How to create a digital PR campaign to generate sales leads and drive business growth
In today's highly competitive construction industry, building product manufacturers are constantly looking for effective ways to generate sales leads and drive business growth.
A really effective approach is to create a digital PR campaign, which focuses on organic online content to increase brand visibility, establish credibility and ultimately attract high-quality sales leads.
What’s the difference? Digital PR vs Traditional PR
Digital PR is the subtle process of raising awareness using online methods, while traditional B2B PR is more direct. Digital PR has grown in popularity with marketing managers because it generates quantifiable results.
While traditional PR relies on print publications, television, and radio, digital PR leverages online publications, such as news websites, social media, influencer marketing, search engines, podcasts and webinars to reach a much wider and targeted audience.
The importance of digital PR for building product manufacturers is likely to grow over the next few years. It not only helps in building trust and credibility, but also establishes expertise and enhances online visibility.
Understanding the relationship between digital PR and link building
Digital PR and link building are closely related marketing and SEO strategies that can significantly impact a brand's online presence and authority. 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.
By integrating these two activities as part of our B2B PR strategies, we are able to generate high quality sales leads for our clients - all without resorting to ineffective tactics like cold emails or paid links.
Tips for creating your digital PR campaign
- Research
The first step we take in using digital PR to generate sales leads is conducting a thorough audience research. By understanding our clients’ target markets, we can identify the primary places to focus our digital PR efforts.
This research can include identifying relevant media websites such as Architects Datafile and Contractors Plant News, along with podcasts, webinars, communities, conferences, and news publications that resonate with the target audience.
- Plan and create high value content
The foundation of our B2B digital PR strategy is 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 client’s expertise, establishing thought leadership and enticing architects, specifiers and contractor media articles to link back to their website. When we create content, we focus on providing valuable insights, data-driven information, success stories, and thought-provoking analysis that resonates with our clients’ target audiences. While also ensuring it adheres to best SEO content practices to help rank on search engines.
- Use social media channels
Social media is a powerful tool in any B2B digital PR campaign and strategy. It allows us to directly engage with our client’s target audience, share your content, and build brand awareness.
To effectively leverage social media for digital PR, we Integrate PR into our social media campaigns by incorporating relevant keywords, hashtags, and messaging that aligns with your 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 your network and reach.
- Consider other ways to increase your brand's visibility
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 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. Implement 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 traffic, referral sources, backlink quality, social media engagement and lead generation is a great way to demonstrate value to our clients. Analyse data to identify patterns, trends, and areas for improvement.
Partner with Dragonfly PR for your digital PR campaign
By implementing our digital B2B PR services, businesses can position themselves as industry leaders, attract inbound leads and ultimately drive business growth.
Digital PR is a powerful strategy for generating sales leads and driving business growth. Through online channels and other SEO tactics, businesses can establish trust, credibility and industry leadership. Integrating our digital PR campaigns with link-building efforts further enhances brand authority, and generates sales leads.
For more information about B2B PR and digital marketing campaigns from Dragonfly PR call 0114 345 5341 or email hello@dragonflypr.co.uk.