Why Networking ((Mostly) Works Better than SEO for Professional Serrvice Firms

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

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  • The Google Myth
  • The Google Myth
  • Evereything you see on your screen is PAID FOR except for RT law who no longer feature. Indeed, only 2 of the top 10 on search 2 years ago are there now!
  • This newsletter took less than 30 seconds to create and send
  • Precise targeting of messages and clients
    Non-invasive
  • Why Networking ((Mostly) Works Better than SEO for Professional Serrvice Firms

    1. 1. www.words4business.com Building Influence (and Business) on the Web How to Make a Return on Your Online Spend
    2. 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. 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?
    4. 4. www.words4business.com Solicitors Birmingham
    5. 5. www.words4business.com When SEO Works  Niche work –(eg shareholder agreements)  Niche Industry – Industry heroes  Global/national –PI/Clin Neg  Microsites
    6. 6. www.words4business.com Is There a Better Way?  Building Influence  Leveraging other brands  Building on what you have  NETWORKING
    7. 7. www.words4business.com The Marketing Funnel SEO Website/Front Desk Marketing activity CRM work Proselytising
    8. 8. www.words4business.com 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’
    9. 9. www.words4business.com Spheres of Influence Professional friend Client Industry Local Your sphere of influence
    10. 10. www.words4business.com 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
    11. 11. www.words4business.com 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
    12. 12. www.words4business.com Logo here
    13. 13. www.words4business.com The Future Mobiles and Pad Devices You don’t need an app: get a GOOD mobile site and TARGET it
    14. 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. 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. 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
    17. 17. www.words4business.com 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
    18. 18. www.words4business.com 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…)
    19. 19. www.words4business.com 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. 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

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