HIPPO

In my prior posts in the Trusted Expert series (Being a Trusted Expert with Blogs), Ive mentioned the significance of press releases and how they can help you become a trusted Expert. Well, today Im going to talk about them some more . Thats how vital press releases are to you and your business. If you havent been taking advantage of them yet, you need to start. Now.

Press releases have a two-fold purpose : they give you the chance to reach your buyers immediately with stories about you and your business, and theyare superb for improving your standing wit h the search engines.

The very first thing you need to do is add a PR release / latest news page to your internet site. This will be where you put all the press releases after you send them out. Not only does it give your clients a chance to find all of the latest info about your company, but it also indexes like mad and the search engines love it. Just make sure that you keep updating it regularly it wont look good if the most recent reports on your internet site is more than six months old.

Lots of people dont send out press releases because they do not think they have anything to write about. Here are some simple ideas that anyone can use to base their press releases on :

• You’ve found a new use for your product
• You’re speaking at an industry related conference
• You’re sponsoring something or donating something
• You’re targeting a new segment.

after you know what to write about, you must get thinking about how youre going to pen your press release. When press releases were only written for the traditional press, all you had to fret about was making it interesting enough to be featured. Now you still have to try to delight the stories outlets, but you also have to ensure that your press release resonates with your buyer personas. One of the best techniques to do this by including a special offer that appeals specifically to your personas and will compel them to take action, whether thats going to your internet site, signing up for a newsletter, or purchasing a product.

So, to summarize, heres what you want to do to start using press releases to make you a trustworthy Expert :

* Add a public relations release / latest stories page to your internet site.
* Come up with acatalogue of reasons to draft a press release.
* work out what offer youre going to use to compel your buyers to take action.

In the subsequent post in the series, well go over the more technical details of an online press release, like keyword targeting and density, optimizing the press release for search, and the social media release.

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