🚨PR Power: How to Get Your Shopify Store in the Spotlight

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Your marketing strategy right now may include emails, social media, advertising, SEO and other tactics, but did you know that one mention in the press can lend more power & credibility to all of those efforts forever?

And it just might kick off a surge of new customers!

So, how do you make that happen for your business?
And how do you attract the attention of online publications?

Some people wait around and hope to one day catch a journalist's eye while others choose to speed up the process by writing & submitting a press release.

Today, we’re giving you a quick overview on press releases, how they help your store, what you can write about, how to structure them, where to submit, and even a template that you can copy and paste!

⬇️ Let's dive in ⬇️

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Mastering Press Releases for Your Shopify Store

Visibility and credibility are key for Shopify store owners, and press releases are an often overlooked marketing tool.

They offer a direct line to media exposure, helping to generate interest, attract new customers, and establish your Shopify store. This guide will cover the essentials of press releases: their definition, benefits, different types you can utilize, along with practical tips and a template to get you started.

Understanding Press Releases

A press release is a concise, formal statement issued to the media to announce something newsworthy. For Shopify store owners, it's a great tool to get your message out, attract media attention, and gain credibility. Essentially, it's about packaging your store's news in a way that's compelling for journalists and publications, encouraging them to cover your story.

The Benefits of Press Releases

Leveraging press releases offer a multitude of advantages, each contributing to a stronger market presence and enhanced business performance:

• Increased Visibility and Media Coverage: A well-crafted press release can capture the attention of journalists and media outlets, leading to coverage in news stories, articles, and features. This broadens your reach, introducing your brand to potential customers who might not have discovered you otherwise.
  

• Improved SEO through Backlinks: When your press release is picked up by reputable sites, the backlinks to your store can significantly boost your search engine rankings. This organic boost improves your visibility online, making it easier for customers to find you through search engines.
  

• Positioning Your Brand as an Authority: Sharing insights, innovations, or achievements through press releases can establish your brand as a leader in your niche. This credibility is invaluable, building trust with customers and setting you apart from competitors.
  

• Directing Traffic to Your Shopify Store: Press releases can include direct links to your store or specific products, guiding interested readers straight to your site. This targeted traffic is more likely to convert, directly impacting your sales and revenue.

Types of Press Releases

Press releases serve various purposes, each will spotlight different aspects of your Shopify store. Understanding the types available can help you choose the most effective angle for your news:

New Product Launches - Introduce new products or collections to the market, detailing what sets them apart and why they matter to your customers. In these press releases, you’ll want to focus on any updates made, why you made them, and how they benefit the end user.

Events - If you are hosting a sale, a promotional event, or participating in a trade show, press releases can drum up interest and attendance. Make sure to explain the details (who, what , when, where) clearly with bullet points, or a list.

Milestones - Celebrate the achievements of your store, such as anniversaries, sales records, or other notable successes, to build your brand's narrative and engage your audience.

Partnerships - Announce any collaborations with influencers, other brands, or community organizations, highlighting how these partnerships benefit your customers. Write an overview of each company, the benefits, and why the partnership was created.

Awards - If your store or products have been recognized with awards, you can share these accomplishments to boost credibility and trust in your brand. Include why your company was chosen, details about the award, and any information about the ceremony (if there is one).

Other announcements you can share are rebrandings, new executive hires and new companies.

Crafting and Formatting Your Press Release: Your Guide and Template

Creating a press release involves following a structured format to ensure your news is communicated effectively and catches the attention of reporters and editors. Here's a simplified breakdown of the essential components, along with a straightforward template you can use to craft your message:

Components of a Standard Press Release:

1. Title and Subheading: Start with a catchy headline that announces your news and an italicized subheading that offers a quick summary.
   

2. Location and Date: Indicate the location of your news origin, typically your headquarters, followed by the date.
   

3. Body: In two to three paragraphs, delve into the details of your news. Provide the who, what, when, where, and why to give readers a comprehensive understanding.
   

4. Bulleted Facts: For easier consumption, include key facts or highlights in bullet points to emphasize important data or aspects of your announcement.
   

5. Company Description: At the bottom, include a brief overview of your company to give context about who you are and what you do.
   

6. Contact Information: Clearly list contact details for further inquiries, ensuring journalists can easily reach out.
   

7. Closure: End the press release with "###" to signify the conclusion of the document.

Timing Indicators:

• Place "FOR IMMEDIATE RELEASE" in the upper left corner if the news is ready for immediate publication.

• Use "HOLD FOR RELEASE UNTIL [Date]" if the story should be embargoed until a specified date.

Press Release Template: Copy and Paste For Your Use

[Headline That Announces the Story and Captures Attention]

[Italicized Subtitle That Quickly Summarizes Your Story]

[CITY, State, Month Day, Year]—[Company Name, a brief Company Description], announced today [the specifics of your news - who, what, when, where, and why].

[Bulleted Fact or Highlight #1]

[Bulleted Fact or Highlight #2]

[Bulleted Fact or Highlight #3]

[Detail the background and context of your news. Include past milestones, relevant events, statistics, or research. Break this into multiple paragraphs as necessary.]

"[Quote from a key figure involved in the news—providing insight or highlighting the significance of the announcement.]"

[Reiterate the newsworthiness of your story and why it matters to your audience.]

For more information about [Company Name] and this announcement, please visit [website/contact page] or contact [Name, Title] at [Email] or [Phone Number].

###

Sticking to this format ensures your press release is easy for journalists to navigate, increasing the likelihood of your story being picked up and shared. Tailor this template with your own specifics to make a compelling announcement ready for the press.

Where to Submit Your Press Release: Free to Premium Options

When you're ready to share your Shopify store's latest news, choosing the right press release distribution service can get overwhelming with so many available.

Here's a sorted list, from free options to paid (but at a lower cost), to help your press release get the visibility it deserves:

PRLog: A standout for its 'Freemium' model, PRLog offers cost-free submissions for basic press releases, with more comprehensive services beginning at $29. Ideal for those seeking a balance between price and features.

IssueWire: With a broad distribution network and the bonus of analytics on your press release's reach, IssueWire presents both free and paid options, starting from $21. A great choice for detailed insights.

24-7 Press Release Newswire: Tailored for small businesses aiming to boost their visibility, this platform starts its pricing at $29. It offers a blend of real-time news content and digital tools to enhance your press release's reach.

PR.com: This platform caters to various business needs with its user-friendly interface and a selection of packages ranging from free to more feature-rich paid options starting at $60.

EIN Presswire: Serving businesses with comprehensive services like media monitoring and SEO benefits, EIN Presswire’s packages start at $99.95. It’s suited for those needing extensive global media network access.

PRWeb: Known for enhancing press release visibility through add-ons like social media targeting, PRWeb’s services begin at $105. It’s for businesses looking to implement a more robust distribution strategy.

Each platform provides unique features and pricing structures to suit different marketing goals and budgets to dip your toes in!

Maximize the reach of your press release by sharing on social media and your Shopify store's blog. And, don't hesitate to experiment with different types of press releases to discover what resonates with your audience to refine your strategy.

Wrapping Up!

As we close this week's email on leveraging press releases to boost your Shopify store, think of the words of Seth Godin:

"People do not buy goods and services.
They buy relations, stories, and magic."

This is especially true for press releases - your opportunity to share the stories and magic of your business and create stronger connections with your audience.

We're eager to see the remarkable stories you'll share next.

Cheers to your success,

The Early Checkout Team

The Early Checkout Team

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