Learn how law firms can increase client acquisition by engaging with clients through digital marketing in a more meaningful manner.

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eDynamic, Friday, March 21, 2014
1
DIGITALCLIENT
ENGAGEMENTIN
LAWFIRMS

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eDynamic, Friday, March 21, 2014
• TheNewClientandClientEngagement
• TheHALOEffecttoClientEngagement
• RoadmaptoClientEngagement
Agenda

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eDynamic, Friday, March 21, 2014
We are in
The Age of the Customer

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eDynamic, Friday, March 21, 2014
TheNewClient
- Betterinformed
- Startsthebuyingprocess
- Hasmanyoptions
- Decideswheretoengage

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eDynamic, Friday, March 21, 2014
Highlycompetitivespace,itis
difficulttodistinguishservices
andexpertise….
Howdoweengagewiththenew
client?

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eDynamic, Friday, March 21, 2014
Firmsneedtochangehowtheyconnectwith
clients,infact,theydon’thaveachoice

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eDynamic, Friday, March 21, 2014
TheHalo
Effect

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eDynamic, Friday, March 21, 2014
ClientEngagement
Engageswithclientsconsistentlyandwithrelevantinformationatalltouch-pointsdrivenbymeasurable
insight.Integratedtechnologywillimpactseamlessengagement
Social and
Community
Website Email
Mobile
Have you solved
similar problems?
Social and
Community
Website
Email
Marketing
Mobile
360 Degree
Client Insight

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eDynamic, Friday, March 21, 2014
LegalmarketingmustmoveuptheMaturityCurve
FirmsneedtoascendthedigitalmarketingmaturitycurvetodriveClient
Engagement
1995-2005
ITLed
• Brochure-ware
• Webmaster
bottleneck
DigitalClientEngagementMarketingDrivenInformational
Marketing
• Sprayandpray
• Staticcontent
• Marketing-driven
• Interactive
• Someintelligence
• Disconnected
assets
• Functionalfocus
2005-2011 2013+
• Thought
LeadershipDriven
• Personaland
Contextual
• Social
• Multi-device
Experiences
• Predictive1to1
Marketing
• Measurement
• FocusonROI
1
2
3

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eDynamic, Friday, March 21, 2014
DigitalEngagement
Brand
Positioning
Differentiate and
position clients in a
more meaningful
manner
Relevancy
Adapt to the
information needs of
our audiences; align
content with how they
want to receive it and
where they want to
receive it
Relationship
Building
Engage with audience
through Thought
Leadership Marketing,
nurture these
relationships and
enable client
acquisition.
Digital Engagement

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6 STEP APPROACH TO CLIENT ENGAGEMENT
1
BUYING LIFECYCLE &
CONTEXTUAL EXPERIENCE
2
CONTENT MARKETING
THAT NURTURES
3
MULTI-DEVICE
EXPERIENCE
4
SOCIAL
ENGAGEMENT
5
MEASURE
ENGAGEMENT
6
TECHNOLOGY THAT
ENGAGES

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eDynamic, Friday, March 21, 2014
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6 STEP APPROACH TO CLIENT ENGAGEMENT
1
BUYING LIFECYCLE &
CONTEXTUAL EXPERIENCE
2
CONTENT MARKETING
THAT NURTURES
3
MULTI-DEVICE
EXPERIENCE
4 SOCIAL ENGAGEMENT
5
MEASURE
ENGAGEMENT
6
TECHNOLOGY THAT
ENGAGES

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eDynamic, Friday, March 21, 2014
13
Thinklikeaclient

14. 50%
50 PERCENT OF MARKETING
SPEND IS MISALIGNED WITH
CLIENT NEEDS WITHIN THEIR
DECISION JOURNEY (LIFE CYCLE).
McKinsey & Company, April 2013

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eDynamic, Friday, March 21, 2014
Understandingyourclient’sjourney
It’snotenoughtoidentifythedecisionmakersinan
organization.Formarketingandbusiness
developmentactivitiestobeeffective,companies
needtofocusonthosepointsinthedecisionjourney
wheretheycanbemostsuccessfulininfluencing
thosedecisionmakers.
McKinsey&Company,2013
Focusingyoureffortsonwhatmatters

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eDynamic, Friday, March 21, 2014
Typicallyafewstagesclientspassthroughfromthe
pointofneedrecognitiontoapurchasedecision
UnderstandyourBuyingCycle
Sample buying process by
Bloom Group

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eDynamic, Friday, March 21, 2014
Segmentandtargetcontenttobuyinglifecycle
Identify content that address customer expectations. Consider
buying cycle, segmentation, pain points and motivators
Understand your
Buying Cycle
Segment your
audience
Map the
Messages
Implement the
Platforms

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eDynamic, Friday, March 21, 2014
Therightmessagetotheright
personattherighttimeleadsto
engagement
 82%ofprospectssaycontenttargeted
totheirspecificindustryismorevaluable
 67%saycontenttargetedtotheirjob
functionis morevaluable
 29%prefercontenttargetedtotheir
geography
*MarketingSherpa2012
Contextcanbegatheredthrough
theexperience
 Visitorgenerated(implicitdigital
footprint),visitorsuppliedorexternally
supplied(serviceslikeDemandBase
provideindustry,presence,location,
revenue,etc.)
Contextdrivesengagement
Contextplacestheexperienceinthecontrolofthevisitor,
aligningtotheirexpectations,leadingthemtothenextsteps

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eDynamic, Friday, March 21, 2014
Utilizecontexttopersonalize
communicationand
experience…
Personalizationisallabout…

20. RIGHTMESSAGE
RIGHTTIME
RIGHTDEVICE

21. 54%
54% OF MARKETERS WHO HAVE
IMPLEMENTED WEB
PERSONALIZATION GENERATED
POSITIVE ROI WITHIN MONTHS OF
IMPLEMENTATION
Neolane Survey, 2013

22. 72%
72% OF MARKETERS SEE THE
IMPORTANCE OF ONLINE
PERSONALIZATION BUT DON’T
KNOW HOW TO INCORPORATE IT.
eConsultancy, Realities of Online Personalization, 2013

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eDynamic, Friday, March 21, 2014
Personalizationcanbetaken
fromanyorallofthefollowing
sourcesofinsight
 Users'profilesandpreferences:
everythingthey’vetoldyouabout
themselves(ifyoualreadyknow
them).
 Clients'historywithyou: what
they’vedoneonyoursite,inyour
community,inresponsetoyour
emails,etc.
 Howtheyfoundyou: thesearch
termsthatdeliveredthem,ora
taggedcampaignURLthatthey
clickedon.
 Theirimmediatebehaviors:what
they’redoinginthecurrentsession
(clickstreams,sitesearches,etc).
 Clientlifestage:aretheynewtoyour
firm,havetheybeenreviewingyour
attorneys’bios,aretheyanexisting
client—perhapsapreviousclient?
Personalization—HowdoweStart?

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eDynamic, Friday, March 21, 2014
Examples
Client-drivenpractice
pages—specifictolocation
andIndustry
LocationBased
personalizationthatmakes
sense

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eDynamic, Friday, March 21, 2014
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6 STEP APPROACH TO CLIENT ENGAGEMENT
1
BUYING LIFECYCLE &
CONTEXTUAL EXPERIENCE
2
CONTENT MARKETING
THAT NURTURES
3
MULTI-DEVICE
EXPERIENCE
4 SOCIAL ENGAGEMENT
5
MEASURE
ENGAGEMENT
6
TECHNOLOGY THAT
ENGAGES

26. 50%
50% OF LEADS ARE NOT READY TO
BUY
Gleanster Research

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eDynamic, Friday, March 21, 2014
ImportanceofNurturing
17.50%
12.50%
70%
Average B2B Initial Lead Break-down
Discard / disqualified
Sales-ready now
Longer-term opportunity /
worth nurturing
Movingpeoplefromconsiderationtocommitmentisthemostimportantpathofthe
salesprocess—alsothemostnecessary
Marketing Sherpa B2B Benchmarking Report

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eDynamic, Friday, March 21, 2014
TheValueExchange
LAW FIRM
Content
CLIENT
Personal info
Jane Smith
jane.smith@xyz.com
555-555-5555
Inside Council,
XYZ Corp.
The firm continuously delivers
relevant content & establishes
its worth to the audience
The audience trusts the firm
enough to identify themselves &
grant permission for engagement

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eDynamic, Friday, March 21, 2014
ThoughtLeadership
Thoughtleadershipmarketing(TLM)candriveclientAcquisition
throughengagement
THOUGHT
LEADERSHIP ASSETS
WHITE
PAPERS
WEBINARS EVENTS BLOGS VIDEOS

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eDynamic, Friday, March 21, 2014
McKinsey&Company
 Websiteshowcases thought
leadershipaimedtopositionthe
brand
 Websitefocusesonengagingclients
withthoughtleadership
Accenture
 Thoughtleadershipacrossthesite
 Typesof contentassetsincludes
whitepapers,publicationsandvideos
ConsultingFirmscanbeConsideredasBenchmarks
Consultingleadersengageclientsthroughexceptionalcontentthatismerchandized,
distributedacrosschannels,andismeasured

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eDynamic, Friday, March 21, 2014
ConsiderSocialContent
 Infographics
 Video
 Blogs
Webinars
Whitepapers
Usedifferenttypesofcontent

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eDynamic, Friday, March 21, 2014
ContentSyndication
PUSH TO
AUDIENCES
MOBILE
SOCIAL MEDIA
ONLINE NEWS SITES
& DATABASES
SEARCH
ENGINES
CLIENTS &
POTENTIAL CLIENTS
MEDIA
OUTLETS
VIDEO
PORTALS
BLOGGERS
JOURNALISTS

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eDynamic, Friday, March 21, 2014
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6 STEP APPROACH TO CLIENT ENGAGEMENT
1
BUYING LIFECYCLE &
CONTEXTUAL EXPERIENCE
2
CONTENT MARKETING
THAT NURTURES
3
MULTI-DEVICE
EXPERIENCE
4 SOCIAL ENGAGEMENT
5
MEASURE
ENGAGEMENT
6
TECHNOLOGY THAT
ENGAGES

34. 78%
78 PERCENT OF MARKETERS
INTERVIEWED BY FORRESTER
BELIEVE THAT CROSS-CHANNEL
MARKETING IS “IMPORTANT” OR
“VERY IMPORTANT” TO THEIR
BUSINESS.
Forrester, 2012

35. 5%
OF THE MARKETERS
INTERVIEWED, ONLY 5 PERCENT
SAID THEY WERE “VERY
PREPARED” TO EXECUTE A CROSS
CHANNEL STRATEGY.
Forrester, 2012

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eDynamic, Friday, March 21, 2014
TheMarketer’sperspective
WEB MOBILE EMAIL SOCIAL
Cross-channel Engagement
YOUR FIRM: WEB
EXPERIENCE
YOUR FIRM:
MOBILE
EXPERIENCE
YOUR FIRM:
EMAIL
EXPERIENCE
YOUR FIRM:
SOCIAL
EXPERIENCE

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eDynamic, Friday, March 21, 2014
Theclient’sperspective
YOUR FIRM: ONE BRAND AND CONTENT EXPERIENCE
COMMUTING IN MEETINGS AT LUNCH AT THEIR DESK AT HOME
Device: TabletDevice: DesktopDevice: PhoneDevice: TabletDevice: Tablet
Channel: WebChannel: EmailChannel: TwitterChannel: WebChannel: Email

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eDynamic, Friday, March 21, 2014
YourClientshavetwo
benchmarks
 Experiencingtheirownbrand
 Experiencingthebrandofother
serviceproviders
Theirexpectationsbecome
yourbenchmarkforan
experience
Which online channels
does your organization
use as part of its
Marketing efforts?
ClientexpectationsaretheBenchmark

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eDynamic, Friday, March 21, 2014
Responsivedesign
 Onewebsite:Notaseparatemobile
anddesktopsite
 HTML5&CSS3:Newtechnologies
tocreatesitesthatrespondtoscreen
sizesandorientation
 Easytomaintainandupdate
 Futureproofing:Doyouknowwhatis
next?
GettingtoaMobileStrategy

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eDynamic, Friday, March 21, 2014
Challengesthatmarketers
face
 Beingavailabletoyourclientswhere
theyare
 Beingavailableondevicesyour
clientsuse
 Gettingvisibilityacrossallchannels
 Outdatedtechnologies
Addressingthechallenges
 Usethechannelsyourclients
prefer—web,email,socialand
communities
 Engagethemondevicesthey
prefer—desktop,tablets,
smartphones
 Listentothemacrossallchannels—
planforcross-channelanalytics—see
engagementbehaviorholisticallyby
client,ratherthanbychannel
DeliveringCrossChannelExperiences

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eDynamic, Friday, March 21, 2014
Considerations
 Whichchannelsaremosteffectiveat
initiallybringingyourbestclientsto
yourfirm?
 Whichonesarestrongestat
deliveringaconversion?
 Whichchannelsorplatformsare
customersusingconjointly?
 Whatpathdidclientstaketo
conversion,andwhendideachof
thoseinteractionsoccur?
AccordingtoForrester,57
percentofmarketers
measureeachoftheir
channels,butonly28percent
measuretheinfluenceofone
interactivechannelon
another.
TakeAways

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eDynamic, Friday, March 21, 2014
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6 STEP APPROACH TO CLIENT ENGAGEMENT
1
BUYING LIFECYCLE &
CONTEXTUAL EXPERIENCE
2
CONTENT MARKETING
THAT NURTURES
3
MULTI-DEVICE
EXPERIENCE
4 SOCIAL ENGAGEMENT
5
MEASURE
ENGAGEMENT
6
TECHNOLOGY THAT
ENGAGES

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eDynamic, Friday, March 21, 2014
UseofSocialChannelsbylawfirms
Source: A study by Martindale-Hubbell

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eDynamic, Friday, March 21, 2014
Addingtheclient’svoicetoyoursocialcontent
ItstartswithLISTENING
Social Media
Channels
• Twitter hashtags #
• LinkedIn groups
• Relevant blogs
• Anywhere your
audience
is talking
Client
FAQs
What questions do
your partners and
associates hear
most often?
Incoming
Search Terms
What are the most
popular keywords
& phrases bringing
searchers to your
site?

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eDynamic, Friday, March 21, 2014
Movingfrom‘broadcast’to‘conversation’
Tostartaconversationwithaprofessionalcontacton
socialmedia,followthesesteps:
Sayhello.Ifyouarenotyetwithinthatperson’snetwork,startbymakinga
connection.Introduceyourself.
Respondtosomeone.Ifsomeonewritesapostaboutanexperiencethey’vehad,
sharedawhitepaperorsomeinterestingnews,makeacommentaboutit.Orre-
posttheitem,referencingthemastheauthor.
Askquestions.Ifyounoticeacommoninterestdetailedintheperson’sprofile,ask
aquestionrelatedtothatinterest.Ifsomeonepublishesareportonyourpractice
area,askthemaboutsomeofthedatapointsthatareofmostinteresttoyou.
Theonlywaytoleveragetheserelationshipsisthroughconversation

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eDynamic, Friday, March 21, 2014
LinkedIn-Example

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eDynamic, Friday, March 21, 2014
Twitter -Example

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eDynamic, Friday, March 21, 2014
Facebook-Example

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49
6 STEP APPROACH TO CLIENT ENGAGEMENT
1
BUYING LIFECYCLE &
CONTEXTUAL EXPERIENCE
2
CONTENT MARKETING
THAT NURTURES
3
MULTI-DEVICE
EXPERIENCE
4 SOCIAL ENGAGEMENT
5
MEASURE
ENGAGEMENT
6
TECHNOLOGY THAT
ENGAGES

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eDynamic, Friday, March 21, 2014
Howdoyoumeasureclientengagement?
Isgettingmorehitsonyourwebsiteasignofengagement?Doesittellyou
anything?

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eDynamic, Friday, March 21, 2014
Measurehowdigitalmarketingishelping
clientsengagemorewiththefirmand
creatingnewopportunitiesforthem
MeasuringEngagement–MovingTheNeedle

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eDynamic, Friday, March 21, 2014
Identifywhatmovestheneedle
- Timespentonsite
- Frequencyofvisits
- Coreuseractions
- Engagementwithcriticalcontent
Starthere…

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eDynamic, Friday, March 21, 2014
Beyondwebanalytics..measuringengagementiswhat
reallymatters
Identifyhotandcoldleadsandthoseinbetween
Cold Hot Too late

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eDynamic, Friday, March 21, 2014
Defineyourleadscoringmodeltomeasure
engagement
Score Description Marketing Action
A4
The right prospect but no
interest.
Priority but may need
specific “why now”
messaging.
B1
Good fit and very
interested.
Send to sales queue for
follow-up.
C1
Not the idea prospect but
very interested.
Will they ever be a good fit?
Continue to nurture.
D4 Wrong Fit. No interest.
Fulfill request and segment
out.
54

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eDynamic, Friday, March 21, 2014
Finally…butmostimportant
Empoweryourbusinessdevelopmentteamandattorneyswith
measurableclient
Courtesy: Eloqua Discover for Salesforce

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eDynamic, Friday, March 21, 2014
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6 STEP APPROACH TO CLIENT ENGAGEMENT
1
BUYING LIFECYCLE &
CONTEXTUAL EXPERIENCE
2
CONTENT MARKETING
THAT NURTURES
3
MULTI-DEVICE
EXPERIENCE
4 SOCIAL ENGAGEMENT
5
MEASURE
ENGAGEMENT
6
TECHNOLOGY THAT
ENGAGES

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eDynamic, Friday, March 21, 2014
Technologyneedstogetoutoftheway!
Technologyneedstobeunobtrusiveandgivethepowerto
marketerstoaccomplishtheirobjectives
Whatisthebestthingtechnologycandofor
marketers?

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eDynamic, Friday, March 21, 2014
- Siloedtechnology
- Islandsofdata
- Legalspecifictechnology
thatmaybedated
- Inabilitytopersonalize
communication
- Inabilitytomanagethewebsite
experience
- NeedforITforsmallestchange
ChallengeswithDigitalTechnology
Significantissues thatpreventmarketerstosucceed

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eDynamic, Friday, March 21, 2014
Digitaltechnologyisconfusingtheworldof
marketing
Digitalmarketingtechnologyisexploding;toomanyoptionstochose
from.

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eDynamic, Friday, March 21, 2014
- Musthaves
- CMS
- Analytics
- OnsiteSearch
- Emailautomation
- CRM
- Andnow,socialtools
DigitalmarketingtechnologyinLawfirm
Whiletherearemanyoptionsthereareafewtechnologiesthatlaw
firmsshouldconsider

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eDynamic, Friday, March 21, 2014
1. Technologyplatforms:Start withCMS,
Marketing/EmailAutomationPlatform(MAP)
andCRM
2. Integration:Sharingacommonviewofthe
leadrequiresintegrationacrossplatforms
3. Engagementstrategy:Strategyimplemented
todrivecontentpersonalizationandrelevance
o CMS, MAP and CRM Integration: Integrating
the three systems to create centralized
buyer profiles that could then be mapped to
a defined buying process.
o Measurement and Reporting: Implementing
the dashboards and measurement tools
necessary to support ongoing performance
measurement and management
Increasingengagementwithyouraudience
Technologyplatforms+Integration+Engagementstrategy=increasing
engagement
Web Page
Landing
Page
Email
CMS CRMMarketing Automation
Forms
Tracking Tags
Content
Personalization
Engine
Behavior
Data
Rules Engine
Profile
Data
Customer Profile
Link
Personalized Email
Personalized Landing Page
Personalized Web Page
Prospect

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eDynamic, Friday, March 21, 2014
Connectwithus
1-877-339-6264
www.edynamic.net
contact@edynamic.net
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facebook.com/edynamic.net