You’ve tried social media. You’ve written blog posts. You’re generating a modest amount of traffic back to your company’s website, but you want more.
Have You Considered Press Releases?
They’re great for creating backlinks to your site, boosting SEO (though there is debate on that), and generally creating interest in your company.
You Don’t Need Big Guns if You’re Armed Properly
You might think only giant corporations use press releases. While they’re a part of most big companies’ marketing and PR strategies, press releases aren’t restricted to brands with bigger budgets and branding than yours. Many small businesses aren’t using press releases to drive traffic, and therein lies the benefit to you. If your competitors aren’t reading this post, you’re one step ahead of them.
The Shotgun Approach Never Works
Many small business owners falsely assume that a press release will get the attention of major media. That rarely happens, so please adjust your expectations. When you distribute a release online, it gets your name on dozens of news and industry websites. And as you know, the more places your brand name or website are found, the more traffic you can send to your site.
Another option you have for distribution is pitching a journalist or blogger directly. Here’s the secret to that: start building media relationships long before you need them. Six months or more before you issue your release, you should be identifying journalists that cover your industry or competitors, following them on Twitter, and commenting on their articles. Link to them on LinkedIn. Find a reason to connect, without needing anything.
Then when you are ready to pitch them your news, they should have an inkling as to who you are. That saves you from being immediately dragged to the Trash bin in their email. From there, it’s up to you to sell a journalist on why her readers care about your news.
Do Press Releases Make a Big Bang, or Do They Shoot Blanks?