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REASONS TO INCLUDE A PRESS RELEASE IN YOUR MARKETING STRATEGY

By Kendall Jenkins on 2021-01-27 10:30:00

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Have you just started on your businesses with your own "big" idea? This business idea might take various shapes like a book or a new product or service that your company wants to introduce in the market. With a little bit of PR effort, you might even be able to organize an event surrounding the achievement. Heck, you can even put together a blog post or make video content or both revolving around this big new idea of yours's. Finally, you start getting organized and consider your marketing strategy for this new offering. The marketing strategy components will differ according to the type of product or service you are planning to sell.

There's a significant common ground in all the mentioned situations- you need the press's attention. However, considering the limited marketing budget you started with, this is no easy task. But there is indeed still a way to get the required amount of press attention- a PR or a Press Release.

A PR provides a decent opportunity not only to get adequate reach within journalist and blogger circles. Best of all, you can assemble one without significant effort and distribute the same on PR platforms without spending a fortune on it. PR forms a handy and affordable means of self-promotion.

PR is a time-tested and proven method to get outstanding results for all sorts, types, and business sizes. If your PR is written the way it needs to be, it can weave its magic in favor of your business. Its effectiveness and affordability make it an indispensable tool at the hands of a marketer. PR needs to be tightly integrated with your marketing strategy. The following benefits form the core rationale behind such a thought:

It Gives You Instant Exposure

PR is an effective marketing medium that business owners with limited resources can use to spread awareness about their product or service. And as we mentioned previously, you need not go bankrupt in the process; that's the beauty of press releases.

A simple awareness of the importance of content and distribution might make you think that all you need to do is create excellent copy, and that will do the job. But it is hardly so. You need to believe in strategic terms; you need to choose the right content type and distribution service. Your marketing strategy needs to include various content types like articles, landing pages, and PR, all crafted effectively.

Some content types are more suitable for specific goals than others; their worth in achieving the same is too substantial to ignore. Landing pages perform better if you wish to introduce your brand or product and transform leads into customers through conversion. Blog posts are better suited for your purpose.

Accordingly, if you want your content to facilitate the trust and authority building process, PRs are undoubtedly an excellent tool to have. It serves to stimulate the whole press coverage process and gives media outlets, and journalists access to greater awareness and information about your product or service. PRs also facilitate the visit and buy from your website, provide detailed information about business landmarks, and even encourage word of mouth among your customers. The PR template at https://www.ereleases.com/press-release-template/ should serve to guide you as to what people are looking for. The greater exposure to your brand or product resulting from a PR makes it useful in your marketing strategy.

It Gives You Greater Sales Potential

Let's face it; you have a marketing strategy because you want to sell. PR works to ensure credibility for your business, but it can also have a crucial role to enhance sales figures and see better profit margins. It is accomplished by how PRs highlight product or service USPs, their main features, and critical benefits. As we mentioned earlier, you should ideally distribute PR content during important brand and product or service landmarks. Such occasions that call for a press release include:

  • A single or series of achievements for your company or brand

  • Significant tech development of your product or service

  • New additions to your catalog of products or service

  • New partnerships with other businesses

  • A recent milestone

  • Acquisition of other companies

All of these occasions or events are incredibly important to a business. It is also worthy of being what is appropriately called news. Such news serves to capture public attention, and your business enjoys the public spotlight for a particular period. In the previous era of the offline PR distribution era, it was challenging to measure PR results in press coverage, resulting from the same. But online PR distribution platforms have added to the measurability of how effective a PR eventually turns out to be. However, it still requires zero in on the exact number of customers and sales revenue generated by your PR. That being said, PR still serves a critically important role in refining marketing messages and coverage of your products or service resulting from it. Press releases help make your product or service perceived as worth the consumer's time, attention, and money make it a critical part of any marketing strategy. 

Make Your Marketing Plan More Effective

That marketers rely on content to come up with new leads is a well-known fact. Stats researched by MarketingProfs reveal that an overwhelming majority of 71% of B2B marketers hold such an opinion. The leads figures stand to reach further heights if you only use more content type tools in your marketing strategy. By doing so, you stand to gain enhanced visibility, more significant popularity and increased revenue. A press release is one such outstanding tool that can potentially give you exceptional results with great affordability. Its great virtues make it a vital part of any marketing campaign. Further, as you, the content creator, can control the marketing message and the audience you want to target, PR's importance as a marketing tool assumes even greater importance. 

It Assists In Branding You Or Your Business As An Authority

A PR is particularly effective at creating trust and credibility in the industry or niche you operate. If you get your PR campaign right, you can potentially brand and position yourself as an authority in your operation field. Press Releases also serve to emphasize unique product attributes.

It Gets Greater Website Traffic

As per the data gathered by PR industry experts, more than a massive eighty million people look for exclusive news stories and unique and expert insights online. The figures further stress the need to use all available tools to cater to such user needs. You can use press releases accordingly to get additional traffic through the exposure a press release provides. 

In this regard, PRs serve a dual purpose. You get traffic not only from the featured press release but additionally get backlinks to your website as well. They not only direct readers to your website but gives you an SEO boost as well. But experts point out that PR links' value has come down due to unscrupulous SEO practitioners' nefarious activities. You still stand to significantly gain from the approach the exercise from a more traditional and copybook fashion. It makes up for a great way to communicate with influencers, journalists, leads, and even influencers. 

The potential boost you stand to gain from PRs is still there without needing to have to or try to game the system. You need to ensure that you optimize critically essential parts of your press release by using better and more relevant videos, headlines, images, descriptions, and in this age of social media conversations-hashtags.

Substantial SEO Benefit

SEO is a handy long-term digital marketing tool at the disposal of a marketer. And a press release might potentially be an outstanding SEO tool if done right. There is the backlink factor we mentioned before, which helps SEO experts rank their sites better. Additionally, PR content optimization through proper use of tags and keywords in the PR copy enhances its online visibility, which results in a greater reach of your business or brand to your target audience. Again, the importance of proper optimization of your PR copy needs to be stressed.

It Presents An Additional Chance If Reaching Your Target Audience

Note that when you choose a PR distribution service, it is usually industry-specific and location sensitive. This makes it more likely for your marketing message to reach its intended audience as conveyed through the PR. Such a targeted audience in the form of a specific industry and location ensures increased exposure among the people you intend to connect with, people and businesses with a shared mission, vision, and interests. Such an audience is far more likely to try out, buy and recommend products making them indispensable to marketers.

It Gives You Greater Opportunities For Content Distribution

A press release is beneficial for marketers who are trying to build a new brand or business. Almost all markets are significantly crowded and competitive today, making it essential for you to use all tools to get your brand or business across and connect with the target audience. PRs are also an effective means to acquire financing besides attracting customers. A PR helps a great deal to make sure you get adequate media coverage. It can be anything from a newspaper story, being featured in a magazine, or a mention on the radio or podcasts. All these media channels have a role to play in ensuring your marketing plan's success and position yourself better in your market.

It Mixes Well With Content Marketing

The objectives of content marketing and PR are often shared. But the two fields practice diversely different methods to achieve them. It isn't at all a smart thing to keep them separate and distinct. It is instead a far better idea to practice both as complementary marketing activities. It will ensure that you get a more significant set of suitably matching partners together with whom you can do better business. PR helps in content marketing in three meaningful ways, which are as follows:

  • Enhanced Content Validation

  • Generate Media Attention

  • Create A Shared Platform Where You Can Share Ideas

Well, that is truly loads of benefits with a simple one-two page of PR copy! As we demonstrated how important it is to include PR in your marketing strategy, it is also necessary to emphasize choosing the right PR distribution service.

Choosing The Right Distribution Service

One critical component of an effective press release is choosing the right distribution channel. The following paragraphs should serve to guide you through the same.

Firstly, before you distribute a press release is to determine the following specifics about the same:

  • Your needs

  • The goals you are trying to achieve

  • The budget

PR distribution is something that comes with both free options besides paid services. While you are trying to decide which one, you need to use SEO benefits and Traffic and exposure potential of each PR service you are considering as filters. Another essential factor you might want to consider is the authority and credibility that the distribution service enjoys.

While you are trying to determine the credibility and authority of a PR distribution service, consider relevant SEO metrics like Moz DA and Google PageRank. The better-paid PR distribution services might also offer additional editorial tasks like:

  • PR review

  • PR optimization

  • PR distribution

The right distribution service would also enjoy distribution access to the leading journalists, bloggers, search engines, and even media houses.

Lastly, we need to mention is to stress the PR distribution network's reputation and efficiency once again. You also need to ensure that your marketing message is conveyed with perfection. Such perfection needs to manifest itself in quality and approach through the press release you are promoting.

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Almost no modern marketing article is complete without mentioning social media's importance in amplifying the marketing message. We would accordingly like to stress how important it is to utilize this amplifying effect to your advantage. While pursuing this objective, you need to share your press releases on platforms not just as posts or tweets but also as direct messages. The number of digital media outlets is growing with time. And in tune with the times, newsrooms are becoming increasingly receptive to digital inputs than those made by using traditional media. Ideally, press releases should be a part of both social media marketing and mobile marketing campaigns.

The last word is that while developing a marketing strategy, you need to consider all marketing mediums and channels' potential. Considering the affordability and effectiveness of press releases, it is something that no marketing strategy can afford to ignore.

 

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