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 …

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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  • 1. MARKETING BEYOND THE WEBSITE: Best practices to build credibility through multichannel distribution. ANDREW MERANUS Regional Vice President PR Newswire
  • 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. 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. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14
  • 5. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14
  • 6. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 INFORMATION OVERLOAD PROBLEM:
  • 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. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 DISCOVERY VIA CONTENT SOLUTION:
  • 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. 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. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 YOUR WEBSITE Image source: http://sciencelakes.com
  • 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. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 CREATE QUALITY CONTENT 1
  • 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. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14
  • 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. 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. 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. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 Map your content to the client’s buying process
  • 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. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 Visual elements will increase views & engagement
  • 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. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 OWNED MEDIA CHANNELS 2
  • 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. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14
  • 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. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 DISTRIBUTION 3
  • 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. 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. 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. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 LINK DRIVES TRAFFIC TO COMPANY SITE
  • 32. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 LINKS TO BRANDED CONTENT
  • 33. June 10, 2014 // CASE STUDY: Marketing Beyond the Website ANDREW MERANUS @asteven14 LINK DRIVES TRAFFIC TO BRANDED MICROSITE
  • 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/