Well-constructed press releases targeting journalists in your industry can reach millions of readers in a very short time. Not only that, but they can be distributed free of charge or for a nominal fee, offering an alternative, cost-effective method of marketing your business.
The 3 main benefits of using press releases in your marketing efforts are:
- driving traffic to your website
- moving up the search engine rankings
- getting your business in front of a huge audience
Show new customers the way to your website
Think about what would interest your target market – maybe a new product or service, or a a seasonal special offer – and engage with them by writing an interesting, well-constructed press release that includes at least one link to a specific page on your website.
When promoting a new product you’ll already have a descriptive page about it on your site, and this is the page you should link to from the press release.
Increase your visibility in the search engines
Search engines place high importance on the press release title, which needs to be straightforward but interesting enough to attract readers’ attention.
By choosing 2 or 3 keyword phrases and including them in the title, sub-heading and the first couple of paragraphs of the press release, you stand the best chance of it being indexed by the search engines and moving up the rankings.
Show off your business to a global audience
Press releases have the potential to attract a worldwide audience to your website, so make sure that your site looks great with stunning images that add interest, and links that work.
Make it easy for customers to buy from you by adding detailed product or service descriptions and a straightforward payment system, and include a blog that addresses common customer problems or queries.
Even if you are only trading locally, press releases can be optimised for your geographic area, adding to the modern marketing mix of online information and social sharing.