Can press releases really help promote your new or upgraded products? With so many press releases floating around on the Internet, it may seem a waste of time to even invest the time in writing releases. But the reality is that the old-fashioned press releases can be a powerful tool for software companies in the Internet age…if used correctly. Here are some tips for how to use press releases to advantage:
- Make it a point to announce any new product or new version via a press release.
- Keep the press release short, preferably less than 400 words.
- Focus on clarity rather than hype. In other words, make it more like a short newspaper article than a sales brochure, so readers understand what’s new and different about your product. Save the sales pitch for the brochures and prospect calls.
- Make sure to get key search terms related to your product into the release. Many prospects use Google and other search mechanisms to forward releases on particular topics–say, “Mobile Dynamics CRM” or “HR in Dynamics AX”.
- Use one or more of the PR distribution services-either an old standby like PR Newswire or a free service. Plus, send the release out to your own list of prospects, as well as via Twitter and other such social networks, and put it on your web site.
- Consider turning your press release into a white paper to provide strategic advice to serious prospects.
Beyond providing information to potential and existing users, press releases communicate an image of credibility and seriousness that bolster your overall company image.
