How to create a PR strategy for an e-commerce startup

Over the past decade, we have seen the success of e-commerce, from the continued rise of Amazon to smaller retailers eager to adopt an online approach. COVID-19 propelled this industry ahead even further, and as we enter our new normal, we don’t see it slowing down anytime soon. Because of this expansive growth, it is difficult for e-commerce startups to hit headlines. 

A saturated market requires a deep dive into competitor research to find your unique selling point (USP) and what makes you stand out from the rest. From there, you can craft press materials that will have even the top journalists eager to get their hands on the story.

These tips will help you get your e-commerce startup off the ground and into the news, so that you’ll have plenty of customers flocking to your platform in no time.

Timing is key

You can only launch your e-commerce startup once, so don’t rush this process. Timing is everything to ensure that your big unveiling provides the right message at the right time. It is not as easy as sending out a mass press release a few days beforehand and expecting great results. You must be savvier! Give yourself plenty of time to prepare your messaging and materials for the launch. 

You’ll also want to consider your outreach strategy. For example, are you pitching an exclusive or an embargo? Either way, you should give the pitching process weeks, if not longer. Pitching your story to your dream publication is no easy feat. If you don’t get a response back, send a follow-up email. Reporters get hundreds of pitches a day to their inboxes. If there is still no response, you can then pitch the story to an alternate journalist. Giving multiple reporters plenty of time to review the press materials will optimize your chances of success. Don’t forget that it takes time for journalists to write a good story, even after they’ve shown interest, especially if they want to interview an executive member of the team or try out a test version of the site. Before settling on a launch date, take a look at additional dates surrounding the launch to ensure it doesn’t clash with anything else. No one is going to launch on Christmas, of course, but think even beyond the holidays and stay in tune with what is happening in the current news. Consider other product launches or major online events by key competitors. As an e-commerce startup, you should definitely be aware of the date of the next Amazon Prime Day, and even when Apple is releasing its next product. Major events tend to soak up lots of potential press coverage, so it's best to avoid launching on dates like these.

Take stock of your relationships with reporters

Commentary opportunities are a great way for startups that have already launched to not only stay in the news when they have no announcements, but they are also helpful for developing relationships with key journalists ahead of a launch. Providing journalists with useful insights to incorporate into their articles about the e-commerce industry positions your executives as reputable resources. 

Helping a journalist by potentially providing a last-minute quote will build rapport and spark a relationship with the journalist. Getting your company’s name and the names of your founders in front of those who may write a story later down the line can be hugely beneficial when your PR team starts its outreach to pitch your launch to these publications.

Shop around for your niche

All e-commerce startups are not the same, and the industries can vary widely. There is everything from health and nutrition to the latest tech gadgets, and luxury fashion to plants and flower arrangements within the e-commerce spectrum. A publication that covers consumer electronics may not be interested in a story about a new e-commerce platform focused on nutrition and health supplements. 

When researching outlets to approach with your launch story, look beyond publications with an online retail focus. The media that could potentially cover your e-commerce story can be spread across lots of unique verticals as well. For example, an e-commerce platform that sells flower arrangements can reach out to publications for lifestyle and gardening, as well as women’s outlets. Finding a publication that works in that niche is great, but think even beyond that. Research the reporters that cover your specific vertical in a variety of publications, and you may find yourself securing coverage in an outlet you’d least expect.  Who knows, maybe there is a highly-regarded and syndicated gardening columnist in your local newspaper.

Generate pre-launch buzz

Developing your executive team as thought leaders early on will distinguish your startup from the crowd. Boosting the visibility of your leaders and turning them into notable names within the media will improve your startup’s chances of securing top-tier coverage once you’re ready to launch.

The executive team can share their valuable knowledge and industry insights in guest posts for a variety of publications across multiple verticals. It could be anything from sharing advice on putting together a founding team, raising funding, or approaches to solving e-commerce problems, such as issues with online shopping. Creating visibility for the company’s CEO will pave the path for getting interviews with journalists once the startup launches.

Don’t discount the importance of a plan

You can only launch an e-commerce startup once, so it is important to do it right. Make a detailed plan, whether that is creating a list of journalists to pitch or building up the profiles of your executive team. These things take time, so don’t expect results as soon as you launch. But if you put in the hours, your e-commerce startup will be hitting headlines across top-tier publications and echoed across mainstream, lifestyle, tech, and niche outlets.