Industry Tailored Services
eCommerce Digital PR
eCommerce brands are in the perfect position to create solid backlinks to target product and category pages, as well as being the face of fun and engaging consumer-led stories that can appeal to a wide audience.
But one of the many challenges consumer-facing brands come up against is the competitiveness of the industry, and with a third of all retail sales expected to take place online by 2024, it’s likely to stay that way.
However, if you have a robust content marketing and link building strategy to ensure brand growth is fully maximised, the rewards can be huge.
Digital PR is an approach that allows consumer-facing brands to directly reach, interact and communicate with their target audience whilst building wider brand authority and online visibility at the same time. Together, they are a great combination for generating a healthy, well-balanced backlink profile that is completely organic.
This approach allows eCommerce brands to get the perfect balance of both non-brand and branded backlinks to a website, which is something Google’s algorithm will always reward you for with positive uplifts in rankings and visibility.
For consumer brands, product-led digital PR provides the opportunity to directly push backlinks from high authority publications to the desired product pages that will benefit the most, as identified in the SEO strategy.
Having identified which key product pages will benefit most from securing authoritative backlinks pointing to it, Blueclaw targets publications that are guaranteed to do this.
For brands operating in the interior space, for example, this could include links from Good Homes magazine. This provides the perfect blend of high authoritative media (websites with strong traffic, domain authority and high-quality backlinks pointing to their site) that lead with product focussed articles.
When creating a digital PR strategy for eCommerce businesses, having a clear understanding of the brand’s target audience is key to creating stories that not only guarantee backlinks from top-tier publications but are also going to engage new and existing customers.
It’s also crucial to know what types of content perform well in the media and have resulted in high-impact backlinks for clients’ competitors. That’s why we use the following data points when generating ideas:
Blueclaw’s ‘Always On’ PR approach, a combination of continuous and reactive PR is great for eCommerce brands who are able to react to seasonality, key events and trends.
This tactical PR approach means small-scale frequent activity, over less frequent large campaigns.
Whereas a typical approach may involve the creation and outreach of a large campaign every quarter, this approach revolves every 2-3 weeks.
This involves continuous monitoring of the news agenda and creating reactionary PR opportunities on the same day, which allows the team to:
Combined with wider content marketing strategies, this ensures a healthy and continuous flow of relevant backlinks to a brand’s website.
For eCommerce brands, the business’ background, culture and values play a much more important role in PR for those operating in other sectors.
By having a clear brand identity, you will be a go-to for journalists who want something that you can provide for them as a business. At Blueclaw, this means using the following considerations when reaching out on behalf of your brand:
When reaching out to journalists, finding out their specialisms is really the key to success, as well as ensuring the story, brand or product resonates with them in some way, shape or form.
At Blueclaw, we have access to a wide range of highly-regarded outreach tools to ensure a personalised and efficient approach to contacting the right people.
As your target pages, keywords and anchor text for the digital PR strategy have been identified and used, we can report on the precise impact of new backlinks on a client’s website search engine visibility.
In addition, Blueclaw’s clients benefit from crystal clear, accountable reporting, including details on new customers, site traffic, secured links, click-through rates and more.
We’d love to chat with you about your next project and goals, or simply share some additional insight into the industry and how we could potentially work together to drive growth.