5 digital PR tactics to leverage for your e-Commerce brand | Varn


4 May 2023

5 digital PR tactics to leverage for your e-Commerce brand

Driving links to e-commerce sites can be tricky to do without looking to spammy, but there are some tactics that can be leveraged that drive good quality links that will be both useful for end readers, customers and your SEO efforts. 

In this week’s instalment of the Varn blog we look at 5 digital PR tactics that lend themselves well to ecommerce sites with the aim of driving links and wider brand awareness. 

1. Develop linkable content

Linkable content can take many forms, such as blog posts, infographics, videos, guides, research studies, and interactive content such as quizzes or tools. The key is to create content that provides value to your audience, and that other websites would want to link to as a reference or resource.

Creating linkable content is an effective digital PR tactic that can help increase your website’s visibility and authority online. By earning links from other reputable websites, you can improve your website’s search engine rankings, drive traffic to your site, and boost your online reputation.

For Varn, one of our most linkable forms of content was some research we did around the percentage of people that recognise Google Ads, this has driven great coverage from The Guardian and other publications over time.

2. Guest posts | Founder interviews

Contributing guest posts to high-authority websites and blogs in your industry can help increase your brand visibility and drive traffic to your website.

Looking specifically at e-commerce brands, founder interviews both written and recorded often work well and can get coverage in a variety of publications that may not be directly related to your niche, but are still good links and placements to earn.

3. Product review outreach

Product outreach lends itself really well to e-commerce brands that are selling consumer relevant goods. Reach out to industry bloggers and influencers to get coverage that will both boost their brand awareness and their SEO. 

4. Data-led PR campaigns

Data led PR campaigns  have the ability to get some really great coverage and are a favourite amongst journalists and bloggers alike. 

In a data-led PR campaign, data is collected and analysed to identify trends, consumer behaviour, and other insights that can help inform the messaging and approach of the campaign. This data can be gathered through surveys, social media monitoring, website analytics, and other sources.
The data analysis does not have to be complicated, a recent campaign we ran with holiday park operators Woolacombe Bay gained them coverage in the Sun, Birmingham Mail and a range of other publications. The content looked at the best reviewed beaches in Devon according to Tripadvisor.

5. Competitions

Competitions are a great form of outreach for an e-commerce site looking to drive both links and sign-ups for their company. We are currently running a campaign with paddle board specialists Aquaplanet titled ‘Paddle to the Moon’, with the aim of driving sign-ups and gaining coverage within water sport specific publications, two objectives we are about to meet. 

Don’t be disheartened if the links don’t flood in

Over the years of running PR campaigns we have seen some take off and some that have not quite got the coverage we or the clients were looking for, this happens! Keeping mindful of this and an eye on the bigger picture will help you keep team morale up and keep developing ideas for campaigns in the future. 

We have run campaigns that have gotten little initial traction with the initial outreach, but overtime have earned some really outstanding links organically, this reaffirms the long-term view needed with SEO. 

Get in touch with a member of the Varn team today to learn more. 

Article by: David, SEO Account Manager More articles by David

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