MARKETING BEYOND THE WEBSITE:
Best practices to build credibility
through multichannel distribution.
ANDREW MERANUS
Region...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
@asteven14
Andrew.Meranus@prnewswire.c...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
PR Newswire is the GLOBAL LEADER
in in...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
INFORMATION OVERLOAD
PROBLEM:
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
YOUR WEBSITE
Image source: http://scie...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
DISCOVERY VIA CONTENT
SOLUTION:
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
The value exchange
LAW FIRM
Currency =...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Content drives them all
OWNED
MEDIA
EA...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
YOUR WEBSITE
Image source: http://scie...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Creating a Content Strategy
CREATE
QUA...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
CREATE QUALITY CONTENT
1
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
There are
journalists &
bloggers being...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Be heard by new and
existing audiences...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Establish expert profiles for your att...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Establishing trust as a thought leader...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Map your content to the
client’s buyin...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Looking for ideas of what content to c...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Visual elements will increase views & ...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Tips for Creating Online Videos
KEEP I...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
OWNED MEDIA CHANNELS
2
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Your clients and potential clients are...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
1) Display social
media accounts
on ho...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
DISTRIBUTION
3
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Posting Content to Owned Media
Reaches...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Distribution
Media
pick up
Major
media...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
PRNewswire.com
Blogs
PRN Widget
Nation...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
LINK DRIVES
TRAFFIC TO
COMPANY SITE
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
LINKS TO
BRANDED
CONTENT
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
LINK DRIVES TRAFFIC
TO BRANDED
MICROSI...
June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
Publish a steady
stream of content
Kee...
Marketing Beyond the Website Best Practices to Build Credibility Through Multichannel Distribution  - BDI 6/10 Social Medi...
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Marketing Beyond the Website Best Practices to Build Credibility Through Multichannel Distribution - BDI 6/10 Social Media Marketing Summit for Law Firms

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Presentation: Marketing Beyond the Website
Best Practices to Build Credibility Through Multichannel Distribution
Presented by: Andrew Meranus, Vice President, Business Development, PR Newswire
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 - BDI 6/10 Social Media Marketing Summit for Law Firms

  1. 1. MARKETING BEYOND THE WEBSITE: Best practices to build credibility through multichannel distribution. ANDREW MERANUS Regional Vice President PR Newswire
  2. 2. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 @asteven14 Andrew.Meranus@prnewswire.com ANDREW MERANUS Regional Vice President PR Newswire
  3. 3. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW 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.
  4. 4. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14
  5. 5. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14
  6. 6. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 INFORMATION OVERLOAD PROBLEM:
  7. 7. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 YOUR WEBSITE Image source: http://sciencelakes.com How will customers find you?
  8. 8. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 DISCOVERY VIA CONTENT SOLUTION:
  9. 9. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 The value exchange LAW FIRM Currency = Content AUDIENCE Currency = Personal Info Jane Smith jane.smith@xyz.com 555-555-5555 CEO, XYZ Corp. The firm continuously delivers relevant content & establishes its worth to the audience The audience trusts the firm enough to identify themselves & grant permission for engagement
  10. 10. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 Content drives them all OWNED MEDIA EARNED MEDIA PAID MEDIA 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
  11. 11. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 YOUR WEBSITE Image source: http://sciencelakes.com
  12. 12. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 Creating a Content Strategy CREATE QUALITY CONTENT POST TO OWNED CHANNELS DISTRIBUTE TO NEW AUDIENCES 1 2 3 • Compelling • Relevant • Website & Blog • Social Media • Distribution • Influencers
  13. 13. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 CREATE QUALITY CONTENT 1
  14. 14. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 There are journalists & bloggers being followed by the specific audiences you want to reach. Target these influencers to get your content to their audiences.
  15. 15. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14
  16. 16. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 Be heard by new and existing audiences following these conversations Establish your expertise Get noticed by influencers looking for expert sources
  17. 17. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 Establish expert profiles for your attorneys on platforms that can get them interviewed and quoted by relevant journalists and bloggers. EXPERT Tax Law EXPERT Criminal Law EXPERT Immigration Law
  18. 18. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW 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.
  19. 19. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 Map your content to the client’s buying process
  20. 20. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 Looking for ideas of what content to create? Start by listening Client FAQs What questions do your partners and associates hear most often? Incoming Search 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
  21. 21. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 Visual elements will increase views & engagement
  22. 22. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 Tips for Creating Online Videos KEEP IT REAL. SHORT IS SWEET. RECORD MORE THAN YOU NEED. ALIGN WITH YOUR BRAND VOICE.
  23. 23. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 OWNED MEDIA CHANNELS 2
  24. 24. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 Your clients and potential clients are there, so engage with them and establish your counsel as the authorities on relevant topics.
  25. 25. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14
  26. 26. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW 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
  27. 27. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 DISTRIBUTION 3
  28. 28. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 Posting Content to Owned Media Reaches Your Known Audience YOUR EMAIL LISTS, WEBSITE, & SOCIAL MEDIA PRESENCE Distribution Increases Awareness & Grows Your Known Audience Distribution Increases Awareness & Grows Your Known Audience Content
  29. 29. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 Distribution Media 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 Grocery Retail Chain Source: 2013 survey by leading professional services firm.
  30. 30. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 PRNewswire.com Blogs PRN Widget National News Sites Local News Affiliate Sites Portals & Databases Trade News Sites Mobile App Partnerships Mobilized Websites Your Website MediaRoom Video Portals Multimedia Release PRN Mobile Site & App High Ranking Search Results PR Newswire for Journalists Media Outlet News Feeds “The Wire” Twitter SocialPost Email Microlists / Media Lists
  31. 31. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 LINK DRIVES TRAFFIC TO COMPANY SITE
  32. 32. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 LINKS TO BRANDED CONTENT
  33. 33. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 LINK DRIVES TRAFFIC TO BRANDED MICROSITE
  34. 34. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW 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/

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