Using VOCUS/PRWeb to Boost MultiChannel Internet Marketing

The following is a presentation I recently put together to help explain how to use a news release service (PRWeb) to boost multichannel internet marketing. Enjoy.

Big News on News Releases:

 Go Multi-Channel to Maximize Results

Slide 1:

Discussion Points Related to

 News Release Marketing

• News release preparation check list
• Online submission example
• Multi-Channel Integration
• Example: Linking out to social media to increase engagement and following
• Sample results

Slide 2:

News Release Preparation Check List

• Have a social media-friendly logo. Make sure the logo can work in multiple sizes so no matter how the media uses it, it is clear and legible.
• Social sites in your media contact block. It’s where the media looks for your contact info, so include at least your Facebook and Twitter accounts.
• Include a link for every 100 words. Link back to your landing page or relevant campaign content so even if your press release gets edited for space, your readers will have the information they need. Plus your SEO and inbound marketing remains strong.
• Use multimedia. Video, Slideshare links, Pinterest boards – whatever you can conjure up to grab attention and deliver your message.
• Create small chunks of succinct details so that it can translate well to social. This makes it easy if the media wants to Tweet information about you.
• Keep it quick, easy and creative. It’s more likely to be picked up, shared and retweeted that way.

• The title of the press release should act like a news headline and be eye catching, setting up your news story and driving the reader to action.
• To increase the chances of media and bloggers finding your information, use your SEO keyphrases throughout your press release, including the headline.
• Tell a clear story in each and every paragraph you write.
• Use that closing paragraph to make a last chance pitch and reiterate the points.
• Keep your audience groups top of mind. A social media press release targets three different groups: media, bloggers and consumers. It needs to appeal to all of them.
• Be interactive. Use the capability of sites like PRWeb to embed video, upload photo galleries, and make your press release visually compelling.
• A template approach. Create a template you can reuse for each new news release. This will make writing them much faster.

Slide 3:

Online Submission Example

PRWeb

        PRWeb has a nice and easy to use form to follow. Also, the use of video and other images is great. We also like the iFrame at the bottom.

Slide 4:

       This is the second page as it relates to submission. You can use an automatic update feature that will generates notices to your social media platforms announcing your news release.

Slide 5:

      This is the third submission page and as you can see you can preset the date and time for the release, select regions (U.S. cities) to focus on, and choose industry type and/or regional media outlets.

Slide 6:

Multi-Channel Integration

       The above infographic represents a basic understanding of an integrated multichannel internet marketing campaign.  In the diagram we separate inbound marketing from paid direct response and combine Google Analytics, Webmaster Tools, the client's website, and mobile site are positioned at the center of the diagram. Integration means each channel is dependent on or supportive of another channel. For example, a news release might announce a sweepstakes to win an ultimate surf camp trip which is being hosted on a Facebook App page. The Web visitors lands on a Facebook "Fan Gate" page and clicks the "Like" button to gain access to the sweepstakes. Share buttons and send e-mail options a present at each stage of the signup process. The visitor eventually enters their name, e-mail and may answer a question or select from a drop down box  something related that segments them into a specific group. The entered information automatically updates an e-mail marketing program (iContact in this case)  which begins a drip campaign based on segmentation.  Each subsequent e-mail includes optional related articles (Content marketing) for the client to view which then triggers another possible signup or subscription.  PPC re-marketing ads are triggered as the visitors leaves the site. Everything is tracked and reported through Google Analytics. The following slides will provide a more visual example. The Facebook apps are form North Social.

Slide 7:

Link Out to Social Media

• linking out to event and promotional information using a social platform application
•             Sweepstakes (Facebook App)
•             Promotional - digital download(Facebook App)
•             Coupon (Facebook App)

Slide 8:

Slide 9:

Slide 10:

Slide 11:

Slide 12:

Slide 13:

Slide 14:

Slide 15:

Slide 16:

        The following results are from three of our current clients. Each client is demonstrating different results from various campaigns. 
Slide 17:

Notice the above layout of iWatchLife's news release.
Slide 18:

      Harman's received 101 news outlet pickups within 12 hours of being put on the news wire. 

 Google will immediately index news outlet pickups.

News translates to increased web traffic as shown above.

Slide 19:

      A news release by A+ Vacation Homes produced over 47,000 headline impressions and 652 full page reads from PRWeb. Additionally, new market opportunities were discovered for Canada and Australia.