As a PR and social media agency that specialises in the construction sector we know how important it is to generate sales leads for construction brands.
Public relations (PR) and social media can help with this process by significantly enhancing your brand’s visibility, ultimately leading to more sales enquiries. We have numerous examples of where our PR and social media campaigns have worked for our clients, resulting in sales leads for construction brands that resulted in orders for over £100,000.
How does PR help to generate sale leads?
PR helps to generate sale leads because it is often perceived as more credible than advertising. This is because PR relies on earned media, where stories and mentions are generated by independent third-party sources such as PR agencies, journalists, bloggers or influencers, rather than paid for by the company itself.
Contractors and specifiers tend to trust these third-party endorsements more than direct advertising messages, which are seen as promotional. This is backed up by a study from 2014 by Nielsen on the role of content in the consumer decision-making process. The study concluded that PR is almost 90% more effective than advertising.
When advising clients on how to generate more sales leads from PR, we first gain an understanding who their target audience is. In the construction PR this is really important because there are so many different routes to market.
For example, it could be via distribution and builders’ merchants branches, or specification by architects. Working with an agency that understand these differences is fundamental to generating sales leads. Whether its architects, engineers, contractors, roofers, plasterers , project managers, or the many other trades in the construction sector, PR and social media is an excellent way of influencing these potential customers.
Does quality content generate sales leads and high engagement?
Yes, we find that creating good quality and well-written content is the cornerstone of effective PR and social media strategies. This includes developing useful content such as white papers, case studies and blog posts that address the challenges faced by your customers (specifiers, architects, contractors etc).
Incorporating visual elements such as images from site, videos and 3D drawings can really enhance engagement, for example, by showing how the product is installed on site.
Plus, visual content is more likely to be shared on social media, increasing your reach, engagement and actions. It is also a great way to showcase our clients’ projects, highlighting product benefits and sharing testimonials from satisfied clients to build credibility.
Which social media platform should I use?
Social media plays a key role in generating sales leads for construction brands. However, not all social media platforms will be relevant. At Dragonfly PR, we help you identify which platforms your target customers are most active on.
LinkedIn is effective for B2B marketing in the construction industry, while Instagram can showcase visually appealing projects. By tailoring your brand content to suit the platform’s audience and format, we can help generate more sales leads.
Its worth bearing in mind that influencers are becoming more important in the B2B sector and we find them particularly effective at generating sales leads. We’re currently working with a client in the decorating sector where our influencer campaign has helped generate a record number of web visits and sales leads. Collaborating with industry influencers who have a strong following among specifiers. Influencers can help amplify your message and introduce your brand to a wider audience.
In order to help our clients in the construction sector get the most sales leads from social media we respond promptly to comments, make sure their nominated brand ambassadors participate in discussions and share relevant industry news. Building relationships with your potential customers through social media results in more sales leads.
Why use digital PR?
Our long establishing relationships with construction industry publications allows us to amplify our clients’ brand reach. We are always pitching story ideas that highlight our clients’ expertise and their innovative product solutions. For example, one of our clients, Stannah, recently supplied a new lift to Elizabeth Tower (Big Ben) and we used a combination of digital PR and social media to announce this to other potential specifiers.
Thought leadership can elevate your brand above competition which is why our construction team are always coming up with ideas to get our clients noticed. For instance, we’ve just secured a speaking slot for our client Steinzeug-Keramo at the Drainage Show in London on 26-27th November. A great opportunity for them to discuss the benefits of vitrified clay pipes and generate sales leads.
Measuring success: Key Performance Indicators (KPIs)
To assess the effectiveness of our PR and social media strategies we establish clear KPIs. These monitor metrics such as website traffic, social media engagement and lead conversion rates. By regularly analysing this data we are able to identify areas for improvement and adjust our clients’ strategies accordingly.
PR agency helps generate sales leads for construction brands
Generating sales leads from construction specifiers requires a coordinated approach that combines PR and social media efforts. By understanding your target audience, creating quality content, leveraging social media platforms and implementing effective digital PR strategies, we can enhance your brand’s visibility in the construction industry.
Partnering with a PR agency that understands the construction sector is on of the most effective way of generating more sales leads.
As an experienced PR agency, Dragonfly PR specialises in the construction sector. We work with some of the leading brands including Stannah, Pandrol, Torsion, Gripple and many more.
Contact us today for more details, email: hello@dragonflypr.co.uk or call 0114 349 5344.
