How to extend the shelf-life of your press release

You’ve published a press release over PRWeb and saw great results:  you’ve seen page views, interactions, better search results, leads, and sales.

That’s it right?  Rinse and repeat?

Sure, you should absolutely add a little process to your PR engine; PR professionals might be better known for creativity, but process adds structure and precision.  After all, an engine by definition is the epitome of a flawless, if not explosive, process.

You can however, do a little more to extend the shelf-life of you press release. How so?  Put a plug in your email newsletter.

Vocus, which owns PRWeb, turned some heads with its acquisition earlier this year of email marketing company iContact.  But we did it for one good reason:  email is still effective.  In fact, 80 to 90 percent of marketers still use email and for every dollar invested in email marketing, organizations can see upwards of $40 in return.

Newsletters are an easy way to get started with email marketing, and while your newsletters should have original content, it’s also a good idea to mix in some of your existing content, for example, a headline and link to your latest press release.

The iContact team recently published a new white paper, entitled, 15 Ideas for Promoting Your Business Online – and here are three ideas from that paper.

1. Tell an inspirational story: Potential customers love reading about how people found success with a little help from your business. They want to know the difficulties they faced, how you helped them overcome these issues, and what the end results were. Whenever possible, try to show a human side to your business case study. It will personalize your message and show your prospects that your business is there for people just like them.

2. Educate with a little thought leadership: Thought leadership helps you position your brand as the expert in a particular industry by sharing detailed knowledge or information. It might appear counterintuitive, but showing someone how to do something will lead them to hire you to do the job for them. This is because you have demonstrated you are an expert, and who better to employ than an expert?

3. Link to the good stuff: The Internet is full of useful resources that your customer may find beneficial. If you’ve found something that you believe will be interesting, share the love. But be careful not to link to products, services, or content that could drive your customers into the arms of a competitor.

These ideas are not only perfect fits for email marketing; they are also good ideas for your next press release.  Put the two together and you’ll not only extend the shelf-life of your existing releases, but you’ll be on the path towards integrated marketing.

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