2. Agenda 10:00 Registration/Introductions/Agenda 10:30 Websites for success 11.30 Coffee 11:45 Understanding your Landscape 12:45 Marketing your practice 1:15 Lunch 2:00 Marketing your practice continued 3:00 Search marketing & social media 3.45 Recap 4.00 Close
5. PracticeWEB methodology (Best Practice) Website has to be aligned to the objectives of your business… Focus - Location - Services - Sectors - People / Staff / Personality - Clients - Design / Marketing Signposting – the content and functionality that will help achieve the objectives of the business / website
6. PracticeWEB methodology (Best Practice) Propositions This page is where you’re website sells your service. To increase likely hood of contact keep visitor on-site and interested through relevant content at the right time Triangle Usability Theory Landscape now includes a content recommendation engine as standard
8. Best practice content …and what’s it for? - Business News - Guides and Calculators Designed to be a resource for both clients and staff and to demonstrate the depth and breadth of expertise and client service. Used intelligently it can lead or support your marketing and / or communication efforts.
9. Best practice content cont… News - Updated daily - Written by our in-house professional journalists - Forms the basis of the weekly business update sent to all subscribers Newswires - Weekly or monthly, different design and content - Sent on Thursday, best day for recipients to read - Landscape software allows you to track opens and click-throughs
10. Best practice content cont… Guides and Calculators - Updated throughout the year by our industry experts such as Mark Lloydbottom and Rebecca Bennyworth - 3 core sections - Business - Personal - Tax - 15% “rear facing” or compliance based - 85% forward facing, designed to educate and inform and setup robust sales proposition
11. Budget report A key time of year to be proactive with your message out to clients and prospects - Written by a special team who start as soon as the Chancellor sits - Live Twitter resource during the speech - First draft of the report is usually live that afternoon, with refinements happening over the next few days - Budget email sent that evening to all subscribers, to be in their Inbox by the morning
12. Financial planning guide - An area of the content which explicitly tells visitors what your firm can do for them - Great content that can be used to generate interest in your advisory services - Guides include: - Tax planning - Exit planning - Business planning - Wealth planning - Retirement planning
13. How to use the content E-Marketing - Create an email using part of the content with a link back to the full guide - Send to all clients and / or prospects or use the “user sets” function to create a targeted group - Use the Mailshot Analytics to track opens and click-throughs - Follow the activity up by phone using internal staff or an external agency
14. How to use the content cont… Social Media - Create a summary of an area in your own words or copy and paste ours - Create a post on your blog, forum, Facebook or linkedIn page - Ensure you include a link back to the original article or guide - Create a Tweet and send to followers, include a link shortened using Tiny URL (or other)
15. How to use the content cont… Printed - Copy into a branded Word or PDF template - Distribute to clients and prospects - Use as part of a new client welcome pack - Take to events as a piece of take-home collateral Press Release - Summarise the guide to the main points and how your firm is expertly positioned to help in this area - Distribute to newspapers, trade publications and online PR websites