There are many more types of marketing tools available today than there were a few years ago. Two of the most important for service industries such as law offices are press releases and social media.
Press Releases—Do I Need Them?
Service industries benefit particularly from the power of the press release. Almost any news story that applies to the type of service offered by a firm can be turned into a press release that highlights the skills of that particular group. However, press releases or PRs must conform to particular rules set down by PR distributors. Content must be valuable and timely and must speak to a target audience.
Good content is paramount when distributing PRs. Having a professional craft your press releases is usually well worth the extra spending to get your message in front of thousands of potential clients in one well-written piece.
Social Media
It is likely you have a Facebook page, a LinkedIn profile, and even a Twitter account. However, you may not be sure exactly what to do with them. Social media is one of the most powerful advertising tools ever created. It goes far beyond simply advertising your brand or firm and can build follower loyalty to you. However, social media marketing must be done correctly if it is to be successful.
There are hundreds of possible social media outlets that can be utilized through a strategic marketing campaign and targeted toward specific demographic groups or users. An SEO expert can help you craft the right social media campaign with posts, tweets or other input on a regular basis. Not only will you learn how social media can benefit your company or firm, you will also receive advice on the best time to post, how long your posts should be and what information you should cover. An SEO expert can even help you handle a negative ad campaign launched by a competitor. Using social media can give you quick results for very little time and money investment.
It is easy to ignore the implications of SEO, but the more our world turns to the Internet for information, the more important it is that you stay on top of integrated marketing channels such as PRs and social media to get your message to the world.
Source: Moz, “An Introduction to Integrated Marketing and SEO: How It Works and Why It Matters,” Stephanie Change, July 29, 2013.