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Want to earn unpaid media coverage?
It all starts with a press release.

Press releases aren’t just for large corporations and high-profile public figures. Your small to midsize business can also leverage the genre to connect with existing customers and new audiences, thereby expanding your reach, strengthening your credibility and enhancing your overall brand image.

Here, we explore why (and when) you should consider writing a press release. But first — what exactly is a press release?

What is a press release?

A press release is a short news story issued on behalf of a person or organization to members of the media. Press releases may share news, make announcements or address public events. Considered a primary source of information, journalists have the option to publish the pieces as received or incorporate them into an original story.

Why issue a press release?

To put it simply, press releases provide relevant information in a format that makes it easy for journalists to publish or cite. Any significant events or changes in your business — such as a grand opening, a product launch, a merger or expansion, a significant charitable donation or a new executive hire — are potential fodder for press releases. That being said, not every story will garner media attention. The key is to find an angle that appeals to the interests of particular readers or viewers, then identify members of the press with a history of covering similar topics.

Let’s say, for example, your commercial furniture company just hired a new regional sales leader, Sally Sellsalot. This fact in and of itself may be relevant to your team members and clients. But to earn unpaid placement in a publication, you have to find an interesting angle that will appeal to a wider audience.

You might start by searching for journalists who write about local business news. Do you notice any recurring themes or topics in the writers’ pieces, such as a focus on sustainability, architecture and design or construction? If so, consider how Sally’s professional history or goals might fit within those topics. Perhaps, for example, she plans to seek partnerships with clients who are working to reduce their environmental impacts. You might craft a story about how Sally’s hiring forms part of a larger push for sustainability initiatives within the company.

Even well-crafted, strategically delivered pitches sometimes fail to attract media interest, but carefully considering whom you pitch to and how you frame the story will give you the best shot of landing a placement. 

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When Should I Write a Press Release?

The short answer is: anytime something newsworthy occurs in your organization. Let’s look at a few of the most common situations in which a press release may support your overall marketing strategy.

You’re Launching a New Product or Service.

Whenever your business launches a new product or service, it’s crucial to get the word out. A press release helps inform your target audience, potential investors and the general public about what’s new and exciting in your business. This helps you generate buzz, drive website traffic and boost sales.

You’ve Reached an Important Milestone.

Is it your company’s 10^th anniversary? Did you just serve your millionth customer? These types of milestones are worth celebrating and sharing with your audience. A press release can help showcase your company’s growth, longevity and success.

You Made a Major Personnel Change.

When significant changes occur within your company’s leadership, it’s important to share the news. A press release allows you to introduce new faces, highlight their qualifications and craft a positive narrative around the change — all of which project vitality and put customers at ease.

You Need to Respond to Industry News.

If there’s a significant development in your industry or your business is directly affected by a trending news story, a press release can show that you’re engaged and responsive. Moreover, it gives you a chance to showcase your expertise and position your business as a thought leader.

You’re Involved in a Crisis.

Should your business face a crisis, such as a product recall or a public relations issue, it’s vital to handle the situation proactively. Issuing a press release allows you to control the narrative and demonstrate responsibility to your audience.

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A well-crafted press release isn’t just a tool for sharing news; it’s a strategic component of your overall marketing approach. It enables you to communicate important developments, shape public perception and engage with your audience in a new way. Knowing when and how to seek earned media placement is a key part of this strategy.

Looking for an expert to help craft your next press release? Our copywriters know a thing or two about successful pitches. Let’s talk about a media strategy that will attract the right kind of attention to your business.

A guide to best practices for local search engine optimization.

Search engines have revolutionized the way we navigate and engage with our communities. If you find yourself in need of an oil change or craving a hot chicken sandwich, chances are your first move will be to search Google for the best options near you. The results of your query depend on something called local search engine optimization (SEO). It’s a technique businesses can use to make it easier for customers to find them online, thereby boosting foot traffic, website engagement and, ultimately, sales.

We’ve compiled three essential tips that will help you make the most of local SEO opportunities. But first, let’s cover the basics.

What Is Local SEO?

Local SEO is a way of enhancing your company’s online presence. A solid local SEO strategy can increase visibility and traffic, promote brand awareness and strengthen your reputation. If you have a brick-and-mortar location or serve a limited geographic region, it’s well worth the effort to optimize for local search results.

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How Does Local SEO Work?

Like all SEO tactics, local SEO relies heavily upon keyword research, which is the process of investigating how users search for your product or service. These keywords can be used to create high-quality content on your website that Google can index and then serve up to customers when they’re in the market for your offerings.

But your website is only one piece of the local SEO puzzle. It’s also essential to claim and optimize your Google Business Profile and manage your online reputation by monitoring and responding to reviews across a variety of platforms. With thoughtful planning and regular maintenance, you can ensure customers find your business — and like what they see when they do.

The following tips will help propel you to local SEO success.

1. Set Up and Optimize Your Google Business Profile.

If you haven’t already claimed your Google Business Profile, start by searching for your business. If it’s already listed on Google Maps, you can submit your information and request access to the profile. The verification process differs across industries and regions, but may include submitting a code received by postcard at your physical address, sending photos of your business or engaging in a face-to-face video chat with a Google representative. This handy guide explains how to add or claim your Business Profile on Google.

Once your profile has been verified, it’s time to optimize it. First, you’ll want to choose from about 4,000 business categories. Select a category that both accurately describes your enterprise and reflects popular search queries. For example, if you’re a residential building company, you could choose from “Home Builder,” “Custom Home Builder,” or even “General Contractor.” Tools like Semrush can help you narrow down your keyword options.

After selecting the best category, you can further optimize your profile by adding photos, operating hours, service areas, a description of your business and, of course, your address and phone number. Keep in mind that your name, address and phone number (NAP) should be consistent across the web. NAP consistency helps customers find and recognize your business.

You can also post content to your Google Business Profile as you would on any other social platform. Sharing photos, promotional materials and event information adds interest to your profile and encourages customer engagement. The latter constitutes a crucial component of local SEO strategy.

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2. Manage Your Online Reputation.

We all know how helpful (or devastating) online reviews can be. If you’re searching for a restaurant in your area, you’ll probably think twice before patronizing an establishment with a heavy percentage of negative reviews. While you can’t control how users rate your business online, you can mitigate unwanted impacts by monitoring and responding positively to reviews (even the critical ones).

Set up a regular process to check for customer feedback on sites like Yelp, Facebook and Glassdoor. The particular platforms you’ll want to monitor depend on your business and industry. If you come across a glowing review — great! Let the user know you appreciate their comment. If an unhappy customer voices disappointment, apologize, reiterate your commitment to customer service and offer to make the situation right, either by providing a refund or reviewing your internal processes.

You can’t expunge negative reviews from your record, but you can strengthen your reputation by being kind, helpful and sincere. Doing so can lessen the effects of a poor rating and encourage prospective customers to ignore the critical feedback.

3. Track Your Local SEO Performance.

In addition to reputation management, it’s important to keep an eye on your performance in search results. You can run regular audits or even set up a tracking campaign to observe how your local keywords perform over time. Pay attention to your performance in target areas, as well as the types of devices customers use to search for you. Semrush offers a Listing Management Heatmap that can help you monitor your rankings and visibility in key areas within your service radius.

You can also compete for featured snippets in Google. Landing a spot in a local pack or image carousel will dramatically increase your visibility to potential customers. You can set up a dedicated filter in your SEO tracking platform, or simply enter your target keywords periodically to see if you’ve reached snippet status.

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Ready to attract prospects and boost sales with local SEO? We can help! Contact us to learn more about this powerful technique.

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Sources:

1. 10 Local SEO Statistics Backed by Real Data for 2023 | New Reach Marketing

Here’s How to Take Advantage of this Surprisingly Effective Marketing Tactic.

It’s a question our Houston marketing team gets all the time — does direct mail advertising still work in today’s digital world? As with most things, it depends. Direct mail advertising can be an incredibly effective way to reach new clients and grow your business, as long as it’s thoughtfully executed according to best practices.

In fact, a study by the Association of National Advertisers (ANA) found that letter-sized envelope campaigns generated 112% ROI — which is even more striking when compared with the success of other channels¹.

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The persuasive power of direct mail advertising derives partly from the ease with which we consume it. One study found that consumers expend 21% less cognitive effort on processing pieces of direct mail than they do on digital marketing materials². Another study used eye-movement tracking and biometrics, such as heart rate and respiration, to compare attention and emotional engagement with direct mail and digital media. Engagement time and recall were significantly higher for direct mail materials³.

Is Direct Mail Marketing Right for Your Business?

Before you dive stamp-first into direct mail marketing, it’s important to consider your target audience and goals.

Let’s start with the first variable: your audience. Are families with children your company’s bread and butter, or do you cater more to retiree crowds? Are there specific cities or neighborhoods you’d like to home in on? A basic understanding of your target demographics will help you determine if direct mail is likely to yield sufficient returns.

Millennials, for example, are more likely than both Gen X and Baby Boomers to use marketing mail as a prompt to go online and make purchases. They also regularly purchase items marketing to them through direct mail⁴.

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Now let’s consider your goals. Are you looking to increase awareness of your business, tout a seasonal sale, or simply get people in the door? Direct mail advertising can help you accomplish all of the above. As with any marketing tactic, understanding your objectives will help you to craft an effective message and make smart design decisions.

If you’re looking to encourage millennial consumers to visit your e-commerce site, for example, you might create a QR code to include in the mailer that makes the transition from print to web more seamless. If you want to entice retirees to visit your restaurant, you could incorporate a perforated coupon and a copy of your menu. Once you know where you want to go, you can determine how best to get there.

How to Create an Effective Direct Mail Advertising Campaign.

To maximize your investment in direct mail, it’s important to follow a few basic principles.

Prioritize Brevity and Clarity.

Excess text and small print are a surefire way to sabotage your direct mail advertising campaign. On any given day, consumers spend roughly 30 minutes reading and sorting through their mail⁵. While this affords a longer consideration window than most digital campaigns, you still have a limited amount of time to capture their attention. Communicating your message clearly and concisely will give you the best chance of cutting through the postal noise.

Keep Your Design Simple and On-Brand.

The best direct mailer designs are clean, easy to read, and consistent with the rest of a company’s brand. Simple, bold fonts and sufficient white space make your materials easier for readers to consume. Just as importantly, on-brand visuals allow you to make the most of the opportunity to build brand awareness while ensuring a similar aesthetic experience across channels.

Incentivize Your Target Audience.

Even the best-looking mailer will soon find its way to the waste basket if the recipient doesn’t perceive it as valuable. To keep your advertisement in their hands and homes longer, find an incentive that speaks to your audience and highlight it visually. Special discounts, for example, are a good option for retailers and restaurants, while free consultations may work for professional service providers and medical practices. You could even include a special gift with the mailer itself, such as a bookmark or branded coffee table book. Unsolicited gifts will serve as a reminder of your brand’s value when consumers come across them in the future.

Embrace the Omnichannel Approach.

To take your campaign to the next level, try coordinating direct mail with other channels. You can create a unique URL, for example, to track recipients who visited your website after reading your mailer. Once you’ve collected their information, you could retarget those prospects with a marketing email or digital display ad and, of course, save their information for use in your next direct mail campaign. There are myriad ways to amplify the effectiveness of direct mail marketing through an integrated, omnichannel approach.

Want to learn more about the surprising efficacy of direct mail marketing? Reach out! We’re ready to help your business reach its goals.

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Sources:

1. 2022 Response Rate Report, Association of National Advertisers
2. A Bias for Action, Canada Post
3. Enhancing the Value of the Mail: The Human Response, USPS
4. Mail & E-Commerce Through the Ages, USPS
5. 47 Direct Mail Statistics Marketers Should Know in 2023, Postalytics

How to Decide Between In-House Marketing, an Agency or a Combination of Both.

When deciding how best to select and organize your marketing team, one consideration tends to trump all: budget. It’s true that the decision to outsource or maintain an internal team can have a huge impact on your overall spend, but there are also other factors to keep in mind when making this important call. Staffing, quality and return on investment (ROI) can all be affected by your decision.

In this article, we’ll look at the pros and cons associated with in-house and outsourced marketing.

What Is Outsourced Marketing?

The term “outsourcing” has become a bit of a boogeyman, conjuring up images of disinterested workers in far-off places. In this case, outsourced marketing refers to the practice of hiring an external agency to plan, execute and manage your marketing and advertising processes. The best agencies learn everything there is to know about your business — including your history, differentiators, customers and goals — then execute campaigns that directly impact your bottom line.

Let’s take a closer look at the pros and cons of outsourced marketing.

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The Pros of Outsourced Marketing.

Specialized Expertise.

Marketing agencies offer the benefit of wide-ranging expertise in a range of disciplines — all for a flat project fee or monthly retainer. So rather than hiring individual specialists in content marketing, search engine optimization (SEO), graphic design or web development, for example, your company can benefit from the combined knowledge and creativity of a seasoned team with all the skills you need (and even some you don’t know you need just yet).  

Fresh Perspective.

In addition to diverse talent and technical knowledge, agencies have broad, cross-industry awareness of the ways in which various marketing tactics can be deployed. As such, they can offer an unbiased, fresh perspective on your messaging, market opportunities and goals, helping you to identify innovative strategies an in-house team may not have considered.

Scalability and Flexibility.

With an outsourced team, you can scale your marketing efforts quickly and efficiently. As your business grows or marketing needs change, you can easily adjust the scope of your engagement with the agency by adding or removing services as needed. If, for example, you want to experiment with digital advertising, but don’t have the resources to do so, you can simply enlist the help of your agency. Such flexibility allows you to stay agile and creative for a relatively minimal cost.

The Cons of Outsourced Marketing.

Limited Control.

When partnering with an agency, you run the risk of losing control over creative direction, messaging and strategic decision-making. To prevent this, it’s important to vet an agency before committing to the relationship. You’re looking for a partner who communicates clearly, listens well and genuinely cares about the success of your business. When you trust your agency to prioritize your preferences and goals, you don’t have to worry about losing control.

Potential for Miscommunication.

Since many agencies charge an hourly fee, transparency and effective communication are essential. If an agency misunderstands your priorities, for example, they might devote too many hours to a project of lesser importance, forcing you to choose between postponing the development of something critical or increasing your budget for that month. Again, when you find an agency that listens well, communicates candidly and “gets” you, you can avoid these pitfalls.

What Is In-House Marketing?

Simply put, keeping your marketing in-house means you hire an internal team to handle everything from digital ads to PR. As with outsourced marketing, there are advantages and challenges associated with this approach.

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The Pros of In-House Marketing.

Control and Flexibility.

An internal team gives you complete control over your processes and tactics. This means you can determine your own creative direction, messaging, strategy and internal workflows. Moreover, with an in-house team, it can be easier to quickly pivot when necessary and interact with customers in real-time.

Deep Brand Understanding.

Depending on the team, an internal marketing department may possess a deep and thorough understanding of your company’s brand, enabling them to create campaigns that align with your mission and values. This can result in effective messaging that consistently reinforces your brand identity.

The Cons of In-House Marketing.

Limited Expertise.

While in-house marketing teams may be familiar with the company’s brand, they often lack the expertise and experience necessary to execute complex marketing strategies. This can result in disappointing ROIs and campaigns that fail to reach the intended audience.

High Cost.

The cost of staffing your own team includes more than base pay. It also involves recruitment costs, onboarding and training time, benefits, expensive technology and software subscriptions. Moreover, when employees leave, your investment in their development leaves with them.

Lack of Objectivity.

Sometimes, being “too close” to the company’s culture and goals can backfire, resulting in campaigns that are too inwardly focused, don’t meet the needs of the target audience or don’t effectively differentiate the business from its competitors. An external agency, on the other hand, has the benefit of distance and perspective, which can contribute to the creation of more effective campaigns.

The Best of Both Worlds: Combining an In-House Team with an External Agency.

In some cases, a combination of both in-house and outsourced can be the best option. Many small-to-mid-size businesses choose to hire an in-house marketing manager, for example, to handle day-to-day communications with the agency while executing a portion of marketing tasks on their own. This approach can help busy executives delegate the management of smaller projects and streamline communication between the company and its agency. The key is to know your organization’s strengths and outsource the projects for which you lack sufficient resources.

Interested in partnering with an agency that understands your values, preferences and goals? Reach out. We’d love to help you take your business to the next level.