How PR can help weather low consumer confidence
The rising cost of living continues to have an impact on consumer spending. Past trends prove that people still spend at times of uncertainty, but make more considered purchases. And in an increasingly competitive marketplace, this means it’s more crucial than ever to build trust with people.
PR plays a crucial role in this, acting as a powerful signal of trust throughout the customer's journey. Gaining press coverage can sway potential customers towards making a purchase decision. In this blog post, we will explore how PR builds consumer trust and why it matters for eCommerce businesses.
PR is a powerful signal of trust in the user journey
Throughout the user journey, consumers encounter around eight touchpoints where they seek assurance and validation before making their purchase decision. Touchpoints include ads, email marketing, SEO, presentations, and so on. PR acts as a third party trust signal, demonstrating that a brand has gained recognition and endorsement from reputable sources.
There are several different types of coverage, from product placement (shopping features) which increase visibility on products to profile press (such as a podcast or an interview) which showcase your expertise or make more people aware of your brand story.
It's more crucial than ever to build trust. Trust is your most important weapon to fight inflation because people want to ensure they’re spending their money well and have confidence in the brands they’re investing in.
Media coverage is "other people" saying, "this product is great"
When a publication features your product or brand, it serves as an endorsement from an impartial source. You've got a third party saying your business and product is great vs you saying it's great. It's only customer reviews that can match this level of endorsement. This external validation helps to instil confidence in potential customers and establishes the brand as a reliable and worthwhile choice.
@botanycl
Enhancing Credibility: The Power of Being Featured in Magazines and Newspapers
Being featured in magazines, newspapers, or online press can significantly boost your brand's credibility. Consumers often perceive brands that receive media coverage as more reputable and trustworthy, enhancing the perceived value of your product and making it more appealing to potential customers. The credibility given to a brand through press coverage can sway consumers who are on the fence and increase their likelihood of making a purchase.
The Power of Sharing Coverage
When your brand is featured in the press, it opens up lots of opportunities to engage with a broader audience, attract potential customers, and boost your credibility. To reap the benefits of your coverage, you must proactively share it with your audience and beyond.
Sharing coverage is about leveraging the exposure you've earned to your advantage. When you share positive press features, you're essentially amplifying the message to a wider audience, reaching people who may not have come across it otherwise. This increased exposure can lead to a domino effect, as more people share and engage with your content, creating a snowball effect of visibility.
Effective marketing is all about guiding potential customers through the sales funnel efficiently. Sharing press coverage can significantly contribute to this process. When potential customers encounter your brand through media features, they are already aware of your credibility and what sets you apart. This awareness places them further down the sales funnel, skipping the initial stages of scepticism or doubt. As a result, they are more likely to convert into customers quickly.
@sbri
Examples of how brands can highlight their coverage through their marketing:
Social media showcasing: Social media platforms provide an ideal stage for sharing press features. Brands can create visually appealing posts, stories and reels that include snippets from the coverage, accompanied by a link to the full article. Utilising relevant hashtags and encouraging followers to share the content can further expand its reach.
Email marketing: Brands can incorporate snippets or summaries of press coverage in their regular email marketing. This keeps existing customers informed and showcases the brand's achievements to a captive audience. Adding a call-to-action in these emails can encourage readers to explore more about the featured products.
Website and landing pages: Integrating logos or banners of publications that have covered your brand on your website's homepage or product pages can make a strong visual impact. This communicates trustworthiness immediately to visitors and encourages them to explore your products further.
Incorporating coverage in ads: Brands can utilise snippets from press features in their digital or print advertisements. These snippets act as compelling testimonials, boosting the ad's effectiveness and encouraging potential customers to take action.
Spotting your coverage: A persuasive purchase influence
The power of PR lies not only in the immediate impact of coverage but also in its long-lasting effects. We always tell our members that doing PR is a marathon, not a sprint. Even if an individual does not purchase your product immediately after seeing your feature, the seed of trust is planted. At a later stage, when they come across the brand again or encounter positive references from others, that initial exposure may act as a catalyst for their purchasing decision. In this way, PR has the potential to influence and sway potential customers, making them more inclined to choose your brand over competitors.
Building consumer trust is crucial for eCommerce businesses striving for success in a competitive market. PR plays a pivotal role in establishing and nurturing this trust throughout the user journey. The credibility and recognition gained through PR efforts can sway potential customers and increase their likelihood of making a purchase. Therefore, investing in PR is not only a strategic move for your brand's visibility but also a powerful tool for building consumer trust and establishing a strong reputation in your market.
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