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Online Marketing for law firm alliances

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Presentación realizada por Jonathan Acosta, Business Development Director de T2O media, en el encuentro internacional de Legal Netlink Alliance. …

Presentación realizada por Jonathan Acosta, Business Development Director de T2O media, en el encuentro internacional de Legal Netlink Alliance.

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  • 1. ONLINE MARKETING for law firm alliancesThis document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 2. ONLINE MARKETING for law firm alliancesActual Situation Complex and changing social economical stage [1]This Uncertain Stage will last 3-4 years [2]Any good news? Yes! Direct response and online MKare raising [3]We must adapt to it: We go from web advertisementto direct online marketing and Social Media Age. [4] In summary: OPPORTUNITIES and threats[5] This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 3. ONLINE MARKETING for law firm alliancesCaptation Matrix / Online loyalty STRATEGIESTIMING ROI PUSH PULL PR LEAD captation SEM Twitter E-mail MarketingShort term (Search Engine Facebook Lead Marketing) qualification AFFILIATION Comparison Vertical Portals Social MediaMedium Term websites Display MK Blog Link Building Content Network SEO ORMLong Term Data Bases (Search Engine (Online Reputation Generation Optimization) Management) This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 4. ONLINE MARKETING for law firm alliancesWhat came first? The chicken or the egg? This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 5. ONLINE MARKETING for law firm alliances STOP & THINK BE PREPAREDProduct + Website + Processes + Technology (captation & measure) This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 6. ONLINE MARKETING for law firm alliancesBefore talking about MK online we must take into consideration 1) To have competitive product and services This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 7. ONLINE MARKETING for law firm alliances Before talking about MK online we must take into consideration Captation System 2) To have all sales processes ready 1 Product & Web 3 Docs delivery & signaturePush & Pull 25%Campaigns 25% Step 3 Conversion/Sale! Step 1 25% Step 2 25% Step 4 2 Call Center o Sales Team 4 Customer Tracking Step 1 => Product and Website ready Step 2 => Sales Team ready to manage leads Step 3 => We have all the customer info, but we need the signature Step 4 => We persue the customer till we have the contract This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 8. ONLINE MARKETING for law firm alliancesBefore talking about MK online we must take into consideration 3) Technology permits CPA/CPL/CPC models This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 9. ONLINE MARKETING for law firm alliancesBefore talking about MK online we must take into consideration 3) Technology permits CPA/CPL/CPC models This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 10. ONLINE MARKETING for law firm alliancesBefore talking about MK online we must take into consideration 4) Conversion or captation oriented websites This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 11. ONLINE MARKETING for law firm alliancesBefore talking about MK online we must take into consideration 4) Conversion or captation oriented websites This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 12. ONLINE MARKETING for law firm alliancesBefore talking about MK online we must take into consideration 5) Analyse the influence and importance of each media This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 13. ONLINE MARKETING for law firm alliancesGoing back to captation/loyalty strategies-Where do we continue from? Now I can get traffic (Matrix) I need to survive today to think for tomorrow Which one do we go for? Short term, medium term or long term?  Spanish saying: The fish that bites its own tail: Long term depends on shortterm We have to work on short and medium term for sure. But we can´t stop onesecond on working on long term strategy.3 actions managed on the short term to reinforce the long term strategy: Tobuild ddbb, reinforce SEO and work on your Online Reputation. This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 14. ONLINE MARKETING for law firm alliancesSEO gets 80 % of the total search trafficbut only 15 % of the budget is invested on SEO actions -(Fuente: Comscore, Diciembre 2010) This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 15. ONLINE MARKETING for law firm alliancesPyramid to reinforce our SEO How to optimize SEO? Reinforce the fundation Build from the bottom up This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 16. ONLINE MARKETING for law firm alliancesData Bases: Building a long term Active/Resource ➭ To create a data base property of the company OBJECTIVE with users that comply with its public objective characteristics An they accept to be Users accept the legal contacted terms and conditions. with advertisement by email or phoneEasy way to reach quickly and effinciently to interested users that may become potential customers. This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 17. ONLINE MARKETING for law firm alliancesDDBB: Captation and loyalty models-Types of DDBB captation:Natural captation: Through the Website or phisicallyConversion oriented micrositesCaptation + purchase incentivationCo-registration: with or without qualifying questionTypes of DDBB loyalty:Nurturing: Impact and dynamize our ddbb in order to incentivate purchaseCross Selling: Promote cross selling actions This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 18. ONLINE MARKETING for law firm alliancesTalking about DDBB: email marketing (Push)E-mailing is under exploitedPosibility of sending emails on CPM, CPC or CPA models (or even for free to our own ddbb) This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 19. ONLINE MARKETING for law firm alliancesTalking about DDBB: email marketing (Push)E-mailing is under exploitedPosibility of sending emails on CPM, CPC or CPA models (or even for free to our own ddbb) This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 20. ONLINE MARKETING for law firm alliancesBut everything can go down with a bad reputation This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 21. ONLINE MARKETING for law firm alliancesLets continue with SEM: I know how it works… Sure? Google is implementing continouos changes and new services This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 22. ONLINE MARKETING for law firm alliancesThis document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 23. ONLINE MARKETING for law firm alliancesThis document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 24. ONLINE MARKETING for law firm alliancesThis document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 25. ONLINE MARKETING for law firm alliancesWe can´t forget this short term action: Facebook Ads This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 26. ONLINE MARKETING for law firm alliancesPay atention to Facebook: PR y adsUsers spends 90 minutes a day on average (5 on Google)Think on applications, Facebook Deals, F-commerceHigh segmentation power. ViralityDevelop communication strategies not only salesWhat do you want to get here?:- FANS- Registers (easypromos)- Leads- SalesBut if you want volume you need Facebook ads This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 27. ONLINE MARKETING for law firm alliancesAnd what about twitter:Excellent comunication channel: ej. IberiaBut also a sales channel: ej. Vueling Conected with Google Display Network through «Twitter Ads»Activating right now «promoted tweets»: This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 28. ONLINE MARKETING for law firm alliances Our Blog: Pillar of our online communicationEasily managed and indexableFrom our blog we can expand to : Twitter, Facebook, Slideshare, Forum,Bookmarks, Youtube, Flickr, etcYou may say this is an ants job but this ends up generating success and brandprotectionAlways take care of your online reputation with analysis and keeping your earsopen (buzz monitoring) This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 29. ONLINE MARKETING for law firm alliancesCONCLUSIONS [1] The world is changing, and we can´t stop [2] If you want to sell: Competitive product or service + conversion oriented website (Be prepared) [3] Long term actions, executed from the short term: SEO y bbdd[4] Combine Pull & Push strategies in order to generate leads, registers,calls and sales [5] Facebook, SEM & GDN: Great oportunity to do direct online marketing[6] Generate good content, win your users and customers trustand protect your online reputation This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.
  • 30. ONLINE MARKETING for law firm alliances Jonathan Acosta, Business Developer Director Email: jonathan.acosta@t2o.es (skype) jonathan.acosta12 Web: www.t2o.esT2O media HeadquartersGral Ramírez de Madrid, 828020 Madrid,SpainTel:(+34) 915358066Mob: (+34) 606243912 SPAIN MEXICO ITALY BRAZIL This document is confidential. Copyright © 2004-2013 T2O AdMedia Services SL.

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