Making Your Press Releases Work As Stand Alone Sales Pages

Posted on 03. Jan, 2011 by in Press Release Writing Tips

We’re working on pulling some interesting stats for 2010 – one of which will be the number of times that people made use of all of the “extra” features that they could have on their press releases. I don’t know the numbers yet, but I do know that a surprising number of people to do not utilize all of the free “extras” that they get with their press releases!

By “extras” I mean:

  • Embedded videos
  • Embedded slideshows
  • Photos
  • Anchor text links
  • Downlodable file attachments (images, PDFs, Word docs, Excel spreadsheets, PowerPoints, etc)
  • Block quotes
  • iFrame

These “extras” can work to turn your press release into powerful sales pages. Optimized correctly, press releases can rank well in the search engines for your keywords. Once someone arrives, its up to YOU to engage them in the message. Adding interactive features, quality images, and interesting content can do just that — and encourage people to click through to the pages you want them to arrive at next to continue on the buying cycle.

Which are you more apt to read and interact with?

Press Release Example #1

Press Release Example #2

Quick Tips for Using Multimedia Press Release Features

  • Photos of real faces (not stock photos) tend to instantly grab attention (company founders, a speaker, employees, a customer, etc).
  • When you upload .jpg, .gif, or .png files in the “File Upload” section o f the press release submission form, the actual image appears in the sidebar
  • 1 – 2 sentences is an ideal length for the block quote
  • When choosing a quote for the block quote, pick something that piques reader’s interest and makes them want to dig in more. It doesn’t even have to be a complete thought, in fact, one that keeps a reader wondering is more likely to cause them to read on.
  • If you don’t have a video to embed, create a slideshow and publish it on Slideshare or Slide.com! Unlike video, making a slideshow does not require a steep learning curve or fancy equipment. It doesn’t need to be a boring presentation – it can be a slideshow of 10 of your hottest products. It could be a slideshow of photos from an event mentioned in the press release
  • Use the iFrame to display the page that offers the NEXT STEP you want readers to take, not just the homepage of your site. If you’re announcing a webinar, display the webinar signup page page in the iFrame. If you’re announcing a new product, display the product page in the iFrame.

Press release pages can be quite influential. One customer told me that he designs his press releases specifically to serve as a landing page/sales page. That doesn’t mean the PR is full of used car salesman hype, but that he designs them in such a way that it grabs readers attention and then directs them where to go next in the iFrame. He then builds links to those pages (to help their search engine ranking) and even links to them in his client’s Google Places listing to drive visitors from Google Local.

Your Turn!

What strategies do you use to make your press releases work harder for you? Any additional tips? What do you think might work? Have questions? Want to brainstorm? We love to hear from you!

17 Responses to “Making Your Press Releases Work As Stand Alone Sales Pages”

  1. Gladys

    03. Jan, 2011

    This is such great information! Most of the time we forget that all of these ‘extras’ are encouraged to be included with press releases. It’s always the little things that go such a long way.

    Thanks for the info Christine, this will be really help out my clients and best of luck for a prosperous 2011! :)

  2. Megan L.

    03. Jan, 2011

    Great tips, Christine! :) The example is very helpful — I think everyone will admit they are drawn to the second press release. Also, I never really thought about what a strong impact images with real people have vs. stock images. You are right — an image with real people draws the reader right in! Keep the wonderful tips coming.

  3. Katie D

    03. Jan, 2011

    Great ideas! I’ve got to admit, at first glance, the first release looks overwhelming with all the text. The second has so many graphic features to break everything up so it instantly looks more readable.

  4. pop up gazebo

    06. Jan, 2011

    this is really a good idea about Press work. in our daily life, press work is really hard and boring and tired thing. the idea from this blog can do much help for us in our press work. tks

  5. Ed Romaine

    15. Jan, 2011

    Very nicely done! All important elements to a successful PR campaign and SEO.

    thanks!

  6. mark

    25. Apr, 2011

    Are the stats for the “extras” now available?

  7. Christine

    25. Apr, 2011

    Hi Mark! The ‘extras’ stats are in – great question! I was excited to see them too — it’s pretty fascinating!

    This info documents stats on press releases submitted in the last 12 months — between 3/26/11 and 4/25/11.

    Percentage that included a photo in their PR: 62.8%
    Percentage that made use of the iFrame feature: 93.7%
    Percentage that embedded video: 21.4%
    Percentage that used the “block quote” feature: 81.1%

    Anchor Text:
    Used all 3 anchor text fields: 90.2%
    Used 2 of 3 anchor text fields: 2.8%
    Used 1 of 3 anchor text fields: 6.9%
    Used 0 anchor text fields: 0.1%

    FIle attachements (additional images, PDFs, etc)
    Used all 3 file attachment fields: 13.9%
    Used 2 of 3 file attachment fields: 2.0%
    Used 1 of 3 file attachment fields: 6.5%
    Used 0 file attachment fields: 77.6%

    BTW – these percentages calculate the number of people who used options that were available to them. For example, the video option is not available on every distribution, but the percentages only take into account those who had the option. :)

  8. Crystal

    19. Aug, 2011

    This is a great post and the statistics are fascinating. It’s a great reminder that we all need to use the “extras” as these “extras” are kind of becoming the standard now.

    People will soon (if they don’t already) expect to see multimedia press releases instead of text ones.

    I do think multimedia makes the press release more interesting, and holds my attention better these days than just regular text.

    Thanks for this post.
    Crystal recently posted..ESL School Advice

  9. James

    21. Aug, 2011

    Thanks for the tips Christine, I will take your advise and start using Multi Media in my PR and see the results.

  10. Trev

    27. Aug, 2011

    We use PR for our website and find besides the extra traffic we get, there is also benefits from a SEO because of the backlinks you can add to each PR. Adding Multi Media will only increase these bebefits.

  11. Ian Cheow

    02. Nov, 2011

    This is great information. I am in the digital media industry and I can’t stress enough how “free things” like embedded video, photos are important in a online press release… especially with universal search and explosion of social media.

  12. Eve

    10. Dec, 2011

    I didn’t realise how much difference a photo and an embedded video makes. You are definitely more drawn to the 2nd one. It’s something I will be adding the next time I did to do a Press Release.
    Eve recently posted..A “Top Secret Fat Loss Secret” Review

  13. Tara Geissinger

    12. Dec, 2011

    I know! I love it when small changes make a big impact. You’ll have to let us know if you notice any changes using photos and videos next time. :)

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