Web Hosting, Marketing, and Press Releases

Turn Your Web Hosting Account Into A Marketing Dream Come True

Free publicity is an awesome concept and it may not be as hard to get it as you think. There are millions of sites on the internet and they have one thing in common: They need content! Depending on the product or service you offer, you may be able to find a match that will be mutually beneficial.

For example: If your ecommerce business sells health supplements, then write press releases about the benefits your products can bring to people with specific ailments and send them out to sites that specialize in providing health information. If your business sells camping gear, write releases that tout your products and pitch them to outdoor recreation sites. Use your web hosting account to display the online press releases that you have written and enhance your online image.

An online press release that is well written and properly placed can increase your sales, expose your company to the masses and enhance your image. Credibility is the way to win with customers emotionally and financially and press releases are much more credible than the obvious “paid for” advertisements that appear on web sites.

To make it easy for media outlets to find their releases, many companies create an “online newsroom” on their ecommerce sites. Simply put a button on your home page called “media room” that instantly directs reporters to your press materials and high definition artwork. This is a huge time and money saver.

Most readers see an ad and they suspect that it is just hype. Readers are more likely to trust the people they consider to be “independent” authorities on various topics (reviewers, columnists, reporters, broadcasters, etc.). If your press release is picked up by the “authorities” your credibility gets an instant boost.  From a financial perspective, publicity is the most cost effective marketing tool there is.

So where do you begin to cash in all this “free” publicity? Talk to your web host about sites that would be logical choices for press releases about your products or services.  If you aren’t comfortable writing the release yourself there are many freelance writers and PR companies who can help you.

Here are some things to keep in mind as you create your press release:

• The information you are sharing should be newsworthy: The actual purpose of a press release is to inform the world about your “news” item. If your press release sounds like an advertisement, rewrite it.

• The information must be accurate. Once you lose credibility with the media it is difficult, if not impossible to get it back. 

• The first ten words of your release are the most critical because they will determine how long a reporter spends reading your release.

• Make it real. Whenever possible, use real life examples about how your company solved a problem. Talk about the problem and explain how your product is the right solution.

• Make it relevant. For maximum effect, tie your news release to current events or social issues. Your press release will be more attractive to reporters if it has a good news hook. 

• Use the active voice. When you use active verbs you bring your press release life.

• Go easy on the jargon. Nobody is impressed with your inside terminology and this type of writing can sometimes come across as arrogant to lay people. While a limited amount of jargon may be needed to optimize search engines, use “ordinary” language as much as possible.

• Don’t overdo it: Use only enough words to tell your story. Wordiness distracts from your story. Keep it concise and make each word count.

• Use a media-friendly format. Everybody is stretched for time and resources. Sometimes online media will pick up your press release and use it in their online publications with little or now modification. Try to develop your story exactly the way you want it to be told. 

• Provide as much contact information as possible including email address, business address, phone, fax, and web site address. Make it easy for the media to find you.

The bottom line is that well executed online publicity can help your ecommerce business rise above the noise. With proper planning you can generate coverage for your business at exactly the right time and in exactly the right place. And that is a marketing dream come true.

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