Content is at the heart of a well-executed press release. But engagement is even more important. Since you are now able to interact directly with your target audience with online press releases, you’ll want to push them to take action. So, set a goal for each press release. It could be to sell your product, generate leads, get people to sign-up for your announcements, etc. You can easily drive the reader to an e-commerce site, a “contact us” form, or a donate link if you’re a non-profit organization. Sending out press releases on a regular basis lends credibility to your company and your products. It can show your expertise and show that you are a trusted resource.
So, how do you drive people to your website with a press release? It’s pretty easy but it must be executed well. For example, if you put out a press release about a new eNewsletter that you have developed, direct the reader to a landing page that provides more information on the newsletter. You can even send them to archived issues in case they may want to see the types of content before signing up. Be sure you have a sign-up form on your landing page to make it easy for the reader to get more information or to make a decision to join your mailing list.
Whatever you are offering to the reader, make sure it is something of value, for example, awhite paper, online demo, or a trial offer.
No matter how great you think your press release is, make sure you measure the results. You can use web metrics and some of the online distribution services also offer reports. Continually tweak and evaluate what you did right and what you did wrong. That’s the only way you’ll improve your content selection and ensure that you are providing information that your readers crave.
About the Author
Sheila T. Brann is an entrepreneur, author, speaker, business owner, and marketing coach. She specializes in Marketing and Strategic Planning and has over 20 years of business-to-business marketing experience. She is the Founder and President of KIWI Communications, Inc., a full-service marketing, advertising, public relations, and social media consulting firm that specializes in the biotech, life sciences, medical device, and high-tech industries.
