5 best ways to develop creative digital PR ideas for e-commerce brands
Generating innovative and impactful PR concepts for e-commerce brands can be a more difficult task than expected. Although the retail sector may offer greater potential for creativity compared to certain B2B industries, attaining favourable online exposure and meeting KPIs and business goals may not be as simple as desired.
When it comes to digital PR, it's not only important to secure coverage from online publications, but that can be beneficial. It's also worthwhile to explore additional digital channels to fully capitalize on each campaign and increase the value of your retail brand.
By adopting the right approach, an e-commerce PR campaign can yield a multitude of benefits. It can help you garner coverage and enhance brand awareness, while also positively impacting your website's SEO strategy, driving product sales, and boosting social media engagement. Furthermore, it can improve your brand reputation and deliver enduring results that keep on giving.
This post delves into ways of generating creative digital PR ideas and maximising the impact of your digital PR efforts in all aspects.
Multi-discipline sessions for the team in order to brainstorm ideas for an integrated digital PR campaign
Collaboration in PR and marketing is crucial for generating innovative ideas. To fully leverage digital PR ideation sessions, it is important to involve input from marketers across all channels to ensure comprehensive consideration of all avenues. This approach can enhance the likelihood of gaining support for your ideas by demonstrating the potential impact across various aspects of the business simultaneously.?
For instance, if the focal point of your idea is centered on an unconventional product launch, incorporating SEO, social media, paid media, influencer marketing, user experience, and conversion optimisation, as well as digital PR and outreach elements, can maximize the campaign's overall impact on the brand.?
This does not necessarily require a large group in a single room brainstorming together (although this method can be effective); rather, involving channel experts early on can significantly enhance the short and long-term effects of digital PR activity on the brand.
Incorporating and leveraging trending topics
In public relations, using a seasonal or trending hook is a common strategy, but it often results in a quick turnaround, which means that other potential channels for amplifying the campaign's impact may be overlooked, especially when reacting to current events. However, even in SEO, where evergreen content is ideal, seasonal or trending topics can still be worth pursuing to maximize the benefits of digital PR efforts for the business.
To support the story, it's important to have a well-optimized landing page on the website. This not only draws organic traffic during the topic's search period but also attracts links from other authoritative sites that can benefit the entire retail website for months or even years.
By utilizing both organic and paid social media, businesses can extend the reach of their PR story around current events. If appropriate, a promotion that runs alongside the story can drive direct sales and generate revenue. Involving the right influencers and creating content around the campaign can further amplify this effect.
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Useful data visualization
Visualizing data can be a beautiful thing, and it's not just me being a geek. When you incorporate data into your digital PR strategy and create an effective and clever visualization, it can add a whole new dimension to your PR message and increase the potential results. Whether you use existing public data or your own unique data, a compelling visualization can encourage website owners to link to your site, boost your SEO, provide people with visually appealing shareable content to increase brand awareness, and offer journalists and editors an easy way to include attractive and meaningful visuals in their coverage. There are varying levels of data visualization, so you don't have to spend a long time researching and designing to create a nice visualization that supports your PR story. Even well-thought-out charts and simple graphics can achieve great results.
Having unique assets
Creating content that complements your PR story and hosting it on a dedicated page on your website can attract more links, referral traffic, and organic traffic related to the topic. This not only makes your website more useful to visitors but also offers additional benefits to your digital PR activity. Such content can include videos, infographics, eBooks, white papers, research/survey data, checklists, interactive tools, or case studies that add depth to your PR story.
Providing promotions for a great impact
One strategy for brands to drive direct sales and grow their email marketing list is to combine a PR story with an appropriate promotion. The promotion or hook should relate to the story and depend on the specifics of the PR campaign. Offering an incentive for people to buy or sign up for emails can sometimes also provide part of the story itself.
For instance, in a digital PR story where a brand partners with a charity, a promotional period can be run where a percentage of sale profits will go to the charity. This way, everyone benefits from an increase in sales. Promising email subscribers exclusive access to discounts, secret sales, or the first option to buy high-demand products can be highly effective in driving sign-ups.
Depending on the circumstances, these benefits can also be incorporated into the digital PR story. Email is usually a highly converting channel for most e-commerce brands, so any opportunity to increase this audience could be very profitable and encourage not only new customers but also repeat purchases.
What are some great promotional ideas?
In general, there are several possibilities for promotional ideas that will help you to try and tie with your PR activity, which includes the following:
Analyze the possible advantages of your innovative PR campaign suggestions
It might be useful to consider which proposal gives the most advantages to the firm overall by allowing scope for employing additional channels and marketing disciplines, as we've addressed in this blog while deciding which to move forward with if you have multiple fighting for campaign space.
Every creative digital PR campaign doesn't have to be all flash and no substance, but by considering any extra advantages that may be produced by thinking beyond the PR-only box, you can possibly obtain a far greater return for the business over the course of a prolonged time. For any help with PR, then get in touch with us at FOIWORKS Pvt. Ltd. (supported by ARnS Tech Pvt. Ltd.).