When one of our home product clients received 84 press features and 11,385 clicks to their website, resulting in $85k worth of sales (and even more sales driven on Amazon), they wondered how Everything Branding could further expand their profits. Our digital team took a deep dive into their backend and discovered that their ads were not set up in a way that would drive optimal results. The solution was clear: continue to leverage the glowing media reviews our team secured for them through Google and Meta ads, resulting in a 95% increase in Google ad sales.
With things being all the more digital in this day and age, the shortcut to boosting several marketing channels at once is brand awareness through press mentions. Once the press links back to a brand’s website and their reader clicks on the link, the consumer’s “pixel” is captured and it amplifies several marketing channels from there. To top it off, national media outlets are a trusted third party source recommending a product in a crowded sea of brands trying to make their mark. Here are other ways Public Relations boosts additional marketing channels:
Boosts SEO Organically
Press mentioning a brand name builds its digital footprint. Now, when a consumer is looking for a product and searching online using keywords related to it, products mentioned in the media will pop up. Furthermore, press outlets are spending ad money to come to the top of search results in articles such as “Best Travel Pillow.” Products featured in those very specific lists are not only capitalizing on a high ranking keyword, they also have a trusted source recommending their product. For top outlets that offer “do follow” links, it’s another way of boosting their SEO value.
Amplifying Performance Marketing Ad Sales
Press drives traffic to a brand’s online store, capturing valuable data that Google and Meta need in order to narrow down a more targeted consumer list and expand it to a look-a-like audience. In addition, a consumer may take a look at the brand’s product, but they aren’t ready to purchase in that moment. With the Google and/or Meta ads now able to retarget them, not only are they reminded of the brand and their interest, they are all the more likely to finally purchase.
Expands Email Marketing Campaign Reach
Similarly to digital marketing ads, consumers visiting a brand’s website as a result of a press mentions captures their information for email marketing campaign retargeting. A consumer visiting a website is half the battle. Now, it’s time to capture the sale whether instantly or by staying in front of them with digital media ads and email marketing campaigns. Building out a successful lead generation list is much easier when the consumers already show direct interest in a product.
Short Cut to a Successful Affiliate Program
Ninety-nine percent of top media outlets utilize affiliate links, allowing brands to track direct ROI and identify which outlets generate the highest interest through conversion rates. This e-commerce affiliate marketing drives direct sales for brands and is a win-win for both top media that needs a new revenue source with print folding and also the brand for making the sale. Generally, a successful affiliate program can take 2 years to build. With affiliates seeing a brand’s program results in sales, they will be all the more eager to join their program.
Amplifying Amazon Sales
Amazon is favoring brands that drive traffic to Amazon. Press likes to promote Amazon products because they receive commission not only on the product they recommended, but also everything added to cart. Traffic driven to a product page successfully gains the coveted “Amazon Choice” and “Best Seller” badges, further giving Amazon shoppers confidence in purchasing the product. With over 12 million products on Amazon, press helps brands stand out in a very competitive crowd.
An effective PR campaign not only lets a consumer know about the brand, it also is the secret shortcut to boosting additional marketing efforts that traditionally can take years to build. Ready to give your brand EVERYTHING? Contact: info@everythingbranding.com
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