June 23, 2015
/ by Susan Guillory
As I said in a recent article, the success of your press release campaign relies heavily on you having the right expectations. A press release won’t, as an example, make you an overnight millionaire. It can’t, singlehandedly, send thousands flocking to your website.
Use this list as your guide to what you should expect with press release distribution.
The more places your brand is mentioned, the more people know about it. That goes for press releases as well as social media, advertising, blogging, et cetera. I always say that all these channels are breadcrumbs that lead back to your site. It doesn’t matter where people find you; it’s just important that they do.
Journalists find press releases useful as part of pitches and they start to write about you. Having all the information on your news and company in one easy place makes their work go smoother. And that makes them more likely to write about you!
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Just like I said press releases provide a breadcrumb path back to your site, they do the same in search results. The more links you have to anything associated with your company name (guest blog post, interview, press release) the more chances you have for people to find you. And when people search for your company name, just think how great it looks to see all those press release results underneath!
Everyone likes to see some movement when it comes to companies they do business with. That means your social media profiles should have recent updates, as should your blog. Seeing a steady stream of news for your company shows potential customers that things are movin’ and shakin’ in your business, and that’s attractive.
I issued this press release about my company being in the running for a grant today and have already seen traction. I included a link for people to vote for my company, and have seen an uptick since I published the release (and shared it on social media). When you have customers that love you, they’ll gladly support you by sharing your news or participating in something that supports your brand.
There’s no single marketing or PR tool that will make you rich overnight. It’s a matter of using multiple tools and looking for long-term growth. Managing your expectations with press releases will help you be happy with the results they bring.
Image: markheybo, Simon Bleasdale, Paurian, Ministerio de Cultura de la Nación (Creative Commons)
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