When you introduce yourself to online retailers, it is good to have something impressive to tell them about your business.
You could tell them how great you think it is but an even better means of getting their attention is to present them with some PR material.
This can be included in emails, worked into social media pages, or used as the basis for phone introductions.
It can reflect positive things that other people have said about your company as well as self-identified strengths.
Getting Publicity
In order to include quotes from the press in your promotional material, it is essential to get publicity.
Many publications create lists of features that they will be including over the course of the following quarter or year.
You could try getting in touch with their journalists and pitching relevant ideas that are connected to your business.
Become An Expert
If your business is centered on selling something then it stands to reason that you probably know a great deal about it.
Why not write to publications putting yourself forward as an expert in a specific field and suggesting advice related to your product or service?
This can raise your profile and enable you to state in your PR material that you have been described as an ‘expert’.
Publicity Stunts
An article published in PR Week suggests that publicity stunts can also be useful for generating publicity for B2B companies.
They can help you to gain media attention and provide a talking point during introductions.
It is however important to remember that there is also a danger of them confusing etailers, wasting resources, and sending mixed messages if they are not correctly implemented. This tactic is therefore relatively risky.
Choose When to Use PR Material and When to Avoid It
Getting media coverage can provide eCommerce companies with evidence that your company is well-established and has a far-reaching reputation.
In certain circumstances, it can be useful in making introductions more engaging and increasing the retailers’ interest.
However, overtly promotional pitches can sometimes put off customers so attention should be paid to deciding which situations this technique is appropriate for before implementing it.
