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Engagement strategies for law firms to compete in the age of the customer

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Today’s business relationships can be initiated online using personalized thought leadership content to attract prospects to your firm, engage with your attorneys, and transport them along a buying journey to becoming a client. Your digital platform is now the tool that builds trust and relationships with your clients.

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Engagement strategies for law firms to compete in the age of the customer

  1. 1. Part of 7 Engagement Strategies for Law Firms to Compete in the Age of the Client
  2. 2. Shad Alam, Senior Consultant, Digital Solutions Shad Alam, Senior Consultant, Digital Solutions Shad is an avid digital technology enthusiast and a senior consultant at edynamic who works with marketers in professional service firms, especially law firms, helping them realize the true potential of their digital technology investments and deliver great customer experience. About your host
  3. 3. Today’s Client ○ Better informed ○ Starts the buying process ○ Has many options ○ Decides where to engage
  4. 4. Client Engagement Engages with clients consistently and with relevant information at all touch-points driven by measurable insight. Integrated technology will impact seamless engagement Socialand Community Website Email Marketing Mobile 360 Degree Client Insight Have you solved similar problems?
  5. 5. Firms need to ascend the digital marketing maturity curve to drive Client Engagement IT Led • Brochure-ware • Webmaster bottleneck DigitalClientEngagementMarketingDrivenInformational Marketing • Sprayandpray • Staticcontent • Marketing-driven • Interactive • Someintelligence • Disconnectedassets • Functionalfocus • ThoughtLeadership Driven • Personaland Contextual • Social • Multi-device Experiences • Predictive1to1 Marketing • Measurement • FocusonROI 2005-2015 2016+1995-2005 1 2 3 Legal marketing must move up the Maturity Curve
  6. 6. Digital Engagement BrandPositioning 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 DigitalEngagement RelationshipBuilding Engage with audience through Thought Leadership Marketing, nurture these relationships and enable client acquisition.
  7. 7. 1 BUYING LIFECYCLE & CONTEXTUAL EXPERIENCE 7StepApproachtoClientEngagement 5 SOCIAL ENGAGEMENT 2 CONTENT MARKETING THAT NURTURES 6 MEASURE ENGAGEMENT 3 MULTI-DEVICE EXPERIENCE 7 TECHNOLOGY THAT ENGAGES 4 SINGLE VIEW OF THE CUSTOMER
  8. 8. 1 BUYING LIFECYCLE & CONTEXTUAL EXPERIENCE 6StepApproachtoClientengagement 4 SOCIAL ENGAGEMENT 2 CONTENT MARKETING THAT NURTURES 5 MEASURE ENGAGEMENT 3 MULTI-DEVICE EXPERIENCE 6 TECHNOLOGY THAT ENGAGES 7 SINGLE VIEW OF THE CUSTOMER
  9. 9. Think like a client
  10. 10. 50% OF MARKETING SPEND IS MISALIGNED WITH CLIENT NEEDS WITHIN THEIR DECISION JOURNEY (LIFE CYCLE). McKinsey & Company Research
  11. 11. Understand the Buying Cycle Typically a few stages clients pass through from the point of need recognition to a purchase decision
  12. 12. Segment and target content to buying lifecycle 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
  13. 13. Context drives engagement Context places the experience in the control of the visitor, aligning to their expectations, leading them to the next steps The right message to the right person at the right time leads to engagement ○ 82% of prospects say content targeted to their specific industry is more valuable ○ 67% say content targeted to their job function is more valuable ○ 29% prefer content targeted to their geography *MarketingSherpa Stats Context can be gathered through the experience ○ Visitor generated (implicit digital footprint), visitor supplied or externally supplied (services like DemandBase provide industry, presence, location, revenue, etc.)
  14. 14. Utilize context to personalize communication and experience… Personalization is all about…
  15. 15. RIGHT MESSAGE RIGHT TIME RIGHT DEVICE
  16. 16. 54% OF MARKETERS WHO HAVE IMPLEMENTED WEB PERSONALIZATION GENERATED POSITIVE ROI WITHIN MONTHS OF IMPLEMENTATION Neolane Survey
  17. 17. 72% OF MARKETERS SEE THE IMPORTANCE OF ONLINE PERSONALIZATION BUT DON’T KNOW HOW TO INCORPORATE IT. eConsultancy, Realities of Online Personalization
  18. 18. Personalization—How do we Start? Personalization can be taken from any or all of the following sources of insight ○ Users' profiles and preferences: everything they’ve told you about themselves (if you already know them). ○ Clients' history with you: what they’ve done on your site, in your community, in response to your emails, etc. ○ How they found you: the search terms that delivered them, or a tagged campaign URL that they clicked on. ○ Their immediate behaviors: what they’re doing in the current session (clickstreams, site searches, etc). ○ Client life stage: are they new to your firm, have they been reviewing your attorneys’ bios, are they an existing client—perhaps a previous client?
  19. 19. Examples Location Based personalization that makes sense Client-driven practice pages—specific to location and Industry
  20. 20. 1 BUYING LIFECYCLE & CONTEXTUAL EXPERIENCE 6StepApproachtoClientengagement 4 SOCIAL ENGAGEMENT 2 CONTENT MARKETING THAT NURTURES 5 MEASURE ENGAGEMENT 3 MULTI-DEVICE EXPERIENCE 6 TECHNOLOGY THAT ENGAGES 7 SINGLE VIEW OF THE CUSTOMER
  21. 21. 50% OF LEADS ARE NOT READY TO BUY Gleanster Research
  22. 22. Importance of Nurturing 17.50% 12.50% 70% Average B2B Initial Lead Break-down Discard / disqualified Sales-ready now Longer-term opportunity / worth nurturing Marketing Sherpa B2B Benchmarking Report Moving people from consideration to commitment is the most important path of the sales process - also the most necessary
  23. 23. The Value Exchange 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
  24. 24. Thought Leadership Thought leadership marketing (TLM) can drive client Acquisition through engagement THOUGHT LEADERSHIP ASSETS WHITE PAPERS WEBINARS EVENTS BLOGS VIDEOS
  25. 25. Consulting leaders engage clients through exceptional content that is merchandized, distributed across channels, and is measured McKinsey & Company ₒ Website showcases thought leadership aimed to position the brand ₒ Website focuses on engaging clients with thought leadership Accenture ₒ Thought leadership across the site ₒ Types of content assets includes whitepapers, publications and videos Consulting Firms can be Considered as Benchmarks
  26. 26. Use different types of content Consider Social Content ○ Infographics ○ Video ○ Blogs Webinars Whitepapers
  27. 27. COPE PUSH TO AUDIENCES MOBILE SOCIAL MEDIA ONLINE NEWS SITES & DATABASES SEARCH ENGINES CLIENTS & POTENTIAL CLIENTS MEDIA OUTLETS VIDEO PORTALS BLOGGERS JOURNALISTS
  28. 28. 1 BUYING LIFECYCLE & CONTEXTUAL EXPERIENCE 6StepApproachtoClientengagement 4 SOCIAL ENGAGEMENT 2 CONTENT MARKETING THAT NURTURES 5 MEASURE ENGAGEMENT 3 MULTI-CHANNEL & MULTI-DEVICE EXPERIENCE 6 TECHNOLOGY THAT ENGAGES 7 SINGLE VIEW OF THE CUSTOMER
  29. 29. 78% OF MARKETERS INTERVIEWED BY FORRESTER BELIEVE THAT CROSS-CHANNEL MARKETING IS “IMPORTANT” OR “VERY IMPORTANT” TO THEIR BUSINESS. Forrester Report
  30. 30. 5% OF THE MARKETERS INTERVIEWED, ONLY 5 PERCENT SAID THEY WERE “VERY PREPARED” TO EXECUTE A CROSS CHANNEL STRATEGY. Forrester Report
  31. 31. The Marketer’s perspective WEB MOBILE EMAIL SOCIAL YOUR FIRM: WEB EXPERIENCE YOUR FIRM: MOBILE EXPERIENCE YOUR FIRM: EMAIL EXPERIENCE YOUR FIRM: SOCIAL EXPERIENCE Cross-channel Engagement
  32. 32. The client’s perspective YOUR FIRM: WEB EXPERIENCE YOUR FIRM: MOBILE EXPERIENCE YOUR FIRM: EMAIL EXPERIENCE YOUR FIRM: SOCIAL EXPERIENCE COMMUTING IN MEETINGS AT LUNCH AT THEIR DESK AT HOME YOUR FIRM: ONE BRAND AND CONTENT EXPERIENCE Device: TabletDevice: DesktopDevice: PhoneDevice: TabletDevice: Tablet Channel: WebChannel: EmailChannel: TwitterChannel: WebChannel: Email
  33. 33. Client expectations are the Benchmark Your Clients have two benchmarks ○ Experiencing their own brand ○ Experiencing the brand of other service providers Their expectations become your benchmark for an experience Which online channels does your organization use as part of its Marketing efforts?
  34. 34. Responsive design ○ One website: Not a separate mobile and desktop site ○ HTML5 & CSS3: New technologies to create sites that respond to screen sizes and orientation ○ Easy to maintain and update ○ Future proofing: Do you know what is next? Getting to a Mobile Strategy
  35. 35. Challenges that marketers face ○ Being available to your clients where they are ○ Being available on devices your clients use ○ Getting visibility across all channels ○ Outdated technologies Addressing the challenges ○ Use the channels your clients prefer—web, email, social and communities ○ Engage them on devices they prefer—desktop, tablets, smartphones ○ Listen to them across all channels—plan for cross- channel analytics—see engagement behavior holistically by client, rather than by channel Delivering Cross Channel Experiences
  36. 36. 1 BUYING LIFECYCLE & CONTEXTUAL EXPERIENCE 7StepApproachtoClientengagement 4 SOCIAL ENGAGEMENT 2 CONTENT MARKETING THAT NURTURES 5 MEASURE ENGAGEMENT 3 MULTI-DEVICE EXPERIENCE 6 TECHNOLOGY THAT ENGAGES 7 SINGLE VIEW OF THE CUSTOMER
  37. 37. Source: A study by Martindale-Hubbell Use of Social Channels by law firms
  38. 38. It starts with LISTENING 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? Adding the client’s voice to your social content
  39. 39. To start a conversation with a professional contact on social media, follow these steps: ○ Say hello ○ Respond to someone ○ Ask questions The only way to leverage these relationships is through conversation Moving from ‘broadcast’to ‘conversation’
  40. 40. LinkedIn
  41. 41. Twitter
  42. 42. Facebook
  43. 43. 1 BUYING LIFECYCLE & CONTEXTUAL EXPERIENCE 7StepApproachtoClientengagement 4 SOCIAL ENGAGEMENT 2 CONTENT MARKETING THAT NURTURES 5 MEASURE ENGAGEMENT 3 MULTI-DEVICE EXPERIENCE 6 TECHNOLOGY THAT ENGAGES 7 SINGLE VIEW OF THE CUSTOMER
  44. 44. Is getting more hits on your website a sign of engagement? Does it tell you anything? How do you measure client engagement?
  45. 45. Measure how digital is helping clients engage more with the firm and creating new opportunities for them
  46. 46. Identify what moves the needle ○ Time spent on site ○ Frequency of visits ○ Core user actions ○ Engagement with critical content Start here…
  47. 47. Identify hot and cold leads and those in between COLD HOT TOO LATE Beyond web analytics.. measuring engagement is what really matters
  48. 48. 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. Define your lead scoring model to measure engagement
  49. 49. Empower your business development team and attorneys with measurable Finally… but most important
  50. 50. 1 BUYING LIFECYCLE & CONTEXTUAL EXPERIENCE 7StepApproachtoClientengagement 4 SOCIAL ENGAGEMENT 2 CONTENT MARKETING THAT NURTURES 5 MEASURE ENGAGEMENT 3 MULTI-DEVICE EXPERIENCE 6 TECHNOLOGY THAT ENGAGES 7 SINGLE VIEW OF THE CUSTOMER
  51. 51. What is the best thing technology can do for marketers? Technology needs to get out of the way! Technology needs to be unobtrusive and give the power to marketers to accomplish their objectives.
  52. 52. Significant issues that prevent marketers to succeed Challenges with Digital Technology
  53. 53. Digital marketing technology is exploding; too many options to chose from. Digital technology is confusing the world of marketing
  54. 54. Must haves ○ CMS ○ Analytics ○ Onsite Search While there are many options there are a few technologies that law firms should consider ○ Email automation ○ CRM ○ And now, social tools Digital marketing technology in Law firm
  55. 55. Technology platforms + Integration + Engagement strategy = 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 Increasing engagement with your audience
  56. 56. 1 BUYING LIFECYCLE & CONTEXTUAL EXPERIENCE 7StepApproachtoClientengagement 4 SOCIAL ENGAGEMENT 2 CONTENT MARKETING THAT NURTURES 5 MEASURE ENGAGEMENT 3 MULTI-DEVICE EXPERIENCE 6 TECHNOLOGY THAT ENGAGES 7 SINGLE VIEW OF THE CUSTOMER
  57. 57. 90 % OF THE CUSTOMERS SAY, SVC IS ESSENTIAL TO CROSS CHANNEL SUCCESS Signal Report
  58. 58. Create a Customer Experience Platform that integrates with data Orchestrate individual experiences across every channel CMS Marketing Automation Analytics Actionable Customer Profile Insight Optimize Identify ideal customer attributes, behaviors and preferences Analyze performance and tie back to revenue goals Optimize cross channel experiences with data and insight CRM External Data Internal Data
  59. 59. 1 BUYING LIFECYCLE & CONTEXTUAL EXPERIENCE 7StepApproachtoClientEngagement 5 SOCIAL ENGAGEMENT 2 CONTENT MARKETING THAT NURTURES 6 MEASURE ENGAGEMENT 3 MULTI-DEVICE EXPERIENCE 7 TECHNOLOGY THAT ENGAGES 4 SINGLE VIEW OF THE CUSTOMER
  60. 60. www.edynamic.net twitter.com/edynamic contact@edynamic.net youtube.com/1999dynamic 1-877-339-6264 facebook.com/edynamic.net Connect with us

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