Digital Marketing for Lawyers
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Digital Marketing for Lawyers

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Digital Marketing for Lawyers Digital Marketing for Lawyers Presentation Transcript

  • Digital Marketing for Lawyers
    Geoff McQueen
    Internetrix
  • (Re)introductions
    Full service digital marketing agency
    Strategy
    Creative
    Technology
    Performance
    10 years web marketing experience nationally and internationally
    2007 Illawarra Business of the Year
    Private Sector – SMEs to ASX listed
    3 levels of Government- Federal, State & Local Govt
  • Agenda
    Where are we now?
    Digital Marketing Pyramid
    Clients/Market
    Website
    Social Media
    Your Team
    Hints, Tips & Useful Stuff
  • Where are we at? Adoption
    Today, 80% of households are online
    Almost 90% of those are on broadband
  • Where are we at?Engagement
    Aussie Internet users spend 17.6 hrs/wk online
    This is almost 30% more time than TV! (13.4)
  • Where are we at? Social & Personal
    More time on social networks (almost 7 hours/month for Australians)
  • Digital Marketing Challenges
    Massive reach but with massive fragmentation
    Low cost but lots of competition
    We can’t push messages – we have to pull in the market
    Social media removes any control we (falsely) thought we had
  • Digital Marketing Pyramid
    Your Team
    Social Media
    Website
    Clients/Market
  • Your Website
    Brochure
    Experience, Specialisations, Industries & People
    Content
    Demonstrate expertise with blog posts, articles, publications, presentations & videos
    Conversion
    Accessible contact details, enquiry formsand making sure you’re measuring it!
  • Website Success: Content
    Brochure = Good, Thought Leader = Great!!
    Make it an easy, routine & KPI activity
    A few tips on doing it well
    Keep it bite-sized – especially for legal stuff!
    Make it easy to share – Facebook ‘Like’ links
    Show expertise, but leave them wanting more!
    Be honest and human – trust is critical
  • Social Marketing
    Consumer Clients - Facebook
    Pages
    Groups
    Events
    Commercial Clients – LinkedIn
    Groups
    Recommendations
  • Social Marketing Success: Engagement
    To engage, you need to join the conversation
    A few tips on doing it well:
    Encourage & reply to comments on your content
    Use Facebook Pages to promote your content
    Monitor Twitter for keywords & send helpful replies with links back to content on your site
    Send targeted email dispatches & encourage replies, questions & comments
  • Hints, Tips & Useful Stuff
    6 Useful Tips
  • Tip #1 – Secure your Twitter username
  • Tip #2 – Facebook Privacy & Lists
    Checkyourprivacysettings
  • Tip #3 – Use & Fear the
    An online archive of websites over time http://web.archive.org
    Example:
    Remember: once something is posted, it never dies. Google Cache can also be useful/feared
  • Tip #4 Google Docs for Collaboration
  • Tip #5 Google Places – Local Search
  • Tip #6 Look into Facebook Advertising
    Simple & effective display advertising
    Target based on demographics:
    Geography
    Age
    Relationship Status
    Interests
    Very cost effective, but with pitfalls
  • Conclusions
    The market is online
    It is now an ecosystem
    You need a digital strategy, not just a website
    Your Team
    Social Media
    Website
    Clients/Market