Tech companies sometimes have a hard time keeping their customers’ attention. I mean, let’s face it, most people don’t think about their hosting service until their site starts lagging or goes offline. Social media followings tend to fluctuate, and garnering shares and likes can also be a challenge. How, then, can hosting and developing companies get in front of new clients?
Well, there are a few options, all of which can be managed through Beez:
• Blogging (with Good SEO)
• Targeted Paid Ads
• Social Media Engagement
• Offline/Print Marketing
There’s also one marketing tool that many companies neglect: press releases. Today, I’d like to zero in on them and show you how to write one that gets results.
Getting the Word Out
Press releases have never been an easy marketing medium, mostly because they exist within a space where promotion and journalism meet. Some writers just aren’t good at separating the two, but with a press release, it’s a must. You need to be able to sell services without any sales language whatsoever.
Press releases are about the facts: the who, what, where, and when. There are ways to use some promotional language, but use too much, and you will find that the news wires reject or fail to propagate your press release.
I’ve done some other pieces about press releases, and there are some other great resources that teach you when and why to send a press release and how to avoid some of the common pitfalls out there. For now, we’re talking strategy, so let’s see what we can do to get your press releases seen.
Send Notifications to Your Email List
Just like with every other piece of relevant content, you definitely want to send a notification to your email list that a new press release is out there. Why not just email that press release about free cloud storage? Because linking to it boosts online views, which, in most cases, causes the press release to propagate to a larger audience. Oh, you’re already notifying your list of all your new content already, right? If not, we need to talk …
Share the Link(s) on Social Media
Some marketers like to split test messaging and headlines in press releases (and this is a smart move), hence the (s) above. Be sure to directly promote each version to the demographics to whom they should appeal best. Most social networks have highly targeted advertising options that let you speak directly to your ideal prospects.
Engage With Influencers and Ask Them to Promote
When I say engage, I mean engage. I don’t mean drop a few likes and get offended when they don’t know who you are. Participate in conversations. Give good answers to questions. DO NOT PROMOTE YOUR BRAND unless invited. Just be present. Tag the influencer in comments and replies you think would be beneficial to share with them.
If you engage in a professional and friendly way, most influencers would be happy to at least entertain the idea of promoting your content. When you launch a new product or service, you want people who are trusted by your ideal prospects to give it their endorsement. This is why getting in good with influencers is so important – they can help promote all your content if it aligns with their own messaging.
Use Timely, Relevant Keywords
I have loads of content on this already, so here’s the Reader’s Digest version of the advice I give on this:
• Research keywords for every piece of content, always.
• Choose keywords that are relevant to the type of content you’re publishing.
• Take a “less is more” approach with keyword use.
• If you can’t use a keyword organically in a sentence, don’t use it.
Fair enough?
Use Established Newswires
There are a number of well-known news wires that can help you get your message out. Publishing press releases online is easy, but there are rules. That being the case, you have a couple of jobs here:
1. Vet as many news wires as possible and send to the ones that are most likely to cater to your ideal audience.
2. Know each site’s individual rules and follow them to the letter. Your release will get rejected if you do not.
3. Be prepared to develop different versions for different news wires. Those differences usually take the form of things like character limits for headings and requirements like subheadings, etc.
For Site Hosts and Developers
I referenced some sources for determining the why and when for sending a press release, but I just wanted to leave you today with a few industry-specific examples. In short, you should send a press release any time you have some news to share. News items specific to your industry include:
• Network Upgrades
• New Site Tools and Authoring Services
• Personnel Changes That Affect Service
• Security Updates (These Get Particularly High Engagement)
• New Product Offerings
• New Development Tools
• Specials and Promotions
Final Takeaway
Press releases are as important as any other part of your marketing strategy. We don’t hear about them as often as we should, and your competition probably isn’t utilizing them or utilizing them to a profitable degree. The more consistent you are with publishing press releases, the easier it will be for yours to propagate.
Remember that influencers can be your most direct route to larger audiences, and that’s true in all content areas, not just press releases. Also remember that if you’re wondering if you should send a press release about something, you should send one. As long as it isn’t overly self-promotional, the news wires will pick it up.
Lastly, if you need help putting your next press release together, or need help in other content areas, the copywriting experts at BeezContent are here for you. Contact us to discuss your next press release or any other tech industry content creation needs you may have.
