Should I Send Out Press Releases?

A few months ago I published a new on-line boutique website offering designer laptop bags. I have a small budget and would like to know if there really is any GOOD FREE PR websites; or any PR firms that you could steer me too. I have no experience in this area at all. I have written my own press release but don’t know where OR what to do next.


Press releases are great for disseminating something new (that may be of interest to the media). However, they’re not a substitute for marketing / advertising.

What I think you want is targeted traffic for your website that converts into customers.

Before you get more traffic, I would encourage you to enhance your website. To actually see a good picture of one of your bags for sale (ignoring the 2 that are on the home page), it took me 3 clicks to get to the page. My suggestion is since you have an ecommerce site, make the site easier to navigate, and quicker to see the merchandise to entice me. For example, when I want to buy bags, I don’t want to read about your bags (which is basically text that you’ve artificially created for the search engines) – I want to see them. Once the site is enhanced, then increase your traffic.

If you don’t have a big budget, then start by doing a keyword investigation to see what people are searching on and what’s (and who’s) ranking well. Given your price point, a PPC campaign may make sense as well.

You also want to get mentioned in the various fashion magazines, blogs, and websites if you have something special/unusual. For the magazines, a targeted press release to the proper editor would be better than an press release “blast”. On blogs, feel free to post something of value and get a backlink. On fashion websites, contact the owner and see if they’d be willing to give you a mention.

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