Appealing to a target audience is simple in the sense that a site or their online press release service should know what said audience is seeking. Reaching beyond that audience is often times the goal to receive larger online press release distribution. To do so, a site or business must grab the attention of not only the intended audience but anyone who has come across the online press release services (news mentions, blog posts, etc.).
A press release must be engaging, well written and present information, products or services that are unique to that business. What that information or those products or services are should be made clear in a way that alert those perusing the internet, possibly not by keyword searching. What are the benefits to those consumers to not only reading this online press release but also potentially doing business with the company behind the press release? How do you have the read past the link description or online press release headline? A press release author needs to present information that would grab the attention of any reader before they can describe their products and / or services.
An online press release and marketing articles must be accurate in the information they present. Any attempts to optimize online press release distribution will be thwarted fast if the information a site or business is trying to present is known to be false or misleading. The foundation of press release promotion is factual statements about the product, services or information being touted in the online press release. With even a hint of misleading, "too good to be true," or inaccurate information being presented in a press release or press release promotion, consumers and readers will be turned off and there will be a low conversion rate (business will likely not be conducted).
Press releases should always strive to contain up to date and essential information as well as offer unique information, products or services but the most essential aspect to any press release is to be completely accurate.
The most important aspect to press release promotion is the importance of the actual press release. If a press release contains information, products or services that cannot be readily provided somewhere else, online press release distribution will grow rapidly and beyond the barriers of pushing a subject matter found hundreds of other places.
The key to making a press release and its subject essential is in the writing. Those writing an online press release should make certain that the verbiage of the press release indicates to the consumer and reader that the information, products and services is not only unique but essential to their lives. This is a version of the old fashioned 'word of mouth' campaigns where one person told one person and it grew from their. Utilizing the Internet, this type of campaign can grow faster and larger than the traditional method but only if the information being passed is essential and desirable.
Besides utilizing search engines and social networks, a site or business can promote an online press release or marketing articles by sending out the information themselves to high traffic sites. With the inclusion of a little information and a link, a site can drive traffic and visibility to their online press release.
Posting comments with a link or even getting editorial mentions on other sites can help with press release promotion. A business or site should include high traffic sites and popular web destinations in their online press release distribution lists. The ideal scenario would be inclusion of a link to the online press release within editorial content. Visitors to a high traffic, well-read site would see the link and have the option of following the link to the online press release for more information. Leaving a link in a comment section of a popular article can also prove to be an effective press release marketing strategy where readers of a popular article can find a comment with some information as well as a link to follow for more information.
Social networking sites give the advantage of access to networks of like-minded consumers and groups. After crafting an online press release, a site or business can then approach these networks of consumers or groups (via social networking sites) with their press release detailing their products and / or services and why they are needed.
One method of press release promotion would include creating a presence on social networking sites (i.e. Facebook, Twitter) where consumers can receive up to date information, news and press releases from a site or company. A site or company can also offer incentives for a consumer to add them to their network thus creating a new network of consumers interested in your product or services. This is now a network formed ready for each press release distribution and it is now very simple for this network and the distribution list to grow.
While online press releases and marketing articles are aimed at reaching out to a broad audience, knowing the specific audience is important for a business or site to reach the right consumers. A press release should provide the target audience with information on services or products that they cannot find anywhere else and point out how these products and services are essential, unique and perfect for them.
A press release promotion should be broad, seek to hit all corners of the Internet and reach consumers who may not always able to be reached (leaving no stone unturned). But the press release promotion will not be effective if the press release is not clear on how the products and / or services are unique and essential to a specific audience. If the press release is broad like the promotion, it will easily be overlooked and forgotten. If it is targeted and clear, the press release distribution will take on a life of its own thanks to consumers passing the information to other like-minded individuals, groups and networks.
|Jennifer Mathes, Ph.D.|