Soprema Entreprises : How do you generate qualified leads with a high-performance digital strategy?
Creating content that informs, reassures and converts in a technical world
A need for visibility and lead generation in a technical world
SOPREMA Entreprises, a specialist in the building envelope (roofing, façades, framework, photovoltaics, metalwork), called on our communications agency specialising in the construction industry and housing to design a high-value content strategy, showcase its technical expertise and support its commercial strategy.
The objective: to strengthen the brand's visibility on social media while generating qualified leads through a B2B digital marketing strategy targeting specifiers (project owners, contractors, engineering firms).
BrandSoprema Entreprises
SectorRoofing, façade, structural framing, photovoltaics, metalwork
BusinessBuilding envelope specialist
Website soprema-entreprises.fr
ChallengeCreating targeted content and communication materialsInspiring and guiding specifiers
Delivered byConvergence, communication agency for construction and housing
In an environment where communication from construction industry players is often still focused on technical achievements, the challenge was clear:
- Establish SOPREMA Entreprises as an expert, useful brand
- Produce quality content that meets specifiers' real needs
- Develop a digital content strategy for the construction industry capable of generating engagement and leads
The content is organised in quarterly cycles around 3 major areas of SOPREMA Entreprises expertise: Façades - Photovoltaics - Maintenance
For each theme, we produce:
- Expert articles: analysis, interviews, project feedback, technical dossiers
- SEO / GEO content optimised for specifiers' search queries
- A series of downloadable “snack content” assets (infographics, cheat sheets, checklists)
- A toolkit of LinkedIn posts (engagement and organic reach)
- Prospecting templates to support the sales force
A professional, friendly, embodied tone
The content is co-created with SOPREMA Entreprises' experts and their partners (engineering firms, trade bodies, project owners), in clear, educational and non-self-promotional language.
This tone builds rapport with specifiers, while asserting the brand's technical legitimacy and expertise.
A graphic design that puts readability first
We designed a recognisable visual identity: strong headlines, expert portraits, concise illustrations, brand colours.
The objective: to make the content stand out on LinkedIn and position SOPREMA Entreprises as a benchmark for digital communication in the construction sector.
RESULTS
A construction communication strategy that combines visibility and performance
SOPREMA Entreprises speaks up about its expertise without slipping into corporate-speak. The brand makes itself useful and credible, and builds a direct relationship with specifiers. Early results are very positive: engagement on LinkedIn, qualified leads via downloads, and easy adoption of the programme by the sales teams.
Are you a brand in the construction industry or the housing sector? How about building together a marketing and communication strategy that is useful, clear and high-performing?
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