Press releases do not remain long in the search engines. A few choice keywords may gain temporary attention, but do not greatly improve your page ranking. Additionally, your initial press release may come to online magazines and newspapers at an inopportune moment. If the online site has a full schedule, your press release might take a back seat. It can be a “now you see it, now you don’t” type of thing.
This can be discouraging for companies hoping to use a press release campaign for improving their marketing tactics. It’s very difficult to measure the data that announces how much success your press release has hand in driving consumers to your site. However, press release distribution is the best way to deliver news about your organization and its development and progress.
Information is right at everybody’s fingertips, but there is so much out there, it can be difficult to gain attention. Even with a great press release that landed you a write-up in online sites, your marketing campaign can be quickly buried as other news items take its place. Just as you need to routinely write fresh content for your blog, your visibility increases more greatly by routinely sending out press releases.
Perseverance is the ticket. Keep your press releases fresh and interesting. You may wish to issue a press release whenever you introduce a new product or service to your company or reached an important milestone. Press releases can include the introduction of new staff members or a partnership in a joint venture. If your company has engaged in a public event, contributed to a charity or has knowledgeable information concerning a recent development in industry, these news items are worthy of a press release.
Just because an online site didn’t publish your initial press release doesn’t mean it will not publish subsequent ones. The initial topic may not have fit their niche audience, or they may have felt the data was incomplete and could find no links to a covering article that would help them in their research. Finding just a few alternate websites that will handle your initial press releases can serve as an icebreaker. Online news magazines and newspapers will generally follow the lead of websites that have published your first press releases.
How Publishers Scrutinize Articles
Journalists are more willing to publish stories generated by the press releases of companies whose names they recognize. How you distribute your press release also plays a very important role. You can publish your press releases at free distribution sites, but journalists will probably not take your press release seriously as there is usually no quality check in free distribution sites. On the other hand, sending your press release through trusted name like MarketersMedia would increase your press release legibility and subsequently the click through rate.
Your press release should include links to your company social media site, such as Facebook, Google + and LinkedIn, with a supporting link to the main article at your website. After distributing your press release, follow up with a friendly letter to those who reply or contacted you through social media sites, even if the initial response was negative. This light correspondence will help you establish a more personal relationship with the editor, who may be willing to publish articles surrounding later press releases.
When a journalist published or featured a story out of your press release, give e-mail notice to your customers in a news letter. This will not only help you circulate your press release, the web master will also notice the reader interest surrounding the article they have published. Since the goal of all news sites is to generate reader hits, this will make them more willing to publish future press releases about your company.
How to Establish Quality Links
One of the greatest advantages to sending out press releases is that they help you build quality links. Choose your keywords carefully, and back them up in the title and meta tags of the main article at your own website. Journalists will often pick up on good keyword use, especially if they’re included in choice phrases that they may find appealing for their news coverage. The strong keyword use, combined with quality link coverage, improves your exposure and helps you gain a high page ranking.
What is news today, is old news tomorrow. Press release content is very short-lived and may not remain in a SERP position long. It will be over-looked as fresher content captures reader attention. Update your press releases on a regular basis, and back them up with fresh content at your website. Journalists rely on current news. If your business is real estate, your press release should reflect the current real estate market. If it’s technology, provide the highest technological advances being offered by your company. Take advantage of public events to let the public know what you are doing to contribute to the occasion. This will help with your public relations, improve your marketing strategies, and give editors a name they can remember.