Our theme for this week has been tools. Each new tool we have featured has been something that will be a basic and necessary part of your arsenal as you shoot for laser targeted visitors for your website and create a fan base of loyal and enthusiastic followers for your brand, your product, your service and most importantly, YOU.
Today we will talk about the benefits of press releases. In the beginning of the press, thousands of years ago, it was the town crier or a public official who would read announcements in the village square or the bard who would sing or relate stories, legends and news at public events. The marketers of the time knew that the best place to set up their market stall was as close to the bard as possible because the bard drew an audience.
Then along came the printing press. The first printed news was called a broadsheet. On it was news and (TA DA) advertisements of local businesses. Benjamin Franklin was well known as a publisher of a small newspaper called The Pennsylvania Gazette and within it were many of the famous inspirational quotes and maxims he is known for still today. Of public interest were new businesses in the community and reviews of plays, community events and (indeed) local gossip.
Fast forward to our current day. How many different ways do we get our news? Radio, television, newspapers, magazines, blogs, news sites, video sharing sites such as YouTube, mobile phone alerts, etc. Getting your content listed by or on a news site can be very beneficial, just as when our ancestors tried to position their booth close to where public announcements and the storytellers were.
Press releases are a way to get your content seen by the people who create the items of interest on these different types of media at no cost. It is important to recognize that there is a format for a press release. Here is a great tutorial about how to create an effective press release.
The benefits of press releases:
- You may be contacted by a newspaper, radio, television or web reporter to interview you and put your business in front of thousands or even millions of people who have a direct interest in what you are doing.
- Press release distributors send your link out to hundreds or even thousands of internet news outlets, most of whom will post a link to your website on their page. These websites are the 500 lbs gorillas most of us would never stand a chance at ever getting in front of.
- The search engines love news. It is considered very high quality and valuable content, so the links to your website are given high priority in the search engines.
- The search engine algorithms give high points for high quality backlinks to your website and thus boost your ranking in the search engine, giving your website a better chance at that first page ranking every website hopes for.
There are two press release distribution websites I recommend.
Both of these outlets provide a quality service. PR.com has a no cost option. PR Web does not. However, if you are going to pay to promote your site, buying a press release is probably one of the best investments you can make. I recommend you do a press release at least quarterly. If you can afford it, once a month is even better.
So what should you write about in your press release? Stay tuned for Part 2 of “Stop The Presses”.