Two weeks ago, we saw how a low-cost PR distribution service compared to a free distribution service. Today we continue the story and review lessons learned.
What effect, if any, did the press release have on website traffic?
The second chart answers this question.
Both the total number of visitors and total number of unique visiting sites nearly tripled the week of distribution.
Further analysis reveals that 71 percent of the visitors during this period were first-time visitors, and the site’s higher-than-average traffic rates lasted four days.
Online browsers found our paid press release on the first page of Google’s search results. And our paid press release continues to hold the number one spot in Google News for that keyword search.
Somewhat surprisingly, the number of people that viewed the software overview video also spiked one day after distribution. Unfortunately, the testimonial video did not fare as well.
What can we take away from this one case study example? Here are five PR lessons.
PR case study lesson #1: Expect a paid PR service to outperform free PR distribution services
When I compare the results of this press release to others I have done, the free distribution services performed better than expected. Normally, the paid PR service I use outperforms the free services by a factor of 4:1 or greater.
Are the premium distribution services worth the extra cost? You be the judge.
Granted it is not a complete, apples-to-apples comparison, but the first press release issued 14 months ago cost $380. Eighty-five media outlets picked up the story and we observed a two-day spike in web visitors (340 percent and 200 percent, respectively) immediately after distribution. Pre-release traffic levels resumed day three.
The second press release cost $99. Fifty-six media outlets picked up the story and we observed a four-day spike in web visitors (290 percent, 270 percent, 207 percent, and 165 percent, respectively). Pre-release traffic levels resumed day five.
If your goal is to minimize cost and maximize website traffic and eyeballs, a lower-cost PR distribution service fits the bill.
If on the other hand your goal is to strictly create a news archive to boost credibility and SEO, then the free PR distribution services are perfectly acceptable.
PR case study lesson #2: Low-cost and no-cost are not binary options
Companies can expand their reach by issuing press releases over a combination of paid and free distribution services.
In this one example, the free services accounted for 34 percent of the total press release views. We would have missed this significant audience if we had ignored the free distribution services.
PR case study lesson #3: Don’t expect long-term results from one release
Like any form of advertising, a single press release will yield a short burst of traffic.
To maintain momentum, you will need an overall PR strategy that involves distributing multiple press releases over the course of many months.
Stay tuned for the conclusion of this case study on August 3rd. If you can't wait until then, you can download a copy of the entire case study by following this link:
http://su.pr/1dlOoF
+++ Late-Breaking Update +++
Five weeks after this press release was issued, it continues to demonstrate sticking power with the search engines.
A Google search performed just 10 minutes ago lists this press release in the coveted #1 spot of Google's organic search results. Moreover, the release listed is not from the paid PR service; it's from one of the freebie PR services! Amazing.
