Press Releases: Search Engine Marketing’s Power Punch

Billboards, yellow page ads, radio and TV ads. They use to work. They worked for air conditioning contractors, plumbers, lawyers, dentists and pest control contractors. But they don’t work now.

Press Release Search Engine Marketing

You’ve heard the old adage that the definition of insanity is performing the same task over and over while expecting a different result. Advancements in technology have continuously challenged air conditioning, plumbing and pest control contractors, as well as other small business owners, to modify and update their marketing strategies in order to stay ahead of the competition curve. If we fail to make ongoing changes to our communications approaches and their execution, allowing for this competitive gauntlet, we will fail to garner the level of results in business which are most desirable.

One of the most crucial components to a corporate communications strategy is the press release. A well-crafted press release with Internet marketing parameters will net you the desired results you seek in terms of business communications and marketing strategy. Regular press release writing utilizing competitive improvements will have marked positive results in your PR plan.

A revolution has taken place in the world of public relations due to the Internet, involving the press release. The press release was originally conceived and developed as a mechanism to release news or information to the media. Traditionally, the press release has followed a time-honored format of including newsworthy material, which include quotes from company figures or respected industry authorities, as well as information about the company. This information was reviewed by a media professional and if they liked what they saw, they could choose to print the release or generate an article for print.

When a story was printed in “the old days”, the business would utilize the media exposure to build credibility with their current buyers or customers in order to generate new prospects. The downside to this method of publicity was that if the media failed to generate a story from your press release, your buyers or customers would not learn about your company news. Your press release was then summarily dismissed.

While printed press releases are still effective and have their place within a company’s communication plan, the Internet has radically changed the rules for an organization’s overall strategy in the following ways:

• The Internet allows users, your potential clients, to read information in real time.
• Your information can be distributed quickly.
• The Internet can reach a global audience.
• You can greatly increase your business’ opportunity for lead generation and sales.

Today, when your press release is posted online, you are speaking to consumers and the global media network, as opposed to a handful of journalists who scan your printed press release submission for story consideration. But as your audience is widely varied, your press release content must also be different. Now, your written releases must appeal to a broader audience in order to generate the desired business effects. Understanding these aspects allows you to make a fundamental shift in thinking when it comes to differentiating press releases from offline to online.

Continued at The Online Press Release Strategy for Small Business