measuring the relationship between marketing and firm success

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Firms with 4 Specific Features on Website Bio Pages have 39.9% Higher Average Revenue Per Partner

vizibility.com | [email protected] | (866) 380-3400 x150


Agenda

1. How do professional services firms measure success, and what are their most important marketing investments?

2. What are firms who met their revenue goals doing differently from firms who did not?

3. What are the 4 bio page features that correlate to 39.9% increased revenue per partner for firms using them on their websites, and how can you add them to your own website?


Measuring Success


Marketing Mix


Achieving Success


Measuring Success: Met Goals vs Did Not Meet Goals


21 Website Bio Features


4 Features Correlate to Increased Revenue per Partner


Multimedia Links or RSS Feeds

What is it? Multimedia links include links to videos, podcasts, photos or other multimedia resources for the individual.


Multimedia Links or RSS Feeds

How do I add it?• Dynamic bio pages. Your web developer will include these links in the

database as metadata for each user, so they are exposed on the individual bio pages dynamically. → Big initial investment, but easy long-term maintenance.

• Static bio pages. Your web develop will add these links to each of your bio pages. → Small initial investment, but long-term maintenance and quick changes are

sacrificed.

% of NLJ 350 using Feature

Ave Rev per Partner with Feature

Ave Rev per Partner w/out Feature

Change in Ave Rev per Partner

5.7% $758,526 $495,368 53.1%

Dynamic Bios

Static Bios

Effort to Implement


Languages Spoken

What is it? Make it easy for visitors know which languages are spoken by the individual.


Languages Spoken





21.7% $688,658 $460,963 49.4%

Consider sharing more than just which language(s) by using the standardized IRL Language Proficiency Scale:

→ IRL Level 1 – Elementary proficiency→ IRL Level 2 – Limited working proficiency→ IRL Level 3 – Professional working proficiency→ IRL Level 4 – Full professional proficiency→ IRL Level 5 – Native or bilingual proficiency

How do I add it?• Dynamic bio pages. Your web developer will include these links in the database as

metadata for each user, so they are exposed on the individual bio pages dynamically. → Big initial investment, but easy long-term maintenance.

• Static bio pages. Your web develop will add these links to each of your bio pages. → Small initial investment, but long-term maintenance and quick changes are sacrificed.

Effort to Implement

Dynamic Bios

Static Bios


Share the Professional

What is it? Links to share the individual professional bio (not the website or the home page) in email or on social media.


3rd Party Service

Manual

Share the Professional





26.8% $622,401 $483,891 28.6%

How do I add it?• Use a service.

→ AddThis (www.addthis.com) is the most popular. Pro version for $12/month. → AddtoAny (www.addtoany.com) is a popular free service.→ SimpleShareButtons (www.simplesharebuttons.com) is another free service.

• Manual updates. You can manually add social sharing links for the individual sites.→ Requires manual updates, but long-term maintenance and quick changes are sacrificed.→ Pick your top 2-3 sites if implementing this feature manually.

Effort to Implement

http://www.addthis.com/

http://www.addtoany.com/

http://www.simplesharebuttons.com/


Go Mobile

What is it? Professional bio pages that are optimized for mobile devices, including features like tap-to-contact functions and saving contact details to a mobile device.


Go Mobile





27.1% $608,410 $473,894 28.4%

How do I do it?• Responsive Site. Keep in mind that people use computers for different

reasons than mobile devices, so design with the user in mind. For example, making it easy to tap-to-call or text can be extremely useful on a mobile bio, but not necessarily when being viewed on a computer.

• Home Page plus Professional Directory with Bios. Using affordable third party services, you can quickly get a mobile optimized home page and online bios for all of your professionals.→ DudaMobile (www.dudamobile.com) can help you have a mobile site very quickly for only

$7/month. → Zoho Sites (www.zoho.com) is another good option for creating a quick mobile site.→ Vizibility mobile business cards (www.vizibility.com) can be used with a basic mobile site to

provide a searchable directory of all professionals.

Responsive SiteHome Page + Bios

Effort to Implement

http://www.dudamobile.com/

http://www.zoho.com/

http://www.vizibility.com/


http://mobi-law.com/saarestad/t/10%23ourdirectory


Firms with 4 Specific Features on Website Bio Pages have 39.9% Higher Average Revenue Per Partner

vizibility.com | [email protected] | (866) 380-3400 x150