Ways to Optimize Press Releases (Part 6 of Viral Marketing Series)

If you typically think of press releases for hard-copy newspapers and believe they are reserved only for the big corporate announcements from large companies, then think again! Press releases are a great way to gain attention and position yourself as an expert in your market. They are also a great way to capitalize on viral marketing.

Well-written press releases make optimal use of keywords and unique content. They offer you an incredible opportunity to expand your marketing reach by creating newsworthy updates and information related to your area of expertise. And press releases are free so it’s not like paid advertising.

Timeliness counts

Press releases must be timely and have some news of value to report. You may want to notify your target market about a new product, new findings in your industry, or new reports available that contain data and statistics relevant to your business. They must include something of value for your target market and they must be professionally written and meticulously written.

Newsworthy ideas

When press releases are well-written and contain newsworthy information or data, you can draw massive amounts of traffic to your website. If you don’t think you have anything newsworthy to report, then you need to think more creatively. Consider some of these ideas:

• Introduce a new product
• Recognize a major product enhancement
• Promote an upcoming event such as a podcast, online seminar, or other interactive promotions
• Recognize the launch of a new website or blog
• Notify the market of any awards or major accomplishments you have received for your outstanding business and product offerings
• Notify the market of new hires on your team or collaboration with well-known people who are experts in the field
• Promote your participation in a fund-raising event

Consider things that would be of interest to the target audience. Write about them and show your audience that you have newsworthy information to share. They’ll probably visit your website to find out more. Press releases do not bring an immediate stampede of traffic – it takes time for them to be distributed by search engines. But once they are recognized, they will begin to attract attention.

How to write a release

The first sentence of your press release should explain why someone should read it. Tell them what you have of value to attract their attention. Use a title that attracts attention:

• Product Breakthrough Increases Productivity
• Ten Ways to Improve Your Financial Position
• New Findings Confirm Product Value
• Vice President Joins [company name]
• Data Supports New Technology

Your title is one of your most valuable tools in press releases, articles, reports, and postings. Use them effectively and you’ll make a difference in how many people read your content.

Write concisely and get to the point. Create interest by using bullet points, color, highlights, or underlines for critical words or terms. Don’t confuse your audience by using acronyms that are not universally understood. Make the press release easy to read and comprehend and include links to your website for more details.

Match the timing of your press release with other events that may enhance the information. For example, if you are launching a new product that will be a great gift for friends and relatives, consider your launch in the early Fall when people are thinking about the upcoming holidays. If your product launch is related to a skin care product, consider launching just prior to summer when everyone is searching for solutions.

How to distribute press releases

So, where do you release your information to gain attention. You should definitely include it on your website and blog. You can include it in any email or newsletter distributions and capitalize on your autoresponder if you have one. You should also optimize the use of online newswire services for greater exposure and enhanced ability for viral marketing.

Newswire services will distribute your press releases to newspapers, trade publications, relevant websites, and many other online and offline resources. They have great access to Yahoo!, MSN, AOL, and other search engines. They can tap into an audience that you otherwise would be missing. There are free newswire services and there are additional advantages for paid services.

Where do you find them? Start with PR Newswire which is one of the oldest and most reputable online newswire services around. Then explore some of the others, including:

• Pr.com

• Prlog.com

• Prweb.com

• I-newswire.com

You may not think you have newsworthy information to share, but a little brainstorming and creativity will lead you to a variety of different uses for press releases. Take advantage of the opportunity to share valuable information while promoting your website and your products. It’s a strategy that will pay off over the long term. The more you utilize press releases, the more likely you are to create a “name” for yourself and your website.

Happy writing!