Dom D'Angelillo
Digital PR can be an invaluable tool in helping grow your building product brand.
But for many businesses in the construction sector, it’s a completely new form of marketing and one that requires a different approach to conventional techniques.
So, what needs to be done?
Well, finding the publications you want to be featured in is a start, but that’s all it is. You need to connect with those journalists and individuals selling the space in the magazine and online, building a relationship that not only provides your building product brand with the best results but the lowest prices, too.
If you’re wondering how on earth, you can reach out to these publications and what you can do to get off on the right foot, then you’re in the right place. Keep on reading.
Finding The Right Digital PR Publications For Your Building Product Brand
Think about this question for a moment. What magazines, websites or journals do you regularly read?
Now, in those, how often do you come across an article, news story or an advert that is relevant to you, your interests, or the interest of your construction product business?
Probably quite a lot.
Now, in order to find the publications suited to your building product, you need to do the same. Speak to your current customers or those warm leads, find out what they’re reading and explore similar opportunities across the medium.
It’s all well and good sharing your content, but you want to make sure you are sharing it with people who find it relevant to themselves and their business.
Selling Your Building Product Brand To Digital PR Publications
With the publications discovered, now’s the time to reach out and offer your content to the publications. There’re 2 key things that need to be done.
Firstly, is requesting (or downloading if the option is available) a media pack. This will become not only your bible but also your main negotiation tool.
The second thing that you need to do is to send an introductory email to someone at the publication. This might be to the overall editor, news editor, an editor of an individual department or to the sales or advertisement department.
Introduce your building product brand and send across some content that you think might be useful to them and their readership. By doing this you’ve already jumped to the front of the queue.
Many of these construction product publications, particularly in more niche fields, are constantly calling out for content. Offering some to them on your first communication is a great way to get in their good books.
Find out how to write building product PR here.
Then, with the media pack at your disposal, you can start haggling and working out a bit of a deal to get some free online coverage, a website banner or even become part of their email marketing. Having prices means you can work within a budget and try to get to a number that suits you.
The important thing to note here is that you’ll be doing a lot of the heavy lifting early on in this relationship building, but what you do here helps your construction product business further down the line.
.jpg?width=953&name=digital%20pr_newspaper%20(990x55px).jpg)
How To Get Building Product Publications On Side
The closer and the more regularly you work with construction orientated publications, the more likely your building product brand will be featured and the better the price will be.
Finding out how often editions are published means you can plan your workload around them. Typically, they are quarterly, but it’s not unusual for there to be monthly magazines, too.
If you can provide these magazines and websites with regular content that’s diverse, appealing to their audience and most importantly, well written, you’ll become a key part of their editorial team.
Having this strong relationship goes beyond ending up on a Christmas card list, too.
The more content you provide and the greater value you offer, the more opportunities you’ll get, too. You might get some fantastic deals on advertising space with prices dramatically slashed from what is listed, you might get some social media shoutouts and you might even be given an in-depth feature that you can focus on your building product brand.
These are all opportunities that help build your brand and grow your domain rating so you can jump ahead of your construction competitors, so doing the leg work upfront pays in the long run.
Digital PR & Your Building Product
Manner’s cost nothing.
In being polite and offering content of value, you will help your building product help digital and physical publications, while growing your business.
Think of reaching out to construction publications like the customer journey; identify, connect, explore, and advise. These steps are almost beat for beat identical to how you can build your relationship with the powers that be at publications of all varieties.
Be polite, do a good job and the rest will fall into place.
And if you’re not entirely sure if this is something that you have the time for, then speak to construction marketing experts with digital PR experiences.
About Insynth
At Insynth we deliver a predictable flow of leads, customers, and specifications for building product brands through our inbound marketing approach, proven to reach a technically demanding audience.
We use the latest marketing techniques such as construction inbound marketing, to equip building product companies to grow sustainability in this era of digital transformation.
As the only HubSpot certified agency to major in construction marketing. We have a proven formula of bringing a variety of functionalities together including CRM Implementation, Web Design, Sales Automation, SEO, and Email Marketing to achieve your ultimate aim: Growing your business and gaining new specifiers and customers.