In our analytics age, measuring the results of press mentions is easier than ever, yet many traditional PR firms still use outdated KPIs and benchmarks.
They are still sending cold pitches en masse to major publications and TV shows without considering if there's a better way to build momentum for emerging brands.
What might have worked 5 or 10 years ago doesn't produce the best results today. So, we need a different model to build our brand using meaningful press mentions.
Most of your target customers read and watch niche publications, yet many PR firms only target the big names. And while these are important, we can build greater awareness with a bottom-up approach.
By working with smaller media outlets, we can build momentum resulting in larger players not only having awareness of your brand but are eager to feature it.
By taking this approach, we can encourage discussion with a wider range of potential clients and capture people at all stages of the buying journey.
You need to get it in front of the right people and get them excited.
You want to create a buzz that turns your target customers into free promotion.
Before someone makes a purchase, they have to know, like, and trust your brand.
Press mentions can be your fastest route to market, as they already have people's trust.
Your PR strategy should consist of a list of media you desire coverage in, what you're willing to spend per placement (including free product), and KPIs to track performance.
Without a solid plan, you'll waste your PR budget and only get some of the intended coverage. The same is true if you take the wrong approach.
Dealing with the press is no longer a numbers game but one based on strong relationships that produce win-win opportunities.
We don't do slow, offer long-term retainers, or work from fancy offices. We offer transparent pricing for our ecommerce PR for Shopify, Magento, and WooCommerce stores.
With our project-based pricing model, you can measure the outcome from the start. Don't waste money on monthly reports that offer little value.
Let's build an actionable business plan to grow your sales and help you reach your business goals together.
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