Can earned media drive conversion in the customer journey?
If earned media strategies are tee’d up at the right moment and coverage lands with the right impact and call to action, the answer is emphatically, ‘yes.’ In fact, earned media plays an important role in every step of the marketing funnel, including conversion.
For the uninitiated, the marketing funnel is the path visitors go on in relationship to a brand. It starts with awareness. Maybe a consumer reads about a brand for the first time in an influential publication. That awareness might lead to a curious consumer taking the next step, by arriving at a store or website or checking out a social profile.
A great review of a brand in a gift guide might drive a consumer to put a brand on a consideration list. And a well-timed social post amplifying another great review or endorsement just might be the ticket to persuading the consumer to make a purchase, aka converting them from a shopper to a buyer. Ultimately, those consumers can be cultivated to become fans or ambassadors that help influence others to discover the brand.
With AI, machine learning, just-in-time delivery and customization making retail technology super hot right now, they are not infallible. Every day, customers are encountering new online experiences as the world around us continues to shift and shake. And PR and earned media can be an important factor that can progress a consumer’s customer journey in a retail environment.
Here are a few ways that PR and earned media can contribute to transforming casual visitors into buyers.
Press coverage is the most priceless form of advertisement
Press releases are a staple tactic, particularly in driving awareness of a brand, from product launches to company updates or partnerships, press releases can help package up a brand story with consistency. If used with the right, targeted strategies, knowledge and timing, releases can also lead to reputation-building media coverage which can put a brand on a short list. They can also help generate effective SEO that resonates months after an announcement.
One ecommerce startup recently publicized its work with SAP and Shopify, two major brand names in the software and ecommerce industries. By discussing the partnerships with key media targets, this client attracted the attention of new sales associates looking to become brand ambassadors for various retailers through its app – a fast travel through the marketing funnel.
Proprietary data speaks louder than words
Right now, consumers are seeking facts. They want to know what’s next for retail amidst a global pandemic. Brands and agencies can help shape the future of the industry by providing insights into what’s next, enticing customers to continue down the conversion funnel.
One strategy for this is releasing reports that can capitalize on the next big industry focus. Our client recently released a report focused on evaluating the growth of eRetail amidst retail media’s evolution. This report provided data into retails shopping program, brand advertisements and CPG’s investments in retail media.
Acting as a resource to brands who are looking to engage with customers in authentic ways, leading to increased traffic and sales, data is evergreen in this industry and can lead to customer conversions.
Earning recognition on industry lists can implement brand loyalty.
For a brand to go from awareness to being on the consideration list, getting placed in the right gift guides can be golden opportunities. Each vertical within the industry has a handful of publications that publish industry lists, highlighting the best companies, the coolest innovations, the next big thing.
One client decided this was the best route to take, as it began rolling out an affiliate program with publications to drive gift guide subscription downloads of their platform. Affiliate programs with these publications are beneficial for both the publisher and the platform, providing the opportunity for the brand to track revenue, purchases and downloads.
And while the customer conversion funnel may seem like a streamlined process, it’s important to note that it’s not linear. The journey from introductory awareness to final purchase can be short and direct, but more often than not, it’s a long, winding road. Make sure to evaluate your earned media strategies to reflect this.
- Talia Firenze, Account Associate