Boost Law Firm Credibility & Visibility: The Power of Earned Media
Earned media is like word of mouth and doesn’t require direct financial investment. Earned media is when a law firm, lawyer or case receives favorable publicity, exposure, recognition, and approval from an authoritative media source such like local or network television, radio, newspapers, industry trade publications or social media platforms. Earned media includes mentions, shares, reports, and reviews. You use earned media to drive traffic to your Owned media. Earned media is very important in building credibility and trust with clients, prospects, and referral partners. Earned media coverage can significantly increase your firm's visibility (brand awareness) and reach new audiences. Also, links and mentions from authoritative sources improve your website's ranking in search results – Search Engine Optimization (SEO).
Attract New Clients with Earned Media: How to Get Featured in News & Publications
Some examples of earned media could include:
- Interviews on legal podcasts or radio shows
- Articles featuring your firm or expertise in industry publications
- Positive client reviews on legal directories or social media
- Awards and recognition from legal organizations
Targeted Visibility: How Paid Media Drives Traffic to Your Owned Media
There are also two other common media – Paid media and Owned Media. Paid media is when you pay money to receive coverage. Paid media includes pay per click (PPC), display ads, paid influencers, sponsorship, or paid content promotion. You use paid media to drive traffic to your Owned media. Paid media needs to be planned, focused, and effectively executed. Owned Media are things the law firm owns and controls like your website, blog, social media channels (Facebook, Instagram and LinkedIn) or and podcasts.
