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Digital Marketing for Lawyers

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Digital Marketing for Lawyers

  1. 1. Digital Marketing for Lawyers<br />Geoff McQueen<br />Internetrix<br />
  2. 2. (Re)introductions<br />Full service digital marketing agency<br />Strategy<br />Creative<br />Technology<br />Performance<br />10 years web marketing experience nationally and internationally<br />2007 Illawarra Business of the Year<br />Private Sector – SMEs to ASX listed<br />3 levels of Government- Federal, State & Local Govt<br />
  3. 3. Agenda<br />Where are we now?<br />Digital Marketing Pyramid<br />Clients/Market<br />Website<br />Social Media<br />Your Team<br />Hints, Tips & Useful Stuff<br />
  4. 4. Where are we at? Adoption<br />Today, 80% of households are online<br />Almost 90% of those are on broadband<br />
  5. 5. Where are we at?Engagement<br />Aussie Internet users spend 17.6 hrs/wk online<br />This is almost 30% more time than TV! (13.4)<br />
  6. 6. Where are we at? Social & Personal<br />More time on social networks (almost 7 hours/month for Australians)<br />
  7. 7. Digital Marketing Challenges<br />Massive reach but with massive fragmentation<br />Low cost but lots of competition<br />We can’t push messages – we have to pull in the market<br />Social media removes any control we (falsely) thought we had<br />
  8. 8. Digital Marketing Pyramid<br />Your Team<br />Social Media<br />Website<br />Clients/Market<br />
  9. 9. Your Website<br />Brochure<br />Experience, Specialisations, Industries & People<br />Content<br />Demonstrate expertise with blog posts, articles, publications, presentations & videos<br />Conversion<br />Accessible contact details, enquiry formsand making sure you’re measuring it!<br />
  10. 10. Website Success: Content<br />Brochure = Good, Thought Leader = Great!!<br />Make it an easy, routine & KPI activity<br />A few tips on doing it well<br />Keep it bite-sized – especially for legal stuff!<br />Make it easy to share – Facebook ‘Like’ links<br />Show expertise, but leave them wanting more!<br />Be honest and human – trust is critical<br />
  11. 11. Social Marketing<br />Consumer Clients - Facebook<br />Pages<br />Groups<br />Events<br />Commercial Clients – LinkedIn<br />Groups<br />Recommendations<br />
  12. 12. Social Marketing Success: Engagement<br />To engage, you need to join the conversation<br />A few tips on doing it well:<br />Encourage & reply to comments on your content<br />Use Facebook Pages to promote your content<br />Monitor Twitter for keywords & send helpful replies with links back to content on your site<br />Send targeted email dispatches & encourage replies, questions & comments<br />
  13. 13. Hints, Tips & Useful Stuff<br />6 Useful Tips<br />
  14. 14. Tip #1 – Secure your Twitter username<br />
  15. 15. Tip #2 – Facebook Privacy & Lists<br />Checkyourprivacysettings<br />
  16. 16. Tip #3 – Use & Fear the<br />An online archive of websites over time http://web.archive.org<br />Example:<br />Remember: once something is posted, it never dies. Google Cache can also be useful/feared<br />
  17. 17. Tip #4 Google Docs for Collaboration<br />
  18. 18. Tip #5 Google Places – Local Search<br />
  19. 19. Tip #6 Look into Facebook Advertising<br />Simple & effective display advertising<br />Target based on demographics:<br />Geography<br />Age<br />Relationship Status<br />Interests<br />Very cost effective, but with pitfalls<br />
  20. 20. Conclusions<br />The market is online<br />It is now an ecosystem<br />You need a digital strategy, not just a website<br />Your Team<br />Social Media<br />Website<br />Clients/Market<br />