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Digital Marketing for Lawyers
 

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