Press releases are a fantastic tool for helping any business increase their presence online. These can help to call attention to your business in a positive way and if all goes well might land you coverage from an authority source leading to instant exposure. For a small business, even one piece of coverage from a major news outlet in your industry can be enough to take you to the next level. Imagine what it could do for you if you got a mention in Wired magazine?
Unfortunately, too many site owners avoid using press releases to market themselves online. This is either because they don’t know how to create them, or because they’re nervous to reach out to those larger and more established sites and publishers. While that’s understandable though, it’s crucial that you at least try. If you don’t hear back, then there will be no harm done and you’ll learn over time how to make yourself stand out. But if you do get through to someone and you have a well-written and engaging press release, it could lead to amazing things for your business.
Here are some compelling reasons to try…
- More Exposure
The press release is still a great way to get publicity for your business. As a part of a content marketing strategy, the press release effectively promotes a business to the world while simultaneously making it more visible to consumers. Press releases help your company to stand out from the competition because not every business uses them, and it suggests a certain level of professionalism. Even if you don’t get coverage right away, sending occasional releases will help you to get on the radar of those publishers, and each time they see your content, they will be more inclined to give it their full attention.
- Higher ROI
Compared to other forms of marketing, the writing and distribution of press releases is relatively inexpensive. Television commercials as a method of brand awareness are absurdly expensive and even direct mail packages can cost several thousand dollars a go. However, you can get a good press release for a much lower sum. In some cases, the price also includes distribution to numerous news outlets. Press releases are a low-cost business expense that yield a tremendous return on investment (or ROI) if you get the results you want.
- Viewed as Professional
As mentioned, the distribution of press releases makes a company seem more professional – as long as the formatting and content is up to scratch. With so many startups springing up these days, a good press release separates you from the wannabees. A release gives the impression that you are serious about your business and that you are managing your company professionally rather than haphazardly. Taking the time and the effort to write and distribute good press releases tells the world you value transparency and understand the importance of sharing information about your company. Other factors, like the inclusion of a logo, can also make a big difference.
- Shared News
The main purpose of a press release is to share the latest news of your company with the pubic. This news can be anything at all, including announcements, company changes and company successes. Possible topics that are worthy of a press release are product launches, event announcements, staff promotions, new funding sources, mergers or partnerships, company awards or recognitions, location expansions or even a new website design. Media professionals will pick up your news story and write about it if it interests them. This free publicity helps to promote your company to a wide audience.
- Unlimited Visibility
Every important event in your company is worthy of a press release. By distributing press releases on a regular basis, a company gets ongoing free publicity and exposure. Gone are the days when a company issued a press release a few times a year. Today, companies send out press releases several times a month. With creativity, even the smallest of company happenings can be made newsworthy, especially if you align them with current events. Although many press releases don’t get the attention of the media, all will remain online for years to come. This offers the possibility of potential customers always finding your products or services.
With syndication, a press release is distributed on many different platforms. These channels include newspapers, consumer and trade magazines, blogs, online publications, broadcast outlets and news feeds. By having the same press release appear on various platforms or sent to numerous publications, its visibility increases exponentially. Syndication also helps with backlinks. A backlink is a live link that leads back to a company’s website and helps to increase traffic by helping your site to appear higher in Google searches.
- Brand Awareness
With every press release distributed, a company builds its brand. The name of your company will become synonymous with a particular service or product. This greatly helps with brand awareness and distinguishes your company from others in the same field.
- Core Message Distribution
Today, most companies have a core message, business philosophy, or mission statement. This message often describes who the company is, how it does business or what it wants to bring to the world. A well-written press release incorporates the company’s vision into the news story. By repeating this core message through all marketing channels, including the press release, the public can gauge what the company stands for.
- Increased Credibility
The more the media and the public learn about a company and its mission and the more visibility it gets, the more credible a company becomes. Credibility helps people to view your company as an industry leader and expert in its given niche. Credibility results in long-term relationships because people are more willing to do business with a company they trust.
- Venture Capitalist Attention
If industry journalists write a lot about your company, this may attract the attention of a venture capitalist, angel investor or others interested in forming partnerships with your company. Venture capital and angel investing can be an incredible source of funding to expand your company even faster. There are very few examples of brands that became household names without funding of this nature.
- Better Search Engine Ranking
With online press releases, the search engine ranking for your company website should improve. Good SEO practices within the press release itself will help it to rank higher on the major search engines. This way, press releases help the company website to also improve its ranking, too. Then, there are the inbound links that a good press release should generate. Ranking higher in search engines is another free benefit of press releases and that’s why they are often a part of good SEO strategies.
- Increased Website Traffic
All press releases have a section that provides a brief overview of the company. Most smart marketers add a company’s website address to this section, especially for online news releases. This tactic often leads to journalists and consumers clicking on the link and visiting the website, increasing your direct traffic. With more visitors, you increase your chances for conversions and sales.
- Varied Formats
The traditional text press release is still a staple in the public relations space, but today video press releases are catching on, too. The multimedia press release offers the same information you would find in a text press release, except the presentation is more visually appealing and interactive. You can use both text and video press releases as part of your content marketing strategies. By sharing the same news through different media, you reach your target audience in two different ways, thus appealing to more people and increasing your chances of coverage.
Press releases are a crucial content marketing tool for promoting a company. If you’ve been shying away from them thus far, then you’ll have drastically undermined your potential for success and growth. It’s time to step into the big leagues and start taking your business seriously!