Product releases can prove very effective in marketing new and old products if sent out on a consistent basis every month. These releases should then be emailed to the account reps of major B2B trade publications serving their industries.
Consistency is very important in this area. Not every product release will get published, but if you send them out every month, the chances of being picked up throughout the year can increase significantly.
As to writing the perfect product release, the following tips can help:
Most PR/communications professionals will advise their B2B clients that adding a blog to a company website has become a must. “Think of it this way,” say Gary Vaynerchuk, in his book Crush It, “your website is for communicating logistics and facilitating sales; your blog is for communicating the essence of your brand.”
He adds that a company blog, tactfully done, can become the bridge between a company and its customers and prospective customers — essentially connecting them to your company. However, there are different types of blogs, and this is where your DNA comes in.
Press releases do not have the impact they had a decade or more ago, but they still are a very important part of an effective marketing program for B2B industries. To make them all the more successful – meaning editors of major trade publications will post them online or place them in print – there are some winning strategies that can help.
Below are my top 10 winning strategies to create an effective press release.
If you or your company has been fortunate enough to have an article published in a major trade publication, initially you may glory in this achievement. Yet, you may soon realize the article has been forgotten in Internet space just days after going live. What can you do to keep that article working for you well past its first appearance?
The first step is to make sure the article appears online, as opposed to just being print-only. Most print publications also have an online edition, so be sure your article is available in both places. However, there is more you can do.
Even the best maintained web sites will have “dead-ends.” A dead-end takes many forms. The most common is referred to as the “404 Not Found.” You may see it listed as “page not found,” “HTTP 404 Page Not Found,” “server not found,” “no results,” or simply an error message.
If you have a business web site or even more importantly, an e-commerce web site, bumping in to a page not found can leave the visitor a bit disheartened and, if purchasing, a bit concerned.
PR Newswire, a leading press release distribution service, reports that the volume of press releases they are sending out has grown significantly in the past four years. That might imply that press releases are getting more and more coverage and are an effective way for companies to get their news into print and online publications.
However, while the volume may be up, the number of editors listening in may actually be tuning out. According to one reporter/editor for Newsweek, who says he receives literally thousands of press releases via email every year, “I deleted almost every one of them without even opening them.”
I have worked for myself for more than 40 years. In that time, I have started and owned four different businesses.
All four of those businesses shared two things in common. The first is that they provided me with a living (and often a comfortable living at that). The second common denominator:I built all four of them on cold calling.
There is an art and science to creating articles for trade publications.
One of the most important tasks for a PR/communication firm is crafting articles to appear in the key trade publications that cater to our client’s customers and prospects. While a lot goes into preparing these articles, the investment is well worth it, as they can prove to be a very powerful marketing tool.
The first step in creating these articles is to please the publication’s editor with your work. Once this is accomplished, the editor will also want to ensure that your article will help his or her readers in some way. And, of course, the goal is to seize this opportunity and tactfully promote the client’s company and its products.
More than 20 years ago, Microsoft released its Windows 95® operating system with great fanfare and excitement. The company spent more than $200 million on advertising and paid the Rolling Stones $8 million just for the rights to their song “Start Me Up,” which was used as background music in the ads.
To get the word out about Windows 95, Microsoft spared virtually no expense. The company believed at that time that their future greatly depended on the success of Windows 95.