Your franchise business should not underestimate the importance of a well written press release.
In today’s ever-changing marketing landscape, the latest shiny object gets all the attention. But, certain marketing fundamentals like the press release remain an essential component of an effective marketing strategy. Your franchise business can take the path of least resistance and settle for generic, cookie-cutter write-ups, but by doing so you may be missing out on some great opportunities to connect and spread your message.
If you overlooked the press release or if your press releases are a bit lackluster, it’s time to go back to basics. Rather than suggesting tips to put a cherry on top of your writing, let us examine the core fundamentals of the press release.
Consider Your Franchise Audience
Hitting a target is easy if you know what to aim for. The start of an effective press release begins with a thorough study of its audience. Know their likes, dislikes, needs, and wants. Know the channels your audience uses and handcraft content that is desirable for each.
Formulate Your Franchise Content
Quality content is educational, pertinent, and interesting. A good press release answers who, what, when, where, and why. When writing a headline, remember it’s the bait for potential readers. The one’s that receive bites are short yet informative. Remember, Google prefers natural writing, not artificial.
Add content from credible sources outside the brand instead of keeping coverage brand- exclusive.
Keep in mind a misspelled word or grammatical mistake distracts readers from your story and depletes your credibility. Run your releases through an editor and/or proofreader.
Compel Your Franchise Leads to Act
Your audience needs information, and they need to know how to apply it. That’s where the call to action (CTA) comes in. Include a CTA in the introduction. Don’t forget to include an attachable link to your website. A press release has the potential to drive greater traffic to your website, which could result in increased leads.
The boilerplate, or the caboose of the press release, is an opportunity to communicate your business to the reader. Be concise and, of course, don’t forget your website.
Distribute your press release to targeted websites. The best time to publish press releases is from 9:30 a.m. to 4 p.m. EST – avoid the hourly tops and bottoms.
Review the Press Release’s Effect
Research audience conversion and engagement levels of your content. Are your releases producing the outcomes you projected? If not, change up your strategies. Don’t be afraid to experiment.
WHERE CAN YOU GET PRESS RELEASES AND MEDIA COVERAGE FOR YOUR FRANCHISE BUSINESS?