Dec 23 ' 19 - by admin - Tutorials - 0How To Maximize Traffic From Your Press Releases
Maximizing Traffic From Your Press Releases
So you've written and distributed an online press release. Woohoo! Now what? Ideally, your customers will read it and take some action like clicking the links and visiting your website. But is your site ready for them?
While we have always recommended a mix of anchor text links in press releases that go to your homepage, relevant product/service pages, and supporting content, we haven't really talked strategy for converting the people coming from those links. "Converting" as in, buying something, downloading something, signing up for something, or otherwise taking some desired action.
After all, isn't that the purpose of your website? To provide something valuable or helpful to visitors so that they will reward you with business? Even if that business isn't cash-money just yet, by signing up for your newsletters, reading your content, or downloading your handy guides, they are getting to know your company, building trust, and keeping you in mind for when they need your product or service.
So now let's get serious about those visitors who are coming to your site from your press releases. They just read something that interested them and they want to learn more - that's great! Instead of just dumping them on your homepage, use this opportunity to send them to a dedicated landing page or show them a specific pop-up offer that relates to your press release topic or call to action.
There's a misconception that a landing page is just any page on your website. A landing page is generally not part of your website navigation; a visitor can't come to your website and find a landing page. Instead, they land on these pages from other locations around the internet (i.e. ads, social media posts, press release links, etc.)
Landing pages are very specific. They expand on a single topic - for example, an SaaS company that is promoting discounted renewal pricing for the holidays might create a dedicated landing page that shows the discounts, highlights the benefits, and has an easy form for people to convert (sign up for the offer!). This promotion might not be on their website, but they may promote it as an exclusive offer from a press release or social media ad. Only people coming from those sources will land on the landing page and see this offer.
Consider these best practices when creating landing pages for your PR links:
In our last post, we shared tips for using UTM tracking codes in your press release links to track engagement with those links. It's particularly helpful for creating targeted pop-ups on your website based on where the traffic is coming from (often called the "referring source").
To create pop-ups on your website, you'll need a conversion rate optimization platform. Don't let that sound intimidating. Conversion rate optimization (CRO) is simply any strategy that increases the number of people, that do what you want them to do, on your website. Want more people to sign up for your newsletter? That's considered a conversion. So is renewing a software subscription under a holiday pricing plan. It's some action you want visitors to take that you can measure and track -- and that you can ultimately increase using CRO strategies, such as pop-ups.
Once you've mastered using UTM codes in the links in your press releases, it's time to focus on what to do with that specific traffic once it hits your website. Enter: pop-ups, a pretty powerful CRO strategy!
Great pop-ups work not necessarily because they disrupt the visitor on your website, but because they are timely, relevant and valuable. A great pop-up shows the right offer, to the right, visitor, at the right time. This is why using a pop-up to capture traffic from your press release links with UTM codes is so effective.
As a quick refresher, to create a UTM code in Google Analytics, go to the Campaign URL Builder. For our holiday software renewal, the UTM parameters could look something like this:
Website URL: https://example.com/holiday-software-renewal/
You'll get a custom URL that includes the tracking code. Use this URL in the keyword section when you upload your press release on Online PR Media:
Next, go to your pop-up software and create a new campaign to capture traffic from your press release link. When you get to targeting, you will see an option for "referring source" or "where visitor came from." Click through these options until you are able to paste in the UTM link to indicate that visitors coming from that source or domain should see your pop-up.
What should the actual pop-up contain?
Here's an example:
And remember, only the people who clicked on your UTM links from your press release will see this offer. Because they read the release and clicked the link, this pop-up will not only make perfect sense to them, but it will be exactly what they were looking for. It couldn't be more timely or relevant than that!
When it comes to CRO platforms that perform, we recommend our partners over at Picreel. They offer a free 30-day trial - no credit card required. And for a limited time, they're even offering free setup services. Meaning, they will install Picreel on your website, create your first campaign, and launch it on your website. It really doesn't get any easier than that!
Dec 17 ' 19 - by admin - Tutorials - 0Using UTM Codes To Track Press Release Traffic
Do You Know How To Track Who Clicks On Your Press Release Links?
Online press releases are an excellent addition to your marketing strategy. They are widely distributed on a variety of news and media sites, they help lend credibility to your company, and they result in numerous backlinks (links on other sites that go back to your website). Of course, the ultimate hope is that your customers will read your press releases, click the links within the release, and visit your website.
But how can you tell if your press releases are directing traffic to your site? And within your press release, how can you tell which links are performing the best? Enter: UTM codes.
UTM stands for Urchin Tracking Module. In 2005, Google acquired a company called Urchin Software Corporation. This laid the framework for today's Google Analytics - widely known as the authority on website traffic and engagement analytics (i.e. how well your website is performing, who's visiting it, and what they're doing on your site).
Essentially, UTM codes are unique website addresses created for websites to tag information about the user who clicked on the link. More specifically, UTMs can help you to understand where your traffic is coming from, as well as how and why it is coming to you. We’ll discuss this in more depth later.
Online PR Media offers customers an opportunity to insert anchor text links within your press release. These are underlined clickable words that link to a specific webpage. Online PR Media refers to this anchor text as “keywords,” and this is where you will enter your keyword text and associated web address (URL).
When choosing which words will become your anchor text, it’s important to note that only UTMs linked to a page within your website will be trackable. For example, if one of your keywords links out to the website of a company that you are partnering with, you will not be able to track clicks on this link since the primary URL links to their website - not yours.
Before we get into how to create a UTM code, it’s helpful to first understand the different parts of it. The four key components, or “parameters” of a UTM are:
One important consideration before moving forward is that UTMs are an extraordinarily helpful tool - and once you see the value they bring, it’s hard to stop creating them! If you’re generating a decent amount of content, you should consult this article on UTM naming strategies that can help you develop a system that is organized, consistent, and works for you.
Google makes generating UTMs easy with their Campaign URL Builder. Using the naming strategy described above, we can fill in the parameters to create a UTM for this blog to be used in a November 2019 press release. It could look something like this:
This tool will then generate a UTM in the box below, which looks like this:
Congratulations! You’ve made your first UTM code.
This is the easy part! Once you have identified the anchor text or keywords for your press release, you’ll scroll to the Keywords and Anchors section when uploading your release on Online PR Media. In the field labeled Keyword #1, you’ll type the word(s) being used as anchor text. In the corresponding cell to the right, Link #1, you’ll paste the UTM link in its entirety. Because UTMs are long, it may appear to be truncated even though a quick scroll to the right reveals that all the text is present.
And that’s it! You can generate a separate UTM for up to three other pages you’d like to link to.
Bear in mind that if you will be linking to the same Campaigns in other media (i.e. sharing the same pollution blog on your Twitter account, or as a guest post on a local conservation group's site), you will need to generate separate UTMs, where Source and Medium should change accordingly. In this way you’ll be able to not only identify which links perform best within your content, but also which form of media receives the most clicks to each of your campaigns.
In your Google Analytics Account in the left-hand side bar, click Acquisition → Campaigns → All Campaigns.
Each of these rows represents a single campaign. This page shows a summary of how many “clicks” each campaign received (regardless of source or medium), as well as some other pertinent stats about user behavior while on your site.
More information can be gathered about source and medium when an individual campaign is clicked on:
Here we can see that one campaign received 21 users, 19 of whom came from the signature line from company emails, and 21 of whom came from organic posts on Twitter. While further analysis would be required to draw conclusions (knowing how many times the link was posted on Twitter, how long the link appeared in email signature lines, etc.) you can see how these insights can really help shape your future marketing efforts!
Now that you know how to track traffic from your press releases, we know you're anxious to get started! Stay tuned for our next post where we’ll discuss how to prep your website to maximize traffic from press releases. Think: collecting leads, growing your email lists, and ultimately boosting sales!
Oct 01 ' 19 - by admin - Tutorials - 0Press Release Template: Announcing A Sale Or Promotion It's Q4 and the holiday shopping season is upon us! While consumers may need to get through trick or treating before getting serious about shopping, for retailers the time to start planning for Black Friday, Cyber Monday and the entire month of December is now. Once you have your holiday sales strategy in place, a press release is a great way to help get the word out. And we've made it simple for you to quickly whip up something with a Press Release Template specifically for announcing a sale or promotion. Use this any time of the year when you have an upcoming special.
Sep 01 ' 19 - by admin - Tutorials - 0Holiday Publicity Ideas For Any Business The end of the year is jam-packed with holiday happenings. Is your business leveraging them to gain publicity? You should! From Halloween through Christmas, there are no shortage of ways to get in front of potential customers that are preparing for the holiday shopping season. Let's take a look at each month in the fourth quarter and give you some ideas for both online and in-store publicity ideas. Take what works for your business and incorporate the ideas into your holiday marketing strategy!
Aug 01 ' 19 - by admin - Tutorials - 0How To Use Images And Photos To Make Your Press Releases POP Most press releases are little more than text. They're published without the important bells and whistles that draw readers' attention. Lacking photos or graphics, they merely convey information, leaving the reader to decide whether the story is engaging enough to actually read. That's leaving a huge opportunity on the table. Our eyes tend to gravitate toward images in a way that text cannot match. Whether real-life photos or computer-generated graphics, images attract our attention and help us connect with and remember the content. Ask yourself: have you ever seen an effective marketing brochure that didn't use photos? Have you ever seen a high-converting sales page online that lacked them? Probably not. And neither should you distribute press releases without including some type of image that supports your story.
Jul 01 ' 19 - by admin - Tutorials - 0Publicity Ideas For Insurance Agents: 6 Creative Ways To Promote Your Services According to the Bureau of Labor Statistics, there are nearly 400,000 insurance agents nationwide. To say the field is competitive is an understatement, and as an agent, you know firsthand that it takes more than hard work and dedication to be successful. You need a way to stand apart from the pack so people in your city will notice you. That's where generating publicity comes in. It ensures your name is on prospects' minds. When the time comes for them to purchase an insurance product, they'll think of you and pick up the phone. How do create buzz around your services? Read on for 6 ideas that are simple, cost-effective, and even fun!
Jun 13 ' 19 - by admin - Tutorials - 0Press Release Template: Announcing The Launch Of A Website Whenever possible, you should work from a template when creating a press release. Having a model to follow, no matter what type of press release you need to write, saves time and increases your productivity.
May 30 ' 19 - by admin - Tutorials - 0Father’s Day Promotions To Boost Your Bottom Line On June 16th, folks in the U.S. will be celebrating fatherhood and honoring their dads. Fathers Day gives us a chance to commemorate their contributions - not only to their families, but to their communities as well. For the sharp marketer, it's a great opportunity to host promotions that remind your customers about the value of their dads and husbands.
May 09 ' 19 - by admin - Tutorials - 04 Budget-Friendly Summer Promotion Ideas That Can Heat Up Your Business Even though summer is still a few months away, now's the time to plan how you'll take advantage of the season to promote your business. Companies regularly report slowing sales during the summertime as their customers leave on vacation. Why not pull out the marketing stops to add a little sales sizzle to your summer?
Apr 25 ' 19 - by admin - Tutorials - 0How To Boost Traffic And Reader Engagement With Videos In Your Press Releases You've had the option to include videos with your press releases for years. Yet most of the press releases that are uploaded and distributed here are Online PR Media lack video content (many of them even lack images!). If that sounds like you, you're missing a huge opportunity to attract readers who might click through to your site.