There are two kinds of press releases you need to be doing in your business. They have different purposes. Both are very important to build credibility and build your brand.
1. Local Press Releases
- Local authority
- Go To Media person
Whenever you have an event, designation, certification, volunteer event, selling a famous property, listing a historic home, meeting your local leaders, the list is endless of events which can be turned into press releases.
When you get articles in the form of press releases in your local area papers it can build your credibility very quickly.
Be persistant! It will pay off! Patience is the key here. One of my clients whom I started coaching back in 2011 started doing press releases in 2012.
She started getting a lot of her press releases published including in their city's Business Journal. She kept at it, she never gave up.
And just last month, this is 7 years later, she now is the MAIN real estate broker on a TV show in her local market every week! Think about the power that has in credibility and trust! The WOW factor at work here, big time!
You will become the local authority on your market. Be reachable, answer the calls and questions from your local media persons.
Another tip for you to get in front of the right editors. Make sure you are keeping current, and always checking as people leave news stations and they have a turnover in newspaper offices. Check the online roster of editors.
Make sure you sent your press releases to the correct editor or your release will just be ignored. Always use their name, don't use things like "editor of local events".
Email the press release along with a photo. Always send a photo! And PLEASE, PLEASE< PLEASE!!! If you are 60 years old DON'T use your high school or college profile photo!!! BE REAL!!!
Take note that most editors hate email. Some don't even want to check their emails. The trick is to use your good old fashioned Fax machine!!! Fax the photo too and they will call you for your printed version of your photo!
Find out when the deadlines for stories are so yours is always there before the deadline. Also, sending in last minute story fillers is a great idea as well.
Another tip that will bring you great rewards: Nestor and I invited our preferred mortage broker to come with us to events. She would take the photos, I then would take a photo of her with the dignitary. This way we got our photos done and did not have to worry about being without a photo. We would also include her in the press releases. So think of someone who can compliment your business who would benefit from press releases too.
We were covered in the local papers so often that everywhere we went in town, people would walk up to us and tell us they see us everywhere. This really helps with notoriety which of course, helped us to get more listings.
Do not use syndication services for your small town press releases. You want to build relationships with your local editors. You always want to do these, one at a time and with intent and purpose.
2. Online Press Releases
- National exposure
- Getting the sought after, As Seen On... for your printed materials, on your website, on your social media
- The other form of press releases are what we call, online press releases. You can send out your press releases to national news media like the New York Times, Wall Street Journal, and big city newspapers, newstations, and radio stations.
These are much harder to get picked up by but well worth the effort. It only takes one to change your business!
National exposure is tough to come by but when you do get it, it can change your world!
When you send out your press releases through syndication it is done differently than your local press releases. This is the time to mass send through syndication.
Once you are picked up by one of the papers or TV stations, and they add your press release to their website, you then place the sought after, "AS SEEN ON..." with the station's logo on your website, on your blog, on your social media accounts, on your stationary, brochures, etc.
This builds a lot of online credibilty because it garners the know, like, and trust feeling in the visitors to your website.
You can also link to the press release from your website. Make sure to add good keyword content all around the link on your website so the google bots will see this as a good outgoing link. If you have an established website, this is a good thing to do. If you have a brand new website with no domain authority yet, I would hold off on linking out for now.
Last but certainly not least....
...Drum roll please....
BACKLINKS!!!! You can get some very powerful high domain authority backlinks!
These backlinks are from news media outlets which are trusted by Google and other search engines. Some of the stations that publish your press release and have your backlink in your release have nice high domain authority. They are also relevant as many are from business type news media as well as local TV stations, and such.
This is not going to be a discussion about what a backlink is. Suffice it to say, a backlink is like another site telling Google that they are voting for your website. Your website is worthy of a link. Backlinks and good content, along with on page SEO best practices, are what propell your website to the top of the search engines.
Most of the press release syndicators took a big hit from Google during the Panda update. So many have gone by the way side.
PRWeb is still around and made it through the filter as they are very reputable company. To have them syndicate your press release to the many media outlets that it needs to be sent to is $369, for one time.
One of our Realtor clients has a membership with a reliable competitor to PRWeb. He has given us a really sweet deal to get our press releases published each month. You just turn your press release into us, and we submit it for you through his account. He is doing this for $97 per month ( per press release) for one press release per month. Some of our clients pay us to write the release for them so it is totally hands off. Get your press releases started by clicking here.