12 Ways to Increase the Quantity and Quality of Enquiries Your Law Firm Receives
Co-founder and Managing Director [email protected]
David Lawrence
Head of Strategy & [email protected]
Josh Khoddami
1. We’re a specialist lead generation digital agency2. Assuming a varied level of digital experience3. Variety of different firms present4. Q&A at the end and stay for a chat5. Slide deck6. 3 Sections:
a. Major trends of 2015b. Drivec. Convert
7. We have a lot to cover…
Introduction
“Tactics without strategy is the noise before defeat.”
Sun Tzu
Section 1: Big Trends of 2015
#1Automate Your Marketing
“Technologies designed to more effectively market on multiple channels online
(such as email, social media, websites, etc.) and automate repetitive tasks.”
Most Website Visitors Do Not Intend to Contact You Today.Visitor Intention?
Attract and Drive Visitors
- Clients - Prospects- Future staff - Event attendees- Past clients
Whatever suits your firm and your needs…
Segment Into Lists
When they:
- Fill in a form- Click on an email- Download a thought leadership piece- And more
Identify Website Visitors
Trigger Events or Activities
Send Email Add to ListMake a Call
Show New Content
And More…Score Them
Invite to Seminar
Understand Individual Actions
#2Embrace Mobile
Don’t be desktop first.
Optimise for Local Search
#3Know Your (Perfect) Client
Who are the best people to attract and influence?
A Definition:
“A persona represents a cluster of users who exhibit similar behavioural patterns in the decision making process. Personas generally span demographics.”
Potential Clients
PotentialReferrer
CFO’sFuture Staff
Existing Clients
Problem/TriggerUnhappy with current firm
Client has an issue
Complex issue New jobUnusual problem
Goal Contact Assess Contact Apply for job Research
Motivations
- Track record- Direct access
to right staff- Understand
my problem
- Right fit- Trust- Forward
thinking- Not a
competitor
- Predictable- Transparency- Direct access- Track record- Value
- Work/life balance
- Stability- Teamwork- Whole project- Forward
thinking
- Areas of practice
- Evidence problem has been solved before
ObjectionsToo stuffy, too flashy, out of date
Poaching clients All direct workToo small, low profile
Only work in one area
Importance 5 5 3 5 3
XYZ Accounting
This is a living document…
Section 2: Drive
#4Search Engine Optimisation (SEO)
Enquiry Focused SEO
#5Pay Per Click Advertising (PPC)
Targeted PPC
Social Media Advertising
Squeeze Pages: Better ROI
#6Remarketing
Basic Remarketing / Retargeting
Advanced Remarketing / Retargeting
Source: AdRoll
Source: Marin Software
Source: AdRoll
Cross Device Remarketing
Section 3: Convert
#7Improve Your Conversion Rate
Form Optimisation
Contact Page Optimisation
Effective Calls to Action
#8Use Video
Video Boosts Conversions
#9Make the First Contact Easy
Remove Risk and Confusion
#10Be Personable
Be Personable
#11Social Proof and Trust Building
Social Proof
Picture of lemmings
Source: Moz.com
Social Proof is Powerful
There are Lots of Ways to Build Trust
#12Attribution Modelling
Change Your Attribution Model
Questions?
Co-founder and Managing Director [email protected]
David Lawrence
Head of Strategy & [email protected]
Josh Khoddami
Thank YouPh: 1800 981 442www.thewebshowroom.com.au
