In business, publicity is everything; any business that has ever received negative publicity can understand how effective the media can be at creating a negative image. Press releases on the other hand can be used to showcase and cultivate the business image you desire. Through writing and submitting their press releases online and to print publications press releases can get a company positive feedback from other businesses, gain the attention of potential customers and gain free publicity when their press releases are published.
Unlike other forms of advertising press releases are not seen by your targeted audience as "hype". Since press releases are published by legitimate news sources, customers who purchase your product are more likely to trust and believe the information that is being provided. In addition, press releases help build a companies reputation and establish their place in the industry. New companies often choose to release one or two press releases a month in order to create a buzz around their product or service and inform customers of what value they can provide to their lives.
When media publications are creating year-end list, top ten lists and writing product reviews they also turn to press releases as sources for inspiration. A company that creates a well-written press release can gain additional exposure if their product is features at the top of a "best of" list or given an excellent product review.
Even for companies that choose to sign up for subscriptions to press release wires the potential sales growth is worth the expense. Though a company could pay several hundred dollars a year for a subscription to one or several of the major press release wires, these companies are able to send out press release to thousands of journalist who opt-in for these services; providing exposure to journalists who are actively looking for stories or products that they can create articles around. These services typically offer category choices so you can target press releases to industry specific publications, daily news sources, Radio and online news outlets.
Press releases are also beneficial to businesses because of their adaptability to both online and print media sources. Though online press releases are continuing to increase in popularity, businesses have the ability to target customers by taking advantage of both methods of contact. Companies can also add press releases to their own sites and use press media kits in order to tie in releases with other methods of marketing.
Press releases can also help a small startup find potential investors for their product or service. Companies can get the most benefit from press releases by understanding and planning a marketing campaign that incorporate press releases as well as other form of advertising. By making press releases a key part of the business strategy of attracting new customers and keeping their company in the public eye companies can ensure their press releases continue to add value and increase the sales potential of their business as they grow.
Most business use a business plan as a means of targeting customers and developing a strategic system of making contact with customers and presenting their business. Business plans also offer a means of reaching customers and showcasing your product. Although they are frequently used by businesses, press releases can be just as effectively used as a means of targeting customers by businesses who want to make a significant impact within their target markets. Businesses very often first establish a relationship with the customer through emailing, mass postal mailings, direct contact and phone marketing. Then, after a first response relationship has been established, they will continue to deluge them with their product and service offerings and pitch to them through these means.
Although there are various tools that can be used to contact customers, a very powerful and effective tool used for targeting customers is by using the press release. The press release offers succinct company information, news on the company, the latest developments and changes within the company’s leadership. Although most businesses do not think of press releases as being a targeted marketing strategy tool, if properly used, it can be quite effective as a means of targeting customers.
Once you have determined for your business what and who it is that you want to reach in any marketing campaign, you must then decide what the message is that you want to convey to that particular niche market. Again, here is the time to customize your message and make it fit the target customers that you are trying to reach. A generic pitch will not suffice since press releases are specifically about a particular topic, event, person or development. In addition, since press releases are usually customized campaign tools, your company should take great care to be sure to also customize any appeals and/or contacts that you have with target customer’s while offering them your services. In other words, change things around so they do not all look the same. Customers do not want to read the same press release numerous times on different sites. Strategically change the wording or the flow of the press release to give a feeling of fresh, custom content. If your target customers are of a certain genre or have a particular lifestyle or personality, you can amend or personalize your press release to appeal to that sect of customers. Within the press release, it is essential to target the niche market’s particular appeals. Determining your niche audience and your customer base are essential in planning how to target customers for your business.
Where do your press releases appear? Are they strategically planted in locales and places where they will receive the maximum exposure or are they selectively chosen to appear in certain places at certain times to a certain sect of individuals? Whatever the means of targeting customers is used by a business, the use of a press release in any instance is sure to garner the customers that fit your business mold and synchronize with your niche market.
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