How to DIY PR for your Ecomm Brand

Is PR even worth it in eCommerce? 

People often ask us whether getting press coverage actually makes a difference to their ecomm sales. Our answer is that PR can actually be a really great strategy not only for driving awareness and eyeballs on your brand, but also for getting consumers to trust your website once they get there. 

Consumers are more likely to trust a brand that has been vetted by third-party sources they respect, and this can increase your conversion rate when they see these endorsements on your site.

In-house vs Agency PR - Should You DIY? 

When it comes to handling PR for your e-commerce business, you have two main options: in-house or agency. Each approach has its own advantages and considerations.

While an agency will be quicker, have contacts already and potentially able to get you more coverage sooner, a well-planned DIY PR campaign can be just as effective. 

Handling PR in-house gives you greater control over your brand messaging and allows for direct communication with media contacts. Your in-house team will have a deep understanding of your brand values, products, and target audience, which can help them craft more authentic and targeted pitches. 

We are going to cover a simple yet extremely effective process for gaining coverage for your products in the press - this is based on an interview PR expert Rosie Davies - you can listen to her on this episode of our podcast below, or read one for the tips!

Let’s dive in! 

How To DIY an Effective PR Outreach Strategy To Journalists

Consistency is Key

PR should be an ongoing effort, not a one-time campaign. Consistently pitching to media contacts and securing coverage helps maintain momentum and keeps your brand top of mind. 

Aim to pitch to 5-10 press contacts per week as a starting point, and adjust your strategy based on your results.

Targeted Pitching

Not all media outlets or influencers will be a good fit for your brand. It's important to research and identify the contacts that align with your target audience and brand values. Personalize your pitches to show that you've done your homework and understand what kind of content they cover. According to industry best practices, PR should be done consistently from day one of a business. By regularly updating your PR efforts and focusing on targeted pitching, you can build strong relationships with media contacts and secure valuable coverage for your brand.

Utilizing Press Databases and Keeping Contacts Updated

Press databases can be a valuable tool for e-commerce businesses looking to streamline their PR efforts. These databases contain contact information for journalists, bloggers, and influencers across various industries and niches. They can save you time and effort in finding the right contacts for your brand.

Benefits of Press Databases

Using a press database can make the process of finding relevant contacts much easier and more efficient. Instead of manually searching for contact information, you can use filters and search functions to quickly identify the most promising leads. Some databases also provide insights into each contact's preferences and previous coverage, helping you tailor your pitches.

Maintaining Contact Information

It's important to keep in mind that press contacts frequently change jobs or beats. To ensure your pitches are reaching the right people, regularly update your contact list. Remove any outdated or bounced email addresses, and add new contacts as you discover them. Keeping your database clean and current will improve your chances of success.

How To Follow Up on Pitches Effectively

Following up on your pitches is an essential part of the PR process, but it's important to do so in a way that doesn't come across as intrusive or annoying. Here are some tips:

Timing Your Follow-Ups

Give journalists and influencers enough time to review your initial pitch before following up. A general rule of thumb is to wait at least a week before sending a gentle reminder. If you still don't hear back, you can try one more follow-up a week later. If you still don't receive a response, it's best to move on and focus on other contacts.

Offering New Angles or Updates

When following up, try to offer something new or valuable to the conversation. This could be a fresh angle on your original pitch, an update on your product or brand, or a new piece of content that might be of interest. By providing additional value, you show that you respect the journalist's time and are committed to building a mutually beneficial relationship.

Connecting with Journalists Through Social Media

Social media can be a great tool for building relationships with journalists and securing media coverage. Here are some strategies to keep in mind:

Building Relationships on Social Media

Before pitching to journalists on social media, take the time to build genuine relationships. Follow them on Twitter or LinkedIn, engage with their posts, and share their content when relevant. 

Show that you're interested in their work and value their perspectives. When the time comes to pitch, they'll be more likely to recognize your name and give your idea a fair shot.

Highlighting Relevant Stockists

If your products are stocked by well-known retailers or online marketplaces, highlighting this in your social media outreach can lend credibility to your brand. Journalists may be more interested in covering a product that has already been vetted by reputable stockists. Be sure to tag or mention these stockists in your posts when appropriate. 

How To Leverage Keywords in Your Pitches

To increase the discoverability of your pitches, it's essential to use relevant keywords strategically in your pitch emails. Press professionals often search their inboxes using specific keywords to find pitches that match their interests or current assignments. By incorporating these keywords into your subject lines and pitch content, you can improve your chances of getting noticed.

Keyword Research

Start by identifying the keywords that are most relevant to your brand and products. Think about the terms that journalists or influencers might use when searching for content in your industry. Tools like Google Keyword Planner or SEMrush can help you find popular keywords and phrases.

Incorporating Keywords Naturally

When using keywords in your pitches, it's important to incorporate them naturally. Avoid keyword stuffing or awkward phrasing that compromises the readability of your pitch. Instead, use keywords strategically in your subject line, opening paragraph, and any relevant product descriptions or brand information.

How to Use Photography To Your Product Featured in the Press

When it comes to PR for e-commerce businesses, imagery is key to getting your foot in the door. High-quality visuals can make your brand more memorable and help you stand out in a journalist’s crowded inbox. 

Here are some essential types of imagery to include in your PR campaigns:

Product Cutout Images

High-quality product images on a white background, also known as cutouts, are essential for media use. These images allow journalists and bloggers to easily feature your products in their content without any distractions. Make sure to have a variety of product angles and sizes available.

Founder Headshots

Professional headshots of your brand's founders or key team members add a personal touch to your press materials. They help put a face to your brand and make it more relatable to consumers. Headshots can also be used for interviews, guest posts, and other PR opportunities.

Behind-the-Scenes Imagery

Showcasing your brand's production process or behind-the-scenes moments can create a compelling story for your PR campaigns. These images give consumers a glimpse into the heart of your brand and help them connect with your mission and values. Behind-the-scenes content also helps humanize your brand and makes it more authentic.

Product Lifestyle Images

Lifestyle images showing your products in use can help consumers visualize how they fit into their lives. These images are great for social media campaigns, influencer partnerships, and other PR initiatives. They can also be used in gift guides, product roundups, and other editorial content.

Key Takeaway:

PR is vital for e-commerce brands to build trust, increase visibility, and drive sales. 

It’s entirely possible to DIY it if you you put the time in to craft effective pitches, with great visuals, use of keywords, building long-term relationships with the right journalists and and following up consistently.