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Press Release Marketing on a Shoestring Budget

Auto dealers who are seeking to increase the visibility of their website on the Internet need to seek out a variety of tools to reach their target market. Some car dealers are starting to use a blog and participate in social networking websites but many seem to avoid regular monthly press releases. Press releases should be part of your Automotive SEO strategy.

Dealership staff has made comments to me that they feel a press release has to be something extraordinary. In today’s content publishing free for all, press releases actually should be focused on your core services that you do very well; sales, service and parts. They should be targeted to deliver content for your most valuable keyword phrases that deliver customers to your website.

Press releases can be used to promote sales, new car arrivals, your work in the community and any special events that would attract brand loyal consumers. Press releases can also be used as part on your Internet Reputation Managent (IRM) process.

Optimize Your Press Releases


The key to effective press release writing is how you tell your story. You have to "unlearn" what you learned about writing and have to have a keen focus on keyword usage in the press release Title and Teaser. You should also include a few keywords in the body of the press release that are hyperlinked to pages on your website.

If you feel comfortable enough to write a blog post about your dealership then you will be fine writing a press release. You can start by checking out other press releases that have been published. Do a Google Search for "Pasch Consulting Press Releases" and you'll see a few hundred examples.

Once you get a handle on how to write a press release for maximum visibility in Google and Yahoo, then it comes down to how much you should spend? I have tested numerous press release publishing platforms and I have come to the conclusion that high fees do not necessarily yield the highest visibility.

Can Free Press Release Sites be Good?


In fact, one site that is FREE called www.prlog.org continues to be one of the top press release websites that Google gives high visibility. You will find that some press release sites do better in Google than Yahoo and vice versa. The key is to start testing my recommended list of press release websites and see what works best for your business.
A press release with an "optimized" title and teaser with good content can appear on Google Page one within 24 hours. An optimized Title and Teaser includes the keywords you want to target in search results. Keep your Titles under 70 words and avoid using too many low value fluff words.

For example, if you wanted to write a press release for a Jeep dealer in Orlando and you wanted to get visibility for the search phrase "Orlando Jeep Dealer" then a press release that started with those words would do the trick:

Orlando Jeep Dealer Announces New Car Incentives

The teaser could be:

"Orlando Jeep dealer, Greenway Dodge Chrysler Jeep, has just announced new incentives for consumers purchasing a 2009 Jeep vehicle. This is a great time to buy a Jeep in Orlando Florida during this limited time promotion. “

Notice the integration of the target search phrase “Orlando Jeep dealer” and the inclusion of the State name.

Test These Sites


Here are seven press release websites to test with fees that start at zero and go up from there. I would not pay more than $25 to post a press release for most cases so ignore choices that offer more coverage for higher fees.

• http://www.prlog.org
• http://www.free-press-release.com
• http://www.pr-usa.net
• http://mediasyndicate.com
• http://www.i-newswire.com
• http://www.webwire.com
• http://www.1888pressrelease.com

If you have any questions on writing press release, or need assistance getting a regular press release campaign in place, drop me a line: brian@paschconsulting.com

Views: 77

Tags: brian, fees, internet, irm, management, pasch, press, release, releases, reputation

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Comment by Brian Pasch on April 16, 2009 at 7:45pm
Thanks Mark...I'm here to help and will review anyone's first press release and provide comments.

Dealer
Comment by Mark Crosby on April 16, 2009 at 7:01pm
Great info as always Brian. Thanks!

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