Why Savvy eCommerce Brands Use PR to Gain Traction

Building Brand Awareness

Crafting Compelling Narratives

At the heart of PR is storytelling. For eCommerce brands, PR offers a platform to tell their unique stories in a way that resonates with their target audience. Whether it’s the story of a brand’s origin, its mission, or its unique product offerings, compelling narratives can capture the attention of consumers and media alike. By sharing these stories through press releases, blog posts, and media interviews, eCommerce brands can create a strong brand identity that stands out in a crowded market.

With our e-commerce client, Shades of Light, we have found success in staying on top of social trends and uniquely tying them to the brand. For example, we’ve noticed fashion trends like Barbie Core and Tomato Girl Summer becoming hot topics in the media and pop culture over the summer months. To capitalize on these trends, our team translated these viral fashion aesthetics to home decor by pitching lighting products that matched the ‘Barbie Core’ or ‘Tomato Girl’ style. We had notable outlets such as Southern Living and Apartment Therapy pick up these trend story ideas and include them in digital coverage.

Media Coverage and Press Releases

Securing media coverage in well-respected publications can significantly enhance brand visibility and credibility. PR professionals work to build relationships with journalists and editors who cover relevant topics, ensuring that the brand’s news and stories are shared with a broader audience. Additionally, collaborating with influencers who have a strong following in the brand’s niche can amplify reach and impact. Influencers can create authentic content that showcases the brand’s products, driving both awareness and sales.

Establishing Credibility and Trust

Third-Party Endorsements

One of the key advantages of PR is the ability to secure third-party endorsements. Consumers are more likely to trust a brand that is recommended by a credible source, whether it’s a journalist, blogger, or influencer. Positive reviews, features, and testimonials can build trust and persuade potential customers to choose your brand over competitors. This credibility is particularly important for eCommerce brands, where trust is a critical factor in driving online sales.

Showcasing Expertise

PR allows eCommerce brands to position themselves as experts in their industry. By contributing articles, participating in interviews, and speaking at industry events, brand leaders can share their knowledge and insights, establishing authority and thought leadership. This not only enhances the brand’s reputation but also builds consumer trust and confidence in the brand’s products and services.

At Golden Word we find it valuable to pitch our clients as experts in their field to help build trust and increase brand reputability. For one of our e-commerce clients, Shades of Light, we position CEO Bryan Johnson as the spokesperson for the brand. This helps writers associate a face with the brand and adds depth to the brand’s credibility. As a team, we make sure to pitch stories that our clients can speak to at a high level. This builds trust with not only the media, but with potential customers as well.

Enhancing Customer Relationships

Engaging Content

PR is not just about media coverage; it’s also about creating engaging content that resonates with the target audience. Blog posts, videos, and social media content that tell the brand’s story, highlight product benefits, and address customer pain points can foster a deeper connection with consumers. Engaging content keeps the audience interested and encourages repeat visits to the eCommerce site, ultimately driving customer loyalty and retention.

Managing Reputation

In the digital age, managing a brand’s online reputation is crucial. PR professionals are skilled in monitoring online conversations and addressing negative feedback or crises effectively. By proactively managing reputation and maintaining a positive brand image, eCommerce brands can build and sustain customer trust. A strong reputation not only attracts new customers but also retains existing ones, contributing to long-term growth.

Measuring PR Success

Analyzing Metrics

To assess the effectiveness of PR efforts, it’s essential to analyze media coverage and engagement metrics. Tools like media monitoring services can track the reach and sentiment of media mentions. Social media analytics can provide insights into engagement rates and the effectiveness of campaigns. By regularly evaluating these metrics, brands can adjust their PR strategies to achieve better results.