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!
Oct 07 ' 20 - by Kevin Petersen - Press Release - 0Using Online Press Releases During The Holiday Season
As we round the last corner of the year, it's officially time to start thinking about holiday offers. For most brands, the holiday shopping season kicks off with Black Friday and Cyber Monday, followed by a whirlwind December. And the time to start promoting your holiday offers? Now. We recommend you start gearing up in September by creating content like email campaigns and social media posts, and shoring up your website with conversion marketing strategies like onsite retargeting offers, a streamlined checkout process, and a cart recovery campaign.
Then, you're ready to hit launch in late October, early November.
While we always recommend a smart mix of communication strategies, including email, social media, in-store, and online promotions, don't forget the value of using online press releases as well. Here are 5 advantages of using press releases during the holiday season.
#1 - Promote Your Holiday Deals
The primary reason for using a press release is to share your news! Let potential customers know about special offers and promotions, one-day-only shopping events, in-store events and promotions, temporary holiday hours or policies, shipping offers, and anything else that affects their holiday shopping experience.
#2 - Get In The News
Especially for local and brick and mortar stores, your holiday promotions could have a big impact on your community. If you're hosting an event, like pictures with Santa, attending local pop-up shopping events, or donating a portion of your proceeds to a local charity, try and get your name in the news!
Publishing your press release is the first step. Next, you should share it on your website and social media sites. Finally, you should do some digging to find the contact information for journalists and editors at your local newspapers, community magazines, and television networks and ask them to share your holiday happenings.
#3 - Boost SEO
A natural benefit of publishing online press releases is the SEO value they have. A well-written SEO press release that answers a question or solves a problem, that contains strategic anchor text links, and that is optimized for long tail keywords is more likely to rank organically in the search engine results pages.
#4 - Increase Website Traffic
In addition to your release potentially ranking in the SERPs for keyword searches, online press releases also help drive website traffic directly from the news and media sites where they're syndicated. Online PR Media partners with more than 5,000 news and media sites, and many customers receive 100+ full-page reprints on these reputable outlets. When you upload your press release for distribution, you can choose up to 7 industries that help us decide where to send your news. By choosing relevant industries, your news goes directly to the news and media sites that cover those industries; whose readers consume news just like yours!
This gives you direct access to a previously untapped and unattainable audience that may see your news and visit your website.
#5 - The Wire Is Quiet In December
Using press releases to share your holiday offers in October and November is pretty common, but December is a slow month for press releases. Why? Maybe because companies are in holiday mode, wrapping up the year and waiting for the New Year to start "working" again. Maybe retailers assume shoppers have already made up their minds by December or they're just too busy with the holiday rush to focus on marketing.
But December is the perfect time to publish press releases because the wire is quiet. There will be less competition for placement, journalists will be actively looking for stories, and customers will be looking to snag last minute deals. Even online retail giant, Amazon isn't above using press releases to communicate their December promotions!
Plan Your Holiday Press Strategy Now
There's still plenty of time to incorporate online press releases into your holiday marketing strategy. Need help with writing or selecting a distribution package? Online PR Media is here for you!