You've built a stellar online press center with all the must-haves: clear contact information, current press releases, basic company backgrounders, management bios, financial
info, photos. Now how do you drive traffic to the site - and keep it interesting for repeat customers?
Reid Walker, director of global marketing communications for GE Global eXchange Services, offered the following advice during a recent PR NEWS Webinar:
Provide two links to your news room from the home page
- One general link to the news room
- One link to a specific, new item of interest - a press release or analyst report, for example
Constantly change the "hot" item
- At least twice a week, change the home page item of interest
Use graphics to draw attention to the news room
Place links to related news in appropriate areas of the site
Keep your news room fresh with updated pictures of clients and employees
- Rotate the pictures often
Provide feedback options
- Include names, numbers and email addresses for key news room contacts
- Provide a link to a feedback form for comments and suggestions - and respond to the feedback!
Provide new information constantly
- The obvious: press releases, media coverage and analyst reports
- "What's New" at your company to highlight new information that may not fit the above categories
Editor's Note
Didn't have a chance to catch the event live? To purchase a tape of the Webinar and the related materials, go to http://www.PRandMarketing.com/seminars/epresence.