Use your news to drive traffic


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With the nature of a press release, search engines give them a high quality score for content and search rankings. This presentation will show you tips and strategies to build a press release strategy that offers a valuable ROI and increase your SEO results and buyer traffic.

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  • Who is actively on twitter now? The person who creates the most conversations and twits about this session will get 2 free press releases
  • By efficiently combining marketing, search engine optimization and public relations strategies to promote news about your company -- you can reach millions of people searching for information online daily.
  • Consumers trust Web search. They know they’re going to get the most relevant content above the fold. Web search is one of the most trusted digital channels for getting information about products you’re researching. Social media content converts users. It gets people to purchase. 97 percent of more revenue per referral comes from natural search content, not product pages. Good Content + Community = Inbound Links Social media should be used as part of a coordinated marketing strategy where messaging is aligned with search, email, display
  • Google is the global answerer of questions.
  • Google is the global answerer of questions.
  • Google is the global answerer of questions.
  • Google is the global answerer of questions.
  • Google is the global answerer of questions.
  • So What Now? Use Press Releases to Tap Into The Power of News search
  • This is not something they teach in journalism schools, but they should “ The so-called inverted pyramid structure of a news article – placing the most important information at the top – was shaped in part by a new technology of the 19th century, the telegraph, the Internet of its day. Putting words on telegraph wires was costly, so reporters made sure the most significant points were made at the start.”
  • Google is the global answerer of questions.
  • Over 360,000,000 searches per month across the top search engines with 90% growth over year. - Search Engine Watch
  • 44% of respondents reported taking some kind of action as a result of seeing a video advertisement. - Online Publishers Association
  • Barbara Kantor originally planned to launch her store, Vedante, as a bricks-and-mortar business, but when the economic downturn hit, she realized that operating an online store could help her cut costs. She says online press release distributor PRWeb helped her get the word out about her e-commerce business and bring in more sales. Kantor, whose company sells reflective accessories for people and pets to wear at night, says comparison shopping sites such as look at PRWeb to find retailers that sell on because they can collect commissions for driving traffic and sales to Amazon. Once such sites discovered that Vedante sold on Amazon, they began promoting the company’s store. Soon after she began using PRWeb, Vedante ranked in the top 10 for Amazon's outdoor gear category during the holiday season and later became number one for sales in the pet category. It wasn’t just shoppers that began noticing Vedante. Amazon, No. 1 in the Internet Retailer Top 500 Guide , took note as well and the company's outdoor gear buyer approached Kantor about buying products wholesale from Kantor—which she agreed to do. She's also been introduced to the outdoor gear buyer for, which Kantor believes may soon help her expand her international presence. In addition to helping get her company’s name out, Kantor says PRWeb helps make sure her message is clear. "I don't have tremendous confidence in my writing skills," Kantor says. "The PRWeb team reviews everything I write and I can call anytime and ask for advice, which for me is often 11:00 p.m. at night." Kantor also likes that PRWeb lets her add images, photos and videos to her announcements. "I can tell people all day long how reflective our accessories are, but when they see the product in action at night, it sells itself," Kantor says. "A photo helps, but video really tells a story that's short and sweet." PRWeb has four plans, ranging from $80 per news release to post a standard announcement to $360 for a news release with a video and that is directly distributed to major news outlets. The premium package also comes with a one-time $75 Google AdWords credit.
  • Use your news to drive traffic

    1. 1. Use Your News to Drive Traffic to Your Site Sophie Shiatis VP, Ecommerce & Marketing Twitter @PRWeb
    2. 2. The Simple Truths <ul><ul><li>More than 27 million people use Yahoo! News and Google News </li></ul></ul><ul><ul><li>64% of journalists use Google or Yahoo! to follow the news </li></ul></ul><ul><ul><li>85% of consumers find products through Web research and social becomes a huge part of that. </li></ul></ul>
    3. 3. Trust <ul><li>Consumers trust Web search. </li></ul><ul><li>Social media content converts users. It gets people to purchase. </li></ul><ul><li>60-70% of clicks occur within natural search results </li></ul>
    4. 4. Fact 1: People Care About News in Search “ While images are the most clicked type of result after a vertical-specific search, news items are the most clicked type of result within blended search results.” iProspect Study 2008
    5. 5. Fact 2: Google Cares About News We see with regularity news results appearing in the pole position in blended search results.
    6. 6. Fact 3: News Releases Can Be Used To Get Into Search With a news distribution service, you can get into search results.
    7. 8. Fact 4: News Releases Can Help You Build Inbound Links
    8. 9. How That Works
    9. 11. Fact 4: Definition of News Is Changing Its all about being relevant to your audience
    10. 12. Defining “News” <ul><li>Conventional content </li></ul><ul><li>Product announcements </li></ul><ul><li>Events </li></ul><ul><li>Executive hiring </li></ul><ul><li>White paper </li></ul><ul><li>Position paper </li></ul><ul><li>Sales promotions </li></ul><ul><li>Awards </li></ul><ul><li>New types of content </li></ul><ul><li>Best practices </li></ul><ul><li>Tie-in to industry research </li></ul><ul><li>Tips </li></ul><ul><li>Day trips in England </li></ul>
    11. 13. Defining “News”
    12. 14. Get Inspired <ul><li>Products & Pricing Promotions </li></ul><ul><li>New website or significant upgrade to existing website </li></ul><ul><li>Free shipping offer/changes in shipping rates </li></ul><ul><li>New products and services </li></ul><ul><li>Product Name Change </li></ul><ul><li>New product production process </li></ul><ul><li>New pricing and promotions </li></ul><ul><li>New contests & sweepstakes </li></ul><ul><li>Holiday related sales and promotions </li></ul><ul><li>Unique and new uses for existing products </li></ul><ul><li>New promotional programs like referral rewards </li></ul><ul><li>Free Consultations, Trial Offers & Samples </li></ul>
    13. 15. So What Now? <ul><li>Time for a News Release </li></ul><ul><li>Top 5 News Release Tips </li></ul>
    14. 16. Meet Audience Demand
    15. 17. Research Your Angle For The Demand
    16. 18. Stay Focused
    17. 19. You Don’t Need to Identify Thousands of News Search Terms <ul><li>Who: Company name or description </li></ul><ul><li>What: Brand name or product category </li></ul><ul><li>Why: Problem or benefit </li></ul><ul><li>When: Season </li></ul><ul><li>Where: Location </li></ul><ul><li>How: Call to action </li></ul>
    18. 20. Users See 120 Characters of Headline in Yahoo! News, 60 in Google News Sources: Yahoo! News and Google News Yahoo! News Google News
    19. 21. News Results Can Include Thumbnail Images
    20. 22. Use Images For Search CTR increased ~ 15 – 25%
    21. 23. Use Images For More Traction More than 50 blog articles from 3 releases
    22. 24. Use Images To Create An Online Footprint <ul><li>Over 3,000 unique readers per month </li></ul><ul><li>90% from image search </li></ul>
    23. 25. Use Video to Increase Brand Impact <ul><li>83.1 percent of the total U.S. Internet audience viewed online video. </li></ul><ul><li>Having video creates heightened brand excitement for website. </li></ul><ul><li>Having video creates higher purchase intent. </li></ul><ul><li>Time spent with video builds brand commitment. </li></ul>&quot;A photo helps, but video really tells a story that's short and sweet.&quot;
    24. 26. Use Video To Engage Visitors <ul><li>Over 2000 unique visitors per month </li></ul><ul><li>500% increase in time on page </li></ul>
    25. 27. Optimize Your Release <ul><li>Anchor Text Links </li></ul><ul><li>ALT TEXT </li></ul><ul><li>URL Keywords </li></ul><ul><li>Customize url </li></ul><ul><li>Quotes </li></ul>
    26. 28. How Press Releases Help Drive Sales At Online Retailer Vedante
    27. 29. Got 31 Pickups in Google Alone And 82 in Yahoo
    28. 30. The Results For Online Retailer Vedante <ul><li>Noticed by comparison sites </li></ul><ul><li>Received press mentions </li></ul><ul><ul><li>&quot;I do know that every time I'm in the media, my sales go up,&quot; Kantor says. </li></ul></ul><ul><li>Contacted by Amazon to sell her products </li></ul><ul><li>Ranked in the top 10 for Amazon's outdoor gear category </li></ul><ul><li>See Press Mentions: ; </li></ul><ul><li> </li></ul>
    29. 31. Takeaways <ul><li>Don’t just send news releases when ‘big news’ is happening; find good reasons to send them all the time </li></ul><ul><li>Instead of just targeting a handful of journalists, create news releases that appeal directly to your buyers </li></ul><ul><li>Write releases replete with keyword-rich copy </li></ul><ul><li>Create links in releases to deliver potential customers to landing pages on your web site </li></ul><ul><li>Optimize news release delivery for searching and browsing </li></ul><ul><li>Drive people into the sales process with press releases </li></ul>Source: David Meerman Scott, The New Rules of PR
    30. 32. Thank You! Twitter: @PRWeb Web site: Email: [email_address]
    31. 33. ECMTA Special Offer <ul><li>Come by our Booth and </li></ul><ul><li>Get 25% off </li></ul><ul><li>your next press release </li></ul>
    32. 34. Appendix
    33. 35. Inspiration: Events, Customer Wins <ul><li>Events </li></ul><ul><li>Scheduling of In-person seminars </li></ul><ul><li>Success of events </li></ul><ul><li>Appearance at a trade show </li></ul><ul><li>Scheduling and success of Web events </li></ul><ul><li>Event sponsorship </li></ul><ul><li>Holiday-related events </li></ul><ul><li>Customer Wins & Endorsements </li></ul><ul><li>Significant customer win and case studies </li></ul><ul><li>Customer acquisition milestones (100 th customer, 500 th customer, 1 Million customers, etc) </li></ul><ul><li>Celebrity & Public Figure endorsements or product purchase (be sure to get approval). </li></ul>
    34. 36. Inspiration: Market Trends and Thought Leadership <ul><li>Tips sheets or feature stories like “Top 10 Valentine Gifts,” “Top 10 Common Mistakes of Social Media Marketing” or “How to Land a Job in 30 days.” </li></ul><ul><li>News of the Weird: An outrageous claim or outlandish event like “Coffee Shop offers gourmet $200 latte!” </li></ul><ul><li>New market studies, research, surveys and polls </li></ul><ul><li>Helpful tips for customers, related to your business </li></ul><ul><li>Market Trends or new tecnhologies affecting your business </li></ul><ul><li>Free educational information, ebooks, newsletters and white papers </li></ul><ul><li>Media and speaker appearances by executives </li></ul><ul><li>Predictions for your industry and supporting market analyst information </li></ul><ul><li>Debunking of common “myths” related to your industry </li></ul>