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So, that’s the theory… now what?
Helen HammondManaging Consultant – Elephant Creative SolutionsMarketing Manager - Wards Solicitors
w. www.elephantcreative.co.ukl. http://uk.linkedin.com/in/elephantcreative t. http://twitter.com/helenhammonde. elephantcreative@googlemail.com
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The background
• Who are Wards?
• What was the problem?
• The solutions
• Objectives
• Messages
Phase 1 - real, local people
Phase 1 - legal specialists
Phase 1b - spreading the word
Phase 1b - spreading the word
Phase 2 - response & relationships
Phase 2 - response & relationships
Phase 2 - response & relationships
Phase 2 - response & relationships
The results so far…
Old website New website Average unique visitors per month (industry average 1,725)
1,819 1,980
Average page views (ie. how many pages get clicked on) per month (industry average 6,499)
2,269 12,903
Average bounce rate for homepage (ie. the % of people who go away from the home page having never clicked on anything) per month (industry average 40.8% )
48% 30.8%
•8% increase in visitors BUT 469% increase in page views
•613% increase in traffic to the blog, rather than old news section
•200% + increase in instruction with website as source (Jan - Aug)
Phase 3 - what next?
• Blog posts change on profile• Online products • Linkedin roadshow• Linkedin answers/groups• Video posts• Proactive BD using Twitter & Linkedin• Using Linkedin to drive more traffic to blog• Better calls to action and ‘reasons to call’• Online payment• Links & Google Adwords campaigns
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