Public relations has long been a key component of corporate marketing campaigns. Today, traditional PR activities can be enhanced by including an internet component.
Not only will online visibility increase your exposure to potential customers, it can also maximize your return on investment in SEO (search engine optimization), that is, getting your website to rank well on Google and other search engines.
Instead of sending press releases only to traditional media such as newspapers, magazines and TV stations, look for online outlets too. Many websites, online magazines and blogs welcome press release submissions as long as they’re well written and a fit for their audience.
To reach these sites en masse, use a PR distribution service such as PR Leap, Newswire or PR Web, which will guarantee your press release gets visibility on the major search engines where publication editors will find it and possibly publish it.
Sending your press releases out to the media to help gain visibility is a terrific idea, but don’t stop there. Make use of the releases for yourself too. Add a section to your own website where you can publish your latest releases.
By adding new content, you’re saying to Google and your visitors, “This site is kept current and has fresh material for you to read.” That could help your search engine ranking and also your conversion rate with new customers.
Another option is to publish a slightly different version of a press release on your site. Perhaps include more specifics, more quotes or more photos than the version for mass distribution. People interested in your business might be interested in learning all the behind-the-scene details.
Press releases about significant accomplishments or events published on your own website are a great way to draw well-deserved attention to your successes.
When you’ve written a new press release, be sure to promote it via your social media channels. Tweet about it on Twitter and publish a version on Google+ and LinkedIn. Don’t forget to tell your friends and followers on Facebook.
Include the link to the published release whether on a distribution site like PR Leap or your own website. To further increase your reach, encourage your social media friends to “Share” with their contacts.
Seek out opportunities to be interviewed for news articles by subscribing to a media service like ProfNet or HARO (Help a Reporter Out). These publications tell you what stories reporters are working on and what information sources they’re seeking. If you’re a fit, simply contact the reporter and give your pitch to be included.
For example, if your company sells camping equipment, and you see a reporter is writing a story about hiking, you could offer to provide information on the newest camping products.
If you own a bridal gown store, and a reporter is seeking sources for an article on spring weddings, offer to provide information about spring bridal fashions.
If you’re interviewed or quoted as a source, your company name and possibly website would get mentioned, resulting in increased traffic to your site.
Consider writing informational articles and publishing them on article directories like EzineArticles.com and GoArticles.com. Another option is to write guest posts and submit them to blogs or websites in your industry.
Creating content that’s then published online will help get your name out and position you/your company as an authority in your field.
Additionally, you’ll benefit from valuable backlinks to your website from these article directories and blogs. Those backlinks can help improve your search engine ranking and drive traffic to your website.
Whether online or offline, public relations offers visibility and credibility in your industry. Through an online PR campaign you can achieve the following:
In today’s world, when someone needs a product or service, they turn to the internet as their primary source. You want to be sure when people search, they find your website, not your competitors’.
PR is a critical component for building awareness online. It involves strategic content creation and placement to effectively communicate your message to the audience you want to reach.
Targeted publicity campaigns can help your company “go viral,” exposing your products to thousands of new prospects and turning your website into a 24/7 lead-generating machine!
It’s simple – increased online visibility translates to higher sales. The more people that know about your products or services, the better. Positive write-ups about your accomplishments will also build your brand while growing your business.
Leverage your ROI in online promotion. The one-two punch of SEO and PR is a winning combination that will help take your company to the next level.