Turn your Website into a Client Engagement Tool
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Learn how law firms can increase client acquisition by turning their website into a client engagement tool.
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Turn your Website into a Client Engagement Tool
- 1. A Digital Solutions Firm delivering Marketing and Technology Solutions New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi TurnyourWebsiteintoaClient EngagementTool
- 2. 1We are in The Age of the Customer
- 3. 2 The New Client - Better informed - Starts the buying process - Dynamic buying process - Has many options - Decides whereto engage
- 5. 4 Getting Attention is a challenge Informationscarcity InformationAbundance AttentionAbundance AttentionScarcity
- 6. 5 Firms find it difficult to differentiate Finding something distinct to say is the biggest challenge
- 7. 6 In a highly competitive space, it is difficult to distinguish services and expertise…. How do we engage with the new client?
- 8. 7 How we engage with clients needs to change
- 10. 9 What’s on a client’s mind Social and Community Website Email Mobile Have you solved similar problems?
- 11. 10 Client Engagement Social and Community Website Email Mobile Have you solved similar problems? Social and Community Website Email Marketing Mobile 360 Degree Client Insight
- 12. 11 Move Up the Maturity Curve Creates a Halo Effect 1995-2005 ITLed • Brochure-ware • Webmaster bottleneck DigitalClientEngagementMarketingDriven InformationalMarketing • Spray and pray • Staticcontent • Marketing- driven • Interactive • Some intelligence • Disconnected assets • Functional focus 2005 – 2011 2013+ • Thought Leadership Driven • Personaland Contextual • Social • Multi-device Experiences • Predictive1 to 1 Marketing • Measurement • Focus on ROI1 2 3
- 13. 12 Website is Key to Engagement Source: marketing Sherpa B2B benchmarking report
- 14. 13 The importance of your website cannot be overstated Website is the most important marketing asset for a B2B organization Website is the number 1 tactic used Source: B2B Marketing Benchmark Survey
- 15. 14 X Speakaboutthefirm,nottotheaudience X Noreturnvisitorsasthereisnoreasonto return X Toomuchirrelevantcontentwhichis hardtofind X Littletonothoughtleadership X Lackofpersonalization X Sitesdon’tsupportanyleadgeneration AmLaw 50 Website Audit Results Were Poor
- 16. 15 Move From Functional Capabilities to Engagement
- 17. 16 THE ROAD TO SUCCESS
- 18. 1717 ENGAGING USER EXPERIENCE CONTENT THAT ENGAGES MOBILE EXPERIENCE TECHNOLOGY MEASURE ENGAGEMENT SEARCH 6 Steps To An Engaging Experience
- 19. 1818 ENGAGING USER EXPERIENCE CONTENT THAT ENGAGES MOBILE EXPERIENCE TECHNOLOGY MEASURE ENGAGEMENT SEARCH 6 Steps To An Engaging Experience
- 21. 20 50% 50 PERCENT OF MARKETING SPEND IS MISALIGNED WITH CLIENT NEEDS WITHIN THEIR DECISION JOURNEY (LIFE CYCLE). McKinsey & Company, April 2013
- 22. 21 Understandingyourclient’sjourney It’s not enough to identify the decision makers in an organization. For marketing and business development activities to be effective, companies need to focusonthose pointsinthe decision journey where theycan bemost successful ininfluencing those decision makers. McKinsey&Company,2013 Focusing your efforts on what matters
- 23. 22 Clients pass through stages to reach a decision Understand your Buying Cycle Sample buying process by Bloom Group
- 24. 23 Userexperienceisabroadrangeof disciplineswith the objective delivering satisfying and engaging experiences Law Firm Website user experience (UX) User Experience • Branding • Usability • Information architecture • Design Engaging • Appealing • Intuitive • Surprise • Achievement
- 25. 24 SITE MAP AND NAVIGATION SITEMAP Does the order of the main menu reflect what is important to visitors? Does information hierarchy align with expectations? NAVIGATION How deep must visitors go to get to what they need? Do menus support a “first glance” overview of navigation options? Consider Responsive design and impact on navigation
- 26. 25 PAGE STRUCTURE AND TYPOGRAPHY Page Structure Istheinformation structuredinorderasis followedbypeopleseyes? Doesithavesufficient whitespacetomakethe informationstandout? Typography for readability Isthereanappropriateuse offontsize,type,colorand lineheighttoguidethe eye?
- 27. 26 56% 56% OF WEBSITE TRAFFIC GOES TO ATTORNEY BIOGRAPHIES. The Great Jakes Blog, 2010
- 28. 27 GETTING YOUR MESSAGE ACROSS MERCHANDIZING ATTORNEYS Make it personal—start with a great image that engages Make it convenient— organize information from most commonly viewed to least Make obvious—the most popular information, like contact details should be at the top
- 29. 28 LOOKING GOOD The cardboard cut- out? Formalityisopeningupto personality—letyourpeopleshine through Reflectthecultureofthefirm,while lettingthepersonbethefocus Considerstance,dress,colorand overalltone Donotsacrificeonqualityorsize— thismaybetheattorney’sfirst impression
- 30. 29 Attorney Bio
- 32. 31 72% 72% OF MARKETERS SEE THE IMPORTANCE OF ONLINE PERSONALIZATION BUT DON’T KNOW HOW TO INCORPORATE IT. eConsultancy, Realities of Online Personalization, 2013
- 33. 32 Website History Users' profiles and preferences: everythingthey’vetold youaboutthemselves Clients' history with you: whatthey’vedoneonyoursite, whatinformationdoyouhaveonyourCRM Personalization—How do we Start?
- 34. 33 Personalization and Localization Client-driven practice pages—specific to location and Industry Location Based personalization that makes sense
- 35. 3434 ENGAGING USER EXPERIENCE CONTENT THAT ENGAGES MOBILE EXPERIENCE TECHNOLOGY MEASURE ENGAGEMENT SEARCH 6 Steps To An Engaging Experience
- 36. 35 70% 50% OF LEADS ARE NOT READY TO BUY Gleanster Research
- 37. 36 Importance of Nurturing 17.50% 12.50% 70% Average B2B Initial Lead Break-down Discard / disqualified Sales-ready now Longer-term opportunity / worth nurturing Moving people from consideration to commitment is the most important path of the sales process — also the most necessary Marketing Sherpa B2B Benchmarking Report
- 38. 37 The Value Exchange LAW FIRM Content CLIENT Personal info Jane Smith jane.smith@xyz.com 555-555-5555 Inside Council, XYZ Corp. The firm continuously delivers relevant content & establishes its worth to the audience The audience trusts the firm enough to identify themselves & grant permission for engagement
- 39. 38 The Challenge with Content Producing content that engages clients is a challenge 36% of B2B marketers said their biggest challenge is “producing the kind of content that engages prospects and customers”
- 40. 39 Your website is the ideal vehicle for thought leadership marketing (TLM) to drive client Acquisition through engagement Content Fuels Experiences WEBSITE WHITE PAPERS WEBINARS EVENTS BLOGS FORUMS
- 41. 40 Best-in-Class Content: COPE (Create once, publish everywhere)
- 42. 41 Consulting Firms Should be Considered Benchmarks
- 43. 4242 ENGAGING USER EXPERIENCE CONTENT THAT ENGAGES MOBILE EXPERIENCE TECHNOLOGY MEASURE ENGAGEMENT SEARCH 6 Steps To An Engaging Experience
- 44. 43 Search is Your Welcome Mat MAKE IT OBVIOUS 1. Put it where people expect 2. Make it look like a search box MAKE IT LARGE 1. Make it large enough hold the longest attorney name or practice MAKE IT CONSISTENT 1. Same place on every page 2. Same behavior on every page
- 45. 44 Searching Flat content NEED TO FILTER A LARGE AMOUNT QUICKLY? USE FACETED SEARCH FLAT CONTENT 1. Often a large volume: Thousands (or tens of thousands) of items 2. Typically attribute rich: Filtering by attributes can narrow the search quickly 3. Generally a consistent structure: Makes it easier to show specific details in the search result
- 46. 45 Search Capabilities AUTO-SUGGEST 1. Recommend content that does exist in your website 2. Provides convenience SYNONYMS 1. Make smart substitutions AUTO-CORRECT 1. Fix misspellings on-the-fly 2. Avoid “No Results” PHRASE-BASED SEARCHES 1. Deliver relevant results around multi-word searches
- 47. 4646 ENGAGING USER EXPERIENCE CONTENT THAT ENGAGES MOBILE EXPERIENCE TECHNOLOGY MEASURE ENGAGEMENT SEARCH 6 Steps To An Engaging Experience
- 48. 47 Adopting a Mobile-first Strategy A MOBILE-FIRST STRATEGY Think about your website as MOBILE site first—start with mobile as the premise for your site WHY MOBILE-FIRST? 1. Opportunity: A growing use of tablets and smartphones 2. Constraints: Screen size, Network speed, Modes of use 3. Capabilities: Location (GPS), Visual input, Gesturing “WE REALLY NEED TO SHIFT NOW TO START THINKING ABOUT BUILDING MOBILE FIRST. THIS IS AN EVEN BIGGER SHIFT THAN THE PC REVOLUTION.” Kevin Lynch, CTO Adobe
- 51. 5050 ENGAGING USER EXPERIENCE CONTENT THAT ENGAGES MOBILE EXPERIENCE TECHNOLOGY MEASURE ENGAGEMENT SEARCH 6 Steps To An Engaging Experience
- 52. 51 Number of clicks Traffic Don’t measure things that don’t matter
- 53. 52 Identify Hot and Cold Leads and Those in Between Cold Hot
- 54. 53 Lead Scoring for Prioritization Low level of engagement (Low level of how much the lead wants to talk to us) High level of engagement (High level of differentiation driving purchase intent) High level of Profile Match (High level of how much we want to talk to the lead) The Buying Zone The only leads we should be feeding to the sales field Low level of Profile Match (Low level of how much we want to talk to lead) Determining the Buying Zone
- 55. 54 Lead Score Score Description Marketing Action A4 The right prospect but no interest. Priority but may need specific “why now” messaging. B1 Good fit and very interested. Send to sales queue for follow-up. C1 Not the idea prospect but very interested. Will they ever be a good fit? Continue to nurture. D4 Wrong Fit. No interest. Fulfill request and segment out.
- 56. 5555 ENGAGING USER EXPERIENCE CONTENT THAT ENGAGES MOBILE EXPERIENCE TECHNOLOGY MEASURE ENGAGEMENT SEARCH 6 Steps To An Engaging Experience
- 57. 56 Explosion in Digital Technology is Confusing Marketers
- 58. 57 Technology Should Deliver a Seamless Integrated Experience
- 59. 58 - Coretoyourwebsiteandthedigitalexperience - AcontemporaryCMSshouldoffer - Experiencemanagement - Contentmanagement - Personalization - Decisioning - Multi-DeviceExperiences - Extendedcapabilitiesmayinclude - Analytics - Digitalassetmanagement - Socialtools - EmailAutomation Content Management System (CMS) drives the website experience
- 60. 59 Get started with the ‘Essential Law Firm Playbook’ Email me to get a copy: rk@edynamic.net Get Started!
Notes de l'éditeur
- Let’s look at the value exchange. For a brand, content is the currency. For the audience, personal information is the currency. The value exchange happens when the content a brand continuously delivers establishes its worth to its audience and in turn the audience trusts the brand enough to identify themselves and provide permission to the brand to establish a relationship with them, to invite them to take an action.
- The number one challenge is … producing truly engaging, compelling content (48 percent). This is content that grabs your audience and makes them want to reach out to you. The next biggest content marketing challenge is producing enough content to serve the needs of your marketing programs (44 percent).
- Harrison Pensa