Tag Archives: online marketing

Picking a Keyword for Your Small Business Press Release

You want to write a small biz press release that gets the right attention from media sources, journalists and bloggers. Here are a few tips.

Though many internet marketers have discovered that using press releases strictly for SEO (search engine optimization) linking purposes is not as effective as in the past, it is still valuable to write them when announcing important new business developments and offerings. One of the most important decisions to make when writing and submitting a small business press release is to choose the keyword phrase that would best attract the right attention to your story. Here’s a few tips for how to pick the right keywords for your small biz press release.

What Is Your Goal?

Decide what you want to achieve by writing this press release. For example, let’s say that its purpose is to announce the opening of a new online store that sells bird cages. Your main goal here is to attract editors at bird magazines, the pets and animals sections of popular news websites, shops and bloggers who write about pet birds. Now create a list of the types of things these people might type into a search engine when looking for stories. For instance, new bird cages, designer bird cages, bird cage technology, etc.

Google Keyword Tool

Pull up the Google Keyword Planner tool (available to Google AdWords subscribers) or a similar tool that will help you select keywords that will apply to your small business press release. What would people who are interested in your business search for online? In the earlier example obviously a keyword phrase containing the words “bird cages” is a wise starting point. Start with that and the keyword tool will provide you with more suggestions.

The keyword tool suggests a number of similar or more specific search phrases that you can use, such as “wooden decorative bird cages” or “Feng Shui bird cages.” Choose keywords that have low to medium competition and a solid number of monthly visits (at minimum of 1,000 per month). You may have much more success being found using keywords that don’t have too much competition with moderate monthly traffic over those with a lot of competition and a very high number of monthly hits.

Inserting Your Keyword Phrases

Choose your main keyword phrase to use in your press release and mention it three times in a 350-400 word piece – once at in the headline, once in the beginning paragraph, once in the middle and once at the end. Don’t overdo it, because that could turn off some search engines — they might look at it as keyword stuffing. If you’re going to provide a link to a page on your website, only use one (maybe two) that fit naturally within the context of your story so that readers can seek more information about the topic.

If you take the time to write it correctly, a small business press release can be a very valuable tool for your company. In addition to grabbing the interest of potential media contacts and announcing your plans to the world, it could also improve the visibility of your company website.

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Tips for a Pay-Per-Click Advertising Campaign

Before you make the investment in a pay-per-click campaign, which could cost you hundreds or thousands of dollars each month, do an evaluation of your business to ensure that it will be worth your while.

womanworkingThe Price Point of Your Offering
For a pay-per-click (PPC) campaign to be worth your time and money, you should be selling a relatively high margin product or service. In other words, you should be profitable on each sale of your offering, including the amount that you spent on your PPC campaign to generate the sale. For instance, if you have to spend $100 in clicks to generate one sale, then the item you’re selling should at the very least give you a $100 profit.

Keyword Research
Many advertisers know about keyword research but still don’t spend enough time on this important task. Choosing keywords to purchase should not be a passing thought. You should take a few days, even weeks, performing keyword research before you start spending money on them.

The keywords that you choose should be ultra-relevant to your business and as specific as possible. Before you add them to your PPC campaign, ask yourself this question: “Will someone who types this phrase into a search engine actually consider buying my product?”

Features and Benefits
When you set up a PPC campaign you’ll most likely have to write one or more short ads. Write your ads before you start the campaign — not on the fly while logged onto your PPC dashboard. You need time to review your marketing plan and come up with the right message to draw quality clicks.

Start by listing all of the features and benefits of your product or service. Features are attributes of the offering (such as size and specs) and benefits are the specific ways that the offering will help the target customer (such as “lose weight” or “make more money”). Know all of this before you start your campaign — it may give you some insights into good keywords and advertising strategies.

Goals and Limits
Before you launch your pay-per-click campaign, ask yourself a few questions. What is your main goal in launching this campaign? Is it to make instant sales or to just get leads to send you their email addresses? At what point will you decide that the campaign is either a bust or a success and then either halt it or put more money toward it? What are your spending limits and how long will the campaign run? You need to know all of the answers to these questions and more before you get started.

Don’t rush into a pay-per-click campaign — take plenty of time to prepare. Make sure that you have all of your ducks in a row before you add money to your account and release your first set of ads to the online world.



Image credit: © Abdone | Dreamstime Stock Photos

Starting up a small business, even if it's just on the side, is no longer an option -- it's a necessity. Why? Because everyone needs an additional source of income in our new economy. Click here to sign up for educational and motivational posts to keep you on track.