Maximize Your Marketing by Creating Conversation, Curiosity and Clout

Posted on January 1, 2013

If you want to truly maximize your online marketing strategy in 2013, then you must master the art of press release marketing. Press releases give you the opportunity to control the message about your company with more detail than perhaps any other marketing technique available today. Your company should put out press releases for every major event that your business goes through.

What Should I Put In My Press Release?

A press release can be much more than an announcement of news within your company – it can serve as a lead in to a more loyal type of patronage. Press releases can tell a story and ensure that your customers feel as though they are part of the ongoing changes within your business. You want your customers to feel like they’re growing with your company, and they will be your champion in that growth by participating in the conversations that you create.

For this reason, you should not only put your latest news inside your press releases, but also updates about distribution, free products, partnerships and affiliations, new contests and even your company’s reaction to important time sensitive issues. This will not only open up a dialogue between your company and your customers, but it will also allow you to put out more press releases, keeping your company at top of mind for customers who love who you are and what you do, and simply need an excuse to talk about you to their friends and colleagues.

What Should I Want My Customers to Do With My Press Releases?

Ideally, the press release that reaches a consumer will inspire that consumer to share the news on social media and in real life. This gives a company a public relations network that is impossible to pay for, yet very easy to attain with the right kind of connection with an audience.

Some of the best press releases that companies have used to inspire their customer base have included unique statistics and activities that a company is undertaking. Philanthropic efforts are especially noted for their ability to increase the amount of consumer activism with the press release.

What Do Your Customers Care About?

That’s what you should be talking about. How are you involved in the things they care about? Create conversations that make them curious about how you are impacting the industry, the solutions to their problems, or the issues that impact their friends and family.

How Do I Maximize My Press Release?

Simply releasing a press release is not enough, even in the digital age. Press releases can now easily be coordinated with other methods of distribution such as aggregation sites, blogs and social bookmarking and discovery sites, as well as with social networks such as LinkedIn, Twitter and Facebook.

In order to take full advantage of the permanence of the Internet and the reach of your audience, all of these distribution channels should be coordinated to occur at one time, and likewise over the course of a few days.

By creating multiple levels of distribution for each and every press release you put out, you build up a system of clout, both in the minds of the readers, and with the search engines. The conversations through social media are now a measurement of trust that the search engines use to determine how relevant you are.

Creating a constant stream of news about your company, by getting published on news sites, by getting bloggers to write about you, and by getting consumers to talk about you, builds up a system of clout and authority that is simply priceless.

Ideally, if your company is active in your industry and community, then your company will be involved in something that is worthy of a press release at least once every week or two. In this way, you will be able to remain top of mind with your customer base and extend your marketing reach without having to spend a great deal of money outside of the initial cost of releasing to your best news outlets.

Since we’re starting a new year, resolve to find out how you can build publicity, buzz and top of mind awareness with your customers. Create a plan to get your business out into the public conversation at least once every week or so, and you’ll see a dramatic shift in not only how your customers think of you, but in how they talk about you.

Until next time!
-Tony Darrick Baker


3 Replies to "Maximize Your Marketing by Creating Conversation, Curiosity and Clout"

  • Randy
    January 2, 2013 (6:46 am)
    Reply

    Tony your articles are extremely helpful. Most people just expect the wires to do all the work, and we both know that’s not all that effective. I’m glad to see that you have a plan that works. It makes so much sense now.

  • Corey
    January 2, 2013 (7:18 pm)
    Reply

    So a press release should not be a sales letter?

    • Tony Darrick Baker
      January 2, 2013 (7:29 pm)
      Reply

      That’s correct. A sales letter is typically written in first person and has a list of benefits to addressed to a prospect personally. A press release should be written in third person and while it can list features and benefits, it should be written as a commentary on how the features and benefits affect customers in general.


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