Marketing Beyond the Website Best Practices to Build Credibility Through Multichannel Distribution - BDI 6/10 Social Media Marketing Summit for Law Firms

MARKETING BEYOND THE WEBSITE:
Best practices to build credibility
through multichannel distribution.
ANDREW MERANUS
Regional Vice President
PR Newswire

June 10, 2014 // CASE STUDY: Marketing Beyond the Website
ANDREW MERANUS @asteven14
@asteven14
Andrew.Meranus@prnewswire.com
ANDREW MERANUS
Regional Vice President
PR Newswire

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.

INFORMATION OVERLOAD
PROBLEM:

YOUR WEBSITE
Image source: http://sciencelakes.com
How will customers find you?

DISCOVERY VIA CONTENT
SOLUTION:

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

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

YOUR WEBSITE
Image source: http://sciencelakes.com

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

CREATE QUALITY CONTENT
1

There are
journalists &
bloggers being
followed by the
specific audiences
you want to reach.
Target these
influencers
to get your
content to their
audiences.

Be heard by new and
existing audiences following
these conversations
Establish
your expertise
Get noticed by influencers
looking for expert sources

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

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.

Map your content to the
client’s buying process

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

Visual elements will increase views & engagement

Tips for Creating Online Videos
KEEP IT REAL. SHORT IS SWEET.
RECORD MORE
THAN YOU NEED.
ALIGN WITH YOUR
BRAND VOICE.

OWNED MEDIA CHANNELS
2

Your clients and potential clients are there,
so engage with them and establish your
counsel as the authorities on relevant topics.

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

DISTRIBUTION
3

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

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.

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

LINK DRIVES
TRAFFIC TO
COMPANY SITE

LINKS TO
BRANDED
CONTENT

LINK DRIVES TRAFFIC
TO BRANDED
MICROSITE

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/

Marketing Beyond the Website Best Practices to Build Credibility Through Multichannel Distribution - BDI 6/10 Social Media Marketing Summit for Law Firms

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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Marketing Beyond the Website Best Practices to Build Credibility Through Multichannel Distribution - BDI 6/10 Social Media Marketing Summit for Law Firms