Press releases have to be some of the most interesting advertising entities on the face of the Earth right now.
Pretty much all marketing companies across the land have their own unique take on how and if to use them.
Undeniably something that harks back to a much simpler time long before the web even existed, the humble press release has come a long way since its origins and continues to be a tool of choice for thousands of businesses even today.
Of course, there’s a difference between using press releases and using them wisely; the latter being the fish you’re looking to land. For local businesses in particular and those with little to no money to spend on mass marketing, a successful press release can spread a message further and wider than most comparable mediums.
So with this in mind, here’s a quick overview of some of the key rules to follow when looking to really harness the power of press releases for your local business:
First of all, if you’re really looking to win over a local crowd specifically as opposed to those further afield, it’s a good idea to pay close attention to the locality with everything you write. For example, if you can in some way bring into the PR some kind of relevant local news, a local event or anything else that really cements who you are and what you do as a genuine piece of the local community, its impact will grow enormously.
Cover the Basics.
Don’t lose sight of what it is you’re actually looking to pen the PR for in the first place, which is as a promotional tool to let the public know about something important. As such, while there’s a time and a place for going into details with your life story and whatnot, a press release is more about covering the who, what, when, where, and why in reference to the document’s purpose/headline.
Be sure not to overlook the importance of strong local optimisation with regard to the actual written content of the press release. The reason being that once it is out in the wild, it stands a much better chance of being picked up if it contains a solid yet sensible sprinkling of keywords which are paired with local place names and the name of the town, city or area itself.
Make sure that the press release contains as many links as necessary to direct those reading it to both your own website and the sites of any other sites, services or events mentioned in its content. The last thing you want is to pique the attention of the readers only for them to then have no idea how to find you in order to follow up the information.
Paid Press Release Distributors.
While the web may indeed be bursting at the seams with free and easy ways of getting your press releases out in the wild, there’s still much to be said for paid press release distribution services and web marketing firms. If you’re looking for the most effective means of distributing your press releases to an extensive though highly targeted audience, it really only makes sense that those doing this for a living all day and every day are going to have more success than a first timer.
Promote Your Releases.
Once you have a press release that’s been published and made official, make sure you do your best to market it yourself using whatever channels you have at your disposal. From you primary website to your social media pages and even as a footnote in the emails you send out, add links and pay reference to the PR to direct as much traffic its way as possible.