Guest blog post by Eric Hammis of 3SixtyInteractive.
When you think about the term press
release, you probably get this vision in your head of a news boy standing on
the corner of a packed street corner screaming, “extra, extra, read all about
it!!”At least that’s what I envision.
Yes, press releases are certainly a
tool of the past. In fact, the first press release distributed in the U.S.
happened 60 years. But if you think a press release belongs in the past and
should stay there, then you’re probably not familiar with today’s press
releases. So let’s take a look at how press releases are still relevant in
today’s digital marketing world.
Online Channels Expanding
The traditional options for press
releases used to be newspapers, radios and television stations. But we all know
how that has changed with the innovations in digital technology. Now, you have
to utilize digital strategies like social media, paid search, etc.
Thankfully, press releases have made a smooth transition to the digital
platform.
More and more online options are
becoming available to share your press releases on a wire. This provides great
visibility for your press releases and it also gives you the option to include
link building, which can help with SEO. That’s a nice little bonus!
People Trust Them
Trust. That’s a word you hear often
in digital marketing, but not many consumers put trust in many brands. BUT,
consumers do trust press releases. Releasing something officially makes it look and feel legitimate. You're not talking about yourself, you're letting your audience in on the news.
In a way, a press releases’
popularity stems not from what it says, but what it isn’t saying. Consumers
aren’t blasted with ads and catchy phrases attempting to sell a product.
Instead, a press release is built off factual information and consumers know
this, which is why they put their trust in them.
This is important to many people, and
for some, it’s their preferred source. This helps build credibility with
consumers, which in turn, helps with your brand awareness.
More Visibility
There might be times when you’re
creating press releases, or any content for your digital marketing plan, and
get the feeling that it’s going unrecognized. I can tell you from first-hand
experience that it’s not going unnoticed. If you stick to a long-term press
release distribution strategy, you’re going to gain the attention of others,
including other business professionals.
Here’s a perfect example of what I
mean. Just recently, a partner here at our company was invited to speak at a
networking event. After talking to the event chairperson, we found out that he
had become aware of our company by reading our press releases and reached out
with the invitation. It might feel like press releases are useless, but you
never know who is picking them up and passing them along.
Compile A List
Another prehistoric digital marketing
strategy, although not quite as old as the press release, is email marketing.
But it’s a STRONG strategy because it’s a direct line to potential customers.
It’s a major advantage to be able to drop your content directly into a
consumer’s inbox, and this can easily be done with press releases.
Give people visiting your site the
option to subscribe to your press release distribution list in order to grow
your list. By compiling a strong, organic list of emails and creating a
press release distribution list, you have direct access to interest parties'
inboxes.
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Although it can seem like
a marketing strategy from the stone age, press releases still have their place
in today’s digital world. But, the press
release has been elevated with embedded links and calls to action and has made
the leap to the digital platform. So what does that mean? Simple: no matter
your business, product or service you offer, a press release is relevant and
should have a place in your marketing plan.
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