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Optimised press releases bring hot prospects to your site
For years marketers have been operating on this system: how do we get our message out on the usual channels (media) so that our target audience will see it and respond? Well, the Internet turned that on its head. The one who holds the mouse is in control.
It's no longer a passive one-way communication through the mass media. Your public is online and actively searching for what they want.
Now it's who is searching for what information/product/service, using what keywords in which channel (search engine), and where will they find it? Over 88 million Americans are online every day. Over 70% of them search news engines.
You can access all the latest news on a subject from around the world - right there on your computer. People are searching for every conceivable idea or service. They're out there looking for you...
And what better prospect could you possibly have than one who is actively looking for your product? Your biggest problem now is how to get your website or information in front of them.
Press releases that are correctly optimized for search and news engines will put your data directly onto the Web and in front of your online audience. No intermediary. No gatekeeper. A straight line to a public that is actively searching for you.
With the latest tracking technology, it's possible to know exactly how many people read the release, whether they clicked through to your website and what they did after they got there.
South West airlines sent out optimized press releases with a link that was not used anywhere else. They tracked the resulting traffic to their website and found that these visitors brought them $1.7 million in ticket sales. A small wine club got a great result off just one optimized release. Their goal was to get new members to sign up for the club. One release got them 134 new members in a week.
Optimized press releases are a very effective online marketing tool. If you are not using this technology to reach your online markets you're leaving money on the table.
About Sally Falkow
Sally Falkow is an Internet Brand Strategist based in Pasadena, CA., USA. She specializes in online marketing and public relations strategies that increase brand awareness and value. She is the author of "Web Sense - Effective Online strategies for entrepreneurs" and "The Power of a Brand". She publishes Brand News - an online newsletter for PR and Marketing professionals and a blog called Website Content Strategy. An ex-PRISA member from Durban, South Africa, Sally has her own agency in Pasadena and teaches web strategies for PR and Marketing professionals. For more, go to her website: www.falkoweb.com or email her: sally@falkowinc.com.
