2 Simple Ways to Generate More B2B Leads with Your Press Release

 

If you’re still using press releases as part of your B2B PR strategy, I applaud you! Some will have you think that releases are outdated and that social media and owned content should be the driving force behind your PR.

The truth is that the best PR combines the effective elements of traditional PR methods with today’s digital PR. However, as with any PR outlet, you must ensure that what you’re doing actually drives measurable results in the form of viable leads. 

So let’s take a look at:

• What warrants a press release
• Two ways to generate more leads with a press release strategy

Unfortunately, some companies decide that nearly every new event in the company is news-worthy. And while it’s true that you may be excited to receive a certification or award in your industry, for example, your audience may not share your excitement unless you clearly explain in your release how this news benefits them. 

Before you launch your release, ask yourself:

• Is this actually news-worthy or am I just trying to claim more digital space?
• Would I want to read this if I knew little about the company?
• How does my release bring value or benefit to others?
• Is this topic something others will want to share with their peers?
• Does this topic lend itself to using visual aids, such as images, videos, and infographics?
• Am I prepared to promote my release before and after its launch?

Let’s say you can provide a positive answer to these questions. Now you can move forward on preparing your release. For a more in-depth explanation of what a release should contain, check out this post.

For now, though, let’s learn more about how to generate more B2B leads with your release.

Alright, you’ve crafted your release. It’s a work of art, if you do say so. It includes keywords that drive traffic to the page.

You’ll be releasing it to the proper news distribution channels, promoting it on social media, and posting it in your digital newsroom. However, there are two crucial steps that must not be overlooked if your release is to drive leads. 

1. Design a Call to Action 

Let’s say your release is about a new product that you’re offering. Sure, you can link to another page where the reader can learn more, or even purchase your offering. However, unless you tell your readers to do that, it’s unlikely that they’ll follow your vague path to the product. 

 

“Stick to one single call to action per release, otherwise you confuse readers and convolute your measurements.” ~ Susan Payton 

Instead, make it very clear what you want the reader to do. Remember that your release is part of your content marketing strategy. It’s unlikely that you’d write a blog post that doesn’t contain a call to action. It’s equally imperative that your release contain the same bread crumb trail leading readers to the page you want them to view.

It should be quite obvious what you want readers to do. Avoid passive language, such as “If you think you’d like to learn more about XYZ product, click here.” Instead, command attention (nicely, of course) with direct language, such as “Click here to get your free trial of XYZ product.”

It may not be necessary to include the same type of call to action button in your press release as you would in a blog post. A slider, pop-up, or large image button may not work with your release on a news distribution site, like PR Web. In this case, linked text may be your best bet. However, you can feel free to use the a more obvious CTA in your newsroom.

If you decide to use an image CTA button, make sure your keyword is included in the alt description of the image.

This brings us to our next step in driving B2B leads….

2. Include a Landing Page

Every time you create a release, you should pair it with an effective landing page.

“Anything referred to as a landing page is intended to maximize conversion of visitors to a page or series of pages towards lead or sale.” ~ Dave Chaffey 

After readers click on the CTA included in your release, they should reach a landing page that completes the offer. Let’s see how this could work.

Imagine that you’re releasing a new version of your cloud-based software. You’ve highlighted the benefits of your software and provided detailed information to the reader about how it has improved. Next, you’ve included a CTA that encourages the reader to sign up for a free 14-day trial.

The reader clicks on the CTA and is taken to a landing page and form to complete the sign up process for the 14-day trial.

Your landing must be properly designed if it is to drive leads. If it’s for a concrete company, then make sure you generate Concrete Leads.

It should:

• Be keyword optimized, so that it can be found by performing a Google search
• Include the keyword once in the title and around 3-4 times in the body of the copy
• Clearly state the offer in the heading
• Reiterate the benefits of the offer within the copy
• Include a brief form, preferably only asking for the reader’s name and email

Optimizing your entire press release, from the copy to the CTA to the landing page, will increase visibility and ultimately drive leads.

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Want to learn more about how to create a release the right way? Check out my eBook, How to Create Press Releases That Don’t Suck. I’ll show you how to create a release that actually drives traffic.

Grab your free copy and enjoy it with my best wishes!