10 Tips for Highly Effective Press Release Marketing

Want to get your business in the news, boost your ranking on Google and drive in more traffic?

These days you can’t just sit around and hope your business or product is eventually found by the media. You don’t need to  or have connections with journalists in order to get in the news either. One way to bring in more traffic to your website is to publish your own press release. Now it’s easier than ever.

However, there is a huge difference between just blasting out your press release to everyone you can in hopes that they’ll publish it. Instead you need to create highly effective articles with great content which will attract new customers and generate real business leads. A press release can not only boost your website’s ranking with the search engines but if worded correctly could get get featured on mainstream news sites.

10 Tips for Highly Effective Press Release Marketing

1. Know Your Goals

It sounds simple, but do take the time to clearly define what you want to achieve most from each press release. Is it brand visibility, more website traffic or positioning your product, service or brand? This will guide you in creating the most effective piece.

2. Use Keywords

Carefully select your keywords. Don’t saturate your content with them but select a couple of targeted keyword phrases which target your services or products. Use them in the beggining and towards the end to show overall keyword application to the search engines. You can search for effective keywords using Googles Keyword Tool.

3. Include Links to Your Site

One of the most powerful benefits of today’s press releases is the ability to include direct links back to your website to pull in traffic and improve search engine optimization. Note that with the new Google Penguin update you will want to ensure diversity in the linking text and sources in order to maximize SEO benefits. Some recommend also linking out to authority sites like Wikipedia, however these links may serve you best when paced on your own pages, so as not to distract and lose readers before they visit you.

Keep in mind that many submission services such as PRWeb.com only allow a certain amount of links in your press release. 

4. Enroll Writing Assistance

If you don’t feel like a master copywriter or simply recognize that your own personal time as an entrepreneur, business owner or upper level manager is best spent on other tasks, hire an experienced freelance writer to help out. You can find them by searching Google or you can post jobs for copywriters on one of the outsourcing sites like Elance.com or Odesk.com.

5. Utilize Multi-Media Elements

Press releases no longer have to be just text. Most online news sites will allow you to also include images, slide shows and video and we all know the search engines love these elements. Plus, they will help your release appeal and connect with a broader audience and increase action ad conversion ratios.

Using multi-media like videos or images are also an opportunity to link back to other company information available online — previous press releases and related matter such as customer testimonials or performance reports — that will give the news media additional context.

6. Know Where to Submit Your Press Releases

Forget spending hours emailing your content to individual journalists and publications. With online distribution centers you can now get your press releases into the hands of thousands of reporters and media outlets with just a couple of clicks. There are some free resources for this but obviously you normally get what you pay for.

Small companies can distribute through PRWeb.com for as little as $80. Other services such asBusinesswire.com and PRNewswire.com are pricier but will expose your release to a broader audience.

7. Use At Least One Quote in the Body

Experts recommend that your release should also include at least one quote in the body. The quote should come from someone knowledgeable about the announcement being made, such as a product manager if you’re announcing a new invention, or a top executive if announcing company wide changes.

The quote can also be used to explain how your announcement makes you stand out from other competitors, even if you don’t mention them by name. It is where you can add context to your announcement and offer an opinion about it and where you can talk about why this is important to the industry.

Be careful not to use a canned quote talking about how great your company is. Use a quote that provides some insight instead.

8. Don’t Forget Your Contact Information

You don’t want to pique a journalist’s interest only to have that person scrounging and searching to find who to call for more information. Contact information can either be at the top or bottom of the page and should include the name, e-mail, and title of whomever the media contact for the story is. Usually, it will be your company spokesperson or a dedicated staff person familiar with the topic who can answer reporters’ questions.

There is a certain format for press releases that media are accustomed to getting so be sure and keep with that format.

9. Timing is Important

Don’t’ forget that media organizations run on tight deadlines. Morning is typically the best time to send a release for most publications while late morning or early afternoon is better for television and radio outlets.

10. Make Sure You Have a Catchy Headline

To make your story stands out, you need a great headline to hook the readers attention. For example: use an angle to grab interest or a call to action to motivate a response.

Keep the character count under 60 so that the entire headline shows up in search engines. Include at least one keyword in the headline, as close the beginning as possible.

So be sure and follow these tips to write a press release that will bring you more leads. And remember that your business should have a VoIP hosted PBX system so that you don’t miss any of those incoming leads from your press releases!

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