Consider these statistics from a recent study conducted by Pew Internet & American Life Project:
- 89% of Internet users use a search engine to find information. (May 2008)
- 81% of Internet users use the Internet to research a product of service before making a purchase. (September 2007)
While these statistics really aren’t that shocking, what is shocking is that even today many companies fall short in leveraging the Internet as a lead generation tool.
This post focuses on how Staffing Agencies and Recruiters can use Public Relations (PR) to improve their online presence and generate more website traffic.
Step 1: Write Something Newsworthy
The key to effective PR is making sure that your press release is relevant, timely and newsworthy. Simply announcing that you’re a “Staffing firm that has been doing business in town for 3 years,” really isn’t newsworthy. Instead, here are a few newsworthy ideas for staffing agencies and recruiters:
- Winning an award (Inc 500 or 5000, Fastest Growing Business, etc.)
- Gaining Certification (CSP, TSC, WBENC, GSA, Diversity Suppliers, etc.)
- Adding a new service line
- Speaking at a conference or event
- Landing a big new client/contract
- Publishing an article or whitepaper
Step 2: Optimize Your Press Release
Make sure you include relevant and targeted keywords throughout the title of your press release and the content. When possible, include links back to your website within the body of your press release.
Step 3: Distribute Your Press Release Online
There are thousands of press release websites on the Internet. Some sites offer free submissions and other sites charge a fee. In many cases, the sites that charge a fee offer more features such as the ability to imbed links back to your website and provide distribution to media outlets. Many of the free PR sites don’t provide those services. Here is a nice list to get you started (many of these websites offer both a free and paid option):
Step 4: Track Results
With paid PR submissions, many websites offer advanced reporting features with statistics such as how many views your release received, the cost per view, how many people clicked on a link in your release and more. However, even if you use the free press release options, you can gauge effectiveness by using a website analytics tool such as Google Analytics (and if you don’t currently use any web analytics tools call me right away at 888-696-2900–you’re missing out on some great information).
Step 5: Repeat!
While sending out one press release may drive a bit more traffic to your website, the key is to be consistent. By providing relevant, newsworthy information on a regular basis you will help increase the visibility of your website and drive more traffic to your website.