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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
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