Using Press Releases as a Marketing Strategy

Over the years marketing and advertising has changed drastically. With the introduction of the internet and company websites new marketing opportunities have come to light. While the traditional marketing or advertising campaigns still work, there are many behind the scenes attempts to draw potential clients to a website through alternative measures. One of these methods is a press releases used as a marketing strategy. Yesteryear, press releases’ were used to reveal breaking news or events to the general public, but have now opened a new door to keeping clients informed, educating new ones and driving traffic to websites. Read on for tips of how to use press releases to announce and promote products, websites and other financial ventures.

There are a few rules or tricks that should be used when using a press release for marketing purposes. With the influx of material, emails and other information that clients receive it is important that the press release be informative as well as unique. There is a difference between a sales letter and press release, especially when the marketer wants to appear that they are not promoting a “hard sale”. The press release should be designed in such a way that it gives potential or existing clients information about products, services, changes, events and keeps them informed about the company itself. This doesn’t mean that the release must be stuffy or without “fun” information, because that can keep readers interested, anticipating the next.

Companies or individuals that are new to the internet marketing family should understand the basics of how the press release can create the potential for revenue. A great website can be wonderful, but if there are no visitors or traffic, revenue is not possible. Search engines are geared to pick up or crawl information from individual websites, but to do so these sites must be optimized in order to climb the search engine ladder. The press release should be SEO optimized to allow the engine spiders to find the material, therefore broadcasting it to thousands of individuals looking for the product or service. Links back to the product site should be incorporated into the press release to allow visitors to find the site with ease. Hiring a professional writer to create the press release is important because the individual is knowledgeable about SEO practices and also can write a professional piece.

After implementing a press release the effort should be consistent and continued to create a viral marketing campaign. This is very important because one press release, article or other informative piece can spike traffic for a day or maybe even a week, but the marketer is looking for steady traffic. Most companies have learned that it takes at least a couple of attempts before making that sale, so keeping constant information to potential clients is a great way to derive sales. By distributing the press release to submission sites, other websites and on the product/service site itself the word quickly spreads and the ranking of the site can grow enormously. There are many analysis tools that can help the site owner determine how many visitors, number of hits and the general performance of the site. There are companies that will track the information, and many of these tools are free making them a great way to track progress.

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