Thousands of press releases are published on the internet each day by business owners hoping to get a little exposure. But far too often those news releases
go unnoticed and don’t influence the bottom line for the business.
These five tips can transform your press release and help you increase
the return on investment.
1) Lower your expectations. Hate to be a buzz kill, but setting reasonable expectations is crucial in building a successful press release. Perfecting the art of press releases can take time and practice. The key is to consistently keep your business newsworthy and to write press releases each step of the way.
2) Tell a story. Share the background of your newsworthy event, project or launch. This helps to keep readers engaged and connected to your story, thus establishing a sense of rapport between your business and the reader.
3) Optimize your press release. Include two to three keywords or keyword phrases, links to products or services and a link to your direct company URL in your press release. This will help your press release get better search engine placement so people can actually find it.
4) Be compelling. This may seem obvious, but I can’t count the number of news release I’ve read that were neither newsworthy nor interesting. Use emotional language and include a strong call to action. The idea is to get readers to act. If you want them to go to a specific page on your site, tell them. If you want them to share the news release with their friends, tell them. Regardless of what your goal is, compel them to do something.
5) Test, test, test. Track the metrics of your press release. Test different variables in each press release to see which yields the best results. Stick with what works, and experiment with what doesn’t. Using a tracking tool like Google Analytics is very helpful in tracking clicks and conversions, or if you’re submitting your press release through a third party distribution source, use their internal tools to view statistics. You won’t know where to improve if you don’t follow up after your press release is published to what type of results you’re getting.
1) Lower your expectations. Hate to be a buzz kill, but setting reasonable expectations is crucial in building a successful press release. Perfecting the art of press releases can take time and practice. The key is to consistently keep your business newsworthy and to write press releases each step of the way.
2) Tell a story. Share the background of your newsworthy event, project or launch. This helps to keep readers engaged and connected to your story, thus establishing a sense of rapport between your business and the reader.
3) Optimize your press release. Include two to three keywords or keyword phrases, links to products or services and a link to your direct company URL in your press release. This will help your press release get better search engine placement so people can actually find it.
4) Be compelling. This may seem obvious, but I can’t count the number of news release I’ve read that were neither newsworthy nor interesting. Use emotional language and include a strong call to action. The idea is to get readers to act. If you want them to go to a specific page on your site, tell them. If you want them to share the news release with their friends, tell them. Regardless of what your goal is, compel them to do something.
5) Test, test, test. Track the metrics of your press release. Test different variables in each press release to see which yields the best results. Stick with what works, and experiment with what doesn’t. Using a tracking tool like Google Analytics is very helpful in tracking clicks and conversions, or if you’re submitting your press release through a third party distribution source, use their internal tools to view statistics. You won’t know where to improve if you don’t follow up after your press release is published to what type of results you’re getting.
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