PracticeWEB – Development Workshop

With James Scanlan and Paul Morris

Agenda10:00 Registration/Introductions/Agenda 10:30 Websites for success11.30 Coffee11:45 Understanding your Landscape12:45 Marketing your practice1:15 Lunch2:00 Marketing your practice continued

3:00 Search marketing & social media3.45 Recap4.00 Close

Websites for success

Value – How do you define?

Objective

• Number of enquiries• Number of visitors• Document downloads• Number of newswire

recipients• Time savings

Subjective

• Design / Differentiation

• Anecdotal feedback• Personality• Quality of newsletters• Quality of content• Automation /

systemisation of business process

PracticeWEB methodology (Best Practice)

Website has to be aligned to the objectives of your business…

Focus - Location- Services- Sectors- People / Staff / Personality- Clients- Design / Marketing

Signposting – the content and functionality that will help achieve

the objectives of the business / website

PracticeWEB methodology (Best Practice)

PropositionsThis page is where you’re website sells your service.To increase likely hood of contact keep visitor on-site and interested through relevant content at the right

time

Triangle Usability Theory

Landscape now includes acontent recommendationengine as standard

Content

Contact / Call to actionResources

Understanding your Landscape

Best practice content…and what’s it for?

- Business News- Guides and Calculators

Designed to be a resource for both clients and staff and

to demonstrate the depth and breadth of expertise and

client service.

Used intelligently it can lead or support your marketing

and / or communication efforts.

Best practice content cont…News

- Updated daily- Written by our in-house professional journalists- Forms the basis of the weekly business update sent to all subscribers

Newswires- Weekly or monthly, different design and content- Sent on Thursday, best day for recipients to read- Landscape software allows you to track opens and click-throughs

Best practice content cont…Guides and Calculators

- Updated throughout the year by our industry experts such as Mark Lloydbottom and Rebecca Bennyworth- 3 core sections

- Business- Personal- Tax

- 15% “rear facing” or compliance based- 85% forward facing, designed to educate and inform and setup robust sales proposition

Budget reportA key time of year to be proactive with your messageout to clients and prospects

- Written by a special team who start as soon as the Chancellor sits- Live Twitter resource during the speech- First draft of the report is usually live that afternoon, with refinements happening over the next few days- Budget email sent that evening to all subscribers, to be in their Inbox by the morning

Financial planning guide- An area of the content which explicitly tells visitors what your firm can do for them- Great content that can be used to generate interest in your advisory services- Guides include:

- Tax planning- Exit planning- Business planning- Wealth planning- Retirement planning

How to use the contentE-Marketing

- Create an email using part of the content with a link back to the full guide- Send to all clients and / or prospects or use the “user sets” function to create a targeted group- Use the Mailshot Analytics to track opens and click-throughs- Follow the activity up by phone using internal staff or an external agency

How to use the content cont…Social Media

- Create a summary of an area in your own words or copy and paste ours- Create a post on your blog, forum, Facebook or linkedIn page- Ensure you include a link back to the original article or guide

- Create a Tweet and send to followers, include a link shortened using Tiny URL (or other)

How to use the content cont…Printed

- Copy into a branded Word or PDF template- Distribute to clients and prospects- Use as part of a new client welcome pack- Take to events as a piece of take-home collateral

Press Release- Summarise the guide to the main points and how your firm is expertly positioned to help in this area- Distribute to newspapers, trade publications and online PR websites

Marketing your practice

Marketing your practice – Website integration

How can you use your website to integrate with your

current marketing? Budget reports Newsletters PR Christmas Blogs Social Media Direct Marketing Telemarketing Professional Fee Insurance Client communications SEO

Search marketing and social mediaSearch marketing and social media

Search marketing and social media

What is Search Engine Optimisation?

Active Practice of improving quality & volume of traffic from search engines

Making content & structure more relevant for key search engine terms

What is the potential?

Add credibility to a website due to the editorial nature of search engine results

Reduce non-relevant visits Create a measurable campaign

What can’t SEO guarantee?

That your website will rank at the top for every search engine, for every search phrase

Knock competitors sites off SERPs Results if implemented as a one-off project

How Search Engines Work

Crawling, Indexing, Search Queries, Ranking Complex software using algorithms to identify & collect

information from web pages Users query an index not the live internet Results returned by matching search query The most relevant pages sit at the top

Getting to the top of Google?

Relevance Popularity

Steps to success

Step 1: Business objectives & Search Goals

Step 2: Keyword research

Step 3: Benchmarking

Step 4: On page optimisation

Step 5: Link Building

Ongoing: Reporting

Marketing your Practice

What you need to be successful

Plan for 12 months, set realistic expectations Plan when & how you will review progress Ensure that tasks are journalled Create actionable items for the coming months Assign responsibility for different reporting areas Internal responsibility with no external help needs at least

4 hours per week dedicated

Recap

What we have covered Websites for success Understanding your Landscape Marketing your practice Search marketing & social media

What are your actions from today?