Today I wrap up the PR case study I started in early July.
Click here to read the story from the beginning.
PR case study lesson #4: Make your press releases interactive
This is the first release where I experimented with video, and I was surprised to see how many people took the time to watch a software overview.
Here is an opportunity where you can wow your readers with a brief video that supports your press release content.
Who knows, the video might be the tipping point that gets your company written up in a trade magazine or more prospects in your sales funnel.
PR case study lesson #5: Load your press releases with choice keywords
Don’t, and you are missing out on an opportunity for free e-mail marketing — compliments of Google.
Many reporters, industry watchers, and your target market use Google News alerts to stay abreast of current events.
Populate your press releases with the keywords they are watching, and Google will notify them whenever you have news to report.
Conclusion
Critics will argue that measuring press release views and website visitors are weak marketing metrics. I agree, but it is also unrealistic to expect a press release to serve as your sales force.
Many websites today serve as a marketing hub, driving people into the sales funnel with content and calls to action. Qualified leads are given to sales to close the deal.
Press releases are only an entry point into this sales funnel. It is up to you to figure out how to move people captured by this one marketing tactic through it.
Likewise, it is unrealistic to assume that all of your press releases will be winners. I have observed press release views as high as 1,960 and as low as 395.
How well your press release performs will depend on your ability to “spin a story,” your target market, the day and time it is issued, and what else is happening in the world. A long-term press release program will iron out any inconsistencies.
Press releases are not a silver bullet, but they have evolved into an easy, low-cost, and measurable way to reach your target market online.
Sue Anderson-Lenz
Marketing Lure, Inc.
Wed, Aug 4, 2010
News, Strategy, Traffic
Written by: marketinglure