3 Reasons Your eCommerce Business Needs Brand PR

eCommerce by definition is something that relies on online engagement but that doesn't mean that your goals should be solely online-centric if you’re an eCommerce business. 

In a world where people consume so much online and shopping decisions are made quickly, it can be hard to stand out amongst competitors, this is where Brand PR (or traditional PR as many know it) comes into play. 

It can be easy for online businesses to ignore the importance of Brand PR but here's 3 reasons why Brand PR is key to a successful online presence for your eCom business. 

#1 - Brand awareness

It can be tempting for eCommerce brands to think they need to focus their marketing budgets on Digital PR, however Brand-led PR is just as important. 

Digital PR campaigns are great for getting your name far & wide, by interacting with a range of topics that are loosely related to your brand. However, Brand PR aims to tell the story of your brand and sits more closely to your offering and values which helps build connections with customers and raise awareness of your business.

You can build brand awareness through a range of PR tactics, some of these could include:

Thought leadership pieces 

Speaking on trends or relevant news stories is a great way to establish your brand as a leader in the space, it shows that you are actively involved in what's going on. By giving your brand a voice it helps your stand out amongst competitors. 

Product PR

For any eCommerce brand, gift guides, product roundups and product reviews can be a powerful way of driving key metrics such as referral revenue & traffic, it is also a strong indicator to potential customers that your brand is trustworthy, but being featured in reputable publications. 

TV/Radio appearances

TV, Radio & Podcasts are a great way to position your brand as an authoritative voice within your niche. By offering the outlet a new and interesting perspective on something you can show your audience/potential audience what you’re all about.  

Engaging with customers through PR initiatives fosters a sense of community and loyalty. When customers feel connected to a brand, whether that's through storytelling, social media or events, they are more likely to become repeat buyers. Brand PR helps maintain this connection by keeping your audience informed on all things brand. Increasing your brand awareness is all about connecting with your customers on a more direct level. 

#2 - Trust and connection

Brand-led PR is all about telling the story and values of the brand, by identifying what makes your brand special and how your products can fit into people's lives. This allows you to connect with your customers on a deeper level and build trust from the outset.

Brand PR isn’t just about reaching consumers; it’s also about engaging with your community. By engaging customers on a deeper level (through events, social media etc.), e-commerce brands can build a positive reputation and strengthen their connection to their audience. 

Building trust with your audience is a two-way street. To demonstrate your engagement, you need to listen to their needs. A CRM system is an effective tool for this, as it helps you analyse customer behaviour and adapt accordingly. While it might not lead to immediate sales, it provides valuable insights on how to align your brand with your customers’ preferences.

At NOVOS, we hold a unique market position that allows us to offer email strategy and customer journey mapping based on search-driven customer demand. We strive to align our search-led content with eCommerce brands’ customer journeys using 2 approaches: 

1. Brand-led CRM
2. Non-brand CRM

While brand-led CRM focuses on acknowledging day to day business pressures, non-brand CRM prioritises users needs. This involves using customer demand data to map out longer-term strategies that support wider business objectives. By continuing to tell your brand stories you cement relationships with customers that will keep them coming back time and time again. 

#3 - Get your product in front of the right people

A successful Brand PR strategy will get your brand in front of the right people, by compiling tailored strategies to ensure you reach the right audience. 

When it comes to making purchasing decisions, it’s fair to say that buyers are overwhelmed with choice. We know that we need to capture the customer at the top of the marketing funnel as they begin their buying journey. This is especially important for eCommerce brands that rely on online purchases. 

Without a presence within the media online, it can be hard to reach customers ahead of your competitors at the crucial initial stage. By identifying your customers' profiles, Brand PR teams will work to make sure you are getting featured in the right places and taking space away from competitors so that customers can discover you first. 

For e-commerce brands, effective PR is a critical component of overall business success. By building trust, enhancing visibility, differentiating from competitors, and fostering customer loyalty, Brand PR can propel e-commerce brands to new heights. In a landscape where consumer attention is fleeting, investing in a robust PR strategy can make all the difference in achieving long-term growth and success.

If you’re looking to grow your eCommerce business, why not read more about our brand PR services?