Getting free publicity for your website or business is the Holy Grail of marketing. This is typically the domain of public relations (PR) experts who will feature stories in publications on your behalf and charge you up to several hundred dollars an hour to do so. Actually, this is something you can easily do yourself using the power of the Internet.
There are four reasons why you want to get publicity online:
- You can often get a ‘dofollow’ backlink for your website (though not always) and that will help with your website’s Google page ranking as part of a search engine optimization (SEO) program.
- You build your brand awareness
- You reach audiences you may not have been able to reach before without spending money on advertising.
- You want to present yourself and/or your company as an authority or expert on a topic
The steps are simple:
Identify something newsworthy that your company is doing, for example:
- ambitious project finished or started
- He won an award
- appointment of key personnel
- new equipment
- new range of products
- exploring a new market
- new capacity or service offered
- supporting a worthy cause
- support an athlete through sponsorship.
Then identify several areas of expertise where you can contribute an article; you may have a specific skill that can help people understand.
Look for sites that report news of your genre; Avoid big sites like cnn.com as they only report serious news and it’s usually bad news. For smaller sites, journalists and/or site owners are always looking for easy stories, and many industry news-based websites rely on keeping their costs down to be as profitable as possible and will publish news for value only. unique content.
Contact them and ask if they accept press release submissions, and also check to see if they accept unbiased, authoritative articles in exchange for acknowledgment in the form of a link. You may be able to get a double whammy if you can submit an authoritative article and follow it up with a press release a week later to improve ‘mental sharing’ with your potential audience.
Once you’ve found a few, use Google to find a press release template and write one following their structure. If writing isn’t your forte, go to odesk.com and hire an article writer. Expect to pay around $5-7 per item. You just need to provide the writer with a basic bulleted list of press release goals and make sure they know how to format one.
If spelling isn’t your strong suit, hire a proofreading service once you’re happy with the article; expect to pay a couple of dollars for this service. So for less than $10 you have a press release. Repeat the process for one item.
When you send your press release, always personalize the email to the journalist so it doesn’t look like you’re sending a mass email. Just submit your article to a website; send your press release to as many (relevant) places as possible. Remember to keep a database of anyone you contact so you can easily send another press release in the future.
As an example, if you are in the automotive industry, there are many blogs dedicated to cars and car news. A quick web search reveals two examples Car and SUV and Autoblog. Both report industry news, have dofollow links, and on the contact page specifically provide an email address or form for submitting suggestions and/or user submissions.
Try to think outside the square. For the automotive industry you may not have a direct link other than that you sponsor a racing driver and he is doing well.
If you submit enough relevant press releases and occasional articles, you will find that these sites will start contacting you for your opinion, and that will greatly increase the perception and success of your business, as you will gain not only continued free publicity, but also the praise associated with it. . with being a recognized expert.