Press releases are essential branding tools that aid in the success of any small business, and more press releases means more visibility, and more visibility equals more business. Carefully crafted and positive press releases can also increase website traffic, boost lead generation, and counter negative content, as well as build credibility with third-party validation. So how do you ensure your press release(s) succeed and reach a wide audience?
No. 1: Research your target audience and make it timely and newsworthy. The first rule of press releases is to identify your business’ target audience as well as a topic that is sure to grab their attention. Content is king when it comes to press releases, and content needs to be timely. A timely press release can be about starting a new business or a new office location, introducing a new product, hosting a donation drive, announcing a partnership, receiving an award or earning a designation, announcing a public appearance or speaking engagement, launching or revamping a website, announcing a case you’re involved in if you are an attorney, announcing a new listing if you’re a Realtor or, if you’re an expert in a particular field, creating a list of tips on a relevant subject.
No. 2: Use keywords. Keywords are the words and phrases that people on the Internet type into a search engine to find websites that match what they are looking for. It is important that you identify keywords and phrases that are trending on the Internet that relate to your products and services and include them in your press releases. Keywords drive targeted web traffic to your business, which can result in increased sales, and help you get found online. The key to keywords is using “long-tail” keywords. Long-tail keywords is more of a phrase as opposed to a single keyword. For example, if you are a Realtor, you want to say more than just “Realtor,” as there are likely dozens of Realtors in your area and that single word will not make you stand out. Instead, use long-tail keywords. If you’re located in Denver, say, for example, “Denver Metro Realtor specializing in first-time buyers and relocators,” or whatever it is you specialize in.
No. 3: Use mixed media to engage media professionals. Keep in mind that an online press release that includes photos, links, as well as audio and video links is 77% more likely to generate interest and interaction than a release with just text. Furthermore, two-thirds of surveyed media professionals look for supporting evidence in press release announcements. Your business should have a newsroom that contains contact information, videos, a photo library, executive bios, past releases, and any other pertinent information a reporter might need, which the NALA provides via its Media Library.