With all of the advances in online marketing over the recent months and years, including the ever growing raft of video sharing and social media sites, it can often be the case that people lose sight of more traditional online marketing tools.
Take for example the humble press release which in one form or another has been around for decades. You may not realize it, but this time tested method of promotion can still have a place in the website marketer s arsenal.
Sure modern technology has made things simpler, but the essence of writing a good press release hasn t changed over the last few decades.
One of the most important considerations is having a story that is news worthy. There is going to be limited value in just sending out lightly veiled ales copy and calling it a press release. Online and offline editors are typically streetwise enough to see through this kind of approach. The difference between an online and ordinary offline press release is the way in which they are constructed. Done properly, an online press release can be extremely effective in improving your search engine optimization, and at the same time, getting people to know about and visit your website.
Every time you have a reference to something online you should include a link back to your website. Typically you will also be able to add a resource box with a linking URL back to your website.
Online press release management then involves making sure press releases are optimized for the web and for distribution to the numerous news wire and press release websites. In addition, where possible, try to submit your press releases to suitable Ezine article sections that have your target market as their audience. Ezines by their nature are published frequently and editors of these are always looking for new content.
The two main ways in which online press releases help are as follows:
Firstly, when people read your press release and find it interesting, they want to learn More. Therefore, they visit your site to get more information. Incidentally, this means making sure that you have more information on your website which relates to the content of the press release.
The second way that online press releases can help your website is if they are picked up by so called authority sites. These are established online publications which have a high Google Page Rank and generally are thought of as reputable sources of information. Most newspapers websites fall into this category as do the more established sites such as Technorati.com.
Also links from these sites which are a part of the integral text of the site will carry more weight than those from more generic directory style websites. If picked up properly by the media, press releases will be worked into editorial content which then would be much more believable from your prospective client s point of view. It is much more credible if your prospects read about you from a neutral source as opposed to from your sales materials.
Once you start to have some success with online press releases then hopefully you will start to find content items such as newspaper articles which feature your story. You can then further leverage this by including a cutting from the newspaper and include it as part of your online and offline marketing. This will further increase your credibility with the market place.
So put your thinking cap on and make a list of topics that you think will be newsworthy. Then pick the most interesting ones and craft your press release to be appealing and timely.
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