Marketing in a digital world – Conscious Solutions seminar reviewPosted on: December 2, 2014
I went along to the final session in the 2014 roadshow (which was held in London) to see what Conscious Solutions had identified as the top priorities for professional services marketing in a digital world. I joined the marketers’ stream which was really informative but also heard positive feedback from the lawyers and accountants who had been in the fee-earner stream.
David Gilroy, who like his team wore bright orange shirts and Converse trainers, kicked the day off. He was joined by Dan Fallon of Search Star.
Following other digital marketing talks (see, for example, http://kimtasso.com/property-marketing-digital-non-digital-land-securities/ and http://kimtasso.com/current-and-future-trends-in-web-technology/ the presentations focused on Social, Mobile and Local (SoMoLo) and video. Here are some of the highlights:
What makes a great mobile legal web site?
- Use responsive design so that the web site automatically fits all mobile screens
- Place call to actions in the centre
- Ensure that there is a search box at the top right hand side
- Keep menus short
- Design efficient forms
- Provide real time validation
- Enable autocomplete
- Provide visual calendars
- Optimise the entire site
Update on Search engine optimisation (SEO)
- 32% of all searches are done on mobile
- There were interesting statistics relating to Google searches
- 94% of searchers click on the organic results vs. 6% on the PPC ads
- 65% of “high commercial intent” searches click on PPC ads vs. 35% for organic results
- 64.6% of commercial search goes PPC
- Searching for phrases with quotes (words in order) and square brackets (exact match)
- Google applies penalty scores for site which are slow or provide a poor experience
- Reviews on Google places (obtain six reviews to receive a star rating) and links to third party referrals are increasingly important
Using Pay Per Click (PPC) advertising
- £10-£20 per click for clinical negligence – if 5% turn into an enquiry and 1 in 3 convert to clients the cost is around £600-£800 a case. Reports that Irwin Mitchell are estimated to be spending upwards of £1m per month.
- 64% of commercial searches use PPC and generally B2B traffic is cheaper
- Google is forcing price comparisons – and there is a cost involved
- Good adverts can include locations, client quotes, reference site links (e.g. Chambers and Legal 500) and reviews and use ad extensions
- National Accident Helpline (NAH) obtains reviews immediately after call centre contact
- Whilst Google get 85% of traffic, it’s cheaper to generate leads from Yahoo and Bing
- Use the spreadsheet template to manage the 25 characters for the title and 35 characters for the next three lines of an advert
- This is where adverts are used to follow up on a user’s previous searches
- Ads can be selected on the basis of a page view without a visit to a booking or order page
- Banners can be purchased at around £1 oer 1,000 impressions.
- Various suppliers including: Hubspot (£500-£100K pcm), Marketo, Eloqua, InfusionSoft (from £199 pcm) and Mailchimp
- 50-60% clients use emailing – most are dull newsletters though
- Audiences should be segmented and you should use a different tone of voice required for business partners, clients and prospects
- Lead Forensics (from £300 pcm) is popular
- /www.canddi.com/about/ allows IP address connection when email recipients click a link – which then pulls all their previous activity into a database. It also emails you if someone visits your web site so visits can be assigned and categorised. This caused the most interest amongst the delegates so I suspect we will see a significant increase in use amongst law firms (from £99 pcm)
- There is value in using the post for an initial letter with a guided conversation phone call follow up call 24 hours later
- www.crazyegg.com for a heat map of how people use your site
- Content laddering using different platforms
Building relationships in a digital world
- Interesting case study of a firm who uses telephone calls for elderly clients
- Seth Godin “Connection Economy” – who knows, likes and trusts you?
- Depending on level of engagement and targeting, select strategies to connect, broadcast, converse and share
- Encourage people with large audiences to share your material
- Rule of 10 – three promotional items with seven connecting activities
- Doughnut model of content sharing – sugar (free), dough (need to register) and jam (payment)
- Use embedded mentions to get on people’s radar and show you are promoting their interests
- Avoid using “do not reply” email addresses
- Like and follow (and share) your clients’ social media accounts
- Use www.mention.net to monitor online mentions about your organisation and brand
- Consider offering Live Chat and Online Chat options but make sure that you have the staff available to conduct the discussions in an appropriate way
Web trends for 2015
- Big text on big images
- Wide screen images
- Vertical navigation
- Long home page scrolling
There was also a session on client feedback and I have previously covered material on the Net Promoter Score (NPS) (e.g. http://kimtasso.com/cross-selling-dream-verses-reality/) and written about the Acritas online client satisfaction monitoring for Professional Marketing magazine (e.g. http://www.pmforum.co.uk/magazine/view_article.aspx?id=3891)
For £97 + VAT the day was extremely good value for money and both newbies and experts appeared to come away with something of value.
Further details here: http://www.conscious.co.uk/site/marketing_services/digitalmarketingmasterclass2014/ and the presentations are freely available
- What makes an effective blog?
- What is inbound marketing?
- Why should lawyers accountants surveyors and other professionals devote time to blogging?
- Six deadly marketing myths busted by HubSpot
- Book Review – “Share this – the social media handbook for PR professionals”
- Book Review: Valuable content marketing by Sonja Jefferson and Sharon Tanton
- Emerging Trends
- Hassle free approach to developing a new web site
- Conference review: CLT’s “Managing and marketing a profitable private client practice” 2013
- Six tips to integrate social media into B2B professional services campaigns
- Future trends – technology perspectives from Ian Pearson of Futurizon
- Marketing strategy for personal injury lawyers at MASS conference
- How do I integrate social media into my business development?
- Withers’ double win - A cracking demonstration of superb law firm marketing AND a tour de force on legal pitfalls in social media
- Property marketing case study – John Rushton at Small Back Room: Community, content and customer experience
- Property marketing case study – Will Wright at White Space: Branding and video seeding
- Property marketing case study: Adam Tinworth on the challenges of on-line communities and content management
- Property marketing case study – Kurt Özfıçıcı at Fresh01 on virtual tours, drones, Google glasses and projection mapping
- Up to speed in digital marketing and social media (session summary)
- Down with digital marketing? Leader from Professional Marketing magazine
- Digital marketing qualifications update
- Views on the new marketing standards from CIM?
- Property marketing case study – CBRE at MIPIM with bears and bulls video and social media
- Property marketing: Trends and challenging convention (Summary of EG Property Marketing summit speech)
- Property Marketing: Digital or non-digital? (Land Securities)
- Property marketing – To social media or not to social media? (Knight Frank)
- What are the essential skills for modern marketers?
- Effective social media for accountants
- Digital PR – What do you do if defamatory material about your business is published?
- What is the impact of technology on marketing?
- How do I improve my web site performance in search engines (SEO)?
- Update on digital marketing and social media in the professions (May 2015)
- Crisis management - When your web site is hacked…
- Digital marketing and social media in the legal sector update – Law Society and The Lawyer
- Book review: Understanding Digital Marketing – Marketing strategies for engaging the digital generation by Damian Ryan Third Edition (Kogan Page)
- Book Review: Understanding Digital Marketing – Marketing strategies for engaging the digital generation (Damian Ryan and Calvin Jones)
- 10 top tips for targeting – bring focus to your sales efforts
- Vuture – Marketing and relationship management automation in professional services firms
- Search Engine Optimisation – In a nutshell
- Law firm web site benchmark from Draw
- Video in the marketing mix – Legal video awards and trends for 2015
- Book Review – The Analytical Marketer – How to transform your marketing organization by Adele Sweetwood
- Search Engine Optimisation SEO – An update
- Digital PR case study – BDO accountants “Service2020: Megatrends for the decade ahead” and local government social media campaign
- Impact of technology on marketing
- Legal Marketing Technology Case Studies – Highlights from Conscious Solutions “Marketing in a digital world”
- Google and social media advertising
- Advanced social media use amongst lawyers, accountants and surveyors
- Legal Marketing Case Study – Fisher Meredith family law services and so much more
- There’s a real person behind that Persona
- LawBid - New matchmaking service for individuals and businesses seeking lawyers (outsourcing legal marketing)
- Rainmakers and Trailblazers – Business development for lawyers
Category: Accountants, Kim's Blog, Lawyers, Marketing, Relationship Management, Social Media, Statistics and trends, Web Sites
Tagged: Advertising, Client feedback, Digital Marketing, events, Innovation, Lawyers, Legal, Local, Marketing Automation, Mobile, PPC, Relationship management, Search, SEO, Social Media, Technology, Training, video