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Press Release Tips for 2013 Digital Strategies

The overrated SEO gimmicks used up to this point are over. After the latest Google’s updates, the need to understand and develop news-worthy, attractive and relevant content is a big part of what is needed to gain the search engine’s respect and attention.

2013 marks the beginning for brands and industries to shape up and start to be creative among everyone involved in the press release distribution such as the creative, digital marketing, advertising and customer service. A key factor that has to be kept in mind always is that a single well written press release needs to have three to four versions for the different platforms available. This means that the wire version of any particular article should be curated at least in 30% of its content before it goes live as a blog post or into any social media account.

Social Media means Community Involvement

The traditional business model is evolving do to an increase in social media communities and social conversations.  According to Brian Clark, CEO at Copyblogger, “small businesses all the way to the enterprise level should think entrepreneurial. In order to appear on the customer’s radar early and expand marketshare, brands must shift the mindset to become media producers and think like an editorial team whether it is content, social or search.”

 Social Press Release Tips

  • Increase your social media presence. Take advantage of Facebook, Twitter, etc. You can find that Facebook ads are a good marketing channel to reach a targeted audience. Take the time to also curate your articles and have these posted on Facebook and shared on Twitter. 
  • Choose the right picture for your business. Having the right image or picture that represents your business or the product you’re targeting on your ads, brings a direct “call-to- action” from the viewer. As recommended by the experts, make the images 403 pixels wide by 271 pixels high. That's the best size to look great on the web and on mobile.
  • Local mobile search. Business should take advantage of the local mobile search in 2013. The percentage of mobile search users is growing at a fast rate every day.
  • Make Google your friend always. As much as possible, take the time to motivate and encourage search users to “Google” your brandBy doing this, you’re letting Google know that you’re targeting keywords and phrases related to your brand or business and you’re educating the search viewer for these targeted strategies
  • Start by having an Editorial Calendar. Keep an organized editorial calendar of your articles and where these will be posted. Your marketing campaigns will mature together with the corresponding article. You can keep up with the latest news, trends, etc. and write about it and promote it thru your web and social media channels.
  • Be Unique. Keep in in that just like every human, every business is different. There is always a detail that makes every business unique. Customer service, reviews, prices, specials, etc.  Be sure and point out your business’s benefits. Do not compare your business.
  • Be the best among the rest. Make your articles interesting enough as far as content, tags, titles, keywords, images for every relevant search engine in the web. Find and use positive sites and not link farms.
  • Benefit from local opportunities. Google is increasingly favoring local results in the SERPs that are personalized to the user’s exact geo location. Understanding local organic search results is a great opportunity to capture a greater audience and dominate the local market.

Re-blogged and edited from Dealer Newswire.

Don’t waste your energy. Try to focus and generate relevant, good content articles and have these curated for the different platforms and social media channels. For 2013 is about quality press releases and not massive quantity of poor to fair content. Perspective - 10 Effective Ways to use Video in PR

1. Bolstering an online press release
Assuming a press release is genuinely newsworthy; adding video to the package increases its impact and widens opportunities for exposure. Here’s how:

  • Video that’s clearly aligned to the story of the press release can reinforce core messages in an engaging way
  • Video is easy to share – blogs, micro-blogs, forums and viral emails spread information and create a buzz about a story
  • Video attracts attention from search engines, especially when supported by a keyword-rich title and a paragraph about its content

2. Create a VNR — video news release

A Video News Release is a press release in video format. Usually running 90-seconds, it’s distributed to television stations for airing in news programs. Quality content, striking footage and strong interviews are a must. A VNR is worthwhile if you have a dealership launch, event or new model publicize. The key is that the story must be newsworthy –editors sniff out publicity stunts a mile off, so there must be a strong ‘hook’ that passes the “So What?” test.

3. A promotional tool for your social communications
Alert customers & prospects to new video content on your website, Facebook fan page or blog. There are myriad ways in which it can be used to showcase a great car-buying experience; or to create a likeable personality for your dealership:

  • Upload a montage of your recent pre-owned inventory
  • Conduct short interviews to introduce key personnel
  • Create a video tour of your showroom
  • Post video testimonials from existing customers
  • Create “how to…” videos that demonstrate your expertise and services

4. Creating jaw-dropping moments at events
Want a powerful opener to a video? A fast upbeat montage of your team and tour of the showroom? An eye-popping attraction at a new model launch? Video brings an extra dimension to your events; creating instant kudos for your dealership, or services, presenting information & emotion in a ‘cinematic’ package. The video can be transformed into other life forms afterwards — such as newsletter, or social content.

5. Go guerrilla with marketing video
YouTube is chock full of guerrilla marketing ads, the best of which attract attention from newspapers and TV news, as well as enhancing the page ranking of featured brands’ websites. Making a video and uploading it to YouTube is relatively cheap, but the exposure for your dealership can be amazing.

6. A pitch tool to wow local media and potential customers
Video can create the necessary ‘wow factor’. A package PR campaign include Vox Pops, talking-head interviews, montages of events, ‘branding clips’ and client testimonials.

7. Differentiating your dealership
A video presentation that demonstrates unique benefits of being your customer could be the key to building loyalty. Presenting the unique attributes of your dealership, brand and team set you apart because it captures the real you. A customer endorsement captured on video, or a street Vox Pop demonstrating 'likes' by customers delivers rock solid content for great PR.

8. Show your content
The flat screen in the reception area can be a promotion for your dealership. Instead of playing CNN, promote your services and special offers.

9. Team building & customer bonding

Create a video of “a day in the dealership”, or a hospitality event for customers. Stream the video to a Google+ Hangout, or email it after the event. The entertainment value will be a boost to the bonding experience between your team and/or customers.

10. A lasting record of a launch
Capture the vibe at a glamorous new model launch. Video offers a who’s who of attendees and conveys the atmosphere of the occasion. You can utilize the video as a promotional tool for your site and to drive social fans, while content / newswire sites can use it to provide coverage of the event.


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Tags: 10, PR, effective, in, use, video, ways,


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