Press releases are an effective marketing strategy for businesses of all sizes. They’re an efficient search engine optimization (SEO) tool, increasing traffic and sales.
If you haven’t discovered this strategy, you’ll be surprised at how powerful it is, especially when combined with social media marketing.
Online public relations (PR) is considerably different from traditional PR. The primary difference is that you reach your customers directly. You don’t need to rely on journalists covering your news stories. You’re your own purveyor of news, and you can present your stories in any way which suits you, and whenever you wish.
However, you should still aim to be as objective as you can about what you publicize. Stick with the facts. Write your press releases in the third person, and include relevant quotes, just as you would if you were writing for journalists.
Tips to Help You to Get the Best Results from Your Releases
Here are three tips which will help you to get results.
1. Create a Media Center on Your Site
Although you now have the opportunity to address your customers directly, without going through traditional media, you should nevertheless make it as easy as possible for journalists to cover your news.
Create a media center on your site, to which you publish all your press releases. This gives it journalists a useful history of your operations, lots of information about your business, and may even inspire new stories in traditional media.
Of course, your media center is also good for your customers. Your customers will learn more about you and about your business. This builds trust and credibility.
2. Create a Downloadable Press Kit for Members of the Media
PR has many audiences. You know who the stakeholders are in your business. Your stakeholders will include your customers, your staff, your suppliers, and if you’re a publicly listed company, will include your shareholders too.
Therefore although you should create a downloadable press kit primarily for journalists, it will also be downloaded by others. Make it useful for all your audiences.
3. Build a Mailing List to Capitalize on Your Traffic
Your regular promotions will lead to increased traffic your site. It will also lead to an increase in sales. However, much of that traffic will be wasted unless you have a way of capturing names and email addresses.
Therefore, create a mailing list and encourage your site’s visitors to sign up to it, to receive regular bulletins from you.
Lists are powerful, but few businesses use them effectively. A mailing list can become a huge profit center for you, and it capitalizes on your press releases.
Online press releases can be magic. They offer huge benefits to any business.
Publicity Is Powerful: Make Money for Your Clients — and Yourself
Why should YOU learn how to write press releases?
One word: money. Once you learn how press release campaigns work, you can create simple campaigns for your clients.
You can feel quite comfortable charging anywhere from $3,000 to $7,000 per campaign. This is a drop in the bucket to businesses, which are used to paying at least 10 per cent of their net for advertising.
Writing publicity is a form of copywriting, and YOU can do it — even as a relatively new writer. I’ll show you how.