1. How to Convert Visitors to Customers Using
Press Releases and Email Newsletters
By Vibrant Internet Marketing
June 21, 2012
All rights reserved. No portion of this document may be used without
express permission of the author. Vibrant Internet Marketing is available
to provide customized presentation to help you achieve your business
goals. For more information Contact me here.

2. How to Convert Visitors to Customers Using
Press Releases and Email Newsletters
Press Release Marketing
• Press releases today are used differently than
traditional press releases. Used to PULL in
media as opposed to PUSH information to them.
• Also used to create “buzz” about the new
information you are releasing.
• SEO is invaluable and can drive significant traffic
to your website.
• Make sure it links to your website and social
media accounts.

3. How to Convert Visitors to Customers Using
Press Releases and Email Newsletters
Press Release Marketing
• Upload to your website.
• Make your press information findable.
• Attract reporters who naturally have an interest
in your field.
• Build a relationship with the media.
• Offer an online press room (or kit.)
• Include search engine keywords in your press
release.
• Tell a story.

4. How to Convert Visitors to Customers Using
Press Releases and Email Newsletters
Press Release Marketing
Consider using a Press Release Distribution Service
Benefits:
• Links back to your site
• Upgraded options
Disadvantage:
• Prices vary from $40 to $500 or more for high-
quality services.

5. How to Convert Visitors to Customers Using
Press Releases and Email Newsletters
Email Marketing
• Email marketing is the most effective way to market
your service.
• It is used by 60 percent of internet users daily.
• 69% of adults say their main source of information is
through email marketing.
• So go where the customers are – checking their email!
• In the future, email marketing will be more important
than SEO because soon SEO will be so competitive only
the super-companies will be able to afford to be on the
first page.

6. How to Convert Visitors to Customers Using
Press Releases and Email Newsletters
Email Marketing
• Step 1: Collect as many email addresses as
possible. This gets your target customer into
your sales funnel.
• Step 2: Decide what to write in your email
newsletters.
• Step 3: Write it well using marketing
language.
• Step 4: Publish regularly.

7. Converting Visitors to Sales
BabyBoomerGold.com
How to Collect Email Addresses
• Start with friends & family
• Prominently feature email sign ups on all pages of your website and Facebook
page
• Build visitor traffic to your website by exchanging links with other related websites
• Create and offer incentives, such as free e-books
• Partner with other sites to cross-promote
• Ask current subscribers to forward your email newsletter to their friends. Offer
prizes to top referrers.
• Add a .sig file to all of your email messages
• Include a special offer on your business card that is only available to email
subscribers.
• Set up promotional joint ventures with people who have larger lists than you and
offer value to them for promoting you. (Maybe use your ebook?)
• Keep your content relevant, concise and actionable.

8. How to Convert Visitors to Customers Using
Press Releases and Email Newsletters
What Not to Do to Build Your Email List
• Do not spam anyone. Make sure to get people’s
permission before adding them to your email list.
• Do not keep trying to get your friends and family
to subscribe.
• Do not fall for offers promising a CD with 1
million email addresses for only $39.95.
• Do not fill your emails with self-
promotion, advertising or other pitches. People
want interesting, helpful information.

9. How to Convert Visitors to Customers Using
Press Releases and Email Newsletters
Email Conversion Strategies
• Make your email collection form obvious. The email
subscription link or sign-up form is the most important
element of your website.
• Present the benefits of subscribing – clearly answer the
“what’s in it for me?” question.
• Try offering multiple different lists (i.e. membership
and business partner sign-ups) on the same page.
People will often get into the signing-up mode and
keep going.
• Offer incentives for sign-ups.
• Make sure your email sign-up is visible from your blog.

10. How to Convert Visitors to Customers Using
Press Releases and Email Newsletters
What to Write About
1. Monthly updates on new discounts, services, incentives, etc.
2. Regular updates of news related to baby boomers
3. Advocacy updates – what’s happening?
4. Deals, discounts and special offers
5. Profiles of happy customers
6. Testimonials from happy customers
7. Photographs of happy customers
8. Pricing comparison of your service
9. Questions from customers answered by Kimo
10. Announcement of events related to your company
11. Birthdays of famous baby boomers
12. Free or discounted offer for subscribers to forward to friends
13. Coverage of charity activities related to your company

11. How to Convert Visitors to Customers Using
Press Releases and Email Newsletters
Bonus Tips
1. Include a joke or other entertaining content.
2. Repeat the previous list over and over.
Wash, rinse, repeat.
3. Get others to contribute. Invite people to contribute
(and they get free publicity!) and contribute to other’s
email newsletters.
4. Find content online in article banks.
5. Don’t put advertising (of other businesses) in your e-
newsletters.
6. Use these same strategies for your blog.

12. How to Convert Visitors to Customers Using
Press Releases and Email Newsletters
Write It Well
1. Focus on the subject line. This determines if it will even be
opened. (Test different strategies.)
2. Personalize (use first names)
3. Pull them in with your copy.
4. Don’t overwhelm people with too much copy. Get straight to the
point and then back it up.
5. Promote benefits, not features. Answer “what’s in it for me?”
6. Be specific.
7. Offer incentives.
8. Use a clear call-to-action.
9. Keep it short.
– Try using “teaser” text with a link to your website
10. Use the P.S. (Post Script). Research shows the p.s. is the second
most read part of any letter?

13. How to Convert Visitors to Customers Using
Press Releases and Email Newsletters
How to Publish
1. Determine how many elements you want in each
newsletter.
2. Design a template for branding and consistency.
3. Make sure your return address is from a person, not a
company
4. Be sure to produce a text-only version for older
computers or mobile devices.
5. Frequency – at least once per month but once a week
is best practice. You can send out more if you have
interesting, relevant, useful information for the
customer (not just promoting BabyBoomerGold.)

14. How to Convert Visitors to Customers Using
Press Releases and Email Newsletters
• Testing Can Help Determine What Works Best for
Your Customers
• Split lists
• Try different times, subject lines, elements,
length, incentives, etc.
• Follow up with auto-responders (set up ahead of
time)
– Remind customers about new services
– Periodic notifications about special offers or discounts

15. How to Convert Visitors to Customers Using
Press Releases and Email Newsletters
Regular Email Newsletters are an important part
of an overall internet marketing campaign.
Email marketing is your best opportunity to
make more sales by interacting with new
customers and by reminding existing
customers to purchase your products again.