Utilizing press releases to build local exposure

One of the best strategies to build credibility for a small business is through press releases. Even if a company only targets local consumers, national press releases for new products and services show that entrepreneurs care about their organization's image and believes in its products and services.

Given the number of micropublications that have sprouted over the past few years, such as AOL's Patch, press releases may also serve a company in the way they are typically meant too – generating mentions by local websites and newspapers.

However, as Search Engine Land noted, press releases for local companies need to be written in a different manner than those targeting national audiences. This will help local consumers find the releases more effectively, significantly improving response.

1. Remember the five Ws: For small businesses targeting nearby consumers, the traditional five Ws used by journalists – who, what, when, where and why – are especially important. National brands may not include the "where" aspect in their press releases because they reach all consumers, but for local companies, it's essential.

"Naturally, mention the city and other locality names for the 'where' to target your local market, and to help develop relevancy in local search relevancy algorithms," the news source suggests. "Local businesses should include their full street address and phone number near the end of the press release to get any possible citation value from it."

2. Tell a story: Many companies write product- or service-centric press releases, focusing only on the features or details of a new offering. Local businesses, which tend to strive on relationships with customers, may achieve better results by telling a more human story, perhaps highlighting the value a product or service can bring to residents.

3. Optimization: As is the case when producing any web content, businesses should be optimizing their web releases to include relevant keywords and links. In particular, companies can boost their local search ranking by leveraging terms that deal specifically with their geographical area.

Similarly, images included in or attached to press releases should be optimized for local search. The key is getting products and services in front of nearby customers, so optimizing content for local search can help extend a company's reach.

4. Choose the right distribution websites: There are a variety of press release distribution vehicles, some of which are free and some of which that aren't. Each has its own advantages and disadvantages, so it's worth entrepreneurs' time to consider all the options available to them before launching press releases.

"Will the release be permanent? Are links allowed? Will it get distribution through news search or major news sites?" These are the questions business owners should ask themselves, Search Engine Land recommends.

5. Post-release support: "Promote the press release itself once it’s issued, by linking to it, mentioning it in your own social media accounts and sending it directly to local reporters and hyperlocal bloggers in your area," the news source explains. "Just exercise due diligence beforehand to be sure you’re sending it only to people who might be interested in it."

Press releases have other advantages to business as well. For example, if companies include backlinks to their websites in a releases, it will improve their overall search rankings. They can also be used to create keyword-optimized content for small business websites.

Have you ever integrated press releases into your branding strategy? Have you noted any improvement in sales or leads after launching a press releases?

This entry was posted in Advanced, Branding. Bookmark the permalink.