manufacturers with an ability to focus their marketing efforts on a specific target market or markets. It’s important when choosing a digital PR agency for the construction sector to partner with one that can also integrate search engine optimisation (SEO), content creation and strategic partnerships with construction publications.
One of the key advantages of digital PR is the ability to track and measure its impact. For example, our digital PR provides building product manufacturers with a wealth of data and analytics to gauge the effectiveness of the strategies we develop for them. From website traffic and lead generation to social media engagement, backlinks, domain authority and media coverage, it allows our clients to make data-driven decisions that generate high quality sales leads.
Improved SEO and online visibility
One of the most significant benefits of digital PR for building product manufacturers is its ability to drive SEO and improve online visibility. When our clients’ digital PR content, such as blog posts, case studies or press releases, are featured on high-authority industry websites, it boosts their brand awareness and generates valuable backlinks, which can significantly improve the company's search engine rankings. This, in turn, leads to increased website traffic and more qualified leads for their salesforce.
Cost-effective and scalable
Compared to traditional PR, our digital PR campaigns offer a more cost-effective and scalable approach for building product manufacturers. By utilising digital channels and platforms, we ensure our clients reach a wider audience without the hefty budgets associated with print advertising, pay per click (PPC) or media placements. Additionally, the ability to measure and optimise digital PR campaigns allows for more efficient allocation of resources, ensuring a better return on investment.
5 tips for creating a digital PR strategy for building product manufacturers
To harness the full potential of digital PR, building product manufacturers need to adopt a strategic and comprehensive approach. Here, our digital PR team have put together 5 top tips for creating a digital PR strategy:
- Understand your audience
The foundation of any effective digital PR strategy begins with an understanding of our clients’ target audience. This involves creating detailed buyer personas, analysing their expectations, preferences and decision-making processes. By understanding your target audience – we have 20 years’ experience in digital PR for the construction sector, which definitely helps here - we can tailor your digital PR messaging and content to target potential new customers directly.
- Creating compelling content
Good quality content is essential for all digital PR strategies. This can include blog posts, case studies, white papers, industry reports and multimedia assets such as videos and podcasts. By delivering valuable content to our clients’ target audience, we can position their brand as a trusted authority and generate sales leads through lead capture forms and calls-to-action.
- Editorial relationships
Collaborating with industry-leading publications, influencers and thought leaders is a powerful way that we can help building product manufacturers enhance their digital PR campaigns. By securing editorial contributions, interviews or product features on these platforms, we increase our clients brand awareness and generate more referral traffic to their website.
- Optimise for search and visibility
We ensure that our digital PR content is optimised for search engines, which is crucial for building product manufacturers and construction companies to improve their online visibility and attract more qualified leads. This involves incorporating relevant keywords and meta descriptions as well as implementing a comprehensive link-building strategy to enhance your domain authority and search engine rankings.
- Measurement
Successful digital PR is an ongoing process of testing, measuring and refining our strategies. We use a range of analytics’ tools to track the performance of our digital PR campaigns, including website traffic, lead generation, social media engagement and media coverage. By continuously monitoring and adjusting our approach, we maximise the impact of our digital PR strategies.
Using digital PR to generate sales leads
The construction industry is undergoing a profound digital transformation and building product manufacturers and construction companies must adapt a digital PR strategy to stay ahead of competition. By helping our clients access the power of digital PR, we increase their brand visibility, generate high-quality sales leads and establish them as trusted authorities within the construction industry.
We are a Sheffield PR and digital marketing agency that provides PR and marketing services to clients across the UK, specialising in the construction sector. For a free no-obligation quotation email hello@dragonflypr.co.uk or call 0114 349 53