Conscious presentation at Law Firm Services Seminar - April 2013

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5 Top Online Marketing Ideas you can "Do" by 5pm Tomorrow+ 5 Ideas on how to Build Digital Relationships A presentation delivered by David Gilroy from Conscious Solutions at the Law Firm Services Seminar held in Brighouse, Leeds on 24-Apr-2013.

Business

5 Top Online Marketing Ideas you
can "Do" by 5pm Tomorrow
+
5 Ideas on how to Build Digital
Relationships
David Gilroy
Director of Stuff & Things

Win a free* social media session
or one day conference place
• What’s the average spend marketing as a
proportion of revenue of the average law
firm?
* Expenses only

Keep in touch!
1. Make a start on an email newsletter

Audiences
Clients
Prospects
Accountants,
IFA, Bankers

Subject lines & personalisation
• Law Updates - Andersons Solicitors Business
Newsletter – July 2012
• A year in the life: expansion, cake and zombies!
• I’m just going to come out and say it!
• Weekly News
• Could You Survive Without a Job?
• Ten Tips for Nurturing your Way to Increased
Sales
Dear Client,
Dear A,
Dear A. Smith (Dec’d),
Dear ,
Dear Mr David & Ms Jane Gilroy & Collas

3. Improve inbound lead handling
Courtesy of http://www.andybounds.com

Wow! That’s a lot of
money, we better make
sure we get this right for
you.

• Current news
• Blogging
• Google likes to see big sites
get bigger slowly
• Context to your audience
4. Improve your content marketing

Social Media Engagement Model
Unengaged Highly
Engaged
Un Targeted
Highly
Targeted
CONNECT
BROADCAST
CONVERSE
SHARING

If you were a
lawyer, would
you download
this?

Do NOT reply! What, don’t you
want a conversation with me?

Friday 12-Apr! The day after the
night before!

But I
expect you
to know
who I am!
I really do

I do NOT want to talk to
you! Get out of my face

I expect “customer service” in
different ways now!

The answer to the question
of revenue spent on marketing (salaries
excepted)

http://www.conscious.co.uk/presentations

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Conscious presentation at Law Firm Services Seminar - April 2013

1. 5 Top Online Marketing Ideas you can "Do" by 5pm Tomorrow + 5 Ideas on how to Build Digital Relationships David Gilroy Director of Stuff & Things

2. Win a free* social media session or one day conference place • What’s the average spend marketing as a proportion of revenue of the average law firm? * Expenses only

3. Keep in touch! 1. Make a start on an email newsletter

4. Audiences Clients Prospects Accountants, IFA, Bankers

5. Subject lines & personalisation • Law Updates - Andersons Solicitors Business Newsletter – July 2012 • A year in the life: expansion, cake and zombies! • I’m just going to come out and say it! • Weekly News • Could You Survive Without a Job? • Ten Tips for Nurturing your Way to Increased Sales Dear Client, Dear A, Dear A. Smith (Dec’d), Dear , Dear Mr David & Ms Jane Gilroy & Collas

6. 2. Make a video

8. 3. Improve inbound lead handling Courtesy of http://www.andybounds.com

9. Wow! That’s a lot of money, we better make sure we get this right for you.

10. You don’t do this…. ……do you?

11. • Current news • Blogging • Google likes to see big sites get bigger slowly • Context to your audience 4. Improve your content marketing

12. 4. Do more social media

13. Social Media Engagement Model Unengaged Highly Engaged Un Targeted Highly Targeted CONNECT BROADCAST CONVERSE SHARING

14. If you were a lawyer, would you download this?

15. Building Digital Relationships

16. Do NOT reply! What, don’t you want a conversation with me?

17. Friday 12-Apr! The day after the night before!

18. Why don’t you know who I am?

19. But I expect you to know who I am! I really do

20. I do NOT want to talk to you! Get out of my face

21. I expect “customer service” in different ways now!

22. The answer to the question of revenue spent on marketing (salaries excepted)

23. http://www.conscious.co.uk/presentations

Notes de l'éditeur

Ideally you need to segment your audience. We think the three categories above are a good start. Larger firms might segment their customers into smaller groups based on the areas of law they practice.
Two step direct mail program, letter -> call -> demo -> meeting -> sale £6,000 invested (not salaries in 2010) gives me a year end pipeline of £119,340

Conscious presentation at Law Firm Services Seminar - April 2013

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Conscious presentation at Law Firm Services Seminar - April 2013

Notes de l'éditeur