Product PR: The Most Cost Effective Digital PR Tactic You're Not Using - Amy Gibson at The Digital PR Summit

Transcript

2. Where are the places that you go when searching for products?
4. Product PR sits in the middle of a lot of these discovery touchpoints…
10. AI Search is reshaping how people discover products…
11. INITIAL QUERY/PROMPT AI SEARCH SYSTEM RESPONSE QUERY 3 QUERY 4 QUERY 5 QUERY 6 QUERY 2 QUERY 1
14. 5 / 8 ARE EDITORIAL PRODUCT ROUNDUPS
15. You can’t be recommended by AI as the best if you’re the only one saying it. What you say about yourself. What other people say about you.
16. AI SEARCH. PRESS. SEARCH.
17. I’ve been working on product PR for 8 years… Me in 2018 working on the product PR strategy for Ryobi Power Tools
18. But for a very long time, product PR has been ignored by SEOs and digital PRs…
19. Affiliate links. Nofollow links. Syndicated links.
20. Product PR has just become one of the most powerful tools.
21. But to run product PR effectively you need to have a good product.
22. You need high-quality product imagery.
23. You need to be able to offer samples to journalists for review.
24. New product launches. Deals & sales. Round ups and reviews. How to earn product PR coverage… Reactive product PR. Seasonal product PR.
25. Building your media list…
26. Building your media list…
27. Building your media list…
28. Building your media list…
29. Example pitch email…
30. Arranging samples… Once you have sent out your emails, you will then receive emails from journalists asking to receive samples to review. It’s really important that the samples are delivered on time for the journalist to review.
33. How to land high value product PR coverage for your deals & sales: The % off and monetary value saved is the story. Attach product images. Curate a tailored media list of relevant journalists. Tailor your pitches - make them bespoke. The deal / sale needs to be newsworthy.
35. “BEST I’VE EVER HAD” = INCREDIBLE CONTEXT FOR AI
37. We can’t talk about product PR without mentioning Black Friday. Black Friday. Product PR..
38. Digitaloft client ➔ A piece of Black Friday ➔ coverage secured by the Digitaloft PR team ➔ Black Friday prompt It will be here before we know it…
39. Digitaloft product PR coverage Digitaloft product PR coverage Digitaloft product PR coverage An article we targeted for inclusion Digitaloft client Black Friday landing page Competitor Black Friday landing page How is AI Search influencing Black Friday shoppers?
40. Product PR for Emma.
41. 1 EXAMPLE PIECE OF COVERAGE
42. GENERATED NEARLY £10K IN DIRECT AFFILIATE REVENUE
43. WITHIN 24 HOURS...
44. IN POS 1 ON THE SERPS
45. Product PR for Emma. 112 pieces of coverage including an Emma product.. 85% of coverage includes a link back to a product page. In the last 7 months... 400% increase in AI referral traffic. Highest share of voice for mattresses. Second highest share of voice for pillows. Tens of thousands of ££s generated through product PR.
46. High quality product imagery.. Offer samples. Good product. Research relevant journalists.. Source auditing for AI. Tailored approach to outreach.. Don’t worry about affiliate links. How to make product PR work for you
47. Cost effective.. Features you alongside competitors. No creative burden. Positions you as the go to product.. Increases visibility across AI, organic search & the press. Drives clicks.. Results in sales & revenue. Pros of product PR Builds credibility with humans and AI..