Let’s Chat About Leadership…
This blog series appears on Tuesdays, and focuses on resources that I use as I pace my ability to continually strive for my greatest effectiveness. Leaders get things done. In order to accomplish this objective, it’s important to have the necessary skills and systems in place. I have tried many things over many years and have settled on what’s simple, reliable, and consistent.
- Foundations: Clarity of purpose and outcomes, and equipping oneself for excellence;
- Relationships: Building and maintaining healthy and effective relationships;
- Systems: Tools and processes for leading and empowering transformation; and
- Balance: Managing multiple priorities and managing self.
Each resource I blog about is one I have tested and used personally. I do not make money on these referrals unless specifically stated in the post.
Today’s resource:
Using Press Releases to Grow Brand Image
I recently learned about a press release service called NewsWire. As you might know, these services typically cost hundreds of dollars per press release. This service is very reasonable and has many unique features. I’ve been using the service for a while and find that there are thousands of views for each release and that my release appears on many credible sites everywhere. I’m ecstatic about my results! I’m so happy that I’ve agreed to share this resource by asking the owner, Doug Brown, to present a webinar on using releases to build your brand image.
Your brand is how people see your business and is the major reason why they choose to buy your products and services, not your competitors’. Since there are more than two billion active users and 130 million domains on the web, indexing the torrent of information is a challenge for large search engines and impossible for individuals. Building a trusted brand is a key to distinguish yourself within your niche, and in today’s post I will focus on using Press Releases as a tool for building that brand.
Here are 3 ways press releases help you build your brand:
1. Gain visibility
Ivy Lee created the first-ever press release in 1906 for John Rockefeller and Standard Oil. The New York Times published it verbatim.
The Times likely won’t publish a release word for word these days. Re-publication in print media is no longer even the measure of the success of a press release.
The Internet has eliminated traditional media as a barrier that once filtered news. Online press releases allow you to speak directly to your target audience—even if they were previously unfamiliar with your brand.
No longer do people turn to traditional media first. They use search engines to find the specific information they need, at the moment they need it.
Consider this: 81% of all non-grocery purchases in the U.S. are preceded by an online search, and 76% of people in the U.S. do online research before choosing a local business.
This means your press releases can help your prospects find information about you when they need it the most – when they are ready to purchase!
2. Create familiarity
The longer your brand provides regular, reliable information, the more loyalty and trust you will earn from your target audience.
What’s the value of trust? One study showed that prospects who read positive things about a business are 68% more likely to become customers than those who do not. In addition, those customers spent 25% more over their lifetime with that business.
3. Amplify successes
A major media hit or prestigious award doesn’t guarantee everyone will see your news.
Keep the momentum of your success rolling by promoting the promotion with a press release. This will help deliver your news to your target audience and potentially get picked up by other publications.
Publishing press releases to your social profiles can earn you additional listings in search results pages, allowing your company to dominate for brand-related keywords.
Think your company has nothing to publicize? Think again: On Thursday, June 18th, we will be holding a live training about brand building. If you would like to attend, you can register here at no cost:
Hugh Ballou
The Transformational Leadership Strategist TM
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