When your market is online and searching, it switches the direction of the communication
Since 1939 Marketers have been using the Laswell model of
Who
is sending
What Message
using
Which Channel (Media)
to reach
Whom
with
What Result
Well ,the Internet turned that 180 degrees around. The one who holds the mouse is in control. It’s no longer a passive one way communication through the mass media.
Your public is online and actively searching for what they want.
Now it’s
Who
is searching for
What Information/Product/Service
using
What Keywords
in
Which Channel (search engine)
to find it on
What Website
with
What Result
88 million Americans are online every day. 70% of them search news engines. You can access all the latest news on a subject from around the world – right there on your computer.
There are people online searching for every conceivable idea or service. They’re out there looking for you. What better prospect could you have than one who is actively looking for your product?
Now you can optimize press releases, put them directly onto the Web and have them read by your public. No intermediary. No gatekeeper. A straight line to a public that is actively searching for you.
South West airlines sent out optimized press releases using a link in the release that was not used anywhere else. They tracked the resulting traffic to their website and found that these visitors brought them $1.7 million in ticket sales.
A small wine club got a great result off just one optimized release. Their goal was to get new members to sign up for the club. One release got them 134 new members in a week.
Optimizing press releases and getting them out to your public directly is a very effective online marketing tool – far better than sending out your release, hoping it will make it into print and then hoping some more that they right person will read it.
