Digital marketing isn’t a single step process. It’s a multi-faceted approach to creating brand awareness and building your initial online reputation. This generation of user engagement can fall flat though, if you don’t have the proper unveiling of your small business to the world.
This is where a press release comes in. Much like a product having a segment on a talk show or evening news block, an online press release is a specialized piece of writing targeted at digital publications and journalists. The draw of being able to be the first to announce an up and coming small business entices any industry to prefer these over basic articles.
The Difference Between Articles and Press Releases
Articles and press releases focused on introducing a new company should both be a part of your digital marketing roadmap. The difference between the two is important to note though, as each option has its own respective avenues and audience to go through.
A press release will often be 500 words or less, focusing on a specific event such as a grand opening or new line of products being introduced. Think of it as an office memo talking about all of the updates and news from corporate, only your company is the focus and the audience is a sea of potential customers who don’t yet know that they want to support your business.
Articles find their home on blogs as well as the same publications posting press releases, albeit not as front and center. Longer reads found in articles don’t pack the same punch as a concise press release that avoids “salesy” language and focus on delivering only the most important bullet points of an announcement.
What You Should Create Press Releases For
It’s easy to get excited about new developments for your company, but some are better left as blog or social media posts rather than full press releases sent out to news publications. Updates such as flash sales or changes to company policies shouldn’t find their way into a press release. Attempting to submit low value press releases to a digital publisher can result in them not wanting to publish the work at all.
The focus of a press release is big news that gets the reader interested in checking out your business. Grand openings are always a great option, but you can continue to create press releases even after your initial splash into the industry. New partnerships with another company are always a great option as it benefits both parties involved and helps bring in new customers as well as creating shared customers.
If you offer a product, a new line of upgraded items is a great time to issue a press release showcasing the changes and improvements made. Making the value of your upgrades the focus draws in curious customers to explore the previous version and spend more and more time on your website or online store.
Interested in finding out more about how press releases work or how they tie into your public relations? Take a moment to visit our page on the topic and find out how our team of digital marketing experts can help push your small business into the spotlight.