Press releases stand out as a great way to attract visitors and clients to the pages of your website through clever promotion among large online communities, crowds and by bringing the word forward to journalists. Press release marketing can have an immediate positive impact upon your online business in terms of targeted web traffic, although you should expect the best results to come in the long term. One of the advantages characteristic to this method of marketing consists in low to moderate application costs. In fact, when employed wisely, press release marketing can significantly reduce the need of relying on paid advertising for increasing exposure.

Press release marketing refers to a particular branch of a more comprehensive message distribution service that relies on distributors, who in turn collaborate with media journalists, to spread out your messages to the large public. To ensure that you will get the most out of press release circulation, you need to work with the best online distributors you can find. 

The following steps are crucial for successful press release marketing:
- Make sure your messages can reach your targeted networks of journalists (preferably as part of the offline media);
- Message distribution should encompass a variety of popular websites, blogs and online sources of information such as newspapers and magazines; must be sent out via feeds to many subscribers, blogs, online newspapers and magazines;
- Seal collaborations with online distributors who allow you to include backlinks in your formulated press releases.

Choose distribution channels carefully, as these greatly differ in terms of overall quality, press release submission costs, and provided features. To maximize results with a not so generous budget, the best thing would be to tackle a more qualitative approach, and corroborate this with the additional use of free submission services. Be warned though that free press release submission services have very low success rates and therefore you can’t rely solely on such channels of message distribution.

On the other hand, try not to be lured into the idea that spending more money will guarantee you more exposure, as this is not always the case. Don’t trust online providers that can’t substantiate their claims and don’t work with online distributors who do not allow you to insert backlinks in your sent messages.

If you handle things properly, you are likely to start seeing results in only a few months’ time and build the foundations for a prosperous, successful online business.