Press releases are still a fantastic way to shine the spotlight on your small business. They can serve as a sort of megaphone to praise your company’s achievements, progress, product announcements, new hires and other major milestones. They key to a successful press release has a lot to do with how it’s written in the first place. We’ve put together a few tips on how to make your press releases more impactful so you get the biggest bang for your efforts.
Here are a few examples of press releases to understand how to nail those 7 points above.
Look at your press release concept and ask yourself if anyone outside your company would really take the time to read the press release based on the merit of the announcement. Here are a few examples of what not to write a press release about:
If you’re not sure if your news is really worthy of a release, chances are it’s not!
It’s time to again bring out the saying, “People don’t buy from companies, they buy from people”. In this case, people want to hear from another person, so make sure you’re using at least one quote in your press release. It makes it more personable, it adds a level of interest, and people actually care what other people have to say. Quotes are the best opportunity to highlight what may otherwise seem too subjective for a press release. Make it interesting and relevant; ideally from someone within your company that’s fairly high-profile.
Readers won’t get past the headline if it’s a big snooze fest and doesn’t capture their interest, so really take the time to craft a good headline! Here are a few tips on how to write an awesome headline:
Cision put a great list of PR headline tips together.
Yes, SEO is relevant for press releases. Be sure to pick solid keyword phrases that are relevant to your industry and should be driving traffic to your website. Include links in your release but don’t overdo it! Only use links that are relevant to the content. Most distribution channels will allow you to add links to your release, so choose strong keyword phrases to link. Some actually have built-in tools to help you optimize your release — use them!
Now that you have a powerful press release, don’t let it die by distributing on only one source. Start with a good distribution channel. Here are the tops ones to consider:
After using a distribution channel, don’t stop there! You should share your release on social channels, on your website, and even industry publications if possible.
Press releases are still a solid form of marketing for small businesses, and wonderful for PR. Following these tips will make your press releases more impactful and help you get the results you’re looking for.
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