Digital Client Engagement in Law Firms

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Learn how law firms can increase client acquisition by engaging with clients through digital marketing in a more meaningful manner.

Learn how law firms can increase client acquisition by engaging with clients through digital marketing in a more meaningful manner.

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  • I have removed section functional capabilities. Can you remove it from all header slidesKamiya: Done
  • I have removed section functional capabilities. Can you remove it from all header slidesKamiya: Done
  • I have removed section functional capabilities. Can you remove it from all header slidesKamiya: Done
  • Let’s look at the value exchange. For a brand, content is the currency. For the audience, personal information is the currency.  The value exchange happens when the content a brand continuously delivers establishes its worth to its audience and in turn the audience trusts the brand enough to identify themselves and provide permission to the brand to establish a relationship with them, to invite them to take an action.
  • Need video image on the rightKamiya: Done
  • I have removed section functional capabilities. Can you remove it from all header slidesKamiya: Done
  • I have removed section functional capabilities. Can you remove it from all header slidesKamiya: Done

Transcript

  • 1. 1 eDynamic, Friday, March 21, 2014 1 DIGITALCLIENT ENGAGEMENTIN LAWFIRMS
  • 2. 2 eDynamic, Friday, March 21, 2014 • TheNewClientandClientEngagement • TheHALOEffecttoClientEngagement • RoadmaptoClientEngagement Agenda
  • 3. 3 eDynamic, Friday, March 21, 2014 We are in The Age of the Customer
  • 4. 4 eDynamic, Friday, March 21, 2014 TheNewClient - Betterinformed - Startsthebuyingprocess - Hasmanyoptions - Decideswheretoengage
  • 5. 5 eDynamic, Friday, March 21, 2014 Highlycompetitivespace,itis difficulttodistinguishservices andexpertise…. Howdoweengagewiththenew client?
  • 6. 6 eDynamic, Friday, March 21, 2014 Firmsneedtochangehowtheyconnectwith clients,infact,theydon’thaveachoice
  • 7. 7 eDynamic, Friday, March 21, 2014 TheHalo Effect
  • 8. 8 eDynamic, Friday, March 21, 2014 ClientEngagement Engageswithclientsconsistentlyandwithrelevantinformationatalltouch-pointsdrivenbymeasurable insight.Integratedtechnologywillimpactseamlessengagement Social and Community Website Email Mobile Have you solved similar problems? Social and Community Website Email Marketing Mobile 360 Degree Client Insight
  • 9. 9 eDynamic, Friday, March 21, 2014 LegalmarketingmustmoveuptheMaturityCurve FirmsneedtoascendthedigitalmarketingmaturitycurvetodriveClient Engagement 1995-2005 ITLed • Brochure-ware • Webmaster bottleneck DigitalClientEngagementMarketingDrivenInformational Marketing • Sprayandpray • Staticcontent • Marketing-driven • Interactive • Someintelligence • Disconnected assets • Functionalfocus 2005-2011 2013+ • Thought LeadershipDriven • Personaland Contextual • Social • Multi-device Experiences • Predictive1to1 Marketing • Measurement • FocusonROI 1 2 3
  • 10. 10 eDynamic, Friday, March 21, 2014 DigitalEngagement Brand Positioning Differentiate and position clients in a more meaningful manner Relevancy Adapt to the information needs of our audiences; align content with how they want to receive it and where they want to receive it Relationship Building Engage with audience through Thought Leadership Marketing, nurture these relationships and enable client acquisition. Digital Engagement
  • 11. 11 eDynamic, Friday, March 21, 2014 11 6 STEP APPROACH TO CLIENT ENGAGEMENT 1 BUYING LIFECYCLE & CONTEXTUAL EXPERIENCE 2 CONTENT MARKETING THAT NURTURES 3 MULTI-DEVICE EXPERIENCE 4 SOCIAL ENGAGEMENT 5 MEASURE ENGAGEMENT 6 TECHNOLOGY THAT ENGAGES
  • 12. 12 eDynamic, Friday, March 21, 2014 12 6 STEP APPROACH TO CLIENT ENGAGEMENT 1 BUYING LIFECYCLE & CONTEXTUAL EXPERIENCE 2 CONTENT MARKETING THAT NURTURES 3 MULTI-DEVICE EXPERIENCE 4 SOCIAL ENGAGEMENT 5 MEASURE ENGAGEMENT 6 TECHNOLOGY THAT ENGAGES
  • 13. 13 eDynamic, Friday, March 21, 2014 13 Thinklikeaclient
  • 14. 50% 50 PERCENT OF MARKETING SPEND IS MISALIGNED WITH CLIENT NEEDS WITHIN THEIR DECISION JOURNEY (LIFE CYCLE). McKinsey & Company, April 2013
  • 15. 15 eDynamic, Friday, March 21, 2014 Understandingyourclient’sjourney It’snotenoughtoidentifythedecisionmakersinan organization.Formarketingandbusiness developmentactivitiestobeeffective,companies needtofocusonthosepointsinthedecisionjourney wheretheycanbemostsuccessfulininfluencing thosedecisionmakers. McKinsey&Company,2013 Focusingyoureffortsonwhatmatters
  • 16. 16 eDynamic, Friday, March 21, 2014 Typicallyafewstagesclientspassthroughfromthe pointofneedrecognitiontoapurchasedecision UnderstandyourBuyingCycle Sample buying process by Bloom Group
  • 17. 17 eDynamic, Friday, March 21, 2014 Segmentandtargetcontenttobuyinglifecycle Identify content that address customer expectations. Consider buying cycle, segmentation, pain points and motivators Understand your Buying Cycle Segment your audience Map the Messages Implement the Platforms
  • 18. 18 eDynamic, Friday, March 21, 2014 Therightmessagetotheright personattherighttimeleadsto engagement  82%ofprospectssaycontenttargeted totheirspecificindustryismorevaluable  67%saycontenttargetedtotheirjob functionis morevaluable  29%prefercontenttargetedtotheir geography *MarketingSherpa2012 Contextcanbegatheredthrough theexperience  Visitorgenerated(implicitdigital footprint),visitorsuppliedorexternally supplied(serviceslikeDemandBase provideindustry,presence,location, revenue,etc.) Contextdrivesengagement Contextplacestheexperienceinthecontrolofthevisitor, aligningtotheirexpectations,leadingthemtothenextsteps
  • 19. 19 eDynamic, Friday, March 21, 2014 Utilizecontexttopersonalize communicationand experience… Personalizationisallabout…
  • 20. RIGHTMESSAGE RIGHTTIME RIGHTDEVICE
  • 21. 54% 54% OF MARKETERS WHO HAVE IMPLEMENTED WEB PERSONALIZATION GENERATED POSITIVE ROI WITHIN MONTHS OF IMPLEMENTATION Neolane Survey, 2013
  • 22. 72% 72% OF MARKETERS SEE THE IMPORTANCE OF ONLINE PERSONALIZATION BUT DON’T KNOW HOW TO INCORPORATE IT. eConsultancy, Realities of Online Personalization, 2013
  • 23. 23 eDynamic, Friday, March 21, 2014 Personalizationcanbetaken fromanyorallofthefollowing sourcesofinsight  Users'profilesandpreferences: everythingthey’vetoldyouabout themselves(ifyoualreadyknow them).  Clients'historywithyou: what they’vedoneonyoursite,inyour community,inresponsetoyour emails,etc.  Howtheyfoundyou: thesearch termsthatdeliveredthem,ora taggedcampaignURLthatthey clickedon.  Theirimmediatebehaviors:what they’redoinginthecurrentsession (clickstreams,sitesearches,etc).  Clientlifestage:aretheynewtoyour firm,havetheybeenreviewingyour attorneys’bios,aretheyanexisting client—perhapsapreviousclient? Personalization—HowdoweStart?
  • 24. 24 eDynamic, Friday, March 21, 2014 Examples Client-drivenpractice pages—specifictolocation andIndustry LocationBased personalizationthatmakes sense
  • 25. 25 eDynamic, Friday, March 21, 2014 25 6 STEP APPROACH TO CLIENT ENGAGEMENT 1 BUYING LIFECYCLE & CONTEXTUAL EXPERIENCE 2 CONTENT MARKETING THAT NURTURES 3 MULTI-DEVICE EXPERIENCE 4 SOCIAL ENGAGEMENT 5 MEASURE ENGAGEMENT 6 TECHNOLOGY THAT ENGAGES
  • 26. 50% 50% OF LEADS ARE NOT READY TO BUY Gleanster Research
  • 27. 27 eDynamic, Friday, March 21, 2014 ImportanceofNurturing 17.50% 12.50% 70% Average B2B Initial Lead Break-down Discard / disqualified Sales-ready now Longer-term opportunity / worth nurturing Movingpeoplefromconsiderationtocommitmentisthemostimportantpathofthe salesprocess—alsothemostnecessary Marketing Sherpa B2B Benchmarking Report
  • 28. 28 eDynamic, Friday, March 21, 2014 TheValueExchange LAW FIRM Content CLIENT Personal info Jane Smith jane.smith@xyz.com 555-555-5555 Inside Council, XYZ Corp. The firm continuously delivers relevant content & establishes its worth to the audience The audience trusts the firm enough to identify themselves & grant permission for engagement
  • 29. 29 eDynamic, Friday, March 21, 2014 ThoughtLeadership Thoughtleadershipmarketing(TLM)candriveclientAcquisition throughengagement THOUGHT LEADERSHIP ASSETS WHITE PAPERS WEBINARS EVENTS BLOGS VIDEOS
  • 30. 30 eDynamic, Friday, March 21, 2014 McKinsey&Company  Websiteshowcases thought leadershipaimedtopositionthe brand  Websitefocusesonengagingclients withthoughtleadership Accenture  Thoughtleadershipacrossthesite  Typesof contentassetsincludes whitepapers,publicationsandvideos ConsultingFirmscanbeConsideredasBenchmarks Consultingleadersengageclientsthroughexceptionalcontentthatismerchandized, distributedacrosschannels,andismeasured
  • 31. 31 eDynamic, Friday, March 21, 2014 ConsiderSocialContent  Infographics  Video  Blogs Webinars Whitepapers Usedifferenttypesofcontent
  • 32. 32 eDynamic, Friday, March 21, 2014 ContentSyndication PUSH TO AUDIENCES MOBILE SOCIAL MEDIA ONLINE NEWS SITES & DATABASES SEARCH ENGINES CLIENTS & POTENTIAL CLIENTS MEDIA OUTLETS VIDEO PORTALS BLOGGERS JOURNALISTS
  • 33. 33 eDynamic, Friday, March 21, 2014 33 6 STEP APPROACH TO CLIENT ENGAGEMENT 1 BUYING LIFECYCLE & CONTEXTUAL EXPERIENCE 2 CONTENT MARKETING THAT NURTURES 3 MULTI-DEVICE EXPERIENCE 4 SOCIAL ENGAGEMENT 5 MEASURE ENGAGEMENT 6 TECHNOLOGY THAT ENGAGES
  • 34. 78% 78 PERCENT OF MARKETERS INTERVIEWED BY FORRESTER BELIEVE THAT CROSS-CHANNEL MARKETING IS “IMPORTANT” OR “VERY IMPORTANT” TO THEIR BUSINESS. Forrester, 2012
  • 35. 5% OF THE MARKETERS INTERVIEWED, ONLY 5 PERCENT SAID THEY WERE “VERY PREPARED” TO EXECUTE A CROSS CHANNEL STRATEGY. Forrester, 2012
  • 36. 36 eDynamic, Friday, March 21, 2014 TheMarketer’sperspective WEB MOBILE EMAIL SOCIAL Cross-channel Engagement YOUR FIRM: WEB EXPERIENCE YOUR FIRM: MOBILE EXPERIENCE YOUR FIRM: EMAIL EXPERIENCE YOUR FIRM: SOCIAL EXPERIENCE
  • 37. 37 eDynamic, Friday, March 21, 2014 Theclient’sperspective YOUR FIRM: ONE BRAND AND CONTENT EXPERIENCE COMMUTING IN MEETINGS AT LUNCH AT THEIR DESK AT HOME Device: TabletDevice: DesktopDevice: PhoneDevice: TabletDevice: Tablet Channel: WebChannel: EmailChannel: TwitterChannel: WebChannel: Email
  • 38. 38 eDynamic, Friday, March 21, 2014 YourClientshavetwo benchmarks  Experiencingtheirownbrand  Experiencingthebrandofother serviceproviders Theirexpectationsbecome yourbenchmarkforan experience Which online channels does your organization use as part of its Marketing efforts? ClientexpectationsaretheBenchmark
  • 39. 39 eDynamic, Friday, March 21, 2014 Responsivedesign  Onewebsite:Notaseparatemobile anddesktopsite  HTML5&CSS3:Newtechnologies tocreatesitesthatrespondtoscreen sizesandorientation  Easytomaintainandupdate  Futureproofing:Doyouknowwhatis next? GettingtoaMobileStrategy
  • 40. 40 eDynamic, Friday, March 21, 2014 Challengesthatmarketers face  Beingavailabletoyourclientswhere theyare  Beingavailableondevicesyour clientsuse  Gettingvisibilityacrossallchannels  Outdatedtechnologies Addressingthechallenges  Usethechannelsyourclients prefer—web,email,socialand communities  Engagethemondevicesthey prefer—desktop,tablets, smartphones  Listentothemacrossallchannels— planforcross-channelanalytics—see engagementbehaviorholisticallyby client,ratherthanbychannel DeliveringCrossChannelExperiences
  • 41. 41 eDynamic, Friday, March 21, 2014 Considerations  Whichchannelsaremosteffectiveat initiallybringingyourbestclientsto yourfirm?  Whichonesarestrongestat deliveringaconversion?  Whichchannelsorplatformsare customersusingconjointly?  Whatpathdidclientstaketo conversion,andwhendideachof thoseinteractionsoccur? AccordingtoForrester,57 percentofmarketers measureeachoftheir channels,butonly28percent measuretheinfluenceofone interactivechannelon another. TakeAways
  • 42. 42 eDynamic, Friday, March 21, 2014 42 6 STEP APPROACH TO CLIENT ENGAGEMENT 1 BUYING LIFECYCLE & CONTEXTUAL EXPERIENCE 2 CONTENT MARKETING THAT NURTURES 3 MULTI-DEVICE EXPERIENCE 4 SOCIAL ENGAGEMENT 5 MEASURE ENGAGEMENT 6 TECHNOLOGY THAT ENGAGES
  • 43. 43 eDynamic, Friday, March 21, 2014 UseofSocialChannelsbylawfirms Source: A study by Martindale-Hubbell
  • 44. 44 eDynamic, Friday, March 21, 2014 Addingtheclient’svoicetoyoursocialcontent ItstartswithLISTENING Social Media Channels • Twitter hashtags # • LinkedIn groups • Relevant blogs • Anywhere your audience is talking Client FAQs What questions do your partners and associates hear most often? Incoming Search Terms What are the most popular keywords & phrases bringing searchers to your site?
  • 45. 45 eDynamic, Friday, March 21, 2014 Movingfrom‘broadcast’to‘conversation’ Tostartaconversationwithaprofessionalcontacton socialmedia,followthesesteps: Sayhello.Ifyouarenotyetwithinthatperson’snetwork,startbymakinga connection.Introduceyourself. Respondtosomeone.Ifsomeonewritesapostaboutanexperiencethey’vehad, sharedawhitepaperorsomeinterestingnews,makeacommentaboutit.Orre- posttheitem,referencingthemastheauthor. Askquestions.Ifyounoticeacommoninterestdetailedintheperson’sprofile,ask aquestionrelatedtothatinterest.Ifsomeonepublishesareportonyourpractice area,askthemaboutsomeofthedatapointsthatareofmostinteresttoyou. Theonlywaytoleveragetheserelationshipsisthroughconversation
  • 46. 46 eDynamic, Friday, March 21, 2014 LinkedIn-Example
  • 47. 47 eDynamic, Friday, March 21, 2014 Twitter -Example
  • 48. 48 eDynamic, Friday, March 21, 2014 Facebook-Example
  • 49. 49 eDynamic, Friday, March 21, 2014 49 6 STEP APPROACH TO CLIENT ENGAGEMENT 1 BUYING LIFECYCLE & CONTEXTUAL EXPERIENCE 2 CONTENT MARKETING THAT NURTURES 3 MULTI-DEVICE EXPERIENCE 4 SOCIAL ENGAGEMENT 5 MEASURE ENGAGEMENT 6 TECHNOLOGY THAT ENGAGES
  • 50. 50 eDynamic, Friday, March 21, 2014 Howdoyoumeasureclientengagement? Isgettingmorehitsonyourwebsiteasignofengagement?Doesittellyou anything?
  • 51. 51 eDynamic, Friday, March 21, 2014 Measurehowdigitalmarketingishelping clientsengagemorewiththefirmand creatingnewopportunitiesforthem MeasuringEngagement–MovingTheNeedle
  • 52. 52 eDynamic, Friday, March 21, 2014 Identifywhatmovestheneedle - Timespentonsite - Frequencyofvisits - Coreuseractions - Engagementwithcriticalcontent Starthere…
  • 53. 53 eDynamic, Friday, March 21, 2014 Beyondwebanalytics..measuringengagementiswhat reallymatters Identifyhotandcoldleadsandthoseinbetween Cold Hot Too late
  • 54. 54 eDynamic, Friday, March 21, 2014 Defineyourleadscoringmodeltomeasure engagement Score Description Marketing Action A4 The right prospect but no interest. Priority but may need specific “why now” messaging. B1 Good fit and very interested. Send to sales queue for follow-up. C1 Not the idea prospect but very interested. Will they ever be a good fit? Continue to nurture. D4 Wrong Fit. No interest. Fulfill request and segment out. 54
  • 55. 55 eDynamic, Friday, March 21, 2014 Finally…butmostimportant Empoweryourbusinessdevelopmentteamandattorneyswith measurableclient Courtesy: Eloqua Discover for Salesforce
  • 56. 56 eDynamic, Friday, March 21, 2014 56 6 STEP APPROACH TO CLIENT ENGAGEMENT 1 BUYING LIFECYCLE & CONTEXTUAL EXPERIENCE 2 CONTENT MARKETING THAT NURTURES 3 MULTI-DEVICE EXPERIENCE 4 SOCIAL ENGAGEMENT 5 MEASURE ENGAGEMENT 6 TECHNOLOGY THAT ENGAGES
  • 57. 57 eDynamic, Friday, March 21, 2014 Technologyneedstogetoutoftheway! Technologyneedstobeunobtrusiveandgivethepowerto marketerstoaccomplishtheirobjectives Whatisthebestthingtechnologycandofor marketers?
  • 58. 58 eDynamic, Friday, March 21, 2014 - Siloedtechnology - Islandsofdata - Legalspecifictechnology thatmaybedated - Inabilitytopersonalize communication - Inabilitytomanagethewebsite experience - NeedforITforsmallestchange ChallengeswithDigitalTechnology Significantissues thatpreventmarketerstosucceed
  • 59. 59 eDynamic, Friday, March 21, 2014 Digitaltechnologyisconfusingtheworldof marketing Digitalmarketingtechnologyisexploding;toomanyoptionstochose from.
  • 60. 60 eDynamic, Friday, March 21, 2014 - Musthaves - CMS - Analytics - OnsiteSearch - Emailautomation - CRM - Andnow,socialtools DigitalmarketingtechnologyinLawfirm Whiletherearemanyoptionsthereareafewtechnologiesthatlaw firmsshouldconsider
  • 61. 61 eDynamic, Friday, March 21, 2014 1. Technologyplatforms:Start withCMS, Marketing/EmailAutomationPlatform(MAP) andCRM 2. Integration:Sharingacommonviewofthe leadrequiresintegrationacrossplatforms 3. Engagementstrategy:Strategyimplemented todrivecontentpersonalizationandrelevance o CMS, MAP and CRM Integration: Integrating the three systems to create centralized buyer profiles that could then be mapped to a defined buying process. o Measurement and Reporting: Implementing the dashboards and measurement tools necessary to support ongoing performance measurement and management Increasingengagementwithyouraudience Technologyplatforms+Integration+Engagementstrategy=increasing engagement Web Page Landing Page Email CMS CRMMarketing Automation Forms Tracking Tags Content Personalization Engine Behavior Data Rules Engine Profile Data Customer Profile Link Personalized Email Personalized Landing Page Personalized Web Page Prospect
  • 62. 62 eDynamic, Friday, March 21, 2014 Connectwithus 1-877-339-6264 www.edynamic.net contact@edynamic.net twitter.com/edynamic youtube.com/1999dynamic facebook.com/edynamic.net