How to convert visitors to customers using press releases and email marketing

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  • Journalists are pitched with so much information that they aren’t looking for new info. The goal is to be found when they are looking for your service or product. Create a webpage just for press releases and upload them to your website. The media is interested in feature stories that they initiate. Therefore, make your press information findable.Reporters are not impressed with services and products in general. Try to attract reporters who naturally have an interest in your field.Reporters are under pressure so work to build a relationship with them so they turn to you when they need material.Offer an online press room (or kit.)The primary purpose of press releases is that it builds your SEO and sets you up to create “buzz” about the topic of the release.

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  • 1. How to Convert Visitors to Customers Using Press Releases and Email Newsletters By Vibrant Internet Marketing June 21, 2012 All rights reserved. No portion of this document may be used without express permission of the author. Vibrant Internet Marketing is available to provide customized presentation to help you achieve your business goals. For more information Contact me here.
  • 2. How to Convert Visitors to Customers Using Press Releases and Email NewslettersPress Release Marketing• Press releases today are used differently than traditional press releases. Used to PULL in media as opposed to PUSH information to them.• Also used to create “buzz” about the new information you are releasing.• SEO is invaluable and can drive significant traffic to your website.• Make sure it links to your website and social media accounts.
  • 3. How to Convert Visitors to Customers Using Press Releases and Email NewslettersPress Release Marketing• Upload to your website.• Make your press information findable.• Attract reporters who naturally have an interest in your field.• Build a relationship with the media.• Offer an online press room (or kit.)• Include search engine keywords in your press release.• Tell a story.
  • 4. How to Convert Visitors to Customers Using Press Releases and Email NewslettersPress Release MarketingConsider using a Press Release Distribution ServiceBenefits:• Links back to your site• Upgraded optionsDisadvantage:• Prices vary from $40 to $500 or more for high- quality services.
  • 5. How to Convert Visitors to Customers Using Press Releases and Email NewslettersEmail Marketing• Email marketing is the most effective way to market your service.• It is used by 60 percent of internet users daily.• 69% of adults say their main source of information is through email marketing.• So go where the customers are – checking their email!• In the future, email marketing will be more important than SEO because soon SEO will be so competitive only the super-companies will be able to afford to be on the first page.
  • 6. How to Convert Visitors to Customers Using Press Releases and Email NewslettersEmail Marketing• Step 1: Collect as many email addresses as possible. This gets your target customer into your sales funnel.• Step 2: Decide what to write in your email newsletters.• Step 3: Write it well using marketing language.• Step 4: Publish regularly.
  • 7. Converting Visitors to Sales BabyBoomerGold.comHow to Collect Email Addresses• Start with friends & family• Prominently feature email sign ups on all pages of your website and Facebook page• Build visitor traffic to your website by exchanging links with other related websites• Create and offer incentives, such as free e-books• Partner with other sites to cross-promote• Ask current subscribers to forward your email newsletter to their friends. Offer prizes to top referrers.• Add a .sig file to all of your email messages• Include a special offer on your business card that is only available to email subscribers.• Set up promotional joint ventures with people who have larger lists than you and offer value to them for promoting you. (Maybe use your ebook?)• Keep your content relevant, concise and actionable.
  • 8. How to Convert Visitors to Customers Using Press Releases and Email NewslettersWhat Not to Do to Build Your Email List• Do not spam anyone. Make sure to get people’s permission before adding them to your email list.• Do not keep trying to get your friends and family to subscribe.• Do not fall for offers promising a CD with 1 million email addresses for only $39.95.• Do not fill your emails with self- promotion, advertising or other pitches. People want interesting, helpful information.
  • 9. How to Convert Visitors to Customers Using Press Releases and Email NewslettersEmail Conversion Strategies• Make your email collection form obvious. The email subscription link or sign-up form is the most important element of your website.• Present the benefits of subscribing – clearly answer the “what’s in it for me?” question.• Try offering multiple different lists (i.e. membership and business partner sign-ups) on the same page. People will often get into the signing-up mode and keep going.• Offer incentives for sign-ups.• Make sure your email sign-up is visible from your blog.
  • 10. How to Convert Visitors to Customers Using Press Releases and Email NewslettersWhat to Write About1. Monthly updates on new discounts, services, incentives, etc.2. Regular updates of news related to baby boomers3. Advocacy updates – what’s happening?4. Deals, discounts and special offers5. Profiles of happy customers6. Testimonials from happy customers7. Photographs of happy customers8. Pricing comparison of your service9. Questions from customers answered by Kimo10. Announcement of events related to your company11. Birthdays of famous baby boomers12. Free or discounted offer for subscribers to forward to friends13. Coverage of charity activities related to your company
  • 11. How to Convert Visitors to Customers Using Press Releases and Email NewslettersBonus Tips1. Include a joke or other entertaining content.2. Repeat the previous list over and over. Wash, rinse, repeat.3. Get others to contribute. Invite people to contribute (and they get free publicity!) and contribute to other’s email newsletters.4. Find content online in article banks.5. Don’t put advertising (of other businesses) in your e- newsletters.6. Use these same strategies for your blog.
  • 12. How to Convert Visitors to Customers Using Press Releases and Email NewslettersWrite It Well1. Focus on the subject line. This determines if it will even be opened. (Test different strategies.)2. Personalize (use first names)3. Pull them in with your copy.4. Don’t overwhelm people with too much copy. Get straight to the point and then back it up.5. Promote benefits, not features. Answer “what’s in it for me?”6. Be specific.7. Offer incentives.8. Use a clear call-to-action.9. Keep it short. – Try using “teaser” text with a link to your website10. Use the P.S. (Post Script). Research shows the p.s. is the second most read part of any letter?
  • 13. How to Convert Visitors to Customers Using Press Releases and Email NewslettersHow to Publish1. Determine how many elements you want in each newsletter.2. Design a template for branding and consistency.3. Make sure your return address is from a person, not a company4. Be sure to produce a text-only version for older computers or mobile devices.5. Frequency – at least once per month but once a week is best practice. You can send out more if you have interesting, relevant, useful information for the customer (not just promoting BabyBoomerGold.)
  • 14. How to Convert Visitors to Customers Using Press Releases and Email Newsletters• Testing Can Help Determine What Works Best for Your Customers• Split lists• Try different times, subject lines, elements, length, incentives, etc.• Follow up with auto-responders (set up ahead of time) – Remind customers about new services – Periodic notifications about special offers or discounts
  • 15. How to Convert Visitors to Customers Using Press Releases and Email NewslettersRegular Email Newsletters are an important part of an overall internet marketing campaign.Email marketing is your best opportunity to make more sales by interacting with new customers and by reminding existing customers to purchase your products again.