Finding the right press publications for your eComm brand: A comprehensive guide
Understanding how to pitch to the press is one thing but identifying the right publications to pitch to is another challenge altogether. So here are the 3 steps you’ll need to find the best press spaces for your eComm brand.
Know your customer inside out
The first step in finding the right publications for your eComm brand is to intimately understand your customer. It's not enough to know the basics: their name, age, sex, location, and job role. Dive deeper into their emotional drivers, discover how they find your brand, understand their information needs, and even anticipate potential objections. This in-depth customer profiling will help you pinpoint the media outlets your audience consumes regularly.
2. Cast a wide net
Don't limit yourself to a specific set of publications. The media landscape is vast, with thousands of publications catering to diverse interests. Surprisingly, brands often discover untapped audiences by venturing beyond their perceived target demographic. While it's important to focus on outlets relevant to your niche, don't hesitate to explore publications that occasionally feature content related to your industry.
For instance, if you're a fashion brand, consider reaching out to a wedding publication. While weddings may not be your core business, they might occasionally feature fashion brands.
3. Evolve and adapt
Your brand and story are dynamic, evolving entities. As your business introduces new products, undergoes significant changes, or experiences life events that impact your operations, you gain new angles to approach publications. These shifts provide opportunities to tap into different publications and expand your media coverage. We suggest looking at any new changes within the business every 3-6 months and seeing how this affects the publications you can pitch to.
Take inspiration from coverage secured for our founder Rosie. She secured coverage in Grazia by discussing taking time off during maternity leave, a topic unrelated to her PR business but relevant to Grazia's audience. Similarly, by sharing her relocation to Devon during the pandemic, she secured coverage in The Telegraph and even improved SEO through a valuable backlink.
In conclusion, finding the right publications for your eComm brand involves a thoughtful approach that combines a deep understanding of your customer, a willingness to explore diverse outlets, and an ability to adapt and evolve with your brand's journey. By following these tips, you'll be well on your way to achieving outstanding PR results and reaching new audiences.
For more information and examples of finding the right press publications why not watch our latest YouTube channel here.
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