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Optimize Your News for Maximum Effect

Blogs provide a great opportunity to share information about your company and drive qualified traffic to your website.

So, there’s something different happening at your company – maybe you’re exhibiting at a specific trade show or launching a new product.

Your company has already expended significant resources to get to this point, possibly a new booth for the trade show or definitely a lot of research and product development for the launch.

It only makes sense to wring the greatest possible value from those expenditures by promoting these events on your website and through social media and news sites.

 Effective promotion of news like trade show exhibits and product launches allows your company to:

  • Increase the return on its expenditures
  •  Improve your website’s performance on the search engines
  •  Drive additional qualified traffic to your website
  • Generate high-quality leads for your sales staff

News promotion can seem like a daunting task to companies that don’t have marketing departments or advertising agencies. But here’s a simple list to follow to get the job done in a way that's both efficient and beneficial on several different levels.

1. First and most importantly, always keep an eye out for newsworthy items – we’ve mentioned two; others include company milestones, philanthropic efforts and employee achievements.

2. Write a press release. It doesn’t have to be fancy – just answer these questions: Who? What? Where? When? Why? How?

3. Make sure to optimize the press release for the search engines – pick a search term important to your business, include it in the headline and body of the press release and make sure to link to a couple pages of your website.
              — Don’t know what search terms to use? Find a reputable industrial SEO company to perform research for you; the results are something you can use throughout your website as well as in every piece and post you write.

4. Post the press release on a good news distribution site (24-7 Press Release is one economical option) and send it to the major publications covering your industry.

5. If you have a blog, post a shortened version of the press release on your blog – make sure to keep the search term as well as the links back to your main website.

6. Write a short, one-sentence description of the news and place it – along with a link to the blog post – to your company’s accounts on LinkedIn, Facebook, Twitter and Google+.
             — Don’t have all of your social media accounts set up? Again, a reputable industrial SEO company can help get your company set up with professionally designed accounts on all of the major platforms.

7. Whenever possible write a follow-up piece – what happened at the trade show, how the new product was received – and follow the steps above to promote that piece.

If you’ve got a piece of news that doesn’t seem right for a press release, just follow steps 1-3 to create a post for your corporate blog and then follow steps 6 and 7 to promote the blog post.

Blogs provide a great opportunity to share information about your company and drive qualified traffic to your website. Don’t have a corporate blog yet? You know the drill – a good B2B SEO company can set one up for you.

And then there’s Step 8: create a regular schedule to post news to your blog at least twice a month (every week is even better). It doesn’t have to be a full-blown, footnoted technical paper – a few paragraphs on something interesting or useful will suffice.

After a few weeks, these promotion efforts will become routine. An editorial calendar or list of topics can help simplify the process and keep you on schedule.

The internet is a powerful tool for promoting your company and generating high-quality sales leads, and these simple steps can help you do just that.

Contact Pilot Fish today for help creating a strong, effective promotional campaign for your company.

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