All businesses are concern about reputation and maintain good relationships. For building product manufacturers, it’s essential that specifiers, contractors, distributors and installers, are aware of them and know the quality & reliability of their products. For construction contractors, their whole business is based on retaining a good reputation, whilst demonstrating their expertise, sustainability credentials and longevity.
PR is not a ‘nice to have’ but is an absolutely essential part of the marketing mix. It will come as no surprise that the majority of building product manufacturers and construction contractors have either a construction PR agency or in-house PR team.
Here’s what a dedicated construction PR agency can bring to a building products brand…
Media relationships built on trust
Trade journalists are approached constantly by companies looking for media coverage. The difference between a pitch that is accepted and one that is ignored usually comes down to relationships. An PR and marketing agency with building sector expertise and many years of working with the construction media will have well established relationships with editors and an understanding of what each publication or news site actually needs. The most important thing for us to deliver for our clients is content that is accurate, well written and appropriate to a publication, never wasting an editor’s time with a story that isn’t newsworthy.
Once editors on the construction and architectural trade media know they have a reliable source of information, they come back to agencies like Dragonfly PR, because they are confident that the content will be good quality, relevant and delivered to meet deadlines.
The major benefit to a client is this. When a construction company or building product manufacturer works with a dedicated construction PR agency it frees them up to do what they do best, whilst we take care of their profile and reputation. We also ensure that PR is tangible and report back at the end of each month with quantified results, such as backlinks, media coverage, referrals and analytics.
Quality content is non-negotiable
A public relations campaign cannot work unless the construction PR agency generates good quality relevant content. Construction trade press editors are very specific in what they are looking for, whether that be case studies, thought leadership articles, blogs or video content.
A PR and marketing agency that is experienced in the construction sector can recreate technical detail into content that is genuinely useful and informative to the user. We can bring to life case studies that show real project benefits and feature quotes from customers, we write thought leadership articles that address a topical issue or solve a problem and generate press releases that give journalists newsworthy and relevant information. This is an invaluable part of building a positive profile and carrying out storytelling on our client’s behalf.
Be seen as a thought leader
One of the most highly prized places to be in construction is being recognised as an authoritative voice of the industry. An experienced construction PR agency knows which publications run opinion and thought leadership pieces, what those editors are looking for and how to position a technical director, MD or product manager as an authoritative voice on industry issues. This could be anything from Building Regulations, to the Building Safety Act, achieving zero carbon, meeting industry challenges, plus commenting on topical issues.
This is not something that can be achieved through advertising. It is earned through relationship building and consistently generating good content, which is exactly what a specialist construction PR agency delivers.
Get more out of exhibitions with a construction PR agency
Exhibitions can be expensive to attend and sometimes the results from them aren’t tangible. A targeted PR and social media campaign can make all the difference. Here’s how you can get noticed at events with digital PR.
- We start planning the campaign at least three months in advance of the show.
- We secure coverage in trade press, create social content that builds anticipation and generate activities during the show with a view to encouraging more visitors to the stand itself.
- At the show, we generate on-the-day coverage and help secure interviews with journalists for further exposure.
- Post-show, we recap the show on social media and see published reviews in the magazines. This extends the reach of the investment far beyond the exhibition hall. It can transform the days spent on a stand into a sustained campaign with a measurable digital footprint and tangible results.
Marketing collateral that looks as good as the product
Great content is supported by visual assets, including photography, design and branding, videography and podcasts.
Many construction and building products businesses have excellent engineering and technical expertise but need the expertise of a creative construction PR and digital agency to create marketing collateral that sells. An agency, like Dragonfly PR, that combines specialised PR with design and content production can turn that technical knowledge into collateral that actually reflects the quality of the product.
Improve search visibility
Coverage in respected trade titles doesn’t just build reputation, it builds backlinks. Backlinks from authoritative sites are one of the strongest signals that support a good search engine ranking. A dedicated content and PR strategy, aligned with SEO, steadily improves organic visibility, which means specifiers and buyers are aware of the brand, its products and values, even before they make an enquiry.
Results you can actually measure
PR is a great investment and is now more tangible that ever before. It is now possible to show, month-on-month, exactly what has being achieved; whether that be growth in website visitors, improved keyword and domain rankings, referral traffic from press coverage, articles published and their readership and, ultimately, leads and conversions. This demonstrates that the campaign is indeed delivering an excellent return on investment.
The bottom line
Without a construction marketing agency, a building product manufacturer or construction contractor could be missing out on significant opportunities. Thought leadership coverage is highly valued, case studies are well read and recall is high with customers. In addition, a PR & SEO campaign ensures improved search visibility and potentially a page 1 ranking that can be sustainable for much longer than with PPC alone.
At Dragonfly PR, we specialise exclusively in construction, working with building product manufacturers, contractors and within the built environment. This focus means we already have the relationships, the industry knowledge and the track record, which saves our clients time, money and guarantees results.
Searching for a construction PR specialist agency? Look no further.
Our experienced PR and digital marketing team has over 30 years’ experience in construction marketing. Drop us a line at hello@dragonflypr.co.uk or call on 0114 349 5341.
