The U.S. e-commerce market is one of the most competitive in the world. Thousands of brands are fighting for attention, and consumers have more options than ever. For international B2C brands looking to enter the U.S. market, visibility and trust are critical.
“Expanding into the U.S. isn’t just about running paid ads,” says Darya Neyburger, CEO of Geeks360. “It’s about making sure your brand is recognized, trusted, and positioned as a serious player in the market.”
That’s where PR comes in. While performance marketing can drive traffic, PR plays a vital role in building credibility, gaining media exposure, and increasing brand recognition. Without it, international brands risk being just another name in a crowded marketplace.
Why international B2C brands struggle to stand out in the U.S.
When a U.S. consumer encounters a new brand, trust is everything. Shoppers tend to research products and brands before making a purchase. They look for reviews, press mentions, and social proof—anything that reassures them that the brand is legitimate.
“When your brand leverages PR, you can reach audiences that you otherwise may not have access to,” Neyburger explains. “Your brand gains credibility, leading to new customers and prospects.”
Without PR, international brands face three major challenges:
- Higher acquisition costs. Without organic brand awareness, brands must rely heavily on paid ads, increasing their customer acquisition costs.
- Lower conversion rates. Consumers prefer to buy from familiar brands, if a brand is unknown, it can lead to lower conversion and dropped carts.
- Slower market entry. Without media visibility, brands may struggle to gain traction and differentiate themselves in the U.S. market.
This is why PR isn’t just a nice-to-have—it’s a strategic tool for breaking into and growing in the U.S. market.
How PR builds credibility and drives brand growth
PR is about third-party validation. Seeing a brand featured in a respected media outlet—whether it’s a national publication, an industry blog, or a niche newsletter—immediately boosts its credibility.
“We’ve seen firsthand how PR elevates a brand’s status in the U.S.,” says Neyburger. “When you’re featured in publications your audience already trusts, it removes the biggest barrier to purchase—uncertainty.”
The benefits of PR go beyond better brand awareness:
- Earned media increases trust. When consumers read about a brand in a respected publication, they’re more likely to view it as reliable.
- PR drives organic demand. A brand with strong PR would typically find their paid ads to be more effective because consumers will actively search for it.
- Stronger SEO performance. Press coverage from high-authority websites generates backlinks that improve organic search rankings.
PR has long-term benefits—a single press mention can drive traffic and brand awareness for years, strengthening all other marketing efforts.
PR vs. paid marketing: Why they work better together
One of the biggest misconceptions about PR is that it operates separately from performance marketing. In reality, the two are most effective when combined. “PR creates demand, while paid marketing captures it,” Neyburger explains. “When PR and ads work together, the impact is much greater than either one alone.”
PR is a great way to complement a holistic, 360-degree sales and marketing strategy. Here’s how PR enhances paid marketing:
- Lower cost per acquisition. When a consumer has already seen a brand in the media, they’re more likely to click an ad and convert.
- Increased brand search traffic. Press mentions lead to more organic searches for the brand, strengthening both paid and organic performance.
- More effective retargeting. PR-driven brand awareness ensures that retargeting campaigns bring back warmer, more engaged leads.
This synergy makes every marketing dollar work harder, creating a more sustainable growth model for brands entering the U.S.
What makes a PR strategy effective?
For PR to be successful, it needs to be targeted, strategic, and consistent. “The best PR strategies are about more than just getting mentioned,” says Neyburger. “It’s about putting your brand in front of the right audience, at the right time, with the right message.”
Coming up with the right message, story, and call-to-action is essential when trying to reach your PR goals. “PR should be a part of a concerted marketing effort,” says Neyburger. “If an e-commerce brand wants to get into big retailers, for example, PR coverage is something buyers may look at as part of their research. It shows you’re a brand that the market is already familiar with and that you’re a serious company.”
Every brand uses different metrics of success for PR. Many companies look at the popularity of the publication that a brand is mentioned in. At Geeks360, we look at other metrics also, such as earned impressions—reach based on the number of people that come across the article.
If you are wondering about the cost, Neyburger says that depending on the target publications, PR budgets vary and don’t require massive investment up front. There is regional or local media, there are trade publications, and blogs, which depending on the target audience and PR goals may have a great impact. This is where a smart PR strategy is very important.
How Geeks360’s PR strategy helps B2C brands break into the U.S. market
For international brands entering the U.S. market, working with a PR partner who understands this landscape makes all the difference. Geeks360’s PR services go beyond just writing press releases—we offer a full-service approach to help brands break into the U.S. market effectively.
“We don’t just distribute PR content. We craft stories that resonate, position brands where they need to be, and maximize media impact,” says Neyburger.
What sets Geeks360 apart?
- Strategic media placement. We help you formulate a tailored, impactful PR strategy based on your goals and match your brand with the right U.S. publications, from high-visibility national media to industry-specific outlets.
- More value per press release. Our press packages allow for longer content, images, and detailed storytelling, increasing pickup rates.
- Global reach with a U.S. focus. With access to publications across the U.S. and internationally, we can ensure your brand gets visibility in the key markets.
Start building your U.S. brand presence with PR
For international B2C brands, PR is a strategic growth accelerator. The right PR strategy builds credibility, reduces acquisition costs, and helps brands gain traction in the U.S. faster.
Getting started with PR doesn’t have to be complicated. Geeks360 can help you:
- Develop a long-term PR strategy that supports your overall marketing goals.
- Identify the best media outlets to reach your target customers.
- Craft compelling press releases that get picked up by national and regional publications.
Ready to take your U.S. expansion to the next level? Let’s turn your brand story into headlines that matter.
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