It seems like Google is slapping down every marketing technique professionals like me have been using for years, all in the space of a few months. Press releases as part of your marketing strategy, says Google, aren’t appropriate tools for getting backlinks and using keywords.
But does that make them not worth using?
Not at all, and here’s why.
1. Constant Mention of Your Brand Helps You
When you’ve consistently got things happening at your company and put out press releases as part of your marketing strategy about your news and accomplishments, people take notice. Don’t be afraid to toot your own horn; that’s what marketing and PR are all about.
If someone searches for your company name and sees several press release links in the results, they’ll get the impression that things are moving and shaking over at your company. And that’s an image you want to portray: success and activity.
You’ve tried social media. You’ve written blog posts. You’re generating a modest amount of traffic back to your company’s website, but you want more.
Have You Considered Press Releases?
They’re great for creating backlinks to your site, boosting SEO (though there is debate on that), and generally creating interest in your company.
You Don’t Need Big Guns if You’re Armed Properly
You might think only giant corporations use press releases. While they’re a part of most big companies’ marketing and PR strategies, press releases aren’t restricted to brands with bigger budgets and branding than yours. Many small businesses aren’t using press releases to drive traffic, and therein lies the benefit to you. If your competitors aren’t reading this post, you’re one step ahead of them.
I’m happy to announce that I’ve updated my DIY Press Releases book with new information and resources for the Kindle. And the best part? It’s just $2.99.
(If you don’t have a Kindle, did you know you can download a Kindle Reader app for Chrome, iPad and your Android phone? I love the app! I can read my books from any of my devices and pick up where I left off.)
Here’s more about the Kindle version of DIY Press Releases:
You know the value of a press release, but you don’t have the budget to hire a PR firm. This book teaches you step-by-step how to write great press releases. BONUS: You’ll receive valuable resources, links to blogs and examples of actual press releases to make you into your own PR consultant!
There are numerous ways in which you can get your business’s brand noticed and boost sales; search engine optimization techniques, viral videos, content writing and social media marketing. Online PR is a great method to attract journalists to write about your company, your products and its services. But as beneficial as press releases are for marketing, they can also backfire if you do not deliver them appropriately.
A successful piece of content will be engaging, relevant and interactive. Commercial content is deemed negative in the eyes of journalism but newsworthy releases will achieve results and by publishing them to vast audiences via press release distribution sites, you extend the coverage considerably.
When PR Stunts Go Wrong
However, there are some memorable online PR stunts that have backfired and rather than causing a buzz around the brand, it has caused controversy and uproar. One of the biggest stunts was when Microsoft published Amy Winehouse’s album for sale right after she died and they advertised it all over social media sites like Twitter. The backlash was immense and industry experts accused the company of trying to cash in on the singer’s unfortunate death.
If you’ve ever wondered if there was a best time to send a press release, you’d be right. Although experts argue about when exactly that is, here’s what I’ve discovered in my own experience.
I’ve been using what I call the Tuesday to Thursday rule for years when it comes to distributing and pitching press releases and sending emails. Essentially, people are bombarded with emails on Monday (why do we get so many work-related emails on the weekend??) and on Friday their minds are elsewhere, if not their bodies. So studies have proven that the best time to interact is Tuesdays through Thursdays.
Despite the fuss that press releases are dead press releases, perhaps more appropriately titled news releases, remain a steadfast and effective tool in the marketer’s tool kit. There is one simple reason: in a Web-based world, online news releases afford the opportunity to create your own audience and reach your target market directly.
Certainly news releases have changed, in many ways the modern news release is like a standalone landing page, with quotes, multimedia and additional resources and links to relevant information. If the news distribution service you use archives your release indefinitely, then your release can continue to gain traffic even years after being initially published. To take advantage of this opportunity here are five tips to optimize your news release for new media:
This is one of the posts based on the Small Business Trends list I’ll be blogging about this year.
When you’re submersed in new and ever-changing technology, you often don’t look back to reflect on how much has changed in your industry. Today I want to look back at public relations and reflect on the changes and improvements (and even the challenges) that have come as a result of social media and internet tools. Here’s how I’ve seen that PR has changed.
1. We don’t mail press releases. I’ll never forget a former boss telling me how they’d mail every single press release to the same editors, wasting a ton in postage in the hopes of getting just one mention. And this was back in 2005, when I thought it couldn’t get any better than PRNewswire (not to knock the service, but even it’s evolved since then).
2. PR is affordable. Sure you still have to pay a PR staff member or consulting firm like Egg, but without the cost of printing and postage, and the heavy use of email and social media, your costs are a lot lower than they used to be.