Press releases have been an important tool for marketing pros for a very long time. While the old days of a busy press room filled with eager reporters clamoring for a scoop may seem antiquated in today’s digitally syndicated world, press releases have never been more essential in getting the word out to your audience. With the right strategy in place your releases will allow you speak directly with your buyers, without being filtered by the media. Here are five tips you that you can put to use right now to help make your press release strategy work just as hard as you do.
1. Press early, press often:
With distribution services costing so little and online press releases providing significant search benefits you can’t afford not to be producing press releases as much as possible. Big news is great, but small news can be just as powerful in the new world of PR. So what news might warrant a press release? Here are some ideas to get you started:
- Add a product feature?
- CEO speaking at a conference?
- Win an award?
- Publish a white paper?
- Win a new customer?
- Hire a new superstar?
- Recruiting new talent?
2. Speak directly to your buyers:
One thing that publishers do that marketing pros often don’t is understand their audience before trying to fill their informational needs. Press releases provide an opportunity to speak directly to your buyers. Try to speak their language and help them solve their problems. Remember that you’re not writing for the media, so don’t try to make things sound more complex or sophisticated than they really are, unless your buyers share that erudition (means sophistication…see?).
3. Remember the keywords:
When writing your press release make sure to focus on phrases that your customers use to search for your product or service. By working these phrases into your copy you’ll have a better chance of your release showing up in search engines for the phrases that are most likely to convert potential prospects into customers. Headlines are crucial, do what you can to make sure the most important keyword phrase appears in the headline.
4. Link back to landing pages:
Links are essential to beating out the competition for SEO supremacy. If you’re writing about a particular service or product feature that your buyers will find interesting don’t just link back to your home page, direct that link to a landing page within your site containing the specific information you’re referencing. Better yet, use links to push potential prospects into the buying cycle by using landing pages that have a specific call to action.
5. Include social media tags:
Most distribution services have the ability to add social media tags to your press releases, take advantage. They might charge extra for this service so if you’re on a tight budget use this feature for more important news. Allowing your “fans” to share your news with their own social networks improves visibility and raises your credibility.