A short seminar plus some extra data slides: Why networking can give unequalled ROI in professionals services marketing.

1. www.words4business.com
Building Influence (and
Business) on the Web
How to Make a Return on Your Online
Spend

2. www.words4business.com
The Google Myth
1. You will invest £XXX per month
2. This will mean you are higher up
the search results
3. This will mean your site gets more
visits
4. This will mean more instructions
for your firm
5. This will increase your profits

3. www.words4business.com
Why the SEO Myth Was Blown
How many others are investing to achieve the same
result?
Even if you are on page 1, what is the click-through
probability? (What’s the alogarithm/screen
size?)
How many of those are actually interested in buying
your service?
Are these the PROFITABLE clients?
Is your SEO provider’s magic better than theirs?

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Solicitors Birmingham

5. www.words4business.com
When SEO Works
 Niche work –(eg shareholder
agreements)
 Niche Industry – Industry heroes
 Global/national –PI/Clin Neg
 Microsites

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Is There a Better Way?
 Building Influence
 Leveraging other brands
 Building on what you have
 NETWORKING

7. www.words4business.com
The Marketing Funnel
SEO
Website/Front Desk
Marketing activity
CRM work
Proselytising

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Why Influence Building Works
 Relationships - No one cares how
much you know until they know
how much you care (David
Cottle)/Trusted Adviser (Stephen
Maister)
 Brand/value leveraging
 ‘Local Hero’
 ‘Industry Hero’

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Spheres of Influence
Professional friend
Client
Industry
Local
Your sphere of influence

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Influence Building: Web Opportunities
Social networking
Content Sharing/Local Hero/Industry
Hero
Enews
Mobile News
Message Targeting
Can all be done in almost zero time

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Current No 1. E-Newsletters
HOW www.fusionexpress.co.uk
WHY
 They Work! Our clients and us
 Fast (very)
 Cheap as chips
 Easy to target messages to recipients
 Co-brandable

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Logo here

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The Future
Mobiles and Pad Devices
You don’t need an app:
get a GOOD mobile site and TARGET
it

14. www.words4business.com
Contact Details
Joe Reevy
Tel: 01392 423607
Fax: 01392 214495
joe@words4business.com
www.words4business.com
www.legalrss.co.uk
www.myinfonet.com
www.barristerss.co.uk
www.financialrss.co.uk

15. www.words4business.com
Web- Based ‘To Do’ List
Good email engine (cheap –
you don’t need an ‘expert’ to
do this for you!) get
databases ready
Mobile, video and content
sharing

16. www.words4business.com
Things that Really Work
 Inbound links and link trading – more efficient than SEO in most
cases?
 Adwords
 Placement of links and banners – must be very well targeted.
 Supporting your web presence off line - essential
 Social networking (if done properly!) (beware goodwill issues)
 Content sharing – if done properly!
 Enewsletters (GOLD DUST!) – mobile site will be the next big thing.
 LinkedIn (join the right groups – target industries, not law)
 Trade Specialisms -being the ‘Industry heroes’
 Clearly Definable Niches

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Website Basics
DOs:
 Client centred (subject matter, language style)
 Up to date
 Consistent style (enforce editing guidelines and do not
lose your voice)
 Well edited! (VERY important!)
DON’Ts:
 About you
 Out of date
 Technical (unless technically aware audience sought)
 Mish mash of styles: BUILD a HOUSE STYLE and
ENFORCE IT

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Key Metrics (http://www.google.com/analytics/)
 Pages per visit
 Average time on site
 Traffic sources: referring sites
 Visitors (network locations)
(NB only about 40-50% of data is recorded…)

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Some Statistics We’ve Observed
 Ppn of visitors to our site from Google 7.91%
 Approx % of measured visitors to our website
interested in our offering – 30%
 Ppn of these who make contact uninvited – 20%
 Ppn of ‘1st
contact web’ users converted – 8%.
 Ppn of ‘1st
contact email’ users converted – 35%
(same for paper etc ads)
 Approx conversion ratio 90:1
 Recent report – 0.015% (15 in 100,000) visitors
created by SEO on a law firm website made any
contact…)

20. www.words4business.com
Our Experience
SEO Experiment – 6 months £1,000 pcm.
 Site traffic up 120%
 Enquiries /LRSS Signups up 5%
 Qualified Business Enquiries – up 0%
 Many visits from known hacker zones
Net Effect – Perceived need for enhanced
admin security.
US Study 15 contacts per 100,000 visitors