How construction brands can use digital PR to generate more sales leads

Here, Courtney Chandler, PR and Social Media Associate Account Manager at Dragonfly PR, looks at innovative techniques that construction companies can use to ensure they get more sales leads.

“One of the most effective ways for construction companies and building product manufacturers to raise brand awareness and generate sales leads is by using digital PR and organic content creation. These generate interest in your brand and therefore sales enquiries by helping you appear higher in search engines. Organic content can also improve your domain authority by helping you secure more backlinks, meaning search engines are more likely to rank you higher on page one.

In terms of generating this kind of digital content, there are several approaches we take. Discussing a topical issue in the industry – such as energy efficiency, sustainability or building regulations, allows you to increase your brand credibility and raise your business profile.

Digital PR campaigns are therefore a highly effective approach to generating more sales leads and raising awareness of your brand. For instance, when we write digital content for our clients it means they benefit from high-profile media coverage in the most relevant publications. This positions them as a go-to source for contractors, architects and homeowners.

Often in the construction industry, it can be challenging to communicate product features and technical benefits effectively through traditional advertising. It often requires a more in-depth explanation through case studies, thought leadership articles or press releases. That’s where digital PR can help, too – it enables you to break down complex jargon and technical concepts for your audience, creating high-quality educational and informative content – and with backlinks to your website.

PR can also help create opportunities for your business in the media with trade magazine interviews, business profile features and speaking opportunities at trade shows. This can help to establish your brand as a leader in the industry, increase brand visibility and engage with more people directly, positively impacting your sales.

Often used in PR campaigns, social media has revolutionised the way that businesses connect with their target audience and means they have a direct communication channel. When social media is used effectively, it can complement digital PR and content creation by helping drive website traffic and ultimately increasing sales enquiries.

Another aspect of a highly effective PR campaign are SEO (Search Engine Optimisation) optimised blogs. These improve the SEO of your website, again helping it to rank better on search engines like Google. This helps to increase website visitors and drive organic traffic to your website.

The first stage of any SEO campaign involves carrying out keyword research to identify relevant keywords and phrases that your target audience is searching for. We then integrate a set list of keywords into your website copy, blog posts and other content so it’s optimised for search engines. Whenever we begin a PR and SEO campaign, we also focus on building backlinks from reputable high-domain authority websites and publications. By building high-quality backlinks, we can increase your website’s authority and visibility in search engine results.

At Dragonfly PR, we specialise in providing public relations for the construction sector. This involves creating effective PR strategies, generating backlinks to improve a website’s domain authority, managing communications and social media, generating sales leads for clients through content creation and improving website performance with SEO.

Working with us, you can stay one step ahead of the competition, enhance your brand visibility, attract new customers and drive business growth.”