Why a low click-through rate for an online press release isn’t awful news

A lack of clicks doesn’t necessarily mean that no one is paying attention.

Ragan Insider Premium Content
Ragan Insider Content

If the click-through rate for a news release that you create for a client is low, that means it didn’t influence your client’s target customers to buy its products or services, right?

Not necessarily.

If an online news release doesn’t have a clear call to action, such as details about a discount or special sale, it can be tough for it to generate immediate clicks. However, by providing clear, concise, and convincing examples of the specific benefits that a client’s products or services can deliver to its customers, a multimedia release can energize offline sales and also encourage future online sales.

Here’s how to do it:

1. Define the “gold nugget needs” of your client’s target customers.

Whether your client’s customers are consumers or businesses, all of them have “gold nugget needs.” If your online news releases consistently prove that your client’s products or services can successfully deliver those needs, the releases could help to drive customers to your client’s cash register. To determine the needs of your client’s customers, you should confer with your client’s marketing and sales execs and find out the exact words that their target customers use to search for or inquire about your client.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.