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Increasing Your Marketing Visibility
Presented By:
Claire Tilmont CaraStone, LLP
New Orleans, LA
Presented at:
ACLEA 55th Annual Meeting July 27, 2019
Chicago, Illinois
Claire Tilmont CaraStone, LLP
New Orleans, LA Claire Tilmont is a content marketing and lead development expert who works with clients to create marketing funnels that convert. Claire believes that through creative storytelling, extensive testing and smart strategy, organizations can build value for their customers and add value to their bottom line. Claire has spent nearly a decade working with technology companies to grow their client base, develop lead magnet tools, and use client feedback to create new revenue streams. In her current role at Cara Stone, LLP, Claire works with attorneys to implement creative marketing strategies to help them attract new clients and increase their book of business.
Making the Most
of your Marketing
Dollars
ACLEA 2019
Claire Tilmont Technology + Law
Claire Tilmont is a content marketing and lead development expert who works with clients to create
marketing funnels that convert. Claire believes that through creative story telling, extensive testing, and
smart strategy, organizations can build value for their customers and add value to their bottom line. Claire
has spent nearly a decade working with technology companies to grow their client base, develop lead
magnet tools, and use client feedback to create new revenue streams. In her current role at Cara Stone,
LLP, Claire works with attorneys to implement creative marketing strategies to help them attract new clients
and increase their book of business.
Questions?05
Tracking Your Success
Analyzing your marketing spend04
Getting Ahead of the Pack
Super charge your marketing efforts03
Utilizing Your Marketing Pieces
Best practices for every area of your plan02
01The Marketing Funnel
The process for attracting and engaging clients
AGENDA
TODAY
The Traditional Marketing FunnelHow Marketers Use to View the Buyer Journey
AWARENESS
CONSIDERATION
CONVERSION
LOYALTY
ADVOCACY
Making your audience aware of your product or
service and why they need it.
Educating your audience about your product or
service and what sets you apart from competitors.
The process through which your audience buys
your good or service.
Ensuring your audience continues to value and
ultimately purchase from you.
Allowing your audience to actively promote your
product or service.
Event Marketing FunnelHow You Should Think About the Marketing Funnel
AWARENESS
CONSIDERATION
CONVERSION
LOYALTY
ADVOCACY
Making your audience aware of your product or
service and why they need it
.Educating your audience about your product or
service and what sets you apart from competitors.
.
The process through which your audience buys
your good or service.
Ensuring your audience continues to value and
ultimately purchase from you.
Allowing your audience to actively promote your
product or service.
Fogg Behavior ModelCreating a Journey the Converts
As marketers, our goal is to create motivation and facilitate the
ease of sales.
Customers will act when they have the
motivation and ability to do it
Lo
w M
oti
va
tio
nH
igh
Mo
tiva
tio
n
Hard to Do Easy to Do
YOU ARE HERE
Increase Motivation
Overcome low motivation
by providing valuable
content, incentives,
reminders
Make it Easy
Set up your marketing
pieces so that it’s easy for
the buyer to say yes
Increasing MotivationWhat Motivates Attorneys to Register?
72%
CONTENT
72% of attorneys said content was the most
important factor in choosing their CLE
DEADLINES
28% of respondents said meeting the deadline for
credit is the most important factor in choosing a
CLE
28%
“I’ve gone to a ton of CLEs,
some with good content,
some with bad content.
The most important thing in
my wanting to go, is how
valuable I think the content
will be.”
The Marketing PiecesHow to create marketing pieces that deliver success
Mailers
Social Media
Digital Advertising
Landing Pages
• Be Unique
• Be Clear
• Deliver Value
Mailers
Social NetworkFinding People Where They Are
02
Remind Without Being Pushy
03
Reward Sharing
Reach People Where They Are
01
Social Network ContentBecome a Social Media Machine
Using Your Content To Create Engaging Posts:
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Creating Content Making your message pop!
Social Graphics
Facebook Covers
Instagram Posts
Infographics
Presentations
Email Headers
Flyers
Posters
Brochures
Even if you don’t have a graphic designer on your team, you can create
stand out images that engage your audience
Use images and graphics to get attention:
Managing your Social
Media Accounts When you start out your event, pre-plan your social media strategy:
• 3 Months Out – Announcement of upcoming event, Reminder to
register, Early bird discounts
• 2 Months Out – Announce speakers, post about topics, create
posts that attorneys will find engaging
• 1 Month Out – Reminders that the event is coming soon, share
and encourage attendees to interact
Getting Started with Digital AdsFinding Your Customers Where They Live
Setting Your Budget
Determine how much you are willing to spend. At a
minimum, be prepared to spend $1000 /month.
Choosing Your Channels
Digital ads can be sent through several channels,
determine which one is right for you
Getting Set Up
Research or hire someone before setting up your
digital ads
Digital Ad Tactics that
Work
Remarketing: Finding out when someone is
interested in your event, and continue to remind
them
Create Motivation: Use social proof, FOMO,
discounts, past success, to generate leads
85% Said they
preferred to
be reached
by email
Email marketing gives you a chance to engage your
audience directly, educate them on your offerings, and
give them a direct link to buy.
Email Marketing:
02
Messaging
Stick to one message per email. Don’t overwhelm
your reader.
03
Clear Call To Action
Tell the reader where to go next
List Segmentation
Segment your list based on past preferences and
where the customer is in the buying cycle
01
Email Marketing
Basics
Depending on your CLE schedule, start sending email 2-3 months in advance. In the first two months, send every two weeks.
In final month, send every month.
Convince your Boss/ 5
Reasons to Come Save the Date / Coming Soon
Last Minute DiscountRegistration/ Early Bird Pricing
Registration Ending Soon Speakers /Topics
Email MarketingEvent Email Templates that Work
Landing PageCollecting Emails Of Those Interested In Your Offering
Offer Social Proof
Show off your previous successes
Tease Your Content
Give the high level overview of the
content you’ll be presenting.
Clear Call To Action
Show the viewer what you want them
to do next
PUTTING IT ALL TOGETHERMaking your audience aware of your product or service and why they need it.
Creating a marketing plan
that you can use again and
again.
Marketing Timeline For Your CLEsUsing the tools to create an actionable plan
AWARENESS
CONSIDERATION
CONVERSION
LOYALTY
ADVOCACY
Use social media, mailers, and digital advertising to
communicate with your audience throughout the process
Schedule your emails to directly engage the
lawyers most interested in your CLEs
.
Design landing pages that guide your audience
through the process and work for you.
Highlight the content that most engages your
audience
Engage your advocates to encourage feedback, sharing, and
recommendations
TRACKING YOUR SUCCESSMaking your audience aware of your product or service and why they need it.
CONTENT
SOCIAL MEDIA
EMAILS
Tracking Your SuccessKey stats to look for in your marketing efforts!
0
20
40
60
80
100
120
Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec
Conversion
Rate
15-
20%10,000
Impressions
5%
Engagements
Tracking Your SuccessLetting Your Tools Work for You
Cultivate Social Proof
Nurture your strong performers
Test, Test, Test
A/B test to continuously improve results
Review Effort Analytics
Use the software’s reporting capability to
judge your hits and misses
Tools Tools available for you to utilize
