AuthorEllie Morgan
LinkedIn
Are you looking to get your eCommerce brand featured in top tier media in the UK? You don’t necessarily need elaborate, data-driven digital PR campaigns or a huge budget, just four simple and effective strategies that can be implemented by your internal marketing team or founder.
1. Tie your industry/expertise into pre-planned events and awareness days
One of the easiest ways to get press coverage is by aligning your brand with upcoming events or relevant awareness days. For example, ahead of Shrove Tuesday this year, we worked with YuMOVE on a press release about making dog-friendly pancakes, inspired by their blog.
The trick here is to find content that’s already blog-worthy and then spin it to fit an awareness day! This strategy landed us over 60 links from a pretty simplistic piece. It's all about repurposing content when it’s timely and newsworthy.
World Sleep Day in March is another popular opportunity to tie your expertise to. For example, if you're a supplement or healthcare e-commerce website, consider creating some insightful tips on the benefits to using specific ingredients that promote better sleep. Big tip: The key is not to promote your own products but to highlight the ingredients that actually work. For example, you could discuss how magnesium helps improve sleep quality. This positions your brand as an expert on the subject, making it easier for journalists to link to your site without it feeling like a sales pitch. It avoids coming across as simply telling people to buy products, instead emphasising the benefits of certain ingredients. Plus, hosting this content offsite will enhance your E-E-A-T signals in your sector.
2. React to trending news or viral moments
Another way to get press coverage is by reacting to trending news or viral videos. For example, if you're a fashion e-commerce brand selling bootcut, bell-bottom jeans, after the Super Bowl you could have commented on the rise in potential searches or sales of this product, supported by external data like Google Trends. A quick comment on this data and why these jeans have become so popular could easily land you coverage!
Another good example is when jewellery brands react to celebrity engagement news, offering their expert opinion on the value of engagement rings. Journalists love these estimation quotes and it’s an easy way to get your brand mentioned on an already viral topic in the press.
3. Share your valuable, unique internal data
Sometimes you don’t need to wait for a trend to emerge and you can create one. If you've noticed a spike in interest in a specific product, share this data with the press.
For example, if you're seeing a surge in sales of pink sofas, reach out to interior journalists and explain why this could be a growing trend. By offering your insights, you're positioning yourself as the trendspotter.
4. Send your product recommendations and upcoming sales to the right press
If you're an authority in your sector, journalists are likely to use your products in gift guide roundups. But you can make it easier for them by sending them your top recommendations with quotes, hi-res cut out and lifestyle images and prices.
For example, you could send a list of your top 10 Mother’s Day gift ideas, along with reasons why each item makes a great gift for Mum.
You can also segment your list by budget. For Christmas, you might explain which gifts are perfect for Secret Santa (under £10), gifts under £25, or even more luxurious options over £100.
Seasonal events like the January sales, Black Friday, and Cyber Monday are prime opportunities to get noticed. By offering exclusive deals and showcasing products at these times, you can increase your chances of being featured in top sales lists, which will give you extra organic promotion.
These 4 simple and effective tactics can help your eCommerce brand land valuable press coverage, strengthen your organic visibility and drive brand awareness. If you don’t have the time or resources to handle this internally, our experienced Digital PR team specialises in securing high quality coverage for eCommerce brands. Get in touch to find out how!