What sort of research are we talking about here? Researching your topic is important, but just as important is the research you need to perform on your audience. Specifically, you need to research what your readers want to read, and what your potential publishers want to publish.

Market research is something any business owner should be at least a little familiar with, and it applies to the writing of online press releases. You can talk about researching your target audience for press releases with our experts at web marketing company Click Consult. The process of researching potential publishers is quite similar, and often a lot easier than studying your market.

When researching potential publishers, make sure to read a couple of examples of the work they prefer. If you are sending your release to specific journalists, read some of their articles to see what angles they take. If sending to a publisher, read several issues to get an idea of their style. If posting your release on an article publishing site, read the more popular articles for ideas on how to get your press release high in the list.

This sort of research won’t take long, but will pay dividends when it comes time to publish.

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Part of the problem may be that some of these writers don’t read the advice that’s available before releasing their online press release. Another part of the problem is that there is a continued misunderstanding about what the difference is between an online press release and a traditional press release.

Traditional press releases and online press releases have a few things in common, but it’s important to grasp the differences as well. Here are a couple:

*Traditional press releases are limited to a page. Online press releases can be a universe. Although an online press release should be as brief as an offline one, it should contain links. Don’t forget them!

*Traditional press releases have a limited compass. Online press releases should go everywhere. In the traditional form, press releases were aimed straight at the press. Very few other people saw them. Online, however, your press release should have a broader audience. You should aim to interest the average reader as well as media sources, bloggers, and people in your industry. Talk to us at web marketing Click Consult about composing online press releases.

*Online press releases can explore the medium.

One last thing to remember with online PRs is that they don’t have to be limited to words. Consider exploring images and multimedia.

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There are quite a few compelling reasons to involve search engine optimisation when you’re writing up a press release. The benefits for your website are just a part of what you can stand to gain if your optimised press release succeeds. One of the lesser considered benefits is the ability to edge your press release up in the lists when it’s posted on a press release hosting site.

Getting your online press release to a top position on a hosting site is one of the trickier issues involved in distributing press releases. It’s one of the many good reasons companies involve specialists when designing their press releases, and you can discuss this with us at Click Consult. Developing a press release that will appeal to the site’s users or its editors is just one of the ways to get to the top. Another way is to figure out the ranking system of the site, and to use SEO techniques to edge your way up.

Press release hosting sites all have different systems for rating releases, but it is always worth studying their systems. Even if search engine optimisation is not an option, you may discover alternate ways to the top.

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Writing for the press with your online press release is important because they’re a hard audience to reach. In keeping to a format they’re familiar with, you’re able to hook them and other audiences. In order to write a really effective press release, you need to think like a journalist.

Of course, having your online press release written by a professional can save you the hard work of writing, and you can discuss this with us at Click Consult. Even if you use the services of a professional writer, you should ask yourself these questions in the press release’s design:

*What is news? What sort of things are going to appeal to a journalist? If your subject isn’t newsworthy, then you are going to have to do some hard work finding a news angle.

*Will it sell to others? Journalists have their audience as well. Consider whether the world in general will be interested in your press release.

*When is it needed? Journalists are just like any other type of worker, and have their slow days. It’s a good idea to send your online press release when they most need news. Mid-week is known to be a fairly slow time.

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Looking at a press release from a purely marketing view puts a lot of pressure on it, and you can discuss the effect of this with our experts at Click Consult. Press releases, when angled towards the media, have a very specific form. This form transmits information in a way that the media is used to receiving it, presenting the piece of news in a nice little box for journalists to unwrap. Such press releases have almost a language of their own.

Even if you leave the media aspect out of your online press release, viewing it as a form of marketing document, certain restrictions are automatically imposed. The piece suddenly has to sell your product, or service, or bring in traffic.

With both of these approaches, the emphasis is on the wrong end of the equation. Online press releases don’t work if you can’t interest your audience. Starting out with your own needs in mind isn’t going to achieve this. The emphasis has to be on your readers.

So what to do? Give your online press release a break. Treating it as a news article is far more likely to produce the results you need.

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1. A great headline. Your headline will usually serve as your title tag for most online press release sites, so it needs to be catchy and contain your keywords. This is a big ask for just a few words. Marketing and advertising copywriters recommend spending around 50% of your writing time on getting the headline and opening sentence of your press release just right.

2. Specific information offered up at the start. You may have heard of the five W’s. What, where, when, who and why all need to be answered in the beginning of your press release. The order is up to you.

3. Strong emotional triggers. You want your press release to prompt the reader to do something, even if it’s just nod in agreement.

4. Something that gets the reader on your side. Many writers for the web talk about sensationalism being a great way to attract attention, and this is absolutely correct. A press release, however, wants to get the reader on side.

5. An offer to the reader. This doesn’t need to be a ‘buy one get one free’ offer. It just needs to be something of value, whether it is information or entertainment.

6. A unique mystery. This is a dramatic way of saying that your online press release needs to be different enough to stand out!

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Online press releases can reach audiences in so many different ways. No longer are press releases confined to the standard A4 page print format. As long as it can be sent and downloaded, an online press release can contain anything and can connect you with your target audience in ways that have never been dreamt of before.

This connection is where many people get into trouble. It can be easy with online press releases to be overly familiar, creating the wrong type of dynamic between your business and the reader.

Once the topic is straight and the content is nailed down, the mistake a lot of companies make is to simply write it up. The end result will contain keywords at appropriate places, and be an interesting read, but nevertheless give the wrong kind of message. A good example of this is the inclusion of the word 'you.' In many cases, 'you' comes in when the message is instructional, for instance 'You can find these recipes at our website'. This is perfectly fine for non-press release content, but it goes against the objective, article-like tone that a press release should have.

When composing your press releases, try to keep the tone as close to a journalistic tone as possible. If you would like advice on the tone of your press release, talk to us at Click Consult.

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It may have something to do with the connection between press releases and old-fashioned marketing techniques. A press release isn't something most companies necessarily associate with internet marketing, which tends to be multi-dimensional and vibrant. Yet a properly search engine optimised press release can do the world of good for a tiny fraction of the price of most marketing techniques.

The important thing to remember here is 'optimised'. Press releases have always been used to push terms and ideas associated with a campaign. The difference between old-fashioned press releases and online press releases is that the terms come from the outside, in the searches of your potential readers.

In order to do well, an online press release needs to have at least two things in its favour. It needs to have a point to make and it also needs to be crafted well. These can be difficult things to achieve. Not every business has objectively exciting news every month, and not many can keep a good copywriter on board. Getting a professional involved can solve both of these problems.

When designing your press release, include your website's keywords, brand identity and links in mind to drive traffic to your site. Posted in the right areas, our online press releases from SEO Consult can add inbound links and boost your traffic for months to come.

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For an online press release to achieve the most it can for your website, it needs to fit in with your search engine optimisation campaign. This means it needs to be targeted for at least one of your keywords, and needs to contain at least one link back to your site.

Your press release doesn't have to link back to your site's home page. In fact, press releases can be used to build the reputation of your non-main pages. For the purposes of publicity, this makes sense. A good press release needs to be targeted and informative, and it is likely your press release will be about a subject contained on one of your sub-pages. If your press release resembles a well-written article, your readers will be interested enough to follow such a direct link.

SEO press releases create backlinks from news sites, give you greater visibility in the search engines by distributing your keywords across a broad range of sites, and also help with your site's human viewers by attracting media coverage.

When considering adding online press releases to your SEO strategy, it can be helpful to consult an expert. An SEO consultant here at Click Consult will be able to style your press release to include your SEO strategy while at the same time avoiding blatant internet marketing.

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The problems most companies have had when approaching online press releases is in thinking outside of the box. A press release can seem by its very nature to be restricted to the straightforward article form. In truth, a press release can feature just about anything you like.

Your online press release should be restricted only by your audience, your own budget and your time limitations. Beef it up with video content. Distribute your keywords and links further by featuring hypertext. Help others to distribute the press release for you by including social media and bookmarking buttons. There are lots of things that can be done to make your online press release exciting and innovative.

When designing your press release, consider what your target audience will be interested in. If you're going for a younger audience, video may appeal. A business audience may want something quick and easy. Be sure to take download times into consideration.

Don't let perceptions of what a press release should be limit what you can achieve with your online press release. If you would like expert online press release advice, talk to us at Click Consult. There are plenty of extra dimensions to explore on the net, just waiting for your business to seize the opportunity.

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