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In most cases, press release distribution consists of sending the press release to a list of reporters and publishing it on a few directories across the web. You might be surprised to know that there are many more things you can do to get more from your press releases.

Here are just 3 easy ways to repurpose and spread your press releases even further.

1. Post them on your website—If your company has regular news updates, you may want to create a dedicated news room on your website. Not only will this keep customers and prospects up to date, but it also creates a place where reporters can come to learn more about your company.
2. Spin them into articles—Is article marketing as effective as it used to be? Probably not, but when used in conjunction with other online marketing strategies, I still believe it has something to offer. Most press releases can be spun into articles fairly easily, requiring only a few slight tweaks.
3. Send them to your clients and prospects—Show your clients and prospects that your company is relevant and in the news by sending them your press releases via email (newsletters) and direct mail. As John Jantsch notes in Duct Tape Marketing, “With the blur of information coming to us everyday, people can no longer keep track of what they saw where. Over time, your press releases will become media coverage to your readers.”

Do you still use press releases to get attention for your company? What are some of your best press release tactics?

I believe there’s no information more integral to a company’s success than customer feedback. Every business can benefit by taking the time to listen to its customers, so they can discover what their customers really care about and how they can do a better job of satisfying them.

Unfortunately, most businesses only seek out positive feedback from their customers…the type of feedback they can use as testimonials on their marketing materials…they type of feedback they can use to pat themselves on the back and stroke their egos.

Don’t get me wrong. It’s important to get positive feedback from your customers. You need to know what it is about your company that truly appeals to your target audience. That’s valuable information.

But the more important question to be asking your customers is “What did you not like about your experience with our company?”

To me, negative feedback is the most valuable information there is. That’s the kind of feedback that keeps you growing. That’s the kind of feedback that lets you find your company’s weaknesses so you can work on turning them into strengths. That’s the kind of feedback that your company can use to turn itself into a powerhouse that crushes the competition.

Remember, every part of the customer’s experience matters, and while they might not make a fuss about your company’s billing process being confusing or your hold times on the phone being longer than they’d like, it still influences how they feel about you. It’s all part of your branding and marketing efforts, and by digging to discover what things customers don’t like about your company—no matter how big or small—you can constantly improve the experience they have with your brand.

So, next time you start to seek feedback from your customers, don’t forget to ask them “What did you not like about your experience with our company?”

And more importantly, don’t forget to act on that information.

The About Us page is essential for every business website. It allows customers to learn more about your company, which is a key part to gaining their trust and, in turn, their business.

But let’s face it—most About Us pages suck. They’re filler pages, serving no true purpose. It’s like they were put together and thrown on the website as an afterthought.

Why do most About Us pages suck? Here are 3 common problems I see.

1. They lack personality—It’s painful how boring and stiff most About Us pages are. They read as if they were written by the company’s legal department (read: robots) rather than by an actual human being (nothing against you legal types). Your About Us page should let people see the human side of your company. It should reflect your passion and personality.
2. They’re thinly-disguised sales pitches—Customers aren’t reading your About Us page because they want to read another advertisement. They want to know about your company. They want to know who you are and what your story is.
3. They ignore the customer—Yes, your About Us page is the place you can talk about yourself. But don’t be so focused on your company that you forget about the customer. Everything needs to be presented in a way that engages the customer and reminds them what’s in it for them.

Take a look at your About Us page. Does it do a good job of capturing what your company is really about?

I firmly believe that a sound public relations strategy should be a part of every company’s overall marketing efforts. Yes, it’s important to invest time and money in online (and even offline) marketing, but you shouldn’t ignore the value of getting press coverage for your company, whether it be an interview on a blog, a quote in the newspaper, or a feature on the news.

Here are 5 good reasons your company needs to spend more time and energy on PR.

1. It costs very little—PR yields an amazing return on investment when you think about. Compare the cost of distributing a press release that lands you coverage in a magazine or on a blog to the price of buying ad space in the same publications. However, don’t think that simply sending out a press release one time will get you a load of media coverage.
2. Press coverage builds credibility—People have grown resistant to advertising and marketing. They just don’t trust what companies say, but when they see your company getting positive coverage from the media, they’re likelier to believe the claims are true.
3. You build deeper connections with your target market—A good news story about your company allows customers to connect with your company on a deeper level than they can with traditional advertisements. It puts your company in a different, more personal light.
4. It’s good for SEO—PR and SEO go hand-in-hand. And I’m not just talking about publishing press releases on various directories. Getting coverage on blogs and other websites can be helpful for building links and improving your search rankings.
5. Reusable marketing content—You can often repost and repurpose media coverage your brand has received. You might even be able to use “As seen on (insert media outlet here)…” in some of your marketing and advertising materials to further boost your credibility.

How much time and energy does your company put into PR?

A constant mistake I see companies make is over-tinkering with their brand. Companies are always coming up with new reasons that they need to change their brands. The market is changing. Customers expect something different. Or…it’s just been a long time since we’ve done anything with the brand.

The truth is that brand shouldn’t change. Yes, times change and it’s important that your brand stays relevant, but that doesn’t require a complete overhaul. Brands should only be tweaked slightly to maintain relevance in the current marketplace. Their basic characteristics and message behind the brand shouldn’t change significantly.

Why?

Because consistency is how brands are built. Your customers can’t connect with your brand if it’s always changing. They won’t know who you are or what you stand for. And more importantly, a brand that’s always changing will never earn the customer’s trust.

Think about it like this. You meet a new person. The two of you get a long great. You like the same things, stand for the same values, etc. Then, you go to hang out with the same person a week later, and they’re completely different. They look different, talk different, believe different things…they’re not the same person. You wouldn’t feel the same about them anymore, would you?

Successful brands aren’t built overnight. They take years, even decades to build. And they’re built through consistency. Through years of consistent messaging, customers start to connect with brands and build relationships with them.

Consider Lexus. The brand has been a leader in luxury vehicles for years. Their branding hasn’t changed significantly the entire time. They’ve always stood for luxury and innovation. The endless pursuit of perfection.

It might seem boring that the brand has stayed the same, but that’s what works. When consumers want a luxury vehicle, they’re going to likely at least consider getting a Lexus.

If Lexus were to suddenly start releasing cheap cars for the average person, their brand would be diluted. Consumers would be confused, and the Lexus brand would inevitably suffer.

Consistency is the key to building your brand. Never forget that. And never change just for the sake of changing.