![Page 1: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/1.jpg)
Use Your News to Drive Traffic to Your Site
Sophie ShiatisVP, Ecommerce & Marketing
Twitter @PRWeb
![Page 2: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/2.jpg)
The Simple Truths
– More than 27 million people use Yahoo! News and Google News
– 64% of journalists use Google or Yahoo! to follow the news
– 85% of consumers find products through Web research and social becomes a huge part of that.
![Page 3: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/3.jpg)
Trust
• Consumers trust Web search.
• Social media content converts users. It gets people to purchase.
• 60-70% of clicks occur within natural search results
![Page 4: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/4.jpg)
Fact 1: People Care About News in
Search
“While images are the most clicked type of result after a vertical-specific search, news items are the most clicked type of result within blended search results.”
iProspect Study 2008
![Page 5: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/5.jpg)
Fact 2: Google Cares About News
We see with regularity news results appearing in the pole position in blended search results.
![Page 6: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/6.jpg)
Fact 3: News Releases Can Be Used To
Get Into Search
With a news distribution service, you can get into search results.
![Page 7: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/7.jpg)
![Page 8: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/8.jpg)
Fact 4: News Releases Can Help You
Build Inbound Links
![Page 9: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/9.jpg)
How That Works
![Page 10: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/10.jpg)
![Page 11: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/11.jpg)
Fact 4: Definition of News Is
Changing
Its all about being relevant to your audience
![Page 12: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/12.jpg)
Defining “News”
Conventional content
• Product announcements• Events• Executive hiring• White paper • Position paper • Sales promotions• Awards
New types of content
• Best practices • Tie-in to industry research• Tips • Day trips in England
![Page 13: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/13.jpg)
Defining “News”
![Page 14: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/14.jpg)
Get Inspired
Products & Pricing Promotions• New website or significant upgrade to existing website• Free shipping offer/changes in shipping rates• New products and services • Product Name Change• New product production process• New pricing and promotions• New contests & sweepstakes• Holiday related sales and promotions• Unique and new uses for existing products• New promotional programs like referral rewards• Free Consultations, Trial Offers & Samples
![Page 15: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/15.jpg)
So What Now?
Time for a News Release
Top 5 News Release Tips
![Page 16: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/16.jpg)
Meet Audience Demand
![Page 17: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/17.jpg)
Research Your Angle For The Demand
http://www.google.com/insights/search/#http://www.google.com/trends
![Page 18: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/18.jpg)
Stay Focused
![Page 19: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/19.jpg)
You Don’t Need to Identify Thousands of News Search Terms
• Who: Company name or description
• What: Brand name or product category
• Why: Problem or benefit• When: Season• Where: Location• How: Call to action
![Page 20: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/20.jpg)
Users See 120 Characters of Headline in Yahoo! News, 60 in Google News
Sources: Yahoo! News and Google News
Yahoo! News
Google News
![Page 21: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/21.jpg)
News Results Can Include Thumbnail Images
![Page 22: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/22.jpg)
Use Images For Search
CTR increased ~ 15 – 25%
![Page 23: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/23.jpg)
Use Images For More Traction
More than 50 blog articles from 3 releases
![Page 24: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/24.jpg)
Use Images To Create An Online Footprint
• Over 3,000 unique readers per month
• 90% from image search
![Page 25: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/25.jpg)
Use Video to Increase Brand Impact
• 83.1 percent of the total U.S. Internet audience viewed online video.
• Having video creates heightened brand excitement for website.
• Having video creates higher purchase intent.
• Time spent with video builds brand commitment.
"A photo helps, but video really tells a story that's short and sweet."
![Page 26: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/26.jpg)
Use Video To Engage Visitors
• Over 2000 unique visitors per month
• 500% increase in time on page
![Page 27: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/27.jpg)
Optimize Your Release
• Anchor Text Links• ALT TEXT• URL Keywords• Customize url• Quotes
![Page 28: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/28.jpg)
How Press Releases Help Drive Sales At Online Retailer Vedante
![Page 29: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/29.jpg)
Got 31 Pickups in Google Alone And 82 in Yahoo
![Page 30: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/30.jpg)
The Results For Online Retailer Vedante
• Noticed by comparison sites• Received press mentions
– "I do know that every time I'm in the media, my sales go up," Kantor says.
• Contacted by Amazon to sell her products• Ranked in the top 10 for Amazon's outdoor gear
category
See Press Mentions: http://www.internetretailer.com/dailyNews.asp?id=34295 ;http://www.womenentrepreneur.com/2010/03/where-no-press-release-has-gone-before.html
![Page 31: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/31.jpg)
Takeaways
1. Don’t just send news releases when ‘big news’ is happening; find good reasons to send them all the time
2. Instead of just targeting a handful of journalists, create news releases that appeal directly to your buyers
3. Write releases replete with keyword-rich copy
4. Create links in releases to deliver potential customers to landing pages on your web site
5. Optimize news release delivery for searching and browsing
6. Drive people into the sales process with press releases
Source: David Meerman Scott, The New Rules of PR
![Page 33: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/33.jpg)
ECMTA Special Offer
Come by our Booth and
Get 25% off
your next press release
![Page 34: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/34.jpg)
Appendix
![Page 35: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/35.jpg)
Inspiration: Events, Customer Wins
Events• Scheduling of In-person seminars• Success of events• Appearance at a trade show• Scheduling and success of Web events• Event sponsorship• Holiday-related events
Customer Wins & Endorsements• Significant customer win and case studies• Customer acquisition milestones (100th customer, 500th customer, 1
Million customers, etc)• Celebrity & Public Figure endorsements or product purchase (be sure to
get approval).
![Page 36: Using your news to drive traffic to your site](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbabf04a7959b0318b460d/html5/thumbnails/36.jpg)
Inspiration: Market Trends and Thought Leadership
• Tips sheets or feature stories like “Top 10 Valentine Gifts,” “Top 10 Common Mistakes of Social Media Marketing” or “How to Land a Job in 30 days.”
• News of the Weird: An outrageous claim or outlandish event like “Coffee Shop offers gourmet $200 latte!”
• New market studies, research, surveys and polls• Helpful tips for customers, related to your business• Market Trends or new tecnhologies affecting your business• Free educational information, ebooks, newsletters and white papers• Media and speaker appearances by executives• Predictions for your industry and supporting market analyst information• Debunking of common “myths” related to your industry