Posted: April 16, 2018
As we have talked about in previous blogs, the UK press release distribution landscape has changed dramatically over the last few years, with the days of using press releases as boring corporate announcements being long over. This is due in no small part to changes in the way that press releases are sent out, who press releases are sent to, and even the types of influencers that now have a say in how your company is perceived by the general public.
Using online PR tools, such as PRInABox, now allow your company to place itself in front of not only journalists but bloggers and influencers as well meaning that your story may spread on social media and online as well as in print. These changes, however, now mean that more than ever it is important to refresh your press release content in order to be able to achieve your PR objectives.
Drive People Back to Your Website
Every business worth its salt has an online presence these days, and so your website should showcase your brand identity clearly and effectively. Your website should be filled with fresh content which adds value to your audience, such as blog posts, videos, white papers, upcoming events and so on. However, it is pointless putting lots of effort into your website if people don't know about it. Therefore, every press release you send out should include at least one (and at a maximum three) links to your website and a clear call to action driving people back to your website in order to complete the action you want them to do. This is a great way to reach new audiences and it will have a positive impact on your website visitor numbers.
There is a lot of research out there pointing to the fact that more people are engaged by images and video than they are by text - so make sure you are using some kind of media in your press release. Including a picture, infographic or video with which your customer can engage means that not only will your press release be more eye-catching than your rivals, but people are also more likely to remember it as well.
The main aim of most marketing these days is to promote your brand as the thought leader in your specific niche. When a customer thinks of a product or service that you provide, you want your name to be at the forefront of their mind. You can start to build trust and loyalty amongst customers by providing educational content in your press releases to show them how your product or service will answer their need. Offering them content which is of value to them means that you are showing them how your business is different to all of the others in your niche.
Collaboration is key these days to connecting with your audience and showing them that your company aligns with other companies that they are already connected with. Look for brands and public figures to combine resources with in order to be able to not only expand your potential audience reach but also your searchability as well. A word of warning though, some people and brands are unpredictable and can suddenly receive negative publicity, so be careful who you partner with!
Don't Answer Every Question
As much as you want to keep your customers informed about your business, don't serve them everything on a plate! After all, you don't want them to just read the release and take no action, do you? Your press release should be written in a way that sparks their curiosity and makes them want to learn more about your business and what you have to offer them. Keep your release short and sweet (under 500 words) and finish with a great call to action to spur them on to do something about it.
Are you inspired now to really make an impact with your next press release? Then get in touch with us today to find out more about our online press release UK services. You can call us on 020 8720 6914, email us at email@example.com, use the contact us form on our website or even our live chat service.