press release strategies

Best Press Release Strategies: Why the One and Done Approach No Longer Works

If you are like most consumers, you want to make sure that you are spending your money well. This means that you’re not content with purchasing from the first company you cross. Instead, you take the time to find out about the products or services so that you truly understand how they will most benefit you. You also want to be sure that the company providing the products or services is reputable and well-reviewed. Your online searches allow you to review information on news sites, social media, blogs, reviews and much more. This is exactly what your consumers are doing. They are trying to find out about you, your products and your services. You may feel that you are adequately informing them when you publish a single, strong press release about a new product or service. But, the truth is that you are selling yourself short in a world where there is a wealth of information at consumers’ fingertips.

The Value of More Than One Press Release

Professional press release writers understand that press releases are far more than an opportunity to make an announcement about a new product, service, change or event. They are a way to start and build a relationship with consumers. Even as well-written as a single press release may be, it is still a single press release. This means that it must be able to communicate quite a lot of information to a large audience in one shot. This can be an incredibly difficult task at best and an impossible one at worst.

Furthermore, even an incredibly convincing press release is unlikely to sell consumers by itself and after a single read. Consumers may go looking elsewhere for more information and then convert. They may also forget about that particular press release altogether as they come across loads of new information. Multiple press releases are far more valuable, and here is why.

Reinforce and Amplify Your Message

As mentioned earlier, a first press release can definitely gain consumer attention. However, it may not cause a conversion on its own. A second press release that communicates in a slightly different way may better gain consumer attention, not only because of what it has to say but also because it allows them to remember the first press release. A third press release, again with a new take on the topic, can reinforce and amplify your message further. Additional press releases can just serve to further build a profitable relationship with consumers.

Details

When you try to pack all the information into a single press release, you run into a problem of low readability. Internet users today will often scan articles first before deciding whether they are worthy of being more thoroughly read. Lengthy press releases are sure to be a turn-off. However, if you skip details in order to make the press release more concise and readable, you now deprive readers of valuable information that may be exactly what they are looking for. Multiple press releases solve this problem, as each one can be small, concise and detail-oriented and together they can give readers the complete picture. They can also cause readers to keep coming back for more, which increases the chances of conversions.

Reaching Different Audiences

Any single press release may appeal to some audiences and not others. This is a problem if you are really trying to reach out to them all. Smaller press releases can be designed to speak to specific audiences, allowing you to reach out to more individuals across your target audiences. For example, a company that is holding an event can send out one press release that speaks to the media. A different press release can be made that speaks to contributors and another that speaks to prospective attendees.

If you’re not sure how to write the best press releases for your brand, or you simply don’t feel you have the time to do this well, you should hire a press release writer from a press release writing service that is well-experienced in this. The benefits you reap from doing so will be many.

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About the Author

Erica D’Arcangelo – De Silva

Erica D’Arcangelo – De Silva has worked in the Internet marketing industry for the last 20-years. Erica is the top-secret SEO weapon to marketing and advertising agencies in the world. She has generated over 300+ million in revenue for high-value brands such as Walmart, Pottery Barn, iRobot, Cutting Edge Firewood, Kelley Blue Book, and many more. Erica has custom-created more than 1,000 content, SEO, and marketing strategies which held the key to doubling and tripling online traffic, and marketing ROI. She has also authored a series of online publications including The Digital Branding Survival Guide, Million Dollar Marketing, 5 Steps to Increase Web Traffic by Blogging, and Repairing Your Online Reputation.