Sometimes the simplest approach to online advertising is the best and this is why we recommend that you focus your attention on sending out regular press releases in order to spread the word about company developments and company products, even if your business is relatively small and locally based.
In fact, the use of an effective press release, whatever the size of your company, should be considered fundamental as it is still one of the best ways to generate interest in your company with journalists and one of the best ways of using link bait to your advantage too.
Why should you include regular releases in your marketing campaign?
There are a number of basic reasons as to why press releases work so effectively as part of any regular marketing campaign.
These reasons include the following:
1. Journalists read releases and could choose to run a story on your company or in reference to your company at any point.
2. Press sites are given heavy weighting from search engines like Google and so they help to improve the effects of your SEO development and your PPC campaigns too.
3. Releases work well with local citations which is excellent news for smaller companies with a local target audience in mind.
4. Releases are so adaptable that they have even evolved to work beautifully alongside all kinds of social networking, including Facebook and Twitter, to generate a real online “buzz” about your company in record time.
How do you write the best release possible?
Bearing the positive elements of the classic release in mind, how does one create the best release possible? What are the important things to do or cover in a press release?
Follow the tips on writing press releases below in order to achieve online press release success as soon as possible:
Every release should cover the who, what, where, when and why.
If you are a local business and you are looking for a local target audience, include your full street address and phone number near the end of every single press release to get the possible trade from it as possible and even a citation from another website too with any luck.
Tell a story. Everyone loves a human element and a narrative can truly help to soften hard advertising blurb or company facts with ease. “Once upon a time” never goes out of fashion!
Analyze the use of keywords about the topic that you are covering in your press release using the Google Auto Tool and make sure that they are included in the body of your release.
Some press sites are free, but others you have to pay for. Some sites guarantee that your release will be permanent, other sites have a sell-by date. Some sites allow links and others don’t. Some sites distribute through news search and major news sites too. Do your research and place your release on the site that really will work in your favor.
Archive copies of your press on your website. If the content was good enough to be published on a press release site, it is worth saving so that search engines can continue to pick up on its content in years to come.
Link to your website, Facebook, and Twitter accounts from your release and choose your anchor text wisely. Make sure that you anchor the links to keywords that you know people are going to search for to find you and this particular press release.
Promote your release once it’s issued. Link to it, share it via social media accounts and send it to local reporters or bloggers of interest, choosing those reporters and bloggers carefully to match your press releases to their interests.
If you don’t have something worth saying; if you don’t have any news to report, don’t write a press release. Don’t waste journalists’ time or yours. Releases should be issued when something is worth highlighting.
Regular press is good. Too many will trigger overkill and people will get sick of seeing your little updates dropping into the press release scene every day. Try to get the rhythm and volume of your material right over time.