One cannot ignore the importance of marketing activities undertaken for any business. However, it is also essential to track the Return on Investment (ROI) of such marketing efforts. Distributing press releases is one of the most effective techniques for marketing and enhancing visibility in the online world. While there are several tools for analyzing the results of such releases, there are also various aspects that directly influence the desired ROI of these activities. Below is an insight on factors that help in boosting the performance of a press release:
1. Telling a Story
The crux of a press release is not to indulge in self-boasting, but to present a story to the reader, which would engage him/her right till the end, followed by inspiring him to take an action. Be it a new product or a new hire, one should craft the article in such a fashion, that it would paint an image in the mind of the editor/customer. Instead of trying to push the product in front of the reader, one needs to focus on the features that would benefit the potential customer. Sharing the background or history of the company renders a more personal and relatable view of the business.
Proper optimization ensures that the content reaches out to the target audience. However, one should be careful to avoid over-usage of keywords. It is important to ensure that the keyword phrases are included in the headline, first paragraph, and the sub-headings. Further, there shouldn’t be more than 2-3 phrases incorporated in the entire content.
3. Link to the Landing Page
Experts suggest to include a direct URL link in a press release. If the article is being sent to a journalist, then one can provide a link to the online newsroom, and if the write-up is crafted for a customer, then it should have a link to the landing page of the company’s website.
4. Social Media
By incorporating social channel icons in the press release, one can enable its readers to easily share the content with their network of friends and colleagues. Of course, one also needs to give the options of printing or e-mailing the article.
5. Analyzing Metrics
There are various methods of tracking the metrics of a press release, such as, downloads, shares, reads, views, traffic numbers, and much more. However, to understand which sections of the write-up performed the best, one needs to test calls to action and other specific parameters.
One should always remember that the trick to derive best results from a press release is to pitch the right editor as well as bring in the right type of traffic to the website. For more tips & advice in this domain, one may avail the services of a reputed PR firm.