Using Press Releases to Build Your Brand

All of your business branding efforts to date may have been done using the best possible marketing skills, branding techniques and planning efforts, but all of it will be in vain if nobody knows about what you’re doing.

One of the easiest – and fastest – ways to let people know about your branding efforts is to use press releases to your advantage.

In a recent survey of business owners, results showed that 75% of respondents said that press releases played a significant role in the public awareness of their branding efforts.

This is because press releases can be syndicated and published multiple times. Local newspaper publishers look for online press releases that have a link to their own local area. Online press release websites syndicate press releases for publication elsewhere.

And smart business owners will use those press releases to broaden public perception, by using them as updates for blogs, websites, social media marketing updates, and anything else they can think of.

On top of this, well-written, formatted and distributed press releases can assist with SEO efforts. This will help increase overall visibility for your website or blog too.

Do Press Releases Really Matter?

Far too many online business owners dismiss the effectiveness of press releases, citing them as ‘old fashioned’ marketing tactics. In fact, many of them believe that press releases were designed to be sent out to unread local print newspapers.

What these people don’t realize is that modern press release distribution method can target online syndication networks and dramatically increase circulation around the world very quickly. In fact, an estimated 80 million people prefer to read their news online rather than through print media or TV news stations.

Online press release submission sites exist with the sole aim of increasing media coverage for businesses. Regardless of how big or small a business may be, press releases lend a certain level of professionalism that tell customers much about the seriousness of the business and the management of that business.

There’s a certain level of credence given to businesses that have news-worthy stories circulated about their marketing efforts, newly-launched products, or re-designed websites that make people stand up and take notice. For this reason, press releases really can offer a company plenty of opportunities to increase brand awareness and increase sales at the same time.

Inexpensive Marketing Tactics

There was once a time when press releases would need to be sent to a journalist’s or editor’s desk in print via snail mail. From there, it would depend heavily on what other stories hit that journalist’s or editor’s desk during the week as to which story would be chosen to be printed in a newspaper.

These days, however, submitting and distributing a press release remains one of the more cost-effective marketing tactics available for any business. Submitting a press release can be done with a press of a button. Distribution companies are relatively inexpensive and can circulate that original press release to potentially thousands of syndication sites and portals.

Compare the low cost of a distribution company to the cost of paid online advertising, and you’ll soon see the cost is comparatively low. This makes press releases a very affordable marketing option for most businesses.

Gaining Trust

Even if you don’t think your business has anything newsworthy to put into a press release, there are still benefits to keeping the public updated on what your business is up to.

Submitting press releases on a regular basis can help to keep your brand in the public eye. It can also help to build recognition for your business name and your product. Over time, you should also find that your press releases reach the attention of journalists and other print media staff whose job it is to find local interest stories. This could also increase their trust in you, resulting in a higher level of media coverage where you want it most.

Overall, it seems as though the humble press release really could help your business reach far more people than you might realize. Think about what updates or information about your business you think might make decent news and turn this into a press release. Get it distributed properly, and you might just see an increase in visitor numbers, customer inquiries, and new sales.

Posted in Digital Trends on February, 2018

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