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Law firms now recognize the growing importance of producing content such as blog posts and engaging on social media to generate new client leads. Given the specialized nature of the legal industry, which is founded on the principles of trust, it is important for communications and marketing executives for law firms to have the right tools in place that ensure their messages gain the maximum amount of exposure among targeted audiences through a multichannel distribution strategy.
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MARKETING BEYOND THE WEBSITE: Best practices to build credibility
through multichannel distribution.
ANDREW MERANUSRegional Vice PresidentPR Newswire
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
ANDREW MERANUSRegional Vice PresidentPR Newswire
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
PR Newswire is the GLOBAL LEADER in innovative communications and
marketing platforms, enabling law firm communicators
to BUILD COMPANY CREDIBILITY with their target audiences worldwide.
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
So, how does this
relate to law firms?
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
INFORMATION OVERLOADPROBLEM:
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
YOUR WEBSITE
Image source: http://sciencelakes.com
How will customers find you?
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
DISCOVERY VIA CONTENTSOLUTION:
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
The value exchange
LAW FIRMCurrency = Content
AUDIENCECurrency = Personal Info
Jane [email protected], XYZ Corp.
The firm continuously delivers relevant content & establishes
its worth to the audience
The audience trusts the firmenough to identify themselves &grant permission for engagement
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
Content drives them all
OWNEDMEDIA
EARNEDMEDIA
PAIDMEDIA
SOCIAL + SEARCH + MOBILE
A brand pays to place ad or content
in a channel to drive conversation
forward.
Publicity gained through influencer
promotion, including shares,
likes & tweets.
Brand published content to drive
earned media and sustain buzz
around brand.
• Advertising• Events• Direct Marketing
• Press pickup• Blog mention • Social sharing• Word of mouth
• Company blogs• Company website• Company social
accounts
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
YOUR WEBSITE
Image source: http://sciencelakes.com
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
Creating a Content Strategy
CREATEQUALITYCONTENT
POST TO OWNEDCHANNELS
DISTRIBUTETO NEW
AUDIENCES
1 2 3
• Compelling• Relevant
• Website & Blog• Social Media
• Distribution• Influencers
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
CREATE QUALITY CONTENT1
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
There are journalists &
bloggers being followed by the
specific audiences you want to reach.
Target these influencersto get your
content to their audiences.
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
Be heard by new and existing audiences following these conversations
Establishyour expertise
SUPREME COURTDECISIONS
NEW TAXLAWS HEALTHCARE
Get noticed by influencers looking for expert sources
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
Establish expert profiles for your attorneys on platforms that can get them interviewed and quoted by relevant journalists and bloggers.
EXPERTTax Law
EXPERTCriminal Law
EXPERTImmigration Law
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
Establishing trust as a thought leader
• Your firm’s content must be highly-relevant and compelling to your target audience.
• Timely content with a consistent push of new content will ensure your audience continues to follow and trust you.
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
Map your content to the client’s buying process
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
Looking for ideas of what content to create?Start by listening
ClientFAQs
What questions do your partners and associates hear most often?
IncomingSearch Terms
What are the most popular keywords & phrases bringing searchers to your site?
Social Media
Channels• Twitter hashtags #• LinkedIn groups• Relevant blogs• Anywhere your
audience is talking
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
Visual elements will increase views & engagement
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
Tips for Creating Online Videos
KEEP IT REAL. SHORT IS SWEET.
RECORD MORE THAN YOU NEED.
ALIGN WITH YOUR BRAND VOICE.
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
OWNED MEDIA CHANNELS2
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
Your clients and potential clients are there, so engage with them and establish your counsel as the authorities on relevant topics.
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
1) Display social media accounts on homepage
2) Prominently reference & link to
blogs on homepage
3) Use Twitter & other accounts to drive blog traffic
4) Try to tweet at least once a day
5) Post questions on Facebook &
Twitter to encourage discussion
6) Be sure that blogs focus on specialty, niche
areas
7) Importance of Linked In
company pages
8) Short, original YouTube videos
focused on problem solving
Key tips for firms leveraging
social media
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
DISTRIBUTION3
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
Posting Content to Owned Media Reaches Your Known Audience
YOUR EMAIL LISTS,WEBSITE, & SOCIALMEDIAPRESENCE
Distribution Increases Awareness & Grows Your Known Audience
Content
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
DistributionMedia pick up
Major media
Online discoverability
benefits
“Art of Dairy” May 3, 2013
Picked up multiple times
RANK 13
Google search of store name
WIRE
“World Vegetarian Day” October 1, 2013
Not Picked up
RANK 35(below the fold)
Google search of store name
NO WIRE
Distribution vs. Owned Experiment
Large GroceryRetail Chain
Source: 2013 survey by leading professional services firm.
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
PRNewswire.com
BlogsPRN Widget
NationalNews Sites
Local News Affiliate
Sites
Portals & Databases
Trade News Sites
Mobile AppPartnerships
MobilizedWebsites
Your WebsiteMediaRoom
Video Portals
MultimediaRelease
PRN Mobile Site & App
High Ranking Search Results
PR Newswire for
Journalists
Media Outlet News Feeds“The Wire”Twitter
SocialPost
EmailMicrolists /Media Lists
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
LINK DRIVES TRAFFIC TO COMPANY SITE
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
LINKS TO BRANDED CONTENT
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
LINK DRIVES TRAFFIC TO BRANDED MICROSITE
June 10, 2014 // CASE STUDY: Marketing Beyond the WebsiteANDREW MERANUS @asteven14
Publish a steady stream of content
Keep it relevant & interesting
TRUST RELIABILITY DELIGHT
Adapted via: http://danspira.com/2011/09/10/make-room-for-follow-through/
