Originally published November 8, 2022 , updated on January 17, 2023

Building leads are a necessity when it comes to building a business. Still, the concept of ‘lead generation’ isn’t as well understood as it is desired. So we’ll simplify it for you. 

Lead generation is the process of warming up a prospect. It gets your audience familiar with your product and encourages them to support your business. A PR writing company should focus on sound lead-generation strategies. In doing so, they’ll harness press release writing and distribution services to tell a brand story over time. 

Now, all businesses want leads – and high-end leads at that. These are leads that are more likely to convert into paying customers that stay loyal to your brand. The reason for this is simple: conversions ensure an ROI that allows your business to scale. But seeing a positive ROI requires a personalised lead generation strategy. Press release content writing services are an excellent place to begin.

We’ll explain how.

Understand the Omnichannel Approach 

One way to ensure your lead generation strategies are working is to understand what the modern lead strategy entails. By now, you may have heard a PR writing company describe their ‘omnichannel’ approach to marketing. If not, we’ll get you in on it. 

When a PR writing company uses an omnichannel growth channel strategy, they’re sharing media across multiple digital channel streams strategically. 

It works like this:

Professional press release writers will create a press release. PR writing is a written statement about a company and includes any relevant announcements. It should be an informative, empowering story that captivates and engages its audience.  

The media is then crafted into a story. Parts of that story are personalised for its respective platform. For example, LinkedIn will have a different copy and a different audience to Facebook, which will have a different structure to your mailers. 

Now, each digital channel will also have optimal posting times. Press release writing and distribution services will try to reach your wider audience around the same time, with the same end goal in mind. They will add a direct link alongside persuasive copy that nudges your audience to your webpage. 

The more people on your webpage, the more highly your page is ranked. The more highly your page is ranked, the more it is seen. And finally, the more it’s seen, the more chances you have of converting customers.

Professional press release writers understand this. This is why they adopt a multichannel or omnichannel marketing approach. It creates a positive snowball effect. Once the strategy gains momentum, your audience and site visits grow organically. 

An Organic Following Is Earned 

Understanding your audience requires understanding the difference between an earned and unearned following. Simply put, unearned media is paid for. It’s also called ‘inorganic’ growth. Earned media, on the other hand, isn’t paid for. It’s ‘organic’ growth. Organic growth means this: Your audience is made of followers and site visitors that are ACTUAL people. 

Oftentimes, an inorganic following is made of bots. It can also include an audience not interested in making business purchases. So, even if your online growth is lower or slower, an organic following will attract more quality leads than an inorganic following. It will also more likely generate a positive ROI.

So, why would companies have inorganic media in the first place? There are a couple of reasons for this. We’ve listed some below.

1. It’s a faster form of online growth. Many businesses, in a bid to look authentic online, take the shortcut to boost their following and buy likes, subscribers, and followers. 
2. Sponsored adverts and promotions can boost visibility. 

But there are also pitfalls.

Authentic Growth Converts

A great PR writing company understands that an inorganic audience can be made of bots. This means your social media and your site might not seem credible online. What’s more, your following might not actually be interested in buying your product. So they become inactive quickly and don’t respond to other marketing strategies.

Professional press release writers also understand that an inorganic audience throws off your social media algorithms. This affects your targeting and online recommendations since your social media channels will target prospects with traits that match your current audience.

Paid promotions have their place. Still, when it comes to building an audience that will actually support your brand, press release writing and distribution services should prioritise organic growth instead. It means your marketing efforts will result in actionable growth in the form of sales and subscriptions. 

Strengthen Your Site if You Want to Scale

Now that we’re clear on the difference between organic and inorganic growth, let’s look at how this ties into website ranking and its impact on sales and where press release content writing services fit into all of this.

Professional press release writers understand that a business should strive to generate an earned audience. It means they’re marketing reaches ‘real’ people who are interested in your brand.

An organic following is more likely to engage with your media and convert into paying customers. Now, press release content writing services are one way to build an organic audience. This is because press release writing and distribution services will share the same media across multiple platforms to funnel traffic to your site. 

What Do Professional Press Release Content Writing Services Do, Anyway?

A PR writing company will create a brand story that builds a narrative. This warms prospects up to your company, garnering interest and winning over support BEFORE introducing a product. 

Now, your consumers feel personally connected to your brand. Consequently, they are more likely to develop a long-term relationship with it. This is key for modern business where competition is fierce.

And, as we said, a reputable PR writing company will use an omnichannel approach. This means their professional press release writers may share their press releases on the following platforms:

• In your email campaigns
• On your website
• Across your social media streams

A PR Writing Company Will Get Your Content Seen

Effective press release writing and distribution services will post this media at optimal times and in the right formats. No matter where your client is, they can access your brand and its offerings. They can get familiar with your brand before making a purchase.

Note that you can segment emails according to your buyer profile. This means that all communications are relevant and engaging. Professional press release writers will design the media with your prospect in mind. They’ll consider where they stand in the sales funnel, their occupation, interests, and even their location.

These emails can also have easy-to-follow click-throughs that go directly to your site. These site visits can be tracked.  Press release content writing services will adjust the marketing approach accordingly.

This is how great press release content writing services create an organic audience. Remember that an organic audience increases your likelihood of engagement, site visits, and, ultimately, conversions.

Another way professional press release writers create organic growth is by uploading press releases onto your website regularly. This promotes backlinking, which we’ll dive into next.

Create Organic Growth

By now, you’ll understand that businesses post modern press releases across digital channels. But traditionally, press releases were sent to the local newspaper. Nowadays, professional press release writing and distribution services might even upload it directly onto your website.

This is another way a PR writing company can improve a business’s potential for generating quality, organic leads. Great press releases serve as a reliable source of information that other online writers and articles can link to. We call this backlinking, and it’s great for your website’s domain authority. 

In the attention economy, businesses want to have their websites viewed first. One way to do this is by strengthening your website’s domain. Great content that promotes backlinking is an effective way to do just that. 

Authority Is Attractive

Press release content writing services will use meaningful content to build your site’s authority. Website authority refers to how Google and other search engines rank their content. Websites with a higher ranking are usually seen first. 

You want your website to have a high domain ranking so that your content appears when users search for keywords related to your site. Ultimately, your content is fed to your target audience (people who are genuinely interested in what you have to offer) seamlessly.

Websites with high ranks have three traits:

1. Expertise
2. Authority 
3. Trustworthiness 

And there are certain techniques professional press release writers adopt to increase their domain authority. They’ll do this to increase online visibility and have their site placed at the top of the search engine ranking index. One way to increase your domain authority involves using backlinking strategies. 

Backlinking Boosts Your Business

Backlinking sounds technical, but it’s actually very simple. It is the simple act of having other websites refer to your website in their content. It shows online users and the relevant search engine that your site has all the traits of credibility (expertise, authority, and trustworthiness). 

Now, let’s slot the concept of backlinking and domain authority into your wider marketing plan. A PR writing company will create an overall marketing plan aimed at increasing leads. Quality leads convert. Professional press release writers boost a business’s potential to attract an organic audience and high-quality leads because it promotes backlinking. This makes your site seem credible to online users and to the relevant search engine.

Remember that backlinking improves domain authority. So, the more sites that link back to your site, the more it’s seen by online users and the more highly it’s ranked online. This makes your site highly discoverable. An easily-accessed site will get more traffic. 

This traffic will also be earned. Thus, this traffic will consist of users that are interested in your business and are more likely to convert, subscribe or engage with your content. This is great for the online algorithm and results in various other business growth benefits.

Press Release Content Writing Services: Other Benefits

On top of boosting traffic and site searchability, PR writing has other benefits, too. Since press release content writing services cover company news or relay details about new products, it’s not a direct form of advertising. Rather, it is a way of fostering a connection with your audience by communicating news that interests them. 

Remember that in the modern economy, trust is one of the top factors when it comes to making purchasing decisions. So, press release writing and distribution services use this content form to build that trust and a strong network of support.

Press release content writing services also help generate trust with the wider media. Online platforms and journalists are always looking for fresh and interesting content to share. So, not only do PRs boost your brand image with your audience base, they improve your reputation with other media outlets that will happily distribute it for you.

Investors Love Great Press

A recent article in Forbes Advisor claims that investors failing markets are one of the biggest challenges investors face. This means investors seek out businesses that are resilient. One of the first things companies do when cutting down costs is to reduce their marketing budget. So, a poor communication strategy is a tell-tale sign that your business is struggling financially and might be a risky investment.

Working with press release content writing services is an affordable way to keep marketing consistent, maintain your brand image, and attract investors. Remember that professional press release writers create media that’s sure to bring in a positive ROI. But this involves opting for omnichannel growth strategies and encouraging organic growth.

So, on top of all the other benefits press release writing and distribution services have to offer, hiring a PR writing company is one way to survive and even thrive in the modern market. It attracts authentic, high-end prospects and investors. It garners the support required if you’re looking to scale.

Let’s Connect for Press Release Content Writing Services

Professional press release writers are experts at crafting dynamic copy paired with powerful design and can distribute this media holistically. This leaves no leaf in the content field unturned. It’s one way to maximise your media, funnelling an authentic and engaged audience to your site.

If you’re looking to tap into the modern press release writing trend, you might want to consider working with a PR writing company. A company that understands the nuances of marketing in the modern economy.

At Goodman Lantern, we offer press release writing and distribution services. Our versatile team of designers, professional press release writers, researchers, and marketers work tirelessly to bring traffic to your site.

Successful lead generation strategies don’t have to be complicated. Get in touch, and we’ll create a winning strategy that’ll boost your site ranking and help your business scale.

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