Rather than react to what’s going on around them companies are creating their own news cycle inexpensively and effectively through press releases. You can too.
Here’s the Proof: Press Releases Drive Website Traffic
The results are in. Visits to contentforbiz.com more than doubled the week after we sent our first press release. We tested three distribution services: PRWeb.com, PR.com and freepressrelease.com.
On PRWeb we selected the “Most Popular” $200 visibility level. According to the analytics on PRWeb.com, the Content for Biz press release was distributed to 3,321 media outlets via email or feed. It was opened for a full page read on PR Web.com more than 1,100 times and delivered nearly 47,000 impressions across the web over the last nine days. Additionally, based on our site analytics, there were 15 direct links from PRWeb.com.
On PR.com I subsequently found out that there’s not much included in the “free” version – not even a hyperlink. Visibility upgrades range from $30.00 to $100.00, and hyperlinks are $29.95 each. To include an image, you are required to select the $60.00 visibility level. Our budget wouldn’t allow all these extras. To be honest, it really isn’t much of a comparison with PR Web at the free level. As far as visibility, the only way I could find my release on this site was to log in.
Posting on freepressrelease.com was easy. It’s just like uploading a WordPress post. Hyperlinks are free, and there are some social sharing features, but visibility was next to nil. There were no search tools on the site to help a visitor find what they are looking for.
In summary, our little test proved that you get what you pay for. The PR Web Distribution service helped to increase website traffic vs. the prior week by 210 percent, while the free services did not appear to provide any measurable results.
Tip: Check out a free tool called Press Release Grader to optimize the press release for the web. It’s an extra step, but well worth your time.
What’s your favorite B2B press release distribution service?
The Best Press Release Distribution Service for B2B Companies
Press releases are a great way to boost your website traffic, but they are often underutilized, especially among small- and medium-size B2B companies. Next week I hope to offer some solid proof of just how well they can work. We’re preparing to send out our first press release for Content for Biz next week and I will let you know how successful we are at boosting traffic to our site (www.contentforbiz.com). I plan to test three different press release distribution services to see which one delivers the best results.I’ve been happy using PR Web for a number of clients, as it is moderately priced ($8-$360) and has generated good traffic for my clients. I have also had good results with PR Newswire, but priced at more than $700 for a national press release, it’s out of reach for many clients. I will also try two free press release distribution services www.freepressrelease.com and www.PR.com, to see if they can really help us stretch our marketing dollars.
Before you select a distribution service, think about your objectives. Is the purpose of the press release solely to boost online traffic, or do you feel you have a shot at print coverage as well? Are you looking for local or national coverage? Are you looking for coverage in trade magazines or mainstream media? Is it important to reach bloggers and search engines? In my experience, it is more cost-effective for B2B marketers to develop their own custom media list if the primary target is the trade press. Move beyond that, and I think a PR distribution service is your best bet.
No matter who your target it is, always prioritize your media list. Identify the top five or 10 media outlets and send them a personal note, customized to meet the needs of the publication or outlet. One of my clients was recently contacted for an upcoming article in Midwest Living, after I sent a short personal email to the editor.
While we’re waiting for the new website visitors to be counted, check out these great resources that will help you find the press release distribution service that’s right for your business.
What PR distribution services have you found to be cost-effective?