Presented by: Aparna Tutak, CEO & Founder

Role of Strategy in Digital Marketing, Online Reputation

Management & Branding

Role of Strategy in Digital Marketing

Digital Marketing Vs. Digital StrategyFacebook 1

Billion+Twitter 550 Million+Google+ 343 MillionLinkedIn 225 Million

Source: ExpandedRamblings.com

Image Credit: kommunikationsmanagement.at/

Digital Marketing is IRRELEVANT

Digital STRATEGY is Research to Accomplish

Measurable & Actionable Objectives

Target Consumer Behavior

• Associations Can Analyze the Behavior of Clients in Digital Realm

• Create Custom Campaigns

• React Quickly to Develop Personalized Offers & Messages in Real-Time

You’re Just Not That Important

Image Credit: business2community.com

• Digital marketing is NOT for the benefit of your business – It’s for your CLIENTS!

• B2B - B2C – Doesn’t Matter

• P2P – People-to-People

• Provide Value to Clients

• Think like Amazon’s CEO

4P Approach

• People = Most Important of 4Ps

• Increase Client Retention & Decrease Attrition

Golden Key of Digital Marketing

BUYER PERSONAS

are the MOST Important Facet of Digital Marketing

• They are the People Around Whom Your Whole Business is Built

• Key to Unlocking Your Digital StrategyImage Credit: amalus.deviantart.com

SMART Marketing Framework

Specific – goals should be unambiguous

Measurable – goals should be able to be tracked

Attainable – goals should be realistic

Relevant – goals should matter to your business

Timebound – goals should have deadlines

Make a Plan for Your Content

• Content is King

• Map Out Your Content

• Create an Editorial Calendar

• Have a “MC” – Marketing Champion

Role of Strategy in Online Reputation

Management

Broken Glass, Broken Reputation

Perception in Marketing is Truth.

Clean It Up - SimpleWash - http://simplewa.sh

Reputation Management for Lawyers

• Control the Message

• The Internet is like an Elephant

• Online Persona Should Reflect Real Life YOU

• Lawyers Behaving Badly

• Don’t get Disbarred - Practice Good Judgment

• ORM Tools

Image Source:29.media.tumblr.com

Role of Strategy in Branding

Branding Through Social Media Marketing

Will Smith Image Credits: Biography.com

Lindsay Lohan Image Credits: film.com, Miami Herald Blog

• Authentic and Evolutionary

• Be Personal & Have Passion

• Remain True to Who You are and Your Business Image

• Don’t Deceive the Public – It can Ruin your Brand

• All Individuals – NOT Just Law Firms – Are Brands

How to Brand Myself Online•Become a Thought-Leader to Gain Credibility & Trust•Blogging – Only 9% of Attorneys Do This!

•Conversion•Brand Recognition•Targeted Audience•Loyalty•Identify Type of Cases & Clients You Want•Target Influencers•Social Listening

•Podcasting•Participate in the RIGHT Social Media Networks

Source & Image Credit: lawsitesblog.com

Law Firms with Blogs

Enchanting Your Clients

Image Credit: guykawasaki.com

• “Enchantment transforms situations and relationships”

• Lesson #1: Be Likeable

• It’s Not About What Other’s Can Do for You – It’s About What You Can Do for Others”

• Being “Mean”

Delightful Marketing

• Build Relationships with Content that is E.T. or 3T

• Educate – Entertain – Entice

• Teach – Tickle – Touch

• Make People Want to Do Business with You – Why?

• Customers More Likely to Share Negative Experiences with Businesses Online

• Solution: Effective Listening & Monitoring

Image Credit: business.time.com

Image Credit: SocialTimes.com

Image Source: www.theprayingmantis.com

Beat the Blink Test

• Appearances Matter Online • Visiting Your Website

Should Be a Beautiful Experience to Increase Conversion Rate

• Website Should Pass the “Blink Test” to Capture Attention, Share Message & Spark Interest

Image Credit: beautyinbalance.net

Final Thoughts

• Digital Marketing is a Marathon, Not a Sprint • Be the Tortoise –

Slow & Steady Wins the Race