Digital Marketing for Lawyers

Digital Marketing for Lawyers

Geoff McQueenInternetrix

(Re)introductions

Full service digital marketing agency

StrategyCreativeTechnologyPerformance

10 years web marketing experience nationally and internationally

2007 Illawarra Business of the Year

Private Sector – SMEs to ASX listed

3 levels of Government- Federal, State & Local Govt

Agenda

Where are we now?

Digital Marketing PyramidClients/MarketWebsiteSocial MediaYour Team

Hints, Tips & Useful Stuff

Where are we at? Adoption

Today, 80% of households are onlineAlmost 90% of those are on broadband

Where are we at? Engagement

Aussie Internet users spend 17.6 hrs/wk online

This is almost 30% more time than TV! (13.4)

Where are we at? Social & Personal

More time on social networks (almost 7 hours/month for Australians)

Digital Marketing Challenges

Massive reach but with massive fragmentation

Low cost but lots of competition

We can’t push messages – we have to pull in the market

Social media removes any control we (falsely) thought we had

Digital Marketing Pyramid

Your Team

Website

Clients/Market

Social Media

Your Website

BrochureExperience, Specialisations, Industries & People

ContentDemonstrate expertise with blog posts, articles, publications, presentations & videos

ConversionAccessible contact details, enquiry formsand making sure you’re measuring it!

Website Success: Content

Brochure = Good, Thought Leader = Great!!

Make it an easy, routine & KPI activity

A few tips on doing it wellKeep it bite-sized – especially for legal stuff!Make it easy to share – Facebook ‘Like’ linksShow expertise, but leave them wanting more!Be honest and human – trust is critical

Social Marketing

Consumer Clients - FacebookPagesGroupsEvents

Commercial Clients – LinkedInGroupsRecommendations

Social Marketing Success: Engagement

To engage, you need to join the conversation

A few tips on doing it well:Encourage & reply to comments on your contentUse Facebook Pages to promote your contentMonitor Twitter for keywords & send helpful replies with links back to content on your siteSend targeted email dispatches & encourage replies, questions & comments

Hints, Tips & Useful Stuff

6 Useful Tips

Tip #1 – Secure your Twitter username

Tip #2 – Facebook Privacy & Lists

Checkyourprivacysettings

Tip #3 – Use & Fear the

An online archive of websites over time http://web.archive.org

Example:Remember: once something is posted, it never dies. Google Cache can also be useful/feared

Tip #4 Google Docs for Collaboration

Tip #5 Google Places – Local Search

Tip #6 Look into Facebook Advertising

Simple & effective display advertising

Target based on demographics:GeographyAgeRelationship StatusInterests

Very cost effective, but with pitfalls

Conclusions

Your Team

Website

Clients/Market

Social Media

The market is online

It is now an ecosystem

You need a digital strategy, not just a website