Apr 01 ' 22 - by Kevin Petersen - Tutorials - 07 Ways To Turn Heads With Your Press Releases It takes a lot to turn heads with your news these days. News and media sites are saturated with press releases that, while all relevant and interesting in their own right, make it difficult to rise above the chatter. The reality is that when you publish online press releases, you're dealing with a lot of competition for attention. The solution? A little planning and creativity goes a long way in taking your news from bland to brilliant. Use these 7 strategies to write and share a press release that gets noticed!
Mar 31 ' 22 - by Kevin Petersen - 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.
Feb 14 ' 22 - by Kevin Petersen - Tutorials - 0New Home Business? How To Use Press Releases To Grow Your Online Presence
While the COVID-19 pandemic has left about 15% of the United States' workforce out of work, many people have used the free time to explore their talents and launch their own business from home. New business owners know that getting the word out and reaching new customers is one of the biggest challenges in the beginning.
Online PR Media helps new business owners overcome this with affordable press release distribution to help grow their online presence -- and get online traffic.
New To Digital Press Releases? Start Here!
Even if you've never written a press release, you no doubt understand the premise of a company sharing news with one. Newspapers and online media outlets pick up and “reprint” or link to news that is relevant to their readers, so it's a smart way to get your news to large groups of people. Online PR Media and other online press release distribution services use syndication to make it faster, easier, and more affordable than ever to share your company news with the masses.
Benefits Of Using Online Press Releases
The main goal of any press release is to reach potential customers, investors, or other stakeholders in your business and have them actually read and react to (take some action!) your news. If your news catches the attention of journalists, even better. This is particularly helpful for local and small businesses, as your press release could evolve into even greater exposure for your business and allow you to meet new customers.
From a digital perspective, when your press release is published on reputable news and media sites, it creates backlinks to your website. Backlinks give your website and business more credibility with search engines like Google, which boosts your website's SEO (search engine optimization) value, and can help your site rank higher in searches.
How To Write A Press Release
There really is an art and science to writing press releases, particularly when you are wanting to also use it for SEO value. We're going to break this down into four sections:
#1 - Select A Topic
A lot of business owners and marketers assume they don't have anything newsworthy to share, but that's completely untrue! If you've just launched a new home business, that is clearly your first press release topic. After that, here are some questions to ask yourself to drum up some topic ideas:
#2 - Choose 2-3 Keywords
While the way you should use keywords in your press release has changed over the years, they are still a critical component in SEO press releases. We recommend using a keyword research tool, like the one from our partners at Long Tai lPro, and using 2-3 targeted keywords in your press release.
When you're first starting to research keywords, you may discover many general, high competition keywords. These are easy to use in your press release, but because the competition for them is so high, your release may not catch the attention of search engines. By uncovering long tail keywords -- longer, more specific phrases that people search for -- the competition is lower, and the search volume is higher.
For example, if your new home business is personal shopping services for seniors (highly relevant in today's environment!), your keywords may include "personal shopping" and "personal shopper." But if you add onto that to include, "personal shopper for seniors," or even "personal shopping for seniors in Palm Beach, FL" you're going to reach the very people looking for your local services.
#3 - The Anatomy Of A Press Release
There are 5 primary parts of any press release:
Title: Use your main keyword as close to the beginning of the title as possible, and write a succinct, catchy title that sums up your news in 100 characters or less.
Summary: Use 1-2 additional keywords and write a summary that builds on the title in 175 characters or less.
Body: News release writing should be objective and unbiased. Write in the third person and avoid opinions, excessive adjectives, and using the word "you." The body should be at least 300 words long, be broken into several paragraphs to direct the flow, contain 1-2 quotes, and 3-4 more instances of your keywords. For all paid distribution packages on Online PR Media, you can include up to 4 anchor text links. Check out this in-depth article about using and optimizing anchor text links in your press releases.
About the Company: Think about this as your elevator pitch. Summarize what your company does in 2-3 sentences and include a link to your website.
Media Contact: Ideally, someone will read your press release and want to contact you! Include your name, email address, and phone number here.
For more details about what to include, and what not to include, check out our editorial guidelines.
Hot Feature Alert: While this is a great place to start, Online PR Media offers even more resources to make it easy to start writing a press release right now. Once you create your free account, click "Resources" from your dashboard, and you'll see a library of 12 templates to choose from based on your topic. Simply copy and paste the template into your word processing document and follow the prompts to write a stellar press release!
#4 - Writing Tips
In addition to having a professional, unbiased "news-y" tone, here are a few other things to keep in mind while writing:
Choosing A Press Release Distribution Package
At Online PR Media, we offer multiple distribution packages to meet every need and budget. Our $79 package is our most popular one, as it includes an interactive report so you can see everywhere your news is published, as well as an embedded video and up to three files (extra images, PDFs, or spreadsheets). It also includes review and recommendations from our expert editorial team, so you can be sure you're putting your absolute best foot forward with your online press releases!
Maximizing Your Success
Many online marketers share a common mistake when it comes to digital PR. They set it and forget it. In other words, they invest time to write their press release and money toward syndication only to sit back and wait for their phone to ring. You can avoid this common mistake by thinking of your press release more holistically. Once the PR is published, use your newly won backlinks to further boost customer awareness and response. High quality links from authoritative websites can be used in your email campaigns, e-newsletters, blogs, and social media channels to get more credibility and ultimately more customers.
Online PR Media Is Here To Help
Launching a new home business is an exciting venture - use press releases to tell the world and grow your online presence! Need some help or direction? We're always here. Use the contact form at the bottom of the page, and let's connect.
Jan 14 ' 22 - by Kevin Petersen - Tutorials - 0How To Use A Press Release To Announce An Upcoming Contest Business owners have been using contests to get consumers excited about their products for as long as they've had products to sell. Holding a contest is a great way to generate buzz, drive traffic to your site, build an email list, and inspire goodwill among your customers. One of the easiest ways to get the word out to your audience is to use press releases to announce your contest. Why? Because people LOVE TO WIN FREE STUFF. It's simple human nature. And great news! We've made the job simple for you by creating a Press Release Template for announcing a contest. Simply copy the template below into a clean doc, follow the prompts for the details to include in each section, and drop in the information relevant to your business's contest.
Dec 23 ' 21 - by Kevin Petersen - 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!
Nov 07 ' 21 - by Kevin Petersen - 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!
Aug 01 ' 21 - by Kevin Petersen - 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.
Jun 01 ' 21 - by Kevin Petersen - 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.
May 01 ' 21 - by Kevin Petersen - 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!
Apr 07 ' 21 - by Kevin Petersen - 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.