In 2024, there were about 280 million online shoppers in the United States alone. This impressive statistic is expected to continue to grow, and with the right strategies in place, your brand can thrive within this expanding ecommerce market. In the digital age, an impactful tool to elevate your brand’s online presence and drive business growth is ecommerce public relations. This practice involves managing your brand’s online reputation and relationships with the public. The goal of PR is to tell your brand’s story in a way that resonates with your audience and the media, whereas e-commerce PR involves strategically doing so online.

The Eberly & Collard Public Relations integrated marketing team has built this guide to help you uncover the intricacies of ecommerce public relations. It provides useful strategies to boost your brand’s online visibility, engage customers and increase sales. Whether you’re a small business owner searching for SEO guidance or a seasoned marketer looking to elevate your digital efforts, this blog can help you unveil the power of public relations for ecommerce.

Introduction: Understanding Public Relations in the Ecommerce Landscape

In our technology-driven world, online visibility is crucial for any ecommerce business. With consumers constantly connected to the internet, brands need to stand out in the crowded digital marketplace. This is where ecommerce public relations steps in as a fundamental component of your brand’s strategy, playing a crucial role in achieving both your short-term and long-term publicity goals.

Ecommerce marketing and public relations play vital roles in shaping consumer perceptions and behaviors. Through strategic messaging and storytelling, you can influence how potential customers perceive your brand. This, in turn, can lead to increased customer loyalty and purchasing behavior changes. With a strong PR presence, your brand can thrive in the ever-evolving digital landscape and generate more online purchases.

The ecommerce industry can greatly benefit from keeping up with online trends and developments. Just as the ecommerce market evolves, public relations has adapted to digital trends, ensuring brands remain relevant and competitive. When ecommerce brands implement trending PR strategies like influencer partnerships, SEO tracking and email marketing, they can stay relevant, boost their reputation and increase sales.

Section 1: Communications Channels in Public Relations

Expanding your ecommerce brand’s reach involves using diverse communication channels. These channels are the lifelines connecting you to both current customers and potential new customers. By employing a strategic set of channels, you can significantly enhance your visibility and engagement. Start by identifying where your audience spends their time online. It is crucial to choose messaging channels that align with your brand and audience preferences.

For ecommerce, a few effective communication channels of connection are social media, email marketing and content marketing. By integrating these channels into your public relations strategy, you can ensure a comprehensive approach. This integration maximizes brand exposure and enables consistent messaging across different platforms, facilitating lasting connections with your audience. Here are a few examples of how to utilize each respective communication platform:

• Social media: Social media platforms are a great way to connect directly with customers and foster a sense of community.
  • Instagram: Use Instagram to share static pictures, attention-grabbing videos and to engage with your audience through posts, stories, or interactive features like polls, contests and Q&As.
  • Facebook: Leverage Facebook by facilitating customer group pages, sharing product updates, and fostering lively discussions within comment sections.
  • LinkedIn: LinkedIn can be used to build professional connections, share insights, network with industry peers, and build business-to-business relationships when applicable.
  • X: Utilize X to post quick updates, engage in conversations by quote tweeting, and gather feedback from your audience.
• Email Marketing: Email marketing is beneficial as it can build loyalty while also keeping customers up to date with company events or promotions.
  • Brands can personalize emails with dynamic content, such as abandoned cart reminders or exclusive discount codes.
• Content Marketing: Similarly to email marketing, content marketing helps strengthen customer attachment through narrative and image resources for them and drives traffic to your site.
  • Blog posts: Share relevant written content that aligns with your brand’s image and encourages customers to visit your website for more information.
  • Customer reviews/Testimonies: Post customer reviews on your website, to highlight positive experiences and help potential buyers feel confident in the quality of your products.

Section 2: Effective Customer Engagement Strategies

Creating meaningful interactions is key to fostering customer loyalty in ecommerce. A loyal customer base not only boosts sales but also enhances your brand reputation. Sincere communication channels, like an active social media presence and the aforesaid content marketing practices allow for direct connections to be made with customers. Engaging content invites participation, showing that you value customer input.

Partnering with influencers is an effective way for a brand to connect with the applicable audiences. Utilizing relevant content creators to represent your brand can help your customers associate trusting personalities with your products. Influencers can interact with customers by responding to social media comments and simply be a voice of authenticity when posting about your products. When this strategy is well executed, influencer marketing can help your ecommerce business soar by boosting engagement and creating a sense of trust with your customers. Here are a few examples of types of influencers to use and when:

Email marketing helps promote customer engagement as well. Typically, brand emails provide recipients with a call to action, like clicking a link or redeeming a coupon. Content marketing can be effectively executed by publishing blogs about industry events or new products, providing your audience with an opportunity to hear your company’s insights and ultimately encouraging customer engagement. Additionally, useful resources like buyer’s guides and product reviews can give customers a brand voice to gain helpful advice from.

Section 3: SEO and Public Relations: A Symbiotic Relationship

SEO and public relations can work harmoniously to boost a brand’s online presence. When strategically aligned, they can heighten your ecommerce business to new levels. PR efforts such as earning media coverage and securing blogging partnerships can generate authoritative backlinks to your site, which are crucial signals for search engines like Google to rank your pages higher in search results.

Implementing a well-executed PR strategy can significantly improve your SEO efforts. Positive media coverage and partnerships can enhance your website’s domain authority when trusted sources provide backlinks. One example of an effective partnership is external blogging. For instance, a creator who works in your specific brand’s niche can publish a blog about your company and provide backlinks to your site. These backlinks can then help improve search rankings and drive organic traffic to your ecommerce website.

Visibility through online articles, blogs, and social media mentions also help with higher site ranking. This not only drives traffic but also strengthens your brand’s online credibility. As your brand gains recognition, it naturally benefits from higher search rankings due to increased site visits and social proof.

Section 4: Collaborating with an Ecommerce Public Relations Agency

An ecommerce public relations agency offers specialized services to help brands succeed in the competitive digital space. They bring expertise in crafting compelling brand stories that resonate with your target audience and the media.

Tying in an experienced agency can elevate your brand’s profile, boost customer trust, and as a result drive sales growth. These agencies can also help your online reputation management and coordinate media outreach. By leveraging their connections and resources, you can achieve more extensive press coverage and build influential partnerships, causing more website views and visits for your URL.

The success of your company’s online efforts can be measured by a PR agency’s analytic tools. Utilizing tools like Google Analytics and social media metrics, you can track traffic, engagement, and conversion rates. These insights not only highlight the success of your PR initiatives but also reveal areas for improvement. Regularly measuring PR outcomes ensures your efforts are strategic, data-driven and aligned with your business objectives.

Conclusion: Leveraging Public Relations Services

For business owners, managers and directors in ecommerce, public relations practices are indispensable. Integrating effective PR with digital marketing efforts can amplify your brand presence and reach. This synergy boosts visibility and fosters customer loyalty.

Want to take your ecommerce brand’s visibility to the next level? A strategic PR approach can help you boost brand awareness, engage sales prospects and drive more conversions. If you’re ready to enhance your public relations strategy and e-commerce marketing ideas, reach out to Eberly & Collard Public Relations for expert guidance on creating an impactful PR plan for your ecommerce business.

For the most successful and effective publicists and PR practitioners, the client onboarding process is the first – and arguably most crucial – step towards securing meaningful earned media coverage for clients.  A robust onboarding approach serves as the cornerstone of successful media relations, setting the stage for long-term, results-driven communication strategies that capture the attention of editors and consistently position clients in the headlines, driving visibility, influence and thought leadership in their respective industries.

To cultivate impactful media engagements, public relations and integrated marketing firms such as Eberly & Collard Public Relations have mastered the art of integrating strategic planning with a profound understanding of media dynamics right from the outset.

This guide explores the essential steps public relations firms employ to build and nurture media relationships from the ground up, helping optimize every campaign so it gains traction with its intended audience while achieving key business objectives.

Strategic Alignment

The foundation of any successful public relations strategy lies in a deep understanding of the client’s goals and overarching business objectives—whether it’s market expansion, brand positioning or revenue growth. Clear alignment from the beginning sets up media relations efforts to secure high-value editorial coverage, strengthen brand credibility, increase customer engagement, and drive measurable business growth.

A well-aligned public and media relations strategy amplifies brand awareness, attracts new business opportunities, opens untapped markets, and reinforces thought leadership—maximizing the impact of every media placement to advance the client’s broader objectives.

This strategic consistency builds a cohesive brand narrative that carries influence across multiple media channels, including earned media platforms. When public relations efforts are directly linked to organizational goals, the impact of media relations is significantly amplified.

For example, if a client aims to break into a new market, the public relations strategy should focus on media outlets and narratives that effectively reach and engage the desired target market, positioning the client as a leading voice in the industry.

Moreover, aligning public relations initiatives with strategic priorities enables clearer measurement of success through specific metrics, such as increased brand awareness, improved public perception, or shifts in market share. Each of these metrics can be tied back to the client’s initial goals, providing a tangible way to assess the effectiveness of media relations efforts.

Effective Approaches During Onboarding

A comprehensive onboarding process is key to understanding any and all prior or existing publicity challenges and assumptions, laying the groundwork for a strong and effective media relations strategy from day one. During onboarding meetings, it is essential to explore long-term vision, growth objectives, and competitive positioning, as well as their target markets and key messages. Asking the right questions during these sessions helps uncover what an organization hopes to achieve through media relations—whether it’s raising brand awareness, driving sales, establishing industry authority, or enhancing their reputation and public perception.

Clear communication about expectations helps in setting realistic goals and timelines. Discussing the level of earned media anticipated versus what is realistic, the preferred tone and messaging, and any specific challenges or opportunities allows for a well-defined roadmap. Additionally, identifying the client’s target market—including demographics, psychographics, and behaviors—is vital for tailoring media pitches to the most relevant and impactful outlets.

Researching Publications and Media Outlets

Identifying the right publications and media outlets is one of the most critical steps in developing a successful media relations strategy. Proper research helps guarantee that the company’s or organization’s message reaches the most relevant and impactful audience. By targeting outlets that align with the client’s market, values, and key messaging, public relations professionals can cultivate meaningful media relationships that drive engagement, credibility, and sustained media achievements.

However, long-term success in media relations goes beyond securing one-off placements—it relies on continual visibility, trust and industry authority. A well-executed strategy incorporates earned media alongside thought leadership content marketing to ensure ongoing relevance, credibility, and audience engagement.

Consistently appearing in the right publications not only reinforces the client’s expertise but also positions them as a reliable source for journalists seeking insights and expert commentary. As strategic media relationships grow, they create more opportunities for organic media coverage, expert contributions and a stronger industry reputation.

Achieving such high-level media exposure, however, requires a well-executed media outreach plan—one that carefully researches, identifies and selects the most relevant outlets and is fully attuned to their respective audiences, editorial focuses and content preferences.

Identifying the Right Publications

Targeting publications deeply embedded in the company’s industry is essential for maximizing impact. For instance, a technology company might benefit from editorial placements in TechCrunch or Wired, both highly regarded in the tech sector, while an architecture or design build firm will better benefit from being featured in leading industry-specific publications like Architectural Record, Development Magazine or Building Design + Construction.

These outlets cater directly to professionals and enthusiasts in the architecture, commercial real estate, and construction sectors, offering authoritative content that aligns with the firm’s expertise and project showcases.

Earned media in such publications not only elevates the architecture or design firm’s visibility among key stakeholders—such as potential clients, partners, and industry influencers—but also serves as a key thought leadership strategy for reinforcing its authority in the field. By consistently sharing insights, trends, and innovative approaches through these channels, the firm can establish itself as a trusted industry voice with strengthened reputation and credibility.

Matching the media outlet’s audience with one’s target market secures messaging that lands effectively and leads to higher engagement. For example, if a client’s products are geared toward young adults, outlets like BuzzFeed or Vice might be more appropriate. In contrast, a luxury brand targeting affluent consumers would benefit from features in Robb Report or Architectural Digest.

Moreover, regional or local publications can be just as valuable as national ones, depending on the client’s objectives. For instance, an interior designer focusing on the Atlanta residential home market would prioritize media placements in Atlanta Homes & Lifestyles or Atlanta Magazine’s HOMES. Likewise, a designer or architect working in New York’s high-end residential market might target publications such as Modern Luxury Interiors New York or Luxe Interiors + Design (Greater New York or Hamptons editions) to connect with opulent homeowners, developers and industry professionals in the region.

Understanding the client’s specific market focus, audience demographics, and regional nuances allows publicists to strategically build a targeted media list and select outlets capable of providing the most relevant and influential news reviews.

What is a media list? A media list is a curated database of journalists, editors, beat writers and publications that align with a brand’s industry and messaging, serving as a vital tool for securing earned media opportunities. Assembling, maintaining and strategically using a tailored media list sets the stage for bolstering a company’s visibility and influence, delivering stories that forge meaningful connections with key audiences—those most likely to become customers, clients, collaborators or brand advocates.

Tools and Resources for Effective Media Research

One of the most critical elements of effective media relations is conducting thorough and strategic media research. This process goes beyond simply identifying media outlets; it involves leveraging specialized tools and industry resources to map out the most effective pathways for reaching target audiences.

One of the most critical elements of effective media relations is conducting thorough and strategic media research. This process goes beyond simply identifying media outlets; it involves leveraging specialized tools and industry resources to map out the most effective pathways for reaching target audiences. A thought leadership agency with strong, cemented media relations can enhance this process by curating high-value media opportunities that align with a brand’s expertise, ensuring consistent industry visibility and credibility.

Tools like Cision, Muck Rack and Meltwater are invaluable for building tailored media lists and identifying key journalists and publications aligned with the client’s industry.

Meltwater, for instance, is a widely used media database that allows public relations practitioners to identify journalists, track media coverage and assemble specialized media databases based on industry, location, audience demographics and other relevant search filters. The insights gleaned from these searches help refine the media strategy, increasing the likelihood that outreach efforts reach the right outlets and journalists most interested in the client’s story. This precision-driven approach is fundamental for crafting messaging that drives editorial interest, making the most of every media opportunity.

Another essential tool is Qwoted, which helps publicity teams monitor journalist requests in real time and connect clients with relevant media opportunities. By providing a database of journalists actively seeking expert sources, Qwoted enables earned media agencies to pitch their clients for timely, high-impact editorial in focused publications.

In addition to these tools, industry reports, such as Cision’s State of the Media or Muck Rack’s State of Journalism, provide meaningful takeaways on evolving journalist preferences, emerging media trends, and best practices for securing earned, third-party coverage.

By integrating these tools and resources into their research and execution processes, communications professionals can refine and supplement their media research strategies and actions, build stronger journalist relationships, and position their clients for maximum exposure in the most relevant and impactful outlets.

Monitoring Media Trends and Influencer Activity

Media relations is not just about reaching out to journalists; it is also about staying ahead of trends and understanding the shifting dynamics of media coverage. Tools like Brandwatch and TrendKite enable publicists to monitor media trends, track industry conversations, and identify influential voices shaping the discourse in the client’s field.

These platforms provide real-time data analytics and sentiment analysis, offering a comprehensive view of which topics are gaining traction, and which journalists or outlets are leading these discussions. Armed with this knowledge, media relations teams can create timely, relevant outreach that aligns with current media interests, and in turn, increase the likelihood of securing valuable earned media.

Competitor Analysis for Strategic Positioning

Understanding where competitors are gaining media exposure offers valuable insights into untapped opportunities and potential gaps in the market.  Platforms like BuzzSumo and SEMrush can analyze competitor content and media placements, revealing which outlets and journalists are receptive to similar stories. This analysis allows brand communicators to identify trends, pinpoint what content is most compelling, and determine which narratives have already been covered extensively.

Public relations teams leveraging these insights can position their clients to stand out in saturated markets. This might involve capitalizing on underrepresented angles that competitors have overlooked or offering a fresh perspective on popular topics that can differentiate the client’s voice. Aligning this competitive intelligence with an understanding of editorial criteria helps shape media pitches that are both unique and highly relevant.

Editorial Calendars for Timely and Relevant Pitching

Building on competitor analysis, utilizing editorial calendars is the next strategic step to increase the effectiveness of press outreach by making them more timely and well-targeted. Many publications release editorial calendars outlining the themes and topics they plan to cover throughout the year. These calendars are valuable resources for planning proactive media outreach, allowing publicity experts to align their pitches with upcoming content opportunities that leverage the client’s strengths while addressing gaps identified through competitor analysis.

By timing pitches to coincide with a publication’s editorial focus, public relations professionals can enhance the relevance and newsworthiness of their stories, significantly increasing the chances of securing press coverage. This strategic approach is a hallmark of good PR campaigns, as it reinforces that the content is timely and harmonized with what journalists are seeking. Staying updated with these editorial opportunities not only maximizes engagement but also strengthens long-term relationships with key journalists and editors. This level of alignment and foresight is what sets the best PR campaigns apart, positioning a brand or organization as a preferred source for future stories.

Establishing Connections with Media

Building strong connections with media contacts—such as journalists, writers and editors—is a cornerstone of successful media relations. Cultivating these relationships is essential not only for securing valuable press mentions but also for fostering ongoing collaborations that can significantly elevate the client’s visibility and credibility through published or aired content.

Knowing how to pitch your story to the media effectively becomes much easier when these connections are well-established, as publicity specialists can better understand the standards and preferences of their media contacts.

Why Establishing Media Connections is Crucial

Relationships with media contacts are built on trust and reliability, which if properly nurtured, can translate into more meaningful and sustained media opportunities. Afterall, journalists and editors are more inclined to cover stories from sources they know and trust, underscoring the importance of relationship-building in media relations.

According to Cision’s 2023 State of the Media Report, 74% of journalists say that having a trusted relationship with a media representative influences whether they pursue a story. Consistent, reliable communication positions company leaders, spokespeople and other organizational representatives as credible sources, streamlining media exposure and effectively managing potential crises.

Understanding a journalist’s beat, interests and content challenges allows communications experts to tailor pitches that are highly relevant, significantly increasing the chances of press coverage. Muck Rack’s 2024 State of Journalism report highlights that 73% of journalists reject pitches due to a lack of relevance. By committing to proper research and by building and nurturing meaningful relationships, public relations teams gain worthwhile intel into the types of stories that align with specific media outlets. This enables them to craft more compelling and well-thought-out pitch messages that stand out in email inboxes already flooded with competing press releases, story ideas, and promotional content.

Strong media connections open doors to ongoing content collaborations and other editorial opportunities, such as regular columns, expert commentary, or recurring features. A solid relationship with a journalist or editor can transform an initial feature story into a long-term editorial partnership that compounds into hundreds of media placements.

Strong media connections pave the way for ongoing content collaborations and valuable earned media opportunities, including regular columns, expert commentary, and recurring features. A well-established relationship with a journalist or editor can turn a single feature story into a lasting editorial partnership, leading to continual media exposure and hundreds of placements over time.

To cultivate these valuable relationships and understand how to get earned media, there are several proven techniques that media specialists can employ to initiate and maintain effective contact with journalists and editors:

Techniques for Initiating Contact with Journalists and Editors

• Thorough Research: Before reaching out, it’s crucial to research the journalist or editor’s body of work. Understanding their beat, recent articles, and preferred story types shows respect for their expertise and increases the likelihood of your pitch being well-received.
• Personalized Outreach: Craft personalized messages that reference specific articles or topics the journalist has covered. This approach demonstrates genuine interest in their work and indicates how your client’s story fits into their editorial focus, distinguishing your pitch from generic submissions.
• Engage on Social Platforms: Follow journalists on platforms like Twitter or LinkedIn and actively engage with their content by liking, commenting, or sharing their articles. This approach helps build familiarity and rapport before making a direct pitch, laying the groundwork for a more receptive engagement.
• Direct Messaging: Use social media direct messaging as a method for introducing yourself or following up on a pitch. Ensure that messages are concise, respectful of the journalist’s time, and focused on offering value rather than making a simple request.
• Warm Introductions: Leveraging mutual connections for introductions can significantly increase the likelihood of your pitch being considered. A referral from a trusted source carries weight and can pave the way for more meaningful interactions.
• Networking Events: Attending industry events or virtual webinars where journalists and editors are present provides an opportunity to meet face-to-face or in a live setting. These encounters can leave a lasting impression and open doors for future communication and collaboration.

Once contact is initiated, it is essential to make a strong first impression and continually foster the relationship. Effective communication and consistent engagement are key to solidifying these connections. Here are some practical tips for maintaining a productive dialogue and building a solid foundation for future interactions:

Tips for Making a Good First Impression and Fostering Ongoing Communication

• Concise and Clear Communication: Journalists are often on tight deadlines, so prioritize clear, concise, and to-the-point communication. Get to the heart of your pitch quickly and provide all necessary information upfront.
• Timely Follow-Ups: If a journalist expresses interest in a story, follow up promptly with any additional information they need. This responsiveness can set the tone for a positive ongoing relationship.
• Exclusive Content: Offering exclusive stories or early access to news can make your pitches more appealing. Journalists appreciate when PR professionals provide them with unique content that they can’t find elsewhere.
• Expert Access: Facilitate easy access to your client’s executives or experts. Journalists value reliable sources who can provide insightful commentary or expert opinions, making your client a go-to contact for future stories.
• Periodic Check-Ins: Even when you’re not pitching a specific story, keep in touch with journalists. Send them occasional updates, share relevant industry news, or simply check in to maintain the relationship.
• Feedback Loop: Ask for feedback on pitches, whether they’re accepted or not. Understanding what worked or didn’t work can help you refine your approach and improve future interactions.

Continual Learning and Adapting Strategies

In an industry as dynamic as public relations, the media landscape is in a perpetual state of evolution, driven by changes in technology, audience behavior, and editorial priorities. For communication and marketing professionals, continual learning and strategic adaptation are not just beneficial—they are essential for sustained success.

Adapting to these shifts means staying ahead of the curve and finessing approaches to maintain relevance and effectiveness. Continuous improvement is key to maintaining strong client relationships and achieving long-term PR goals.

Monitor and Adapt to Trends

To remain effective in this ever-changing environment, publicity teams must be vigilant in monitoring industry trends, emerging media platforms, and evolving journalist preferences.

As the adage goes, “Content is king,” but in today’s media landscape, “multimedia is the heir apparent.” The increasing emphasis on visual and multimedia content is reshaping how journalists engage with stories.

Key findings from Cision’s 2024 State of the Media Report that Instagram is now the top social media platform where journalists plan to increase their presence in the coming year, closely followed by YouTube and TikTok. This trend aligns with the growing demand for multimedia from PR professionals, as the right mix of videos, images, and interactive content can be pivotal in securing coveted earned media coverage.

Embracing Professional Development

To effectively adapt to these evolving trends, it is crucial for media specialists to embrace a culture of continuous learning through professional development. Investing in ongoing training, such as attending industry webinars, participating in media and PR workshops, and staying updated with the latest industry reports—like Cision’s annual State of the Media or Muck Rack’s State of Journalism reports—can provide valuable knowledge of the current media landscape. These resources offer actionable guidance on refining outreach strategies, and studying successful examples of press releases further helps teams understand what captures journalists’ interest and augments their ability to generate compelling, publish-worthy content.

Furthermore, regular internal reviews and debriefs on PR campaigns can help identify what worked well and what could be improved. Creating a feedback loop with both clients and media contacts allows publicists to gain insight into the effectiveness of their efforts. This ongoing evaluation not only strengthens future communication strategies but also fosters stronger relationships with journalists, enhances storytelling approaches, and keeps media relations efforts dynamic and impactful in an ever-evolving media landscape.

The Mindset of Agility and Innovation

Ultimately, successful public relations today requires agility, adaptability and a commitment to continuous learning. In this way, continual learning and adaptation are not just strategies for survival—they are gateways to growth, innovation and long-term success in the dynamic field of media relations.

For brands and businesses looking to maximize their public relations efforts, partnering with an integrated marketing agency that continuously evaluates strategies, stays ahead of industry trends, and embraces innovation positions them for the best possible outcomes.

Eberly & Collard Public Relations’ full-service media relations and integrated marketing teams in Atlanta and New York provide tailored services to build and support specific strategic initiatives, whether in press outreach, brand positioning, thought leadership, or other key areas, helping organizations across a wide range of industries and sects achieve their communication goals.

Contact Eberly & Collard Public Relations for a detailed consultation today.

Digital PR is reshaping the way businesses engage with their audiences online by blending traditional public relations and digital marketing strategies. This integrated approach boosts brand visibility across key digital platforms while creating meaningful connections through content marketing, press release distribution, search engine optimization (SEO) and other beneficial digital PR strategies.

What is Digital Public Relations?

Digital PR helps businesses expand their reach and magnify brand exposure. Unlike traditional PR, which primarily relies on print media, select online news outlets and broadcasts, digital PR maximizes online platforms, such as online media, blogs, podcasts and social media, to connect with wider audiences more efficiently. By combining targeted outreach, content marketing and media relations, businesses can increase visibility, strengthen their reputation and generate data-backed success.

The Importance of Digital PR for Business Growth

At its core, digital PR is about strengthening a brand’s digital presence through strategic content that informs and engages its target audience. Whether through blog posts, media coverage or social media posts, the goal is to amplify conversations and increase awareness.

One of the defining strengths of Digital PR is its data-driven approach. By utilizing analytics to assess online interactions and audience sentiment, businesses can refine their strategies to align with consumer preferences, maximizing impact and relevance. This measurable approach improves the effectiveness of Digital PR initiatives and delivers actionable metrics that support long-term brand growth and market positioning.

Building a Strong Online Reputation

In today’s digital landscape, a strong online reputation and appearance are essential for business prosperity. Digital PR serves as a tactical tool for growing and maintaining this reputation, guaranteeing that your brand is positioned positively in your business sector. Businesses can strengthen credibility and brand trust by actively staying in the media and engaging with audiences.

Implementing strategies, such as social media monitoring and online reputation management, allows businesses to take control of their narratives. A well-established online reputation strengthens brand perception, creates engagement and contributes to long-term business growth.

By engaging with reputable online publications and influencers, businesses can expand their awareness within their industry sectors. Increased exposure leads to higher website traffic, ultimately driving more lead conversations and sales. Simply put, the more visible a brand is online, the greater the opportunity to attract new customers and retain existing ones.

Search Engine Optimization

Another core element of Digital PR is SEO, which plays a critical role in improving a brand’s online exposure. By optimizing content for search engines, businesses can improve their organic rankings, drive increased website traffic and expand their reach and impressions. This synergy between Digital PR and SEO is especially valuable for any business looking to compete in a crowded online realm. An effective SEO strategy ensures that content reaches the right audience and ranks well in search results, positioning the brand for long-term gain.

Beyond visibility, SEO enhances the quality of website traffic by attracting users actively searching for relevant products or services. By targeting industry-specific keywords and phrases while also focusing on the search intent of the specified keywords, businesses can connect with target audiences; doing so will increase the likelihood of conversions and building a more engaged and loyal customer base.

Enhancing Digital Storytelling and Content Marketing

Brand storytelling creates narratives that connect with your target audience, playing a significant role in content creation to expand your business’s reach. By focusing on creating valuable content, businesses position themselves as industry leaders. Whether through blog posts, press releases or social media posts, the goal is to increase awareness for your brand. Digital PR strategies promote this content by giving it an online viral element, maximizing publicity and engagement.

Creating multimedia content, such as Reels, videos and infographics, can further improve your storytelling efforts. According to Buffer, “Instagram Reels see 36% more reach than other post types. Instagram Carousels see 12% more engagement than other post types.”

Partnering with a digital PR agency that offers content marketing services can strengthen client relationships and improve brand awareness. These services may include managing your social channels, which can lead to increased engagement. Maintaining an active social media engagement with your audience is an important factor when trying to create deeper connections with your audience.

Digital PR Strategies for Success

There are numerous digital PR strategies, each offering valuable benefits depending on your business objectives. A well-executed digital PR strategy can increase earned media coverage, improve customer loyalty and evoke new business opportunities, such as advancing brand credibility through positive online reviews and media mentions or strengthening relationships with key influencers in your industry.

Building Relationships with Media Outlets

A common misconception about digital PR is that media coverage happens instantly after deploying a press release. In reality, securing published content requires strong relationships with journalists and editors, well-crafted press materials and strategic negotiations with publications. Having these relationships with different publications in your industry helps increase awareness and position your company as an influential voice in your industry.

Partnering with an experienced PR firm that understands the nuances of media outreach and press release distribution is essential. At Eberly & Collard Public Relations, we have cultivated and sustained strong relationships with editors across a wide range of industry publications in architecture, design, construction, engineering, horticulture, hospitality, travel and more. These connections have been instrumental in securing prominent earned media coverage for our clients.

Influencer Outreach and Collaborations

Influencer marketing is one of the many powerful digital PR tools that can further amplify your brand’s influence. By collaborating with influencers whose audience aligns with your target market, your company can expand its brand awareness and tap into new markets. An authentic endorsement from an influencer can also increase your brand’s credibility.

When selecting an influencer, it is necessary to align your brand values with those of the influencer. It also depends on their relevance to your industry as well as their audience demographics and engagement rate. Influencer collaborations can be complex, which is why hiring a digital PR agency that specializes in influencer marketing is important for securing the right influencers for your brand and third-party endorsement objectives.

Positioning Your Brand as a Thought Leader in Your Industry

Thought leadership is about sharing expert insights, innovative ideas and forward-thinking perspectives to establish your brand as a trusted authority in your industry. By addressing challenges, emerging trends and future developments, your company can become a go-to resource of valuable industry knowledge. Digital PR helps businesses establish and augment their thought leadership presence across multiple platforms, assuring their message reaches a broad and engaged audience.

In the ever-evolving digital marketplace, sustained credibility is crucial. Digital PR amplifies thought leadership and strengthens industry recognition through consistent publicity in reputable media channels. By securing placements in industry publications, podcasts and expert panels, businesses reinforce their authority in the field, creating trust and long-term influence.

Measuring the Impact of Digital PR

Measuring the effectiveness of your Digital PR campaigns is essential for maximizing brand awareness, clicks and customer engagement. Working with a digital PR agency safeguards that your business has the expertise to track and analyze the right key performance indicators (KPIs) to provide valuable analytics into the effectiveness of your campaigns. These KPIs help identify areas of strength as well as opportunities for improvement, affirming that your campaigns are consistently aligned with your business goals.

A digital PR agency will select and monitor KPIs that best measure the success of each campaign type, making it easier for you to judge the impact of your efforts. By continuously evaluating these metrics, with agency-managed platforms like SEMRush, Hootsuite and Google Analytics, businesses can make data-driven adjustments to their strategies, optimizing performance. With a PR agency’s expertise in tracking and refining campaigns, you can verify your digital PR efforts are contributing effectively to your broader business goals and objectives.

Tracking Online Brand Presence

Monitoring your brand’s reputation and footprint online can provide insight into how well your digital PR strategies are working. Gauging online brand recognition can be tracked with various tools and metrics. Consistently evaluating these elements can reveal how the brand is perceived.

Regularly assessing your online standing aids in identifying trends and potential reputation risks. It also helps businesses make informed decisions to strengthen their digital PR strategies, facilitating a resilient and positive brand image.

Partnering with a Digital PR Agency

Digital PR is a powerful tool that can heighten your brand’s online connections. When executed strategically, it enhances online awareness, improves website traffic and can generate more sales. However, achieving meaningful results requires more than just implementing tactics; it demands ongoing refinement, industry insight and maintaining a multi-faceted digital marketing strategy.

According to BuzzStream, “Nearly three-quarters (72%) believe digital PR is forecasted to be more challenging in 2025 than in 2024.” Partnering with an experienced PR firm with digital PR services can seamlessly integrate digital PR into your broader marketing strategy, ensuring a cohesive approach that is forecasted to maximize exposure and impact. With expert guidance, you can navigate the evolving digital landscape, secure high-value media placements and position your brand for lasting results.

Collaborating with a digital PR agency means access to a wider network of contacts, including influencers and media outlets. Agencies bring specialized skills in areas like content creation, media outreach and reputation management. They also continuously update their strategies based on current trends and technologies. Partnering with Eberly & Collard Public Relations ensures your business remains ahead of the curve and can quickly adapt to changes in your industry, market and the digital world.

If your business is interested in engaging with customers/clients or raising awareness about the products or services offered by your business, demand generation is one of the most efficient marketing strategies a business can implement. But a demand generation campaign should be executed and measured correctly in order for it to be effective.

The Eberly & Collard Public Relations integrated marketing team shared a blog outlining four strategies to increase b2b demand generation results in 2020. The blog article was one of our all-time most popular, having been clicked on and read many thousands of times. While the basic principles of demand generation have stayed the same since then, there have been several updates and advancements within the marketing world that have trickled down to enhance demand generation best practices and strategies. This blog will serve as a valuable second resource to execute a successful demand generation campaign.

What is Demand Generation?

Before you begin to plan your demand generation campaign, you must know exactly what demand generation is and involves. Demand generation is the inventive and strategic practice of creating interest in and demand for a business’ products and/or services; it is an education-focused marketing strategy to prioritize reaching “out of market” or non-existent buyers.

The ultimate goal of demand generation is to increase awareness of and demand for that which you and your colleagues sell. As a demand generation agency, we assist our clients in expanding their audiences, building brand authority for them, generating interest in their offers, and evoking market trust in their businesses.

Additionally, creating demand generation involves businesses aiming to keep buyers’ interest even when they are not in a “buying cycle” or mentality. Then, when leads and prospects are ready, your business, products and/or services are top of mind.

Demand Generation vs Lead Generation Explained

Demand generation is often confused with lead generation. While they are both highly effective – we’d even say, they are equally crucial – marketing practices, it is important to note that they are different and should be handled as individual strategies.

The key difference between demand generation and lead generation is the focus of interaction and the overall goal. Think of them this way…

Lead generation is a short-term, sales-focused marketing strategy that prioritizes identifying potential new customers and collecting their contact information. The goal of lead generation is to convert these newly identified prospects into leads, with the possibility of having them become clients or customers.

Conversely, demand generation concentrates upon building a deeper layer of brand authority while attracting and educating new audience members. Simply put, the primary goal of lead generation is to nurture targeted audience members throughout their entire pre-customer journeys, so they naturally are drawn to you and your business. The end result is the realization on their part that they cannot move forward without your products or services.

With that said, demand generation and lead generation can and often should work hand-in-hand. Lead generation supports demand generation by attracting new potential customers to learn more about your business and therefore be willing to become a client or purchase your products or services. When possible, one should prioritize demand generation over lead generation in order to reduce overall customer acquisition costs and maximize the quality of new leads. Work with your in-house sales and marketing team and a growth marketing agency (that would be us, here at Eberly & Collard Public Relations) to create a marketing plan that effectively combines demand generation and lead generation for short- and long-term returns.

Top Strategies for Demand Generation Success

When concepting and implementing a demand generation campaign, there are many different strategies from which to choose. The public relations and marketing experts at ECPR have compiled our top three strategies for demand generation success you can incorporate into your next demand generation campaign.

• Utilizing social media and influencers in demand generation is one of the most powerful methods to generate awareness for your business. Working with relevant influencers in your niche who can create content to promote your business and its products or services is an ideal way to build trust and authority. If an influencer is promoting your products or services to their followers and fans, the followers are much more likely to be interested in learning more about them. Additionally, incorporating social media into your campaign can open the opportunity for two-way communication with your target audience. Work with our digital marketing agency for assistance with utilizing each platform for its different purposes. For example, LinkedIn is the ideal platform for sharing thought-leadership, while Instagram is better suited for video and imagery content with short captions.
• Account-based marketing (ABM) is a strategy used to focus on narrowly defined audiences. You and your business can increase demand for your products or services with individuals, which results in more qualified leads or customers. ABM can be implemented through campaigns, advertisements, direct mail or email marketing. One best practice when utilizing ABM is to build an email list with the new contacts and segment it into precisely targeted groups. You can then use these groups to execute email marketing campaigns that provide targets with resources, ideas, tools, techniques, all of which will delight and engage them.
• With the precise groups you’ve defined with ABM, you and your business can collaborate with our inbound marketing agency to create and execute email marketing content. Email marketing content for a B2B demand generation campaign can include deliverables such as e-newsletters, content promotions, white papers, helpful guides and event invitations. Email marketing campaigns are an effective way to reach and educate your target audience; these campaigns should always offer insightful information and end with a call-to-action (CTA) to encourage the recipient to learn more about your business and the products or services you offer.

Key Metrics for Measuring Demand Generation

One of the most critical steps of a successful demand generation campaign is measuring the reach and success of the campaign. Here are some key metrics our demand generation agency recommends for measuring the triumph of your demand generation campaign.

• Conversion rate of leads interested in a business’s service or products becoming clients or customers is one of the most telling metrics and indicators of how your campaign is performing. This metric tracks the percentage of people who take action based on your campaign’s efforts and can show areas for improvement. Set timeframes with objectives to gauge your rate of client acquisition.
• Activations and signups are just what they sound like: demand marketing metrics that track the number of users who have activated their free trial, created an account or taken other action to connect with your business. Activations and signups indicate an initial or basic level of interest and show that these users (and, hopefully, future clients or customers) are interested in learning more. They may not all convert to customers, but they are one of the leading indicators of potential new sales. When you see they are showing interest, act quickly. Nurture them by sending follow-up responses with additional benefits, special resources or invitations to engage further or even speak.
• For a campaign with a goal of generating awareness, brand search volume is one of the best ways to track the performance of a campaign. Use tools like SEMRush or work with Eberly & Collard Public Relations’ digital marketing agency team to track your brand search volume and compare your volume results pre-campaign and post-campaign to see how the results have improved or declined. Make adjustments based on these important analytics and be flexible with A-B testing to trial what works and what might not.

How to Choose a Demand Generation Agency

You may be reading this blog and thinking that conceptualizing and executing a demand generation campaign is not possible or feasible for you. If this is the case, we would recommend exploring demand generation with us, as the opportunities and possibilities can be near-limitless with the right demand generation agency partner.

When searching for a demand generation agency, you should look for a respected and qualified agency that has years of experience in B-to-B demand generation. Additionally, the agency should have experience in your industry and understand your challenges and ways in which to resolve them for you.

Eberly & Collard Public Relations has many years of experience with demand generation for clients across a wide range of industries. Contact us today to learn more about our services and get started.

When it comes to SEO, backlinks from authoritative websites can work wonders for your domain authority and search rankings. But, here’s the thing: Not all backlinks are created equal. High-quality backlinks from respected, relevant sources hold much more weight than a dozen links from low-quality sites. So, how do you get these golden backlinks? Media relations.

Media relations is about building genuine, mutually beneficial relationships with journalists, editors and influencers who can amplify your brand’s message to a wider audience. Done right, it is also an incredible way to secure high-authority backlinks that directly impact your SEO performance. Let’s break down how to properly use media relations to earn the most valuable links.

1. Understand What Makes a Backlink High-Authority

Before diving into media outreach, you need to know what qualifies as a high-authority backlink. Look for these characteristics:

• Domain Authority (DA): Tools like Moz or Ahrefs score websites based on their overall authority. Websites with a DA of 50+ are typically considered high authority.
• Relevance: Links from websites in your industry or niche carry more weight than those from unrelated sites.
• Trustworthiness: Government sites (.gov), educational institutions (.edu), and major news outlets are usually highly trusted sources.
• Traffic and Engagement: A site with high traffic and engaged readers adds more value to your backlink.

When targeting media outlets, aim for platforms that meet these criteria. Think national newspapers, respected trade publications and well-established blogs in your field.

2. Develop Newsworthy Content

Media outlets won’t link to just anything—you need to give them a reason to care about your content. Start by creating content that aligns with that which journalists are seeking:

• Data-Driven Insights: Conduct original research or surveys in your industry. Journalists love citing statistics and data to back up their stories.
• Expert Commentary: Offer unique insights or opinions on trending topics. Being a subject matter expert can position your brand as a go-to resource.
• Compelling Stories: Human-interest stories or case studies often resonate with media outlets. Showcase real-world impact or innovation.
• Newsworthy Announcements: Launching a new product, hosting an event, or hitting a major milestone? These types of updates are prime media opportunities.

High-quality, newsworthy content is the foundation of any successful media relations campaign. Without it, your outreach efforts are likely to fall flat.

3. Build a Targeted Media List

Media relations isn’t about blasting the same pitch to hundreds of journalists and hoping for the best. You need a carefully curated media list tailored to your niche and goals.

Here’s how to build one:

• Research Relevant Publications: Identify outlets that align with your industry and audience. Tools like Cision, Meltwater, Muck Rack and Google News can help.
• Find Specific Journalists: Look for writers who cover topics related to your content. Personalize your outreach by referencing their previous work.
• Check Contact Details: Make sure you’re using the right email address or social media handle for each journalist. Avoid sending pitches to generic “info@” addresses whenever possible.

A well-targeted media list ensures your pitches land in front of the right people, increasing the likelihood of coverage—and backlinks.

4. Craft a Pitch that Stands Out

Journalists are bombarded with pitches daily, so yours need to cut through the noise. Follow these best practices for crafting a compelling pitch:

• Start Strong: Your subject line and opening sentence should immediately grab attention. For example, “New Study Reveals [X Insight] That Could Change [Industry].”
• Be Brief and Clear: Get straight to the point. Explain why your content is relevant and valuable in just a few sentences.
• Include Supporting Materials: Attach press releases, infographics or links to your full report to make their job easier.
• Personalize It: Mention something specific about the journalist’s previous work and upcoming editorial calendar needs to show you’ve done your homework.
• Add a Clear CTA: Let them know exactly what you’re asking for, whether it’s an interview, coverage or a simple link to your content.

A well-crafted pitch increases the chances of not only earning coverage but also securing a high-authority backlink to your website.

5. Leverage Press Releases for Link Opportunities

Press releases remain a valuable tool in media relations, but they need to be optimized for SEO to deliver maximum backlink value. Here’s how:

• Embed Links Strategically: Include a link to your website or landing page within the release, but keep it relevant and natural.
• Distribute Widely: Use press release distribution services like PR Newswire, Business Wire, or local platforms to maximize visibility.
• Pitch Directly: Don’t rely solely on distribution services—reach out to specific journalists with your press release to increase the likelihood of a backlink. One of the best distribution means is utilizing the services of an experienced public relations firm for customizing your press releases, media pitches and backlink requests to the media.

When written and distributed effectively, press releases can generate widespread coverage and high-quality links to your site.

6. Nurture Relationships for Long-Term Success

Media relations isn’t a one-and-done effort. Building long-term relationships with journalists and editors will pay dividends over time. Here’s how to nurture these connections:

• Follow Up Thoughtfully: If a journalist covers your story, send a thank-you note. Avoid being overly pushy about additional coverage.
• Stay Active on Social Media: Engage with journalists’ posts and share their work to stay on their radar.
• Offer Value Continuously: Keep providing them with high-quality content, expert opinions or access to exclusive news.

Strong relationships increase the likelihood of repeat coverage and backlinks from trusted sources.

7. Monitor and Measure Results

You’ve put in the work—now it is time to track your success. Use tools like Google Analytics, Ahrefs, or SEMrush to monitor:

• Backlink Quality: Check the DA of sites linking to your website and ensure links are “dofollow.”
• Referral Traffic: Measure how much traffic is coming from media links.
• SEO Impact: Look for improvements in your keyword rankings and overall domain authority.

Analyzing these metrics will help you refine your media relations strategy and maximize your ROI.

Final Thoughts

When executed properly, media relations can be a game-changer for any solid SEO strategy. Creating newsworthy content, targeting the right journalists, and building lasting relationships, can earn high-authority backlinks that boost a brand or company’s rankings and visibility.

Remember, the key to success is authenticity. Journalists can spot a self-serving pitch from a mile away, so our strategy focuses on providing a trusted resource and value for the readers of the targeted media outlets. Over time, these efforts will translate into meaningful media coverage and a stronger digital presence for your brand.

Need Help Amplifying Your Brand?

At Eberly & Collard Public Relations, we specialize in leveraging media relations to secure high-quality backlinks and improve your SEO keyword strategy for your business or brand. Whether you’re looking to craft compelling stories, build a targeted media list, or launch a press release or thought-leadership campaign, we’ve got you covered.

We are a full-service agency and work with businesses of all shapes and sizes. Let’s work together to get your brand noticed by the right audience. Contact us today to learn how we can help you drive results through strategic media relations and digital marketing!

There are approximately 13,000 trade shows that take place in the United States each year. With such a massive volume of shows, it is crucial you and your business stand out among the rest of the exhibitors, sponsors, speakers and award winners.

Partnering with a well-prepared trade show marketing agency can help you determine and develop the best trade show marketing strategy for your marketing staff and business.

What is Trade Show Marketing?

Tradeshow marketing refers to the strategic approach of promoting a company’s products, services and brand at industry-specific trade shows, exhibitions, conferences, symposiums, or similar events. It involves utilizing the event as a platform to engage with potential customers or clients, generate leads, showcase important or new products or services, build brand awareness, and establish valuable industry and sales connections.

The best strategic approach to trade show marketing employs a combination of public relations, media relations, advertising and marketing strategies for an integrated assemblage of services designed to create business opportunities before, during and after the event. An effective trade show marketing strategy provides businesses with a focused opportunity to reach targeted audiences, gain visibility within specific industries and make lasting impressions on potential customers or clients to generate revenue and long-term growth.

The following creative B2B trade show marketing strategies for tradeshow involvement serve as a valuable platform for networking and driving business growth through effective marketing and relationship-building methods.

5 Creative Trade Shows Marketing Strategies

While developing and employing marketing strategies for your trade show is a given, it is fundamental that your marketing approach is creative and thoughtful in terms of the related activations and audience. Everyone (i.e., your competitors) is going to be marketing their booths before the show. This is precisely why it is crucial to ensure your marketing endeavors surpass those of your competition and captivate the attention of attendees in innovative ways.

Not sure how to market your trade show in a creative way? Eberly & Collard Public Relations’ (ECPR) expert marketing team is available to conceptualize and deploy creative and effective trade show marketing ideas for you, such as maximizing social media, managing pre- and during-show press releases, overseeing event advertising, securing speaker and panelist opportunities for your thought-leaders, and providing overall strategy.

These 5 tips will ensure your exhibit display sets itself apart.  

1. Create a Trade Show Marketing Plan

First and foremost, you are going to want to determine which trade show is right for you. Each trade show is designed for different industries and different audiences, so it is important to research which trade show makes the most sense to reach and interface with highly germane attendees.

After you have determined which trade show is best suited, it will be time to create a trade show marketing plan. Consider the following concepts to enhance your trade show event marketing plan before, during and after the event:

• The first step to creating your plan is defining your marketing goals for the trade show. What are you aiming to get out of exhibiting at the show? Some goals could include expanding your network, creating business leads and strengthening existing client relationships.
• It is important to create an attractive and well-designed booth space that effectively represents the company’s brand and offerings. This may include on-brand banners, signage, displays, product demonstrations, and interactive elements to attract and engage attendees.
• Next, you will want to define your branding and messaging. Develop clear and compelling messaging that communicates the company’s value proposition, differentiates it from competitors, and resonates with the target audience.
• A huge benefit of attending a trade show is lead generation. Implement strategies to capture leads by collecting contact information from interested attendees. This can involve activities like offering giveaways, conducting contests, or providing incentives for attendees to provide their details. Many shows offer digital lead-capturing tools that should not be overlooked.
• After the event, follow up with leads generated during the tradeshow through personalized communication to nurture relationships and convert leads into customers. Use an effective CRM system and email campaign with follow-up or drip campaigns to engage with leads showing the most interest.

The final aspect of your trade show marketing plan, and most important in ECPR’s opinion, is to start planning early. People often think it is okay to wait until a month before a show to start implementing marketing strategies. The best plans begin 9-12 months before trade shows, so your audience (and team) have ample lead time.

Your trade show marketing plan should include an advanced calendar or timeline for pre-planning everything you will need and want to implement.

2. Write and Send Your Trade Show Press Releases to the Media Early

Writing and distributing a trade show press release to promote your company’s exhibit at a tradeshow holds immense significance in maximizing the impact of your participation. A well-crafted press release acts as a powerful tool to generate buzz, attract media attention, land news coverage placements, and create anticipation among industry professionals and potential customers.

By effectively highlighting key aspects of your exhibit, such as innovative products, groundbreaking technologies or exciting announcements, a trade show press release helps position your company as a frontrunner in the industry. It offers an opportunity to showcase your brand’s expertise, generate pre-event publicity, and drive booth traffic, ultimately amplifying your presence and fostering valuable connections and visibility.

Additionally, a press release can extend the reach of your trade show efforts by being distributed through various media channels, including industry publications, news outlets and even social media, ensuring broader exposure and enhancing the overall success of your tradeshow booth.

While you may already know the importance of submitting tradeshow press releases to the media, keep in mind that editors and journalists appreciate release submissions with some lead time for them to consider your news.

If you wait too long to send your release to the media, it may not be published or reach your target audience in time. Journalists receive hundreds, even thousands, of press releases before trade shows. If you send yours early enough, yours will be one of the first they receive, giving you a much better chance of being published.

We assist our clients with discerning pre-show press campaigns, at-show releases and post-show news, along with the most results-oriented timelines for each. Contact us for details.

But, with or without outsourcing this form of tradeshow marketing, make certain your event press releases are truly newsworthy and viable versus wasting media members’ time with business and product news that is trite.

If your trade shows have active Press Rooms, take advantage of them. Media members often visit the Press Rooms to work and look for exhibitors’ Press Kits. Simply put, this is usually a free and smart opportunity for exhibitors that too often goes underutilized. Create an Associated Press-ready Press Kit and place copies in the event’s Press Room for the duration of the show. If undecided how to do so, consider our firm as your go-to resource.

3. Utilize Social Media Before, During and After the Event

Trade show social media allows you and your business to self-promote and boost engagement before, during and after the event.

Similar to writing and sending your press release(s) early as part of your tradeshow marketing campaign, it is an excellent idea to start posting about the ways in which your company will participate in a trade show on social media well in advance. This will give your followers time to follow all of your social media channels and get excited about the event and visiting your expo booth. You should also create custom graphics and videos that can be used to produce awareness and give rise to interest and excitement for your exhibition.

Your custom graphics should feature messaging that strongly connects with the intended audience and effectively conveys the company’s value statement. Crafting these customized deliverables also helps distinguish your company from opposing brands.

During the event, your social media should be extremely active. Use the event’s designated hashtag with each post and share important information about your booth such as your location, giveaways, expo booth or stand attributes, and speaking or activation times. One of ECPR’s expert tips is to schedule your social media posts in advance so you can spend more time engaging with your audience. Then, post on-the-spot extra content as happenings occur.

Speaking of engaging with your audience, go live on social media during the event. This is a fun and interactive way to engage with your attendees, show them new products, answer any questions they may have, and ultimately attract them to your display booth.

If the event allows, preplan networking activities with food and beverage at key times during the day, including when you normally experience lulls in booth traffic. Be sure your sales and marketing leads are present. Post “come one, come all” content on your social channels.

After the event, share your favorite memories and moments from the show. You could also write a blog post about the trade show and share it across your social channels as well.

A great and easy way to engage with followers and potential leads after the show is to ask them to share their favorite memories from the show and visiting your booth. This personalized communication can ultimately convert leads into customers.

4. Use Tradeshow Marketing Materials to Attract Visitors

Who doesn’t like freebies? Freebies can be used as marketing materials for a trade show, and the best marketing materials for trade shows attract visitors to your booth, which is what we all want!

Designing and distributing promotional materials such as brochures, flyers, business cards, and branded merchandise to provide attendees with information about the company and its offerings are extremely effective means to create foot traffic around your display.

As exciting as marketing materials are to marketing managers, they are only worth it if the materials are something your audience actually wants. At a trade show, attendees will receive dozens of koozies, pamphlets and other freebies. You want yours to leave a lasting impression. ECPR’s recommendation is a branded tote bag of good quality in which attendees can put all their collected materials. Among the many branded tote bags at tradeshows, the ones people hang onto are well-designed with durable and good-looking material. A subtle business name, logo and website address make the most coveted and reusable totes.

Effective marketing materials can turn the visitors you attract into leads. Your marketing materials should include incentives for attendees to provide their contact information and head to your website after the show. Provide undeniable incentives for post-event contact.

And, as many savvy marketers know, your exhibit booth is a marketing material in and of itself. Your display should be eye-catching and interesting to attract visitors. To really distinguish yourself, coordinate your display with the custom trade show social media graphics you created before the event. This may include banners, signage, displays, product demonstrations, and interactive elements to attract and engage attendees.

But, do not stop there. Think of your exhibit from the perspective of someone who knows nothing about your business and what it provides or offers. Design your booth displays to quickly convey your unique selling propositions, draw in passersby, and maintain booth visitors long enough to delight them in ways that will lead them into customer journeys with your sales team.

When it comes to your booth, one of our firm’s favorite and easiest tips is to assign staff members to greet guests in your expo areas, and keep cell phones stowed so your booth team comes across as being interested in meeting attendees.

5. Advertise Strategically

The final part of our blog article is trade show advertising. This is a significant trade show marketing endeavor too many companies miss.

As you may already know, every real trade show has a floor guide or directory of the exhibitors and where their booths are located. Companies have the opportunity to purchase advertisements in the floor guides or directories. Some shows offer advertising in the form of concourse and on-floor signage, show aisle markers, café advertising, bus or shuttle ads, hotel lobby advertising options, and much more.

What you may not know is that the timing of trade show advertising is crucial. If you wait until right before the event, there is a chance openings and space will be limited or gone. The ECPR marketing team recommends evaluating and negotiating advertising opportunities as soon as they are available.

It is also recommended that you purchase advertisements in relevant trade publications. Trade publications are a huge part of B2B trade show marketing, so it is wise to have advertisements in these media outlets. This is yet another way to communicate your tradeshow information and booth number before and during trade shows.

Wrapping Up

A lot goes into marketing trade show exhibits. Plans, press releases, social media, marketing materials, lead generation and advertising are all important aspects of preparing for success.

Return on investment involved in marketing trade shows and success from trade show marketing strategy stem from creative, strategic and advanced planning.

At Eberly & Collard Public Relations, we have decades of experience in public relations for events and can help you increase your trade show event marketing outcomes to yield leads and sales. Contact us with your trade show pain points and questions. We love trade show and event marketing, and we are available to assist you and your team.

Influencer marketing has been booming since the mid-2000s. According to Influencer Marketing Hub, this sector is expected to reach approximately $24 billion by 2024. This growth is driven by emerging trends, including breakthrough technologies, new social media platforms, and evolving consumer attitudes toward influencer-sponsored content. Communications professionals, therefore, must stay abreast of evolving influencer marketing trends to keep their brands competitive in their respective industries and sectors.

Maximizing Influencer Impact in Niche or Precise Markets

Conducting B2B influencer marketing presents a unique set of challenges that differs significantly from the strategies employed by consumer brands. Unlike consumer brands, which can easily partner with one of the millions of lifestyle influencers available, B2B influencer marketing requires a more nuanced approach. This involves identifying and collaborating with industry-specific thought leaders who possess deep expertise and credibility within their niches. These influencers are not only fewer in number but also demand a strategic alignment with the brand’s values and objectives. Thus, the process of selecting the right B2B influencers is far more complex and critical to ensuring a successful partnership that resonates with a professional audience.

To navigate these complexities and achieve impactful results, many businesses turn to specialized agencies like Eberly & Collard Public Relations. Our expertise lies in conceptualizing and managing tailored Social Media Influencer Programs that bridge the gap between brands and industry experts. By leveraging our deep understanding of B2B dynamics, we ensure that the influencer partnerships we curate are both strategic and effective. In the following case studies, we’ll showcase how our targeted approach has successfully addressed the unique challenges of B2B influencer marketing for our clients.

Case Study: Coverings 2024 Influencer Program

Coverings, the largest tile and stone tradeshow in North America, sought out ECPR to implement annual influencer marketing programs to generate and enhance event visibility, drive attendee registrations and increase engagement across Coverings’ digital platforms.

Influencer Marketing is an Essential Strategy to Drive Event Attendance.

For Coverings 2024, our Influencer Marketing team employed a robust, targeted influencer marketing strategy focusing on securing partnerships with a diverse mix of content creators, aligning with the show’s key audience segments: interior designers, architects, builders, remodelers, contractors and more. Upon assembling a carefully researched list of hundreds of suitable candidates, ECPR team members strategized their outreach plans by sorting influencers into tiers based on numerous variables, such as follower count, engagement analyses and content relevance. Once highly relevant influencer partnerships were secured and negotiated, our program initiatives transitioned to content collaborations and onsite planning, some of which included:

• Engaging influencers to create and share content related to the event themes and highlights.
• Conceptualizing social media influencer agreements that included expert content goals and benefits for Coverings, while still permitting the influencers to utilize their own voices, tones and styles.
• Coordinating an Influencer Tour to provide firsthand experiences of the event’s offerings and a platform for them to create content onsite to share with their respective audiences.
• Utilizing influencers to promote a wide range of Coverings education, activations and other programming aimed at driving engagement and registration for the event.

Talented Influencer Amber Guyton Attending Our Coverings 2024  Influencers Tour.

The Coverings 2024 Influencers we secured and with whom we closely collaborated including the prominent interior designer Brittany Palazzo, architect Jeffrey Bruce Baker and installer Schannon Yodice, among many other talented content creators and social media personalities, were tasked with crafting wide-ranging content, including Instagram and Facebook posts, stories, TikToks and LinkedIn updates, all meticulously designed to highlight the distinctive features of Coverings 2024 and to amplify informational reach across every applicable audience segment.

The Results:

• Enhanced research methods from the ECPR influencer marketing team generated a 50% increase in Influencer Tour attendance compared to the previous year.
• The influencer campaign generated a total of 71,031,670 max potential impressions, an increase of 44.1% compared to the previous year
• The ECPR team significantly increased video content for Coverings 2024 by producing seven times more videos and reels from influencers. This strategic enhancement led to higher engagement levels with influencer content and subsequently drove an increase in event registrations.
• Coverings had significant growth in social media followers, with an addition of 4,352 new accounts across platforms.
• The strategy not only amplified the event’s reach but also significantly increased social media engagement and interactions across a broad range of audience segments.

Key Highlights:

• Influencers like Schannon Yodice (contractor) and Brittany Palazzo (interior designer) were particularly effective, garnering millions of impressions each, which indicated an especially strong resonance with their respective audience segments.
• Niche influencers like Jeffrey Bruce Baker successfully engaged with architects in the Atlanta area, regionally and nationally, significantly boosting the architectural industry attendance at Coverings 2024.
• The content shared by our influencers helped portray the event’s critical messages and highlights, directly contributing to an increased awareness and interest in Coverings 2024 across varying audience segments.

The success of the Coverings 2024 Influencer Program underscores the power of targeted influencer collaborations in amplifying event outreach, engagement and attendance. By strategically selecting and partnering with influencers who aligned with the event’s core audiences, Coverings was able to significantly enhance its digital footprint and set a robust precedent for future events.

Macro, Micro and Nano Matter

While influencers like Brittany and Schannon significantly boosted reach and engagement, micro and nano influencers like Jeffrey offered a unique advantage by connecting with a more targeted audience through his tight relationships with followers. Despite having a slightly smaller reach compared to macro influencers, Jeffrey and other micro or nano influencers often excel in niche or specialized markets and achieve higher engagement rates.

According to Aspire’s sixth annual benchmark report, “The State of Influencer Marketing 2024,” micro and nano-influencers are highlighted as key trends to watch this year. The report reveals that nano-influencers consistently achieve the highest engagement rates across all platforms, averaging an impressive 4.4%. Their focus on close-knit communities enables brands to engage with highly loyal and enthusiastic audiences.

According to Influencer Marketing Hub, there’s a strong preference for partnering with smaller influencers, with nano-influencers (44%) and micro-influencers (26%) favored over more expensive macro-influencers (17%) and celebrities (13%). The effectiveness of nano and micro-influencers in achieving better influencer marketing ROI largely depends on the campaign’s objectives and target audience. The Coverings 2024 program illustrates that a strategic blend of influencer tiers can maximize both reach and engagement. Macro influencers are ideal for broad brand awareness, while nano and micro influencers offer superior ROI for highly targeted, niche campaigns due to their strong connections and high engagement rates with specific audiences.

Many companies are using AI tools like Upfluence, Traackr and Heepsy to find macro, micro and nano influencers. According to Influencer Marketing Hub, 63% of marketers plan to integrate AI into their influencer campaigns.

Our Eberly & Collard Public Relations influencer marketing team guides the strategic, creative and contractual processes for our clients’ social media influencer content and campaigns.

AI is transforming campaign management by leveraging data analysis to precisely match influencers with a brand’s target audience, enhancing both precision and efficiency. However, despite its advanced capabilities, AI can occasionally struggle to effectively identify niche influencers capable of projecting genuine authenticity through online promotions on behalf of a brand.

Navigating the Surge of AI in Influencer Marketing

AI influencer marketing tools have streamlined and enhanced various aspects of campaign management. AI algorithms and influencer tools have now become very common in analyzing data to find individuals whose audience demographics, interests and engagement levels align with a brand’s target market. According to Influencer Marketing Hub, “50% of those who have worked with AI influencers described their experience as ‘very positive’.”

Despite its transformative impact on influencer marketing, AI-driven research can sometimes overlook the genuine connections and insights that human influencers provide. AI relies on algorithms and data, which can result in content that feels formulaic and impersonal. This detachment from authentic human experiences and emotions can undermine the relatable and heartfelt connections that build trust and engagement with audiences. As AI can impact the influence of social media marketing on customer loyalty, the role of influencer marketing agencies becomes essential in crafting effective influencer partnerships.

From planning the influencer marketing strategy and conducting influencer outreach to negotiating and finalizing contracts and collaborating on impactful content creation, our team helps create genuine influencer partnerships for our clients. We conduct thorough research across diverse social media platforms to identify influencers who align seamlessly with our clients’ brands. This careful selection process ensures that the influencers we partner with will resonate deeply with their target audiences, driving increased engagement for our clients. By prioritizing influencers who genuinely use and believe in the brands, products or services they promote, we enhance the authenticity of each partnership, thereby building stronger trust between the brand and its audience.

Boosting Authenticity and Transparency in Influencer Partnerships

In the current digital climate, authenticity has become a cornerstone of successful influencer partnerships. Influencers who genuinely believe in and use a product or service bring sincerity to their endorsements. According to Sprinklr, “89% of customers value authentic content, making authenticity a crucial component of influencer marketing.” This genuine connection often translates into trust, encouraging followers to engage with and purchase from the brand. Authenticity not only bolsters the credibility of the influencer’s recommendations but also strengthens the bond between the brand and its audience, fostering deeper and more meaningful connections.

When influencers seamlessly integrate a brand into their content with genuine intent, it resonates more profoundly with their followers. This authenticity builds trust, which is invaluable for increasing brand loyalty and driving higher conversion rates.

Case Study: Chiarabella 2024 Influencer Program

The goal of the Chiarabella influencer program is to elevate brand awareness across the United States by enhancing the company’s social media presence through strategic collaborations and partnerships. Chiarabella, which is one of the most trusted brands of kitchen, bath, wardrobe, and storage solution products, has a strategic targeted influencer marketing strategy that focuses on key figures in the interior design, distribution, construction, hospitality, and architectural industries.

We chose influencers for Chiarabella based on their follower count, engagement rates and alignment with Chiarabella’s brand values and sales objectives. The approach includes engaging influencers to create and share Chiarabella content about the brand’s flagship showroom and diverse range of kitchen and bath products, custom cabinetry, smart toilets, tubs, faucets and fixtures, wellness products, and others. Our Atlanta team also coordinates tour events at the showroom for our influencers to create content about the brand nationwide.

The ECPR team researched, vetted and acquired influencers Erika Ward, Jeffrey Bruce Baker and Ronald Jones who create multifaceted content that ranges from Instagram posts and stories to Pinterest posts and Facebook updates, all designed to highlight the products and attributes of Chiarabella.

The Results:

• The Chiarabella Gallery expanded its reach within the interior design, distribution, construction, hospitality, and architectural sectors through collaborative posts with influencers. This strategy not only enhanced B2B and B2C interactions but also significantly increased engagement with Chiarabella’s target audience.
• Growth in social media followers boomed, spanning the design and hospitality trade sectors with which the brand aligns.
• Connections with consumers of affluence generated flagship showroom foot traffic, design appointments, and brand awareness that has converted to brand equity and custom kitchens, baths and more.

ECPR’s select team members, alongside influencers Erika Ward and Ronald Jones, planning creative content at the Chiarabella showroom in Atlanta.

Key Highlights:

• Just one of Ron’s Instagram reels reached over 27,500 accounts with exponential visibility and interactions within a matter of hours.
• Chiarabella’s account engaged with 22,000 new accounts in July 2024, when one influencer’s reel went live, giving rise to a bevy of new followers, likes, reshares, and comments.
• Our influencer program showcased numerous custom cabinetry solutions and kitchen and bath product options to tens of thousands of interior designers, architects and builders in days, kick-off weeks and months of growing content and engagements.

The results significantly boosted Chiarabella’s awareness and engagement. Influencer collaborations increased visibility, while in-person influencer events at the showroom fostered direct interaction with Chiarabella’s social media presence.

The ECPR team successfully forged valuable partnerships with influencers who authentically showcased their enthusiasm for Chiarabella’s products and design. Ron’s genuine passion for Chiarabella’s intelligent toilets led to a deeper collaboration than initially planned. His ability to pivot his content to emphasize what he truly values about the brand provided a credible third-party endorsement.

On the other hand, Erika’s design philosophy—characterized by a blend of timeless and modern elements—mirrors the essence of Chiarabella’s offerings. Her alignment with Chiarabella’s modern yet classic elegance resulted in content that she sincerely endorses, reflecting her genuine appreciation for the brand. In turn, Jeffrey brought Chiarabella’s brand offer to light for leading architects and consumers in the Southeast, throughout the U.S. and Internationally with his diverse fans and followers.

The openness from influencer relations helps build trust with the audience, who appreciates authenticity and honesty. Additionally, featuring behind-the-scenes content or interviews with influencers about their experiences with brands can further demonstrate transparency and foster solid and real connections with followers. By prioritizing authenticity and transparency, brands can build stronger, more credible relationships with their audiences, ultimately driving more effective and meaningful engagement.

The dynamic nature of the influencer marketing landscape in 2024 and beyond necessitates the expertise of a well-versed influencer marketing agency. Agencies help brands navigate the complexities of influencer selection, campaign management and performance analysis. By leveraging industry insights and advanced tools, they ensure that brands can effectively engage with their audiences and achieve their marketing objectives.

Do you need an agency to help with influencer marketing for your business? Reach out to Eberly & Collard Public Relations to receive in-depth, expert advice from our full-service PR firm and influencer marketing agency. We are equipped to build B2B and/or B2C influence for your business, personnel, products, services and brands.

Definition: Expertise, Authority and Trust

In the dynamic world of public relations, the EAT content strategy has emerged as a cornerstone for building and maintaining the reputation of consumer products and brands. EAT stands for Expertise, Authoritativeness, and Trustworthiness, and it is a framework that can significantly impact how brands are perceived by consumers and search engines alike. Here’s why EAT should be an integral part of your PR strategy.

Expertise: Showcasing Your Brand’s Knowledge

Expertise is all about demonstrating your brand’s deep knowledge and skills in your particular niche. For consumer products, this means providing detailed, accurate, and helpful information that addresses the needs and questions of your target audience.

Benefits:

• Enhanced Credibility: By showcasing your expertise, you build credibility with your audience. Consumers are more likely to trust a brand that clearly knows its stuff.
• Improved Product Perception: Expert content can elevate the perceived value of your products, distinguishing them from competitors.
• Educated Consumers: Well-informed customers are more confident in their purchasing decisions, leading to increased customer satisfaction and loyalty.

Authoritativeness: Establishing Your Brand as a Leader

Authoritativeness is the recognition of your brand as a leading authority in your industry. It’s not just about what you know, but also about how others perceive your brand’s knowledge and influence.

Benefits:

• Increased Visibility: Authoritative brands often receive more media coverage, which can lead to greater brand awareness and visibility.
• Strategic Partnerships: Being seen as an authority can open doors to collaborations with other industry leaders, further amplifying your reach.
• Consumer Trust: Customers are more likely to trust and respect a brand that is considered an authority in its field.

Trustworthiness: Building a Reliable Reputation

Trustworthiness involves creating a sense of reliability and integrity around your brand. In PR, this means being consistent in your messaging, transparent in your communications, and responsive to your audience.

Benefits:

• Customer Loyalty: Trust leads to loyalty. When customers believe in a brand’s reliability, they’re more likely to become repeat buyers.
• Positive Word-of-Mouth: Trustworthy brands benefit from positive word-of-mouth, as satisfied customers are more likely to recommend products to others.
• Crisis Management: A trustworthy brand can weather PR storms more effectively, as they have built up a reservoir of goodwill with their audience.

Implementing EAT in Your PR Strategy

To harness the benefits of EAT, consider the following steps:

1. Create Expert Content: Develop in-depth guides, how-to articles, and informative videos that showcase your brand’s expertise.
2. Engage with Industry Leaders: Participate in industry events, webinars, and forums to establish your brand’s authority.
3. Be Transparent: Share behind-the-scenes insights, respond to customer inquiries promptly, and be open about your business practices.

Conclusion

Incorporating EAT into your public relations strategy is not just about improving your SEO rankings; it’s about building a brand that resonates with consumers on a deeper level. By focusing on expertise, authoritativeness, and trustworthiness, you can create a PR approach that not only attracts but retains customers, ensuring long-term success for your consumer products and brands.

This blog post is a starting point for understanding the importance of EAT in PR. For a more detailed exploration tailored to your specific brand or product, feel free to reach out to us for a customized strategy. Remember, in the world of consumer products, perception is reality, and EAT can help shape that reality in your favor.

In today’s competitive business landscape, effective communication and brand reputation play a pivotal role in the success of any organization. For business-to-business (B2B) companies, building strong relationships with clients, investors, and industry peers is essential. One powerful ally in achieving these goals is a specialized public relations (PR) firm. In this blog post, we’ll explore the benefits of B2B companies partnering with PR agencies and how it can positively impact their growth and visibility.

1. Navigating the B2B Landscape: Specialization Matters

Unlike generalist PR firms, specialized B2B PR agencies focus exclusively on serving B2B companies. Here’s why specialization matters:

• Industry Expertise: B2B PR agencies understand the nuances of specific industries. They delve deep into your sector, gaining insights into market trends, challenges, and emerging technologies. This specialized knowledge allows them to craft targeted PR strategies that resonate with your audience.
• Tailored Approach: A one-size-fits-all PR strategy doesn’t cut it in the B2B world. A specialized agency tailors its approach to align with your unique business goals, whether it’s lead generation, thought leadership, or brand awareness.
• Stronger Connections: B2B PR firms have established relationships with journalists, industry influencers, and event organizers within your niche. These connections open doors for media coverage, speaking opportunities, and strategic partnerships.

2. Building Trust and Credibility

PR is all about managing reputation and trust. Here’s how a B2B PR agency contributes to your company’s credibility:

• Thought Leadership: By positioning your executives as thought leaders, PR agencies elevate your brand’s authority. Thought leadership articles, interviews, and speaking engagements showcase your expertise and build trust among potential clients.
• Media Coverage: Securing positive media coverage enhances your credibility. B2B PR agencies know how to pitch compelling stories to relevant publications, ensuring your brand gets the visibility it deserves.

3. Market Insights and Competitive Edge

B2B PR agencies keep a finger on the pulse of industry trends, competitor movements, and regulatory changes. Here’s how this benefits your business:

• Strategic Intelligence: PR professionals analyze market data, competitor PR campaigns, and customer sentiment. Armed with this information, they help you make informed decisions and stay ahead of the curve.
• Crisis Management: When a crisis hits, having a PR partner is invaluable. B2B PR agencies can swiftly respond, mitigate damage, and protect your brand’s reputation.

4. Efficient Resource Utilization

Outsourcing PR to a specialized agency frees up your internal resources. Here’s why it’s efficient:

• Access to Expertise: PR consultants bring their media networks, writing skills, and strategic thinking to the table. They handle everything from press releases to thought leadership content, allowing your team to focus on core business functions.
• Cost-Effective: Hiring an in-house PR team can be expensive. Outsourcing lets you choose the level of support you need, whether it’s a single consultant or a multi-person team.

5. Agility and Adaptability

B2B PR agencies adapt quickly to changing market dynamics. Here’s how they stay agile:

• Real-Time Response: Whether it’s industry news, customer feedback, or emerging trends, PR agencies respond swiftly. This agility ensures your brand remains relevant and responsive.
• Legal Preparedness: PR agencies help prevent legal pitfalls by ensuring your messaging complies with regulations and industry standards.

In conclusion, B2B companies benefit immensely from collaborating with specialized PR agencies. These partnerships enhance credibility, provide market insights, and allow businesses to focus on what they do best. So, if you’re a B2B organization aiming for growth and visibility, consider teaming up with a PR firm that understands your unique needs and industry context.