So, you’re trying to get (or keep) your business off the ground, and you know how absolutely crucial marketing is in spreading the word and converting new customers. What better way to do that than by having lots of press releases written about the wonderful new things your business or industry is doing, right? Well, as it turns out, while PR promoting may be good in small doses, overdoing it is a total waste of your time and effort. Here’s why you should do PR distribution in moderation, and what you should do instead.
It Comes Across as Spammy
It seems like these days, companies don’t even remember the original purpose of press releases—which was to distribute basic information in the hopes that newspapers or media would pick up the story and flesh it out. Ideally, that’s what they should still be used for, but all too often, they’re just written and distributed with no goal besides generating SEO traffic. Usually, these “press releases” are dripping with advertising language promoting a company or service and inventing a stretched-for reason why it’s suddenly newsworthy.
Remember that you’re not just writing for search engines—you’re writing for people. And most of the time, people can tell when their time is being wasted. Spammy-looking links that guide to spammy-looking articles may catch a few new customers, but in an age where more and more people are becoming Internet-savvy, don’t insult their intelligence by camouflaging advertising as news.
It Destroys Trust
Think about those brochures and booklets we all get in the mail—you know, the ones that say “Scientists discover new, MIRACLE weight loss supplement!” and then try to sell you a bottle. Do you think to yourself, “Wow, scientists!” and buy the pills? More likely, you toss it in the trash without a second thought. You know they’re just trying to sell you something, and those so-called scientists have been hired to endorse it. Many of today’s banged-out press releases suffer the same fate. People don’t take kindly to being manipulated into buying something, and they’ll be much less likely to pay attention to what your company has to say if you’ve been associated with spammy fake-news marketing. Your product or service could be amazing…so don’t package it inside an information format that people have been trained over time to distrust.
Quality Is Better Than Quantity
Maybe you use a service like PRWeb to cheaply flood the Internet with your company’s name. More online visibility equals more customers, right? Well, it might get you a few conversions, but it will do so at the price of dragging down your company’s reputation. Would you rather be associated with tons of low-quality SEO articles touting your services, or with well-written, trustworthy sources backed up by facts and research? To us, the choice seems pretty clear.
Stick to Newsworthy Topics
Since advertising mode seems to be the default for a lot of companies trying to sell their services (after all, it’s the most obvious), it’s hard to think of there being a better way than promoting yourself every chance you get. But times change, and so do advertising strategies. The best thing you can do for your company now: treat your customer base like humans instead of just wallets. And what do humans love more than a great news story and useful information? If you can provide your customers with interesting information that can actually help them in their everyday lives, you’ll be building loyalty instead of simply generating one-time curiosity clicks.
So, don’t pretend that advertising is news—but do find real, solid, newsworthy topics and release that information in a compelling way—without giving in to the temptation to peddle your products in every paragraph.