Press Release As An Effective Marketing Tool

The press release in its original form was an effective communication tool between the media and the public relation department of companies

. Today, they are an effective way of distributing content not only to the media, but also to the targeted audience of the company. Popular online sites carry press releases that are often used as a direct communication channel to interact with the consumers.

Press releases can be easily syndicated to create opportunities to attract incoming links. News search offers tremendous opportunities for companies to increase their exposure. Realizing their potential, companies are now using the press release as a major marketing tool to make their presence felt and increasing conversion opportunities.

Experts from the field have identified some important methods of increasing visibility of press release content. To attract viewer attention, you should have some development or news that is worth announcing. Same old routine announcements will hardly have the desired results. It is necessary to concentrate on specific topics.

Unique SEO techniques are applicable even to press release content to increase their visibility and rankings among search engines. The most important keywords and key phrases must be kept at the top of the document. The title of the press release must also contain the main keywords that drive your content.

If your news item has many things to announce, use different press releases to make the news known to the media and customers. Distributing the news through a wire service is more beneficial. Mixing up the press release and releasing them via different wire service can improve the chances of search engines picking them up. A press release aimed at consumers must offer them a chance to click-through. If it offers them an opportunity of special trials and free offers, then there are better chances of improving business prospects through such press releases.

Creating a landing page is an excellent tool to convert referred press release visitors to potential customers. Provide the prospects a reason to click through. The link can be used to further your desired objective of either getting the visitor to sign up or download, depending on the specific business requirement.

Having a list of media contacts and mailing them your press releases at regular intervals is another novel way of using them as an effective marketing tool. It is also important to make the job easier for journalists and bloggers to write about your company and its objectives. You can present bloggers with a concise write-up in the form of a summary of the press release. Many times, bloggers just present your version verbatim, adding comments of their own. This helps you reach you message across a wider target audience.

Social bookmarking sites can be used as a clipping service to link your press release from online media room to search engine crawlers. You can also write a blog post version of the news that you have to release and submit them to the relevant social media sites.

For optimizing the use of press release as an effective marketing tool, it is also equally important to track their efficiency after the content is distributed.

by: Jane M Dawson

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