If you have never written a press release for your business before, now is the time to try. Writing a PR doesn’t have to be something you outsource or something that takes another chunk out of an already dwindling budget because with a little practice, you can write a successful one yourself.
PR is a great, free online marketing tool that most companies under use simply because they don’t see what they will get out of a release or because they think they aren’t doing anything newsworthy enough. Faced with the choice of spending money on advertising or trying to measure return from PR, most will go with the tried and tested advertising model for fear of wasting precious resources on something that is unproven. However, a series of well constructed releases can deliver more longer-term results than a PPC campaign.
If any of these reasons resonate with you, you haven’t yet discovered the three key ways that a press release can help achieve your marketing goals (for free!)…
1. Standing out in an often overcrowded online marketplace is essential if a business is to succeed. A press release distributed in the right circles can help to attract attention and draw traffic to the website because it will act as a spotlight, shining attention on recent achievements or notable events such as a mid-season sale, award or new product launch. This kind of positive exposure is invaluable, particularly in the current economic climate, when everyone is trying to do as much as possible to raise their profile and win new business.
A successful online PR will help you to carve out a niche in the news for your products and services and will attract attention simply by the fact that the content is deemed newsworthy. Reaching out to Google visitors can be costly, particularly if you go down the AdWords route, however a PR can clinch exposure in Google News, giving equal chances of page one exposure at no cost.
2. Used often enough, online PR can be an effective brand building and reputation management tool. A steady stream of releases drip feed positive impressions into the online consciousness, slowly shaping a concrete brand presence. With a record number of firms launching online and going out of business just as quickly, establishing credibility and trustworthiness is a basic online requirement. Large companies spend millions of pounds on brand building with carefully constructed corporate messages, logos, ad campaigns and sponsorships but, such extensive dedication to the cause is not possible for the majority. If you can’t afford an image makeover but want to instill confidence in your target market, press releases can go some way to ally consumer fears and misgivings.
There is a natural instinct to give value to news and the term ‘There’s no smoke without fire’ is proof of this. We all tend to believe that at least some of what we read is true therefore presenting company content in a news format can be extremely beneficial. A type of trust by association can spring up when your news release gains coverage online, generating an instant impression of competence and professionalism. Engineering this relationship with a target market can be particularly useful to new businesses which don’t yet have a history or established reputation in their marketplace.
3. Every website needs traffic flow before it can enjoy sales. Press releases like article marketing can drive visitor numbers simply by providing a route into the site for interested parties. Including a link at the end of the PR or links on keywords act as a portal, transferring interested readers into valuable, engaged website visitors. This type of traffic is usually of a high quality as the reader has already demonstrated an interest in the business by reading the news release in the first place.