Legal marketing association - Building client trust and loyalty with engaging legal content experiences
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My slides from my presentation on the last day of the #LMA17 conference in Las Vegas. It covers my funnel for discovery, winning business, maintaining clients and growing clients using a variety of content experiences.
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Legal marketing association - Building client trust and loyalty with engaging legal content experiences
- 2. Ben Wightwick Product Director, HighQ @BenWightwick
- 3. Learning outcomes 1. Context 2. Challenges 3. Client experience 4. Digital harmonization 5. Trends
- 4. Context
- 6. Engagement 1. Who? 2. Build trust & loyalty 3. Demand for value add services 4. Competitive pressures sets high expectations 5. Consumerization of everything forces change
- 7. Content
- 8. Power of content 1. Client focused and value based 2. Must be relevant 3. Should be consistent 4. Provide competitive edge
- 9. Types of audience 1. Segmentation and persona’s 2. Pressure to reduce costs AND still win 3. Intense competition 4. Increased focus on client needs
- 10. Challenges
- 11. Shifting legal landscape 1. Globalization and mergers 2. Pressure to reduce costs 3. Intense competition 4. Increased focus on client needs 5. Disruptive technology
- 12. Age of the customer 1. Engagement is king 2. Content in context 3. Demand for value add services 4. Simplification of technology landscape 5. Consumerization of everything forces change
- 16. The funnel
- 17. Discovery 1. Create valuable content 2. Stand out from the crowd 3. Demonstrate insight and expertise 4. Different content types
- 18. Example 1
- 19. Win new business 1. Rethink delivery 2. Win effectively 3. Understand the business 4. Demonstrate solutions
- 20. Latham
- 21. Example 1
- 22. Maintain / Manage 1. Thought leadership 2. Matter management 3. Add value 4. Onboarding 5. Reporting and analytics
- 23. Example 1
- 24. Expand and grow 1. Key account programs 2. Personalized experiences 3. Dedicated services and solutions 4. Global relationships not just the lawyer
- 25. Example 1
- 28. highq.com Consistent brand • Many get it wrong • Interoperability • Simplification • Think of content creators too highq.com
- 29. highq.com “ ”Gary Vaynerchuk, @garyvee As we go more Jetson’s, the people that act like the Flintstones are going to win! Communication
- 31. Trends highq.com
- 33. highq.com Advocacy • Internal • External • Good • Bad highq.com
- 35. highq.com Firms need a technology toolkit • Promote the firm’s knowledge and expertise • Provide specialist online products and services • Facilitate internal & external collaboration • Provide lawyers with personal productivity tools • Enable knowledge sharing and best practice • Provide better client service and engagement highq.com
- 36. highq.com Learning outcomes • Challenges • The client journey • Digital harmonization • Trends highq.com
- 37. highq.com “ ”Ben Wightwick Successful content experiences increase engagement, trust and loyalty by demonstrating expertise and focusing on the audience, whatever the stage of the sales cycle they happen to be on Successful content experiences…