What is Press Release Marketing?
Of all the popular techniques that are used to market products and services nowadays, press release marketing is one of the most reliable techniques available. We commonly hear press releases as an act done by popular individuals or groups, where they gather people from the media for an important announcement. Press releases can either be written or recorded, so long as it is distributed in the manner explained earlier.
Why is press release marketing effective? Imagine trying to send a message in a crowd. If the people are randomly going about, like in a park, the announcer will have a difficult time spreading his message equally and efficiently. However, if the crowd is gathered in a single cluster, then the effort will be minimal, and the time for the message to get across will be shorter. The same idea works for press release marketing, a person makes an announcement about a product, then send it to PR agencies that will help distribute the item.
In the case of online advertising, using this method has been known to repay the publishers generously. One cause is that online press releases can be distributed faster. Furthermore, since it is easily distributed, the product or service being promoted somehow becomes viral and provide better SEO. It also provides exposure of your brand name, so it becomes easily remembered. Press release marketing requires spending some amount of money, but these premises make every penny spent on press release well spent.
Now that the method is defined, and its advantage has been explained, how can one assure that he optimized the usage of press release marketing? There are a lot of guides and tips over the internet on how to write effective news releases, and how it is the best option for a marketing strategy. However, all these lists can be summarized in much simpler statements.
Firstly, the press release that a person will make must be extremely appealing. In a site called PRWeb, it was reported that over 2,000 press releases are created everyday and distributed to the internet. That is a lot of competition, especially if a business is young and small. Because of this, the first item to consider is the appeal of your press release. Is it interesting enough for potential distributors? Is it news worthy? Nobody wants to distribute something that is not worth spreading. Begin with the headlines, make it highly compelling that the reader will feel the need to read the rest of the press release. These are all press release marketing basics
You can also consider using keywords in your press release. For example, if the advertiser is trying to write a press release for new gym equipment, then the article he writes must contain a gratuitous amount of detail about the machine. Elements like “what is this product?”, “how is it different from other gym equipments?” and “why should I buy this?” must always be present in the press release. However, the advertiser must avoid overusing the keyword. This may lead to the article being considered as spam, and may not be published at all. Press releases also benefits from support statements.
The next tip that can be very useful is to use at least one quote on your press release. It was already proven effective for a long time. Inputting quotes on your composition gives the reader an impression of reliability. This is because the reader gets an idea that this product or service has been run and tested before, and actually worked out fine. It works in a similar way as testimonial, and hence is entirely beneficial for the product’s promotion. In the case of an online press release, adding links to stories might work in a similar way.
Another important item to keep in mind is to write formally. Remember that a press release is a business document, so most of the potential readers are distributors who have been doing serious business for years. Keep it tight and direct to the point. The advertiser may also choose to hire writing professionals, to assure that he produces quality work.
Multimedia can also help benefit your press release marketing. The internet can offer a large range of possibilities of making the press release appealing; make good use of that fact. It doesn’t take much effort to include a video presentation about the product that the marketer is trying to promote. Keep in mind that impression relies on how much the press release stimulates the reader. It also gives an idea to the reader that the person who created the press release is creative and dynamic, hence affecting the product he is endorsing.
If the individual is finished with his press release marketing scheme, then he must not forget to include his complete contact information and adding links to his product. Astonishing a potential consumer is useless if he cannot contact the seller. The writer must take into account every small detail to assure that he executes this method properly.
Lastly, the most important thing is to make sure the press release is distributed on the right place. Of course, the first option that one can think is contacting reporters or the media to inform the masses about the product. This is not entirely wrong, but the speed of distribution using this option can be slow. The better alternative would be to submit the press release to a PR site. There are a lot of professionals online that can circulate the press release like PRWeb, PRLog, Pitch Engine and Business Wire. These people know better when it comes to spreading press releases. Although the service may cost the advertiser a few dollars, the premise of the PR gaining name becomes optimized. Also, keep track of the submissions and re-submit once a month. This assures that the information you want promoted flows on a regular basis.
There is a huge advantage in using press release marketing in promoting a product or service. It promises benefits that can be seen in the long run. Furthermore, this method has more advantages than harmful effects. This is why it is recommendable for a lot of businesses looking for the best strategy of endorsement using minimal cost.