use your news to drive traffic to your site pr web emcta presentation april 2010
TRANSCRIPT
Use Your News to
Drive Traffic to Your Site
Sophie Shiatis
VP, Ecommerce & Marketing
Twitter @PRWeb
The Simple Truths
– More than 27 million people use Yahoo! News and
Google News
– 64% of journalists use Google or Yahoo! to follow the
news
– 85% of consumers find products through Web research
and social becomes a huge part of that.
Trust
• Consumers trust Web search.
• Social media content converts users. It gets
people to purchase.
• 60-70% of clicks occur within natural search
results
Fact 1:
People Care About News in
Search
“While images are the most clicked type of result after a vertical-
specific search, news items are the most clicked type of result within
blended search results.”
iProspect Study 2008
Fact 2:
Google Cares About News
We see with regularity news results appearing in the
pole position in blended search results.
Fact 3:
News Releases Can Be Used To
Get Into Search
With a news distribution service, you can get into
search results.
Fact 4:
News Releases Can Help You
Build Inbound Links
How That Works
Fact 4:
Definition of News Is
Changing
Its all about being relevant to your audience
Defining “News”
Conventional content
• Product announcements
• Events
• Executive hiring
• White paper
• Position paper
• Sales promotions
• Awards
New types of content
• Best practices
• Tie-in to industry research
• Tips
• Day trips in England
Defining “News”
Get Inspired
Products & Pricing Promotions
• New website or significant upgrade to existing website
• Free shipping offer/changes in shipping rates
• New products and services
• Product Name Change
• New product production process
• New pricing and promotions
• New contests & sweepstakes
• Holiday related sales and promotions
• Unique and new uses for existing products
• New promotional programs like referral rewards
• Free Consultations, Trial Offers & Samples
So What Now?
Time for a News Release
Top 5 News Release Tips
Meet Audience Demand
Story RelevancyCustomer Demand
Research Your Angle For The
Demand
http://www.google.com/insights/search/#
http://www.google.com/trends
Stay Focused
You Don’t Need to Identify
Thousands of News Search Terms
• Who: Company name or
description
• What: Brand name or
product category
• Why: Problem or benefit
• When: Season
• Where: Location
• How: Call to action
Users See 120 Characters of Headline in
Yahoo! News, 60 in Google News
Sources: Yahoo! News and Google News
Yahoo! News
Google News
News Results Can Include
Thumbnail Images
Use Images For Search
CTR increased ~ 15 – 25%
Use Images For More Traction
More than 50 blog articles from 3 releases
Use Images To Create An Online
Footprint
• Over 3,000 unique readers per month
• 90% from image search
Use Video to Increase Brand
Impact
• 83.1 percent of the total
U.S. Internet audience
viewed online video.
• Having video creates
heightened brand
excitement for website.
• Having video creates
higher purchase intent.
• Time spent with video
builds brand commitment."A photo helps, but video really
tells a story that's short and
sweet."
Use Video To Engage Visitors
• Over 2000 unique visitors per month
• 500% increase in time on page
Optimize Your Release
• Anchor Text Links
• ALT TEXT
• URL Keywords
• Customize url
• Quotes
How Press Releases Help Drive
Sales At Online Retailer Vedante
Got 31 Pickups in Google Alone
And 82 in Yahoo
The Results For Online Retailer
Vedante
• Noticed by comparison sites
• Received press mentions
– "I do know that every time I'm in the media, my sales
go up," Kantor says.
• Contacted by Amazon to sell her products
• Ranked in the top 10 for Amazon's outdoor gear
category
See Press Mentions: http://www.internetretailer.com/dailyNews.asp?id=34295 ;
http://www.womenentrepreneur.com/2010/03/where-no-press-release-has-gone-before.html
Takeaways
1. Don‟t just send news releases when „big news‟ is happening; find good reasons to send them all the time
2. Instead of just targeting a handful of journalists, create news releases that appeal directly to your buyers
3. Write releases replete with keyword-rich copy
4. Create links in releases to deliver potential customers to landing pages on your web site
5. Optimize news release delivery for searching and browsing
6. Drive people into the sales process with press releases
Source: David Meerman Scott, The New Rules of PR
ECMTA Special Offer
Come by our Booth and
Get 25% off
your next press release
Appendix
Inspiration: Events, Customer Wins
Events
• Scheduling of In-person seminars
• Success of events
• Appearance at a trade show
• Scheduling and success of Web events
• Event sponsorship
• Holiday-related events
Customer Wins & Endorsements
• Significant customer win and case studies
• Customer acquisition milestones (100th customer, 500th customer, 1
Million customers, etc)
• Celebrity & Public Figure endorsements or product purchase (be sure to
get approval).
Inspiration: Market Trends and
Thought Leadership• Tips sheets or feature stories like “Top 10 Valentine Gifts,” “Top 10
Common Mistakes of Social Media Marketing” or “How to Land a Job in
30 days.”
• News of the Weird: An outrageous claim or outlandish event like “Coffee
Shop offers gourmet $200 latte!”
• New market studies, research, surveys and polls
• Helpful tips for customers, related to your business
• Market Trends or new tecnhologies affecting your business
• Free educational information, ebooks, newsletters and white papers
• Media and speaker appearances by executives
• Predictions for your industry and supporting market analyst information
• Debunking of common “myths” related to your industry