More is always great when it comes to website visitors, right? Distributing press releases online can increase your website traffic. In fact, I’ve seen companies climb multiple spots in Google rankings by adding online news release distribution to their marketing strategy.
So, let’s talk about the why, when, where and how of press release distribution.
With the age of social media, you can promote your new product or service without sending out a single release. Businesses distribute press releases online for three primary reasons:
- Drive more traffic to their websites
- Get more publicity
- Generate more leads and conversion opportunities
“More” is the important word used in the three bullets above. As mentioned, news releases are typically distributed as a component of the overall marketing strategy. They are not generally the sole marketing strategy.
Did you land a new client? Are you celebrating an anniversary? Launch a new product? A newsworthy release is timely and relevant to your target audience and tells a significant, unique story. A noteworthy release highlights key business activities and milestones. Either way, a good release has a purpose – it’s either newsworthy or noteworthy.
What’s the one challenge of sharing your news releases online? It’s deciding which distribution site to use. You have so many options available, such as heavy hitters, PRWeb and PRNewsire. Also, if money is tight, you may consider a free distribution site like PRLog.
Most paid online press release distribution sites can get your news straight to the top search engines, like Google, Yahoo! and Bing. Add in some search engine optimization (SEO) links to your website’s landing pages, and you’ll be easier than ever to find.
How to send your press release is a two-fold discussion. On the one hand, this relates to sending online versus via email. The answer here is to do both.
Online distribution will help generate buzz, but you should still reach out to local and industry-focused publications (not included in your online distributor’s media list). These publications may be interested in doing a follow-up story which could boost your presence even further.
The other piece of this is quality. Don’t waste your time sending out a poorly written release that doesn’t have any meat. While it may get picked up by media outlets, you risk your company’s reputation of distributing news that’s not really news.
What’s the Word: The keys to a successful online press release campaign are quality and consistency. Your news must first be newsworthy or noteworthy. Second, you can’t expect one press release to get you the visibility needed to increase your conversion rates. Consistently sharing news about your company will increase your page rankings over time