Think of earned, owned, and paid media like a three-pronged support – each element is an important part of the whole and all contribute to a complete media marketing strategy. Earned and paid media extend the reach of your owned media; and, to be successful, you need to amplify and scale your owned media channels….
In a previous blog, I discussed the importance of knowing the ins-and-outs of how to properly submit an article for publication—but what steps should you take once the article has been published? Many law firms put the bulk of their work into getting the article written, reviewed, edited, submitted, and published, assuming that once published, the work is done. This however, isn’t necessarily true.
Many lawyers work to broaden their public exposure and community outreach by participating in CLEs, speaking on panels, and participating in other events. Lawyers can also obtain industry recognition by submitting articles for publication. While this may seem like a simple task, there a process should be followed—regardless of the publication—to ensure nothing is missed along the way.
While there are misconceptions when it comes to marketing, there are many more when it comes to the ethics and methods surrounding law firm marketing. Most law firms need and desire to offer their best services to their potential clientele, which begs the question of how law firms can then separate themselves from the herd. Here are five of the most common misconceptions about marketing for law firms:
Back in November of last year, I wrote about digital press releases for law firms. Since that time, the power of online media distribution channels has decreased. While I have always included a direct-to-media campaign along with my digital press releases, relationships with the media and the ability to reach them quickly has become more important now than ever before. The use of the “press drop,” targeted press email campaigns, and other alternative tactics can often lead to more significant coverage in a more timely fashion.
Online press releases are an important part of your inbound marketing strategy, as they are no longer solely designed to reach traditional offline media. Online press release distribution for lawyers has become a staple in many law firms’ digital marketing strategies.
Stacey E. Burke