For one month, I wrote a press release a day for a client. He was starting a new business. His advertising budget was minimal.
He decided to invest his complete advertising budget into online press releases. He wasn’t trying to attract media attention (just as well, because he didn’t get it), he was aiming to build an online presence fast.
Here’s the thing: he got a trickle of traffic, sure. But for over a year later, he made SALES to customers who told him they’d first heard of his company online.
Publicity isn’t what it used to be. Instead of getting a story in the media, it’s all about getting found.
Getting found starts when you choose your keywords for your releases carefully. This article, 4 Simple Ways to Get More Mileage Out of Your Press Release, offers good advice:
“Once you have your list of keywords, use them in the headline and subhead of your release, as well as throughout the body of the announcement -– just make sure that the release still sounds natural and makes sense. Avoid over-repetition by using secondary and tertiary keywords, too.
When including hyperlinks in your release, Mark Scott, Global Public Relations Manager for NCR, also recommends you link to what your product does or your keywords, not your product name.”
To repeat, you’re writing for your target audience, not “the press”.
Here’s why you should consider an online press release campaign:
* It’s cheaper than advertising;
* It’s gives you results as long as your releases stay online;
* You can build an online presence quickly;
* You can educate your customers so that they’re intrigued — they become warm leads. Your press releases can include media like PDFs, images, and video;
* Social media can spread your press releases, giving you a wider distribution.
A tip: remember that your online press releases aren’t advertising, and shouldn’t be written as advertising. Look on them as being factually-based, and educational, rather than persuasive.