How to make your construction PR strategy work harder
PR and digital marketing is an essential part of making your corporate communications strategy deliver measurable results which, for the majority of our construction clients, means sales leads. We are often asked to help building product manufacturers because they feel that their current PR strategy isn’t working. The starting point is to understand what they are trying to achieve as a business.
Although sales leads are a good way to measure the effectiveness of PR, our clients are sometimes looking for more subtle results, such as increased brand awareness, promoting industry standards and simply informing architects or installers about the choices available to them.
Once we’ve listened to what you are trying to achieve through your PR campaign, we then then devise a suitable strategy.
An effective PR strategy should include a number of elements and here we summarise some of these:
Keep the PR strategy clear and concise
When developing a construction PR strategy it should avoid woolly words that don’t really mean anything or aren’t measurable. If you are looking for more sales leads then your PR strategy should clearly state so. If that’s the case it only needs to be a sentence long, although that is good enough for a PR agency that understands the construction sector, like Dragonfly PR.
In fact, the more that the PR strategy for the construction sector is direct and to the point the better results you will get. We know because that’s what we do day in, day out.
Your PR strategy should include on and off-line media
Gone are the days when PR for the construction sector meant making sure that your client appeared in the relevant printed magazines alone. All our PR campaigns encompass online websites and blogs. In fact, the internet was made for PR, especially with recent changes to Google where high quality content beats SEO tactics any day.
Take just one example. If we write an article that appears in, say, Construction News or RIBA Journal, then the chances are that it will also appear on their online sites with valuable links back to our client’s website. These kinds of inbound links from reputable construction and architectural websites have a major impact on your search engine ranking.
Partner with a PR agency that understands the construction sector
Working with a PR agency that understands the construction sector, like us, is always going to work in your favour. For a start, we have years’ worth of experience in understanding routes to market, how specifiers and architects search for products online and which are the best printed construction magazines to appear in. All this valuable knowledge can be used when implementing your PR strategy. The outcome is more sales leads.
As a PR agency we have specialised in the construction sector for over 15 years. That helps us put together a clear construction PR strategy that delivers results for our client. These results are most often measured in terms of sales leads generated and we are able to share these with you when we present your plan.
If you are looking for a construction PR Agency that can put together a strategy that delivers results, then visit our website to view latest case studies. You will find great examples of how we have helped other building product manufacturers achieve their goals.
Dragonfly PR is a dedicated, Sheffield based agency with over 15 years’ experience in helping b2b companies across Yorkshire and the North West. We can put together an outline proposal that will help you meet your business objectives, through generating sales enquiries, increasing traffic to your website and positioning you as the experts in the field.
To find out more about how our PR team can help you make the most of your marketing and communications for next year, email hello@dragonflypr.co.uk or call 01143 495345.