2010 08 26_webinar - online law firm marketing belgium 2010
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Online Law Marketing in Belgium, 2010. Online Presence, Strategies and Effectiveness of Belgian Law Firms.TRANSCRIPT
WEBINAR: online law firm marketing Belgium 2010
‘online strategies, presence and effectiveness of law firms’
26.08.2010
Kristien Vermoesen
Managing Partner
www.FINN.be
CONTENT
ONLINE PRESENCE VS. ONLINE MARKETING
FINN STUDY RESULTS
CONCLUSIONS
26.08.2010
ONLINE PRESENCE VS. ONLINE MARKETING
FINN STUDY RESULTS
CONCLUSIONS
CASE: BURGER KING
GOOGLE TO SCAN THE MARKET
“FREE SAMPLE”
KNOWLEDGE, INSIGHT, ANALYSIS
26.08.2010
“ONLINE BUSINESS CARD”
10 to 50 PAGES
TRADITIONAL NAVIGATIONAL TABS
OLD COPY
NO LINKS
26.08.2010
ONLINE PRESENCE VS. ONLINE MARKETING
“ONLINE SEMINARS”
CONNECT
CONVINCE
CONVERT
SEO: NO NEW CONTENT, NO INBOUND LINKS
NO WAY TO CONVINCE VISITORS
NO CONVERSION
26.08.2010
DISADVANTAGES ONLINE PRESENCE
ALL PROSPECTS VISIT WEBSITE
COST OF PUTTING CONTENT ONLINE = 0
COST OF KEEPING ONLINE = 0
QUALITY PF SERVICE = NOT ENOUGH.Studies (Eversheds, Shultz): “50% of law clients inclined to shop around”
26.08.2010
WEBSITES SHOULD BE FOCAL POINT OF MARKETING EFFORTS
“ONLINE SEMINARS”
Give knowledge and insights away about problems that prospects are faced with. EXPERTISE
1.CONNECT2.CONVINCE3.CONVERT
26.08.2010
HOW SHOULD ONLINE MARKETING WORK?
1. CONNECT: how well does the site perform on variables that increase the chance of being found?- SEO
2. CONVINCE: how well does the site perform on variables that increase the chance of convincing readers of the expertise of the law office? - blogs, whitepapers, newsletters, case studies, client testimonials, video channel
3. CONVERT: how well does the site convert readers into prospects, by trying to get them to subscribe to newsletters, RSS or Twitter, Facebook or LinkedIn accounts?- newsletter, RSS, LinkedIn
26.08.2010
ONLINE PRESENCE VS. ONLINE MARKETING
FINN STUDY RESULTS
CONCLUSIONS
50 BELGIAN LAW FIRM WEBSITES
-B2B-10 – 200 employees: growth oriented-“Best in class”-Selection: LinkedIn
19 VARIABLES (CONNECT, CONVINCE, CONVERT)
26.08.2010
METHODOLOGY
1. CONNECT: STATS & FACTS
AV. BELGIAN LAW SITES = 266(top: Loyens & Loeff 4140, Holman Fenwick Willan +1600, NautaDutilh +1600)
MED. BELGIAN LAW SITES = 43
26.08.2010
INBOUND LINKS
AV. BELGIAN LAW SITES = 258(top: Loyens & Loeff, Holman Fenwick Willan , NautaDutilh )
MED. BELGIAN LAW SITES = 60
20% HAS 0 INDEXED PAGES
26.08.2010
NUMBER OF INDEXED PAGES
44% OF BELGIAN LAW SITES HAS NO SITEMAP
38% OF BELGIAN LAW SITES SHOW METADATA
46% OF BELGIAN LAW SITES USE HEADINGS
26.08.2010
SITEMAP, METADATA, HEADINGS
2. CONVINCE: STATS & FACTS
NEWS = ANNOUNCEMENTS BUSINESS NEWS & EVENTS
BLOG = EXPERTISE, OPINION, ANALYSIS
WHITEPAPERS = IN-DEPTH STDIES BY THE FIRM
26.08.2010
MORE INBOUND LINKSMORE UNIQUE VALUEMORE HIGH-QUALITY LEADS
“SHOW, DON’T TELL”
+ EXPERTSTATUS
+ inbound marketing
2. CONVINCE: EXAMPLE(S)
3. CONVERT: Stats & facts
NEWSLETTER SUBSCRIPTION FORMS
RSS FEEDS
FACEBOOKLINKEDIN
…
→ LIST BUILDING
26.08.2010
CONVERSION SHOULD BE THE END GOAL OF ALL ONLINE MARKETING
3. CONVERT: EXAMPLE(S)
ONLINE PRESENCE VS. ONLINE MARKETING
FINN STUDY RESULTS
CONCLUSIONS
LOOK OVER CONTENT (copycat)
26.08.2010
NOT STRATEGICALLY EMBEDDED
PUBLICATIONS: no links, just titles
26.08.2010
5 avoidable mistakes
SMALL FONTS: hard to read (bounce rate, stickiness)
26.08.2010
5 avoidable mistakes
NO NEWS UPDATES
26.08.2010
5 avoidable mistakes
PDF INSTEAD OF HTML
26.08.2010
5 avoidable mistakes
REMARKABLE BELGIAN LAW MARKETING INITIATIVES
ABOUT FINN
FULL SERVICE FOR LAW & PROFESSIONAL SERVICES
• Strategy
• Market research & analysis
• PR (offline, online, events, seminars...)
• Corporate communication
• Online marketing (online strategy & web development)
• Project management for communication & change projects
FINN SERVICE PACK ‘keynote’FINN Public Relations is specialized in the positioning of professional services providers as an expert.
(References: Lydian Lawyers, Projective, Ambos NBGO,...). Approach:
Strategic coachingPromotion of marketing values and message, strategic advice, advice networking events…
Content coachingQuick wins: which “stories” already exist within the organization? What relevant knowledge for prospects is ready to be externalized?Long term: which stories need to be developed?
Choice of channelsIs a story better suited as an interview subject or as an opinion article?Which ideas can be developed into a newsletter, blog, whitepaper?
ExecutionPrepare and sending of communication to journalists & stakeholders, edit press dossiers, newsletters. Advice & guidance through implementation software. Professional “look & feel” of communication.
Training & coachingMedia training, presentation skills, …
RelationsIntroduction to potential clients.
Social media stewardshipTraining for use of social networks, monitoring & adjustment of social media use, deliver ideas for social media, partly execution (writing blogs/whitepapers based on interviews)
Project managementTransparent execution of complex en long term projects in collaboration with client.
FINN service pack ‘Socialize’
‘SOCIALIZE’ is a 6 month program that consists of:
1. Analysis with marketing & communication manager
2. Goals & strategy
3. Creative concept & social media mix
4. Project management technical implementation (website, blog, etc.)
5. Tailored-made training social media for employees (values, creative concept,
tone, opportunities...).
6. Monitoring of social media (deliver & execute ideas)
7. 3-month evaluation
8. Report
Referenceswww.finn.be
http://www.finn.be/klanten-cases
Questions?
Feel free to ask them now, or send an e-mail to:
[email protected] Twitter: @kris10vermoesen RSS feed: http://www.finn.be/finn.rss