by Andy StroteIf you’re not using press releases now, it’s time to reconsider. The world of PR has changed dramatically and press releases have become a very cost-effective tool for generating traffic and business.
“Press releases” are now “customer releases” that drive real business
When it comes to press releases, the Web has dramatically changed all the rules. And those changes could mean a huge opportunity for you to increase your business!
If you haven’t been using press releases, now is the time to reconsider. Done right, a press release campaign can be a highly effective low-cost way of getting more customers.
Before the Web
You work with a communications specialist to write a press release for the press. The communications specialist distributes it to the media, targeting certain journalists who cover the industry.
The media decides whether or not to run it. If the timing isn’t right, if it doesn’t appeal to the journalist or editors, it doesn’t run.
Net result – If the press doesn’t run it, no one knows you sent out a press release. End of story.
After the Web
You work with a communications specialist to write a press release that is highly optimized with keyword-rich copy for search engines, contains links that lead to specific landing pages on your Web site and is written directly for your potential customers.
You, or your communications specialist, use a press release distribution service to release it online. The distribution service carries the release on its own site.
The release is automatically sent to numerous online news services such as Yahoo!, Google, Lycos and many others. The release gets picked up by various tourism industry sites that monitor press releases. All the traditional newspaper, magazine, radio and TV media monitor these services too – they might pick it up for their publication or their Web site.
Your release may get picked up by bloggers who cover the industry – they’re always looking for news to distribute to their readers.
You put the press release on your Web site in the “news” section. You make sure your landing pages are up and running before the release goes out.
Net result – your release will show up on dozens, perhaps hundreds of sites for a time, and on some sites, forever. As people search, they’ll find your release. They’ll hit the links that lead to the landing pages on your Web site. Additionally, the links you put into the release serve a second purpose. Because they all point to your site, your site ranks higher in the search engines.
A traditional PR company won’t tell you
If you’re working with a traditional PR company, you may never hear about this. It completely changes how they do business (their coveted media contacts aren’t as valuable as they used to be) and they’re not anxious to share that with you.
The net net difference
Your “press releases” should really “customer releases”. They should be written for your customers – they’re the ones who will find them on the Web. It’s no longer critical whether the press actually runs it. Consider it gravy when it happens.
You get guaranteed visibility where it matters today – on the Web. When you put appropriate contact information in your release, it stays there (unlike in print where it often gets stripped out). So include your phone number for customers who’d rather phone than click, your mailing address and any other appropriate contact information.
Your releases work tightly with your site. Your custom landing pages make sure that your customers can follow through from what they read in the release. Use those landing pages to convert browsers to buyers.
They never go away
Have you ever Googled yourself or your business and found something from years ago? It’s amazing how the Web keeps everything, somewhere on some server. That can be a huge advantage when you’re issuing press releases the new way. Within the communications world, there are many stories circulating about companies still getting calls from releases that were sent years ago. Press releases are evergreen.
What should your releases be about?
You don’t have to wait for a big story to send a release – think about whatever is new that will appeal to your customers. Will you be at a trade show? Did you participate in a conference? Did your restaurant change its menu? Do you have a promotion going on? If you’re an association, did you sign up new members? Do you have a new offer for singles, couples, families or groups? Do you have an offer built around a holiday? Was there a news event that you participated in?
In a 10-minute brainstorm, you should be able to come up with at least 25 ideas for a release.
Don’t forget to send pictures
You can include pictures, illustrations or supporting documents with your press release too. But, make sure they’re high quality, relevant, and optimized for Web sites. Even on the Web, a picture is still worth 1,000 words – so think about the images that would go with your release.
Next newsletter – specific tips on creating and running press releases
Think about a communications strategy that includes regular press releases. As a head start, come up with your list of topics that you could send a press release for right now. And in the next issue, we’ll give you specific tips on how to get started, what to include and how to get picked up by even more high-profile sites and services.
The Tourism Marketer’s Bottom Line: Like so many other aspects of media, the Web has completely changed the world of press releases. The Web has leveled the playing field and you can use press releases just as effectively as the “big guys”. It’s a relatively low cost technique for driving more visitors to your Web site, increasing the rankings of your Web site, creating word of mouth, adding content to your site, and ultimately creating more customers.
Our Offer to you starts with a phone call
How should you start improving your e-marketing efforts? Simply call us at 416 972-1439. We’ll get to know you, and arrange an introductory complementary strategy meeting. After the meeting we’ll follow up with a summary report with suggested next steps. Then you can decide whether it makes sense for us to work together.
With our years of experience, we know what works, what doesn’t and how to make the most effective use of your budget. Our goal is simple – to make you successful. That’s how we keep our clients.
Contact Andy Strote to get started with our offer.
