Most e-commerce business owners focus their external efforts on one practice only, and that is digital marketing. Of course, digital marketing is important—it’s being used by every other e-commerce store out there. In order for your business to stand out and gain the awareness it deserves, you should be using a combination of public relations and digital marketing efforts.
Whether you are looking to utilize public relations for the first time or are trying to identify more ways to grow your brand awareness in the public eye, this guide is here to help.
Understand who your audience is
The first step when creating a successful public relations campaign for your e-commerce store is to have a clear and comprehensive understanding of who your target audience is. You should look at all available data to find out who your target audience is. You can then use the data you gather to create a customer persona to get to know your target audience on a deeper level.
Define your brand identity
Once you have outlined who your target audience is the next step is to define your brand identity. Remember that it is simply impossible to promote a brand identity that does not exist, so you will need to define your brand before making any further plans.
When you are defining your brand identity, you should try to be as detailed and in-depth as possible. You should outline who you are as a business, what makes you unique, what your story is, and who your audience is. You will also need to outline who you are as a brand, what your values are, how you intend to be perceived and what you embody.
Being as detailed as possible in these first two steps will help you to create the most relevant and appropriate public relations strategy for your e-commerce business.
Stand out from the competition
When creating a successful public relations campaign for your e-commerce store, you will need to focus on how you can stand out from the competition. To do this, you will first need to do some market research into what your competition is doing. Try to identify market trends in the products your competition offers, their branding, and their customer service.
Identifying market trends can help you to better work out how your business can stand out. Make sure to back up your findings with consumer research to ensure there is a sustainable demand for your plans. For example, you might find that businesses are only offering a limited selection of delivery options and that you can stand out by working with a load board by Shiply to offer speedy delivery. Choose solutions that are eye-catching and will be appreciated by consumers.
Create eye-catching content
Public relations is all about communicating with people, and where better for e-commerce stores to communicate with consumers than with written content. Creating newsworthy content will help you increase traffic to your website and boost your public relations efforts. Make sure that your content is eye-catching, engaging, and relevant for your target market.