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4 Ways to Increase Your Press Release Traffic

May 30, 2023 (4 min read)
Increase your press release traffic with targeted releases on a newswire tool

As a PR pro, you wear a lot of hats. You must increase your company’s brand awareness, spread the latest news, and improve or maintain its overall reputation. Doing so means you need to get press releases in front of as many targeted audience members as possible—and at just the right time. But that’s easier said than done.

Press releases often get buried in subdomains of third-party sites, where traffic is minimal. Meanwhile, the industry standard “shotgun” tactic might land a press release on many people’s radars, but you never know how many of those people make up your intended audience. You also have little to no control over when viewers see your press release. And other hurdles--such as language barriers--can keep international audiences at arm’s length.

Fortunately, there are certain ways you can increase traffic to your press release in meaningful ways, like new technology and audience targeting. In this blog post, we’ll go over the top four ways to increase your press release traffic—and we’ll show how Nexis Newswire makes all that possible with no extra effort.

Amplify reach with “push technology”

The current industry standard for distributing press releases is through passive “pull technology,” which involves posting press releases on website subdomains. Unfortunately, these subdomains get little traffic, and your audience must take the initiative in tracking a press release down. So, if your audience doesn’t know about a recent announcement to begin with, they’re less likely to find the press release.

“Push technology,” like the technology used in Newswire, takes a more active approach that uses paid banner ads on premium sites. As the issuer, you pick the websites where the banner ads will appear, meaning you can choose to display banner ads in the places most frequented by your audience. It also has the Ad Creative feature which allows you to upload your custom ad, or if you don’t have one, will help create one for you.

This way, you don’t have to worry about your press release reaching an audience--you can guarantee that the right people will see your post, exponentially increasing your visibility.

MORE: Best practices for a modern PR campaign: Activate your strategy

Target your audience based on geographic and demographic factors

Aggressively pushing a press release across as many platforms and sites as possible is the typically known as the “shotgun” approach. This is popular because it casts a wide net—but offers nothing in the way of targeting capabilities. So, how can you be sure you’re even effectively reaching your target audience? The answer: You can’t.

Like “push technology”, using an ad-based distribution model as an alternative will allow you to target segments based on where they are. For example, Newswire enables you to target multiple US and international audiences based on country, state, and zip or postal code. This approach delivers unparalleled targeting capabilities and saves you time researching where your audience might be.

MORE: Getting the word out: Why targeted campaigns are vital to your success

Efficiently translate press releases into any number of different languages

Your press release does you no good if it can’t communicate your message to your audience. While you may be writing in one language, your audience include those who speak a different language. It does you no good to miss potential readers because they don’t speak the language. But translating into different languages can be time consuming, and if you don’t have a fluent speaker of the language, you could be out of luck.

Instead, Nexis Newswire uses Google’s AI-based translation service to translate your press releases into nine languages automatically. When you distribute a press release via Newswire’s ad-based model, the ads and the press release itself are translated into:

  • Spanish
  • Portuguese
  • French
  • German
  • Russian
  • Korean
  • Chinese
  • Japanese
  • Dutch

This industry-exclusive platform gives your press releases far greater global and multicultural reach than if they were only available in English. You also achieve international awareness much sooner.

MORE: 6 tips for reducing PR budgets in lean times

Quickly track and report on the success of your press releases

If you hope to build a more effective press release strategy, your first step is understanding how your current approach is performing. Unfortunately, most reporting tools only offer performance data after 48 hours of a press release’s distribution. And even then, that data is decidedly flat; typically, the data available on a press release’s performance only tracks opportunities instead of actual opens.

Nexis Newswire offers accurate reports built on in-depth analytics and details on views and clicks. You can track opens (and not just opportunities) to see how broad a reach you have, and more accurately report on your press release’s ROI. Additionally, reports are available within 24 hours, with a final report in seven days.

MORE: Best practices for a modern PR campaign: Review and refine

Upgrade your press release strategy to reach a wider audience

If you can increase traffic to your press releases using these four methods, you’ll gain the confidence of knowing that your press releases are reaching the intended audience at the right time and in higher numbers.  

Learn more about what’s possible with Nexis Newswire—and how it can maximize the reach of your press releases. Want to learn more? Contact us to request a demo today!