How a Press Release Helps Build a Brand Online – 5 Things You Need to Know

BrandingOne of the consistent benefits we see our clients enjoying is the positive impact press release distribution has on their branding.

The way people perceive your products and services is critically important when building your brand – and press releases are a vital part of the mix.

Brand building online is a consideration for all businesses, and distributing news via the Internet represents one of the most powerful tools in helping to promote and positively increase brand awareness.

Here are our top reasons why press releases are an amazing brand builder:

1. Increased marketplace visibility:

Social media channels and the massive rise in general Internet usage has meant that the traditional journalist relationship as gate-keeper to readerships has changed.

Whilst newspapers and magazines still have significant audiences, more and more businesses are choosing to bypass mainstream media and issue their press releases online, directly to potential customers, via the Internet.

Many people now use search engines such as Google to find new products and services, rather than turning to traditional media outlets. If your products and services are to be found online through press release marketing, the chances of gaining attention, increased visibility and sales also increases.

2. Increased online share-ability:

Distributing a press release online massively increases the chance of news about your business being shared via social media channels – and this in turn has a powerful and positive impact on building your brand, in part how a press release is the perfect tool to bridge social media and content marketing.

A professionally produced press release delivers newsworthy, timely, targeted content to your ideal press representatives and potential customers direct.

3. Increased brand awareness:

If your business is consistently distributing news releases and permeating the marketplace with positive, useful, and regular messages about your products and services, this also delivers increased brand awareness.

It’s all about trust. By using press release marketing online, businesses also create greater visibility, generate more goodwill, becoming the go-to company in their industry and in turn increase their influence, audience…and trust.

Press releases, if delivered to the right people, with the right timing, and in the right format for them online, can provide more recommendations, increased customer loyalty, and generate increased sales.

4. Increased positive PR projection:

Using a press release assists the rest of the marketing mix, by pushing the momentum of a new product or service forward further, for longer, and to a larger audience.

A well-written news release often gain multiple publications across different websites, newspaper and magazine portals online, so good PR can be a highly effective way of reaching a larger audience than other forms of marketing activities.

Brand building using press releases can be one of the best ways to project positive messages about your business into the marketplace – if done well.

5. Increased find-ability online:

Using a press release within your marketing mix to build a brand online may potentially deliver another powerful benefit – increased find-ability via search engines when republished.

People search for products, services, brands and for answers to problems online: if you’re found via a press release, you also increase the chance of that person exploring your website, blog, and social media profiles, too.

Using a press release, even without key word links can provide your products and services the opportunity to have better exposure within search engines for related keywords and search terms –  providing a long-lasting commercial benefit that’s priceless.

Where Does a Press Release Sit Within the Online Marketing Mix

Marketing MixAt 24-7 Press Release we’ve been dedicating time recently to consider the overall value and effectiveness of a press release, in relation to where it sits within the overall online marketing mix.

An effective press release can be one of the most powerful online marketing tools currently available.

Some of the reasons we believe a press release is a vital consideration within your online marketing mix include:

* A press release is an important tool in tying together all of your main marketing messages in one coherent document.

* Running disparate online marketing channels such as AdWords campaigns and Facebook conversations can be included in your online marketing mix, but a press release should be referenced with links, as well as your business’s ‘Latest News’ section containing your archive of press releases.

* AdWords are a short and sweet part of the online marketing mix – whereas a press release contains much more detailed information that can’t really be as effectively conveyed across a Facebook Post, AdWord campaign or blog post.

The main difference between a blog post and a press release is that a blog is useful for general updates online, and with items going on in your business – but aren’t newsworthy enough to merit a full dedicated press release.

A press release is essentially for a specific and significant online marketing purpose, such as the announcement of a new product or service, or the appointment of a new executive for a well-known Branded company, or end-of-year corporate earnings…the list is endless for including a press release in your online marketing mix.

If you have any queries or questions about our ranges of press release distribution services, please feel free to get in touch here.

Fast Forward to 2014 – What’s The Value of a Press Release?

Social Media NewsAt 24-7 Press Release one of the questions we get regularly asked is What’s the value of a press release?

One of the best answers we’ve seen came recently from John Mueller, Webmaster Trends Analyst at Google, who advocated the value of a press release, but stressing the importance of not using money-based keyword links, and to ensure that businesses use a press release distribution service that supports NO FOLLOW.

In our extensive experience as a leading provider of press release distribution services, we believe that the value of a press release comes from three elements:

1. Journalists can find your story and re-write it and/or re-post your story.

2. Bloggers can find your story and share it with their audiences.

3. You can share your story via high-volume social media platforms.

These three elements all create valuable exposure levels, and a press release delivers massive impact in relation to the amount of investment it requires.

You can also promote your own press release once it goes live: the day your press release is distributed, a link will be created, and this means you can promote this link within your own online marketing campaigns, too.

Remember, that a press release stays online until you decide to remove it, so the average online press release has a significant lifespan.

If, however, you want to remove a press release from the Web, you’ll need to contact each publication source individually. This will take time and effort.

We believe that bang for buck, and compared to AdWords campaigns – which have limited space and character allowance – a press release is financially more cost-effective, as long as it’s written with a ‘hook & hold’ headline in place.

Fewer businesses are now using press release marketing for ‘spam’ messages, so the existing press releases being distributed are generally more newsworthy – and gaining more attention online than ever before.

If you have any queries or questions about our ranges of press release distribution services, please feel free to get in touch here.

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