14
Jun

Allow Press Release Campaigns An Ample Amount of Time To Work Before Reaching Conclusions On Their Effectiveness

IMB Enterprises, Inc. has considerable recent experience crafting press release editorial content for weekly distribution. Our clients have used PRweb as the distribution method for these press releases.

Initial results, captured over the first month of efforts, did not expose the reach of the effort. Now, six months into a regular campaign, and looking at the entire 26 weeks of activity, we can say referrals from PRweb to links to our client’s website are the 8th most productive source, per Google Analytics. After a month, PRWeb produced an insignificant number of site referrals. But over the last 6 weeks, since May 1st of this year (the first year of this client’s effort to publish weekly press releases), PRWeb has been the 5th most productive referral site for us.

So our experience leads us to conclude the market for computer software (our client has a software offer for collaboration, content management, document management markets) looks for a consistent effort on the part of businesses publishing press releases. Purchasing an annual subscription for this type of publishing makes the most sense.

PRWeb has a “normal” and a “premium” press release annual plan. We captured insignificant additional value from the “premium” press release option. Crafting the release editorial content to include important keywords already determined to attract useful prospect interest, together with selecting useful market targets for distribution, did a lot more for us to get the right audience reading our content.

Each press release is supported with status updates to

  • Twitter
  • LinkedIn
  • Google Plus
  • and facebook

We recently convinced our client to subscribe to VisualVisitor. This tool, which provides rapid notification of website visits by originating business, is particularly useful for our direct marketing teams. As we have expressed in other posts to this blog on the topic of VisualVisitor, we find businesses do not have the same level of “annoyance” when they are notified about websites their staff apparently visited as the general public, in a retail marketing setting, may demonstrate. So we are very hopeful the combination of growing interest in our client’s press releases, in combination with rapid identification of website visitors, will produce some useful sales opportunities.

If you are considering a press release campaign, but lack the internal staff to manage the effort, please consider IMB Enterprises, Inc. We can manage the campaign, produce the editorial content, and provide the direct marketing outbound follow up contact effort you will need to ensure the success of your campaign. Please send us a message to learn more.

Ira Michael Blonder

© IMB Enterprises, Inc. & Ira Michael Blonder, 2013 All Rights Reserved

31
Jan

Posting News and Other Announcements is a Legitimate Use of Social Media, but, Often, an Ineffective Method of Driving Engagement

We have never been big proponents of using Twitter, Facebook, or any other social media as a method of letting an audience know our whereabouts, or what we may be up to at any particular time. In fact, we see little use for this type of online content creation to be of use to businesses in need of product promotion. Rather, we make a lot of use of each of these venues to post news and announcements of client products, services, and even commentary (crafted in the form of blog posts around products and services).

Nevertheless, we can’t claim good results from this type of active tacticv of online product promotion. We think the best return on the time invested in posting news and announcements is still to be found in the legacy activity of posting press releases. In other words, the prime audience for news, in our opinion, remains an audience of journalists, who, in turn, can craft follow up content around a company’s announcements and news to better reach specific communities of readers.

Our attitude about press releases is that they are, largely, a mandatory effort for clients targeting business audiences, but not an effort that produces much in the way of tangible results. The publishers that we work with appear to be aware of this gap. Most of them — PR Newswire, PRWeb, Businesswire — now offer the tools that product marketers require to track how press releases are distributed, the individuals, organizations, and even businesses that apparently open and read them. Nevertheless, in our experience, there is still a pronounced gap between all of this information and any truly useful indication of how an audience actually engages with the information.

Rather, we are working on including text within the press releases that we craft for clients that, literally, drives engagement, whether that text amounts to a invitation to register for a webinar, or to obtain one’s own copy of some new information. In fact, we see little reason today to produce press releases that do not include some form of call to action on the part of the reader. We simply don’t see the return on investment by simply publishing news for a presumed audience of journalists, who, in fact, are no longer to be found online reading this kind of content.

The best method we’ve found of crafting a real opportunity for engagement from a tweet on a piece of news, or an announcement is through an annotation that has prompted engagement for us in the past.

In the next two posts to this blog we will present some of our thoughts on discussion groups as a method of driving engagement with an audience.

Ira Michael Blonder

© IMB Enterprises, Inc. & Ira Michael Blonder, 2013 All Rights Reserved