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To increase reach of thought leadership reports
Martindale-Hubbell appointed Lansons to announce and promote their research study on The Use of Websites in Law Firm Marketing, positioning them as a leading legal resource across the globe.
As the report was very niche in its focus it could have proved difficult to gain coverage. We also needed to drive traffic to the website to encourage vistors to download the research.
We suggested creating an easily digestible summary of the findings, to drive traffic to the site and created a press release highlighted topics of interest to target media based on our knowledge of what interests them.
Lansons implemented a media distribution strategy to include European legal media and bloggers. We also posted links and messages on 26 different relevant Linkedin forums and engaged on twitter to drive traffic to the site.
Initial coverage was strong across industry blogs and online publications especially in the UK and continental Europe . There was a strong pick-up across regional and global business and trade sites.
Twitter and LinkedIn have given the release a social media presence, reaching a variety of stakeholders, and directing online traffic to the infographic and report. We also exceeded all our KPIs, exceeding by 250% the number of website visits during the period and doubling the target number of downloads of the report.