News / Blog: #measure

How to send a press release cheaply & effectively

1. Choose your target audience carefully. Be sure that the press release is relevant and interesting for your target group.

2. Create a short and concise press release. Avoid too many phrases and make sure your press release is informative and meaningful.

3. Consult professionals or experts before publishing your press release.

4. Publish your press release on different platforms such as online press portals, social media platforms, blogs and print media.

5. Create a list of journalists who might find your press release interesting. Contact them directly and offer to interview them.

6. Measure and monitor the impact of your press release to see which platforms are most effective.

What is the right PR strategy?

There is no patent recipe. There is no clear answer to this question, as every company needs a different PR strategy based on the specific needs of the company. A general PR strategy should aim to improve the company's reputation by giving people the opportunity to learn more about the company and build positive public relations. Various measures can be taken to achieve this, such as creating press releases, setting up a company website, holding press conferences, placing advertisements in print and online media, or other forms of public relations.

Marketing Budget: Ads vs. Content Creation - What Really Pays Off?

In the B2B sector, e.g. for software, click prices of 5 to 7 € are not unusual. Often, a large number of providers or service providers compete in this not only regionally limited, but nationally or even internationally and vie for the attention of potential customers in the search results.

Apart from the fact that many users nowadays use adblockers, and providers thus do not even come into the focus of prospects, the probability of actually turning "clickers" into customers is very low. The rate that describes the relationship between the number of visitors and purchases in a certain period of time is the so-called conversion rate. Here, rates in the low single-digit percentage range are absolutely common, 1-3% are already quite good values for most online stores.

If it does not succeed, at least the contact details of the potential customer to get, for example, by a newsletter registration, are quickly 5€ or 7€ costs incurred, without the customer would visit the website or the store again with high probability. Because: most of your website visitors will not come back.

It is therefore helpful for B2B providers to record and systematically follow up on any company hosts (IP addresses from a website visitor's company network). Although this is more difficult in times of home office and so decentralized from the private Internet connection called potential customers, there is always the possibility with the right tools to determine which companies have visited your website or your store and thus currently have concrete demand for your products or services.

In order to convince potential customers of yourself and your products and services, it is worth investing in the creation of free content that you provide at regular intervals, e.g. in the blog section of your website. In the course of time you will get more so-called organic search engine traffic and more visibility on the market - without any additional advertising costs. In addition to the use of SEO-relevant terms, consistency, i.e. regular content creation, is crucial. Another measure to get more website visitors is to create a glossary that briefly explains the most important customer- & product-relevant terms. Once created, you will benefit from a higher volume of visitors in the long run.