eCommerce pros, this one’s for you. We’ve partnered with Prolific North for this year’s Digital City Festival where we’ll be hosting and speaking on a panel around supercharging your digital PR and content.
Along with our friends over at CTI Digital, we’ll cover:
- the world of digital PR and its transformative impact on eCommerce visibility
- creative approaches to securing media coverage and crafting compelling narratives and content that resonate with your target audience
- effective strategies to overcome common PR challenges in the digital space and position your eCommerce brand as an industry leader
How digital PR helps grow visibility
The fast-moving world of digital PR is ever-changing, yet the core aims remain the same – building brand awareness and affinity, driving traffic to a website and increasing quality backlinks, in turn improving search engine rankings.
For those not familiar with how it works, search engines consider backlinks a signal of authority and relevance, meaning websites with a higher number of quality backlinks tend to rank higher in search engine results pages (SERPs). This is because when other websites link to yours, it increases the likelihood of search engines crawling and indexing your pages, leading to improved visibility in search results. Not only this, organic backlinks from reputable sites can drive referral traffic to your site.
But it’s not all about generating links and traffic via traditional mechanisms like press releases, comments and newsjacking. Digital PR techniques in 2024 and beyond will see more importance placed on user-generated content, video and social media; not forgetting the growing prominence of TikTok as a search engine, particularly in the travel, beauty and fashion sectors.
Join us at Digital City Festival
With that in mind, join us on 17th April at UA92 11.50am-12.10am for a lively discussion on leveraging PR and content to not only drive visibility but also solve key obstacles faced by eCommerce businesses.
Panellists include:
Lucy Moore, Associate Director at Refresh
Liam Hughes, Senior Account Manager at Refresh
Ash Winder, Head of Performance Marketing at CTI Digital
As a little taster of what’s to come in the panel, here are some top tips on using online content to drive traffic to your website and specific product pages from one of our panellists, Liam Hughes – senior account manager and content specialist at Refresh:
- Identify keywords with low competition and high volume and produce blog posts around these.
- Ensure you are answering any and all FAQs on product pages.
- Identify well-performing content that you can reproduce and build on to outrank the existing ones. This is called the skyscraper technique.
- Create linkable and shareable content such as quizzes, calculators and other interactive content. This can be promoted through social media, email newsletters, and partnerships with influencers or publications, aiming to earn backlinks as users share and embed the interactive elements on their websites.
- Ensure category and product pages are optimised and provide an excellent user experience (e.g. intuitive navigation, mobile responsiveness, fast loading speeds, simple checkout process, personalisation, security and trust signals)
- Create simple videos explaining how to use your products even if it’s really simple instructions
For more on this plus lots more, join us for free at Digital City Festival on 17th April. Plus, if you have any burning questions related to digital PR you’d like answering in the session, send us them over in advance if you don’t fancy putting your hand up in the session!