marketing beyond the website: best practices to build credibility through multichannel distribution

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

@asteven14Andrew.Meranus@prnewswire.com

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 Smithjane.smith@xyz.com555-555-5555CEO, 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/