proposal for the legal industry - ndamee agency · seo is the practice of optimizing individual web...
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Proposal for the Legal Industry
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Table of Content
Purpose
What You Should Know
Digital Marketing Packages
Case Studies
5Statistics to Support Digital Marketing
Conclusion
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Our Proposition
» PHASE 1 » PHASE 2 » PHASE 3
The purpose of this marketing proposal is to give you a bit of information about Ndamee Agency and the various digital marketing services we offer, along with a custom marketing proposal for your legal practice.
Ndamee agency is an end-to-end provider of marketing services. Whether you’re looking for a turnkey managed strategy, an independent audit, or services specific to a short- term campaign, our approach and experience are sure to be an asset.
Ndamee is a full-service marketing agency based in Craighall Park. Our in-house services include:
• Web Design & Development • Printing • Branding • Photography • Search Engine Optimization (SEO) • Social Media Management and Advertising • Pay-Per Click Campaigns (PPC) • Digital Content & Graphic Design • Landing Page Design • Web hosting • Photography & Videography• Data & Analytics
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Questions your Law Firm’s online presence should answer
In a competitive market, branding is as important for a law firm as it is for any other business. Law firms that find interesting ways to communicate what it is that makes them exceptional to potential clients will perform better than their competitors when seeking to attract new clients.
Of course, understanding what makes a law firm special is only the start. Law firms also need a well-planned marketing and communications strategy.
Most law firm’s focus on their website as their primary marketing tool, a website on its own is rarely enough. Law firms also need to think about how they will increase the visibility of their brand online to drive traffic to their websites.
Success here requires an integrated digital marketing strategy targeted at people looking for legal consulting and services. Once you have an understanding of your audience, an effective integrated digital strategy will bring together the law firm’s website with high-quality content, social media and SEO strategies to increase online visibility, raise awareness of a law firm, and nurture a favourable reputation.
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Why does a law firm need a digital marketing strategy?
Do we need a website?
How will digital marketing assist us?
WH
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STATISTICS TO SUPPORT DIGITAL MARKETING
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Importance of digital marketing:
Budget dedicated to marketing:
What percentage of your firm’s marketing budget is allocated to digital marketing?
STA
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0% 1-5% 6-10% 11-15% 16-20% 21-40% Over 40%
I Don’tKniow
0
10
20
30
40
50
60
70
80
100
24%
35%
27% 2%%
11%Range of Scale:
Percent of Respondents:
1 2%
2 11%
3 24%
4 27%
5 35%
12%
22%
31%
12% 9%3% 4% 7%
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Opportunities in digital marketing:
Most firms see the value of digital marketing strategies and the opportunities that it provides in terms of strengthening their firm. TRhey survey results show that the biggest opportunities for digital marketing to make an impact are:
Providing more value to existing clients
Enhancing thought
leadership
70%Distinguishing the firm fromcompetitors
66%
Generating more
qualified
61%
59%
Improving the ROI of marketing
& business development efforts
59%
Improving Brand
Awareness
70%
STATISTIC
S
Opportunities in digital
marketing:
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Challenges:
Adoption and implementation of digital marketing strategies within a law firm has challenges. The biggest roadblock is convincing firm leadership to try new tactics, within 57 percent of firms citing this as an obstacle. Also, just over half of respondents said that there is not enough time to expand digital efforts with 53 percent of firms noting that a loack of resources is an obstavcle.
Obstacles Law Firms find in Implementing Digital Marketing Strategies:
• Keeping up with the Rapid Changes
• Convincing firm leadership to try new tactics
• Lack of Budget
• Lack of Resources
• Not enough Time
• Need Training
STA
TIST
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41%
57%
53%
34%
55%
26%
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Social media platforms:
Social Media Platforms that Law Firms Find Value::
In our research, we found that many firms (especially those targeting corporations) are abandoning Facebook in favor of LinkedIn, which allows for deeper targeting and connections with businesses. Twitter came in third, with 8 percent of the vote, and Instagram got only a single vote. The majority of firms reported limited engagement with their posts - receiving less than 10 likes per post.
Despite an increasing importance of digital marketing, half of the firms don’t have a presence on one of the primary socila media platfoirms listed below.
STATISTIC
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0% 0% 1% 1% 8% 16% 75%0
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Medium
Avg. Number of Shares:
LinkedIn Facebook Twitter
Less than 5 19% 23% 49%
5 - 10 49% 24% 26%
11 - 20 20% 13% 8%
More than 20 7% 8% 3%
N/A 5% 31% 14%
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Staff & Training:
Most law firms do recognize the need for dedicating staff to their digital marketing efforts. Two - thirds of firms reporting have one or more employees dedicated to digital marketing, and nearly 14 percent said that they have a part-time employee focused on digital marketing.
Yet, nearly a quarter of firms have not recognized the need and have no staff specifically for those efforts.
Blogging
Client Alerts
Content Marketing
Email Marketing
Pay-Per Click AdvertisingOrganic Search Engine Traffic
Organic Social Media
Paid Social Media
Podcast Marketing
Video Marketing
STA
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Law Firm Employees Dedicated to Digital Marketing:
Digital Marketing Strategies that Law Firms Employ:
• 1 Part-Time Employee14%
• 1 Full-Time Employee30%
• More than 1 Employee34%
• None22%
70%
78%
76%
85%
22%
69%
81%
23%
38%
20%
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Digital marketing strategies:
A quarter respondents said that they have a comprehensive search optimization strategy for their firm’s website in place.
Half of the firms optimize for some keywords, but not the entire site, while nearly 20 percent admitted that they do not optimize.
Yes, we have a comprehensive SEO strategy in place.
We do not optimize our website for SEO.
I don’t know.
We optimize for some keywords but not the entire site.
STATISTIC
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Law Firms SEO Efforts:
26%
19%
50%
5%
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Effectiveness of digital channels:
Firm’s rank content marketing as most effective for meeting digital marketing goals (7.38 on a scale of 1 to 10), followed by client alerts and blogging:
STA
TIST
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Blogging
Client Alerts
Content Marketing
Email Marketing
Pay-Per ClickAdvertising
Organic Search Engine Traffic
Organic Social Media
Paid Social Media
Podcast Marketing
Video Marketing
Blogging
Email Marketing Organic Social Media
Client Alerts
Pay-Per Click Marketing
Paid Social Media
Content MarketingOrganic Search Engine Traffic
Podcast Marketing
Podcast Marketing
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4 7
225 8
336 9
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Effectiveness of digital channels according to Law Firms in meeting their digital marketing goals.
1 = Least Effective 10 = Most Effective
Content Marketing 7.38 Organic Search Engine Traffic 6.01Client Alerts 6.96 Video Marketing 3.98Blogging 6.86 Paid Social Media 3.86
Email Marketing 6.85 Pay-Per Click Advertising 3.84Organic Social Media 6.05 Podcast Marketing 3.20
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What’s working:
Two-thirds of firms measure the success of digital marketing initiatives by increased engagement (68 percent) and traffic (67 percent).
Forty-three percent of firms compare metrics against goals to gauge effectiveness. When it comes to new business, 41 percent evaluate a campaign’s effectiveness by the number of new clients it generated, while 30 percent look at the number of leads identified.
Eighteen percent measure success in terms of conversions.
STATISTIC
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Comparing metricsagainst goals Conversions
Increase in Traffic Leads
Increase inEngagement
New Client
43%
67% 68%
18%
30%
41%
How Law Firms Measure Success In Digital Marketing:
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DIGITAL MARKETING PACKAGE
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Creating and documenting a detailed plan for your inbound marketing and sales to help drive results around specific goals, track progress and success and prioritize which aspects of the strategy drive the best results.
SEO is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines.
A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing clients considering data such demographics, behaviour patterns, motivations, and goals.
We’ll utilise techniques that target social networks and applications to spread brand awareness and promote your services and expertise. Ndamee will achieve this through creating shareable content and advertorials, as well as cultivating customer feedback throughout campaigns by ways of surveys and competitions.
We’ll ring your team once a week or send an email to oversee operations of our implemented strategies. Having a weekly meeting is also an option.
A more evolved, targeted and direct form of traditional marketing electronic mail (email). Often associated with data mining, email marketing can be used to impact consumers in a variety of ways.
INBOUND STRATEGY AND PLANNING
SEO FOR WEBSITE AND BLOG ARTICLES
BUYER PERSONAS
SOCIAL MEDIA PUBLISHING
WEEKLY CONTENT CALL
4 CUSTOM DESIGNED EMAILS PER MONTH
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Legal content that is accurate and informative provided by Ndamee.
Creating and designing content according to buyer personas and their wants/needs.
The purpose of lead nurturing is to develop relationships with your potential customers through a communication process that guides them through the buyer’s journey.
We will employ a customer relationship management system that will assist in servicing clients and to help you in being more successful in nurturing their leads.
An offer of one of our premium services free of charge per month. Agreed to and approved between your team and ours.
1 - 3 BLOG ARTICLES PER WEEKSMART CONTENT
MAPPED TO BUYING CYCLE
Where we’d meet, discuss the previous month and changes needed to improve all aspects of the digital marketing strategy for the current and following month.
MONTHLY ANALYTICS REVIEW, STRATEGY AND GOAL SETTING MEETING
LEAD NURTURING - WORKFLOW CAMPAIGN PER MONTH
A call to action is designed to persuade a visitor to perform or encourage a certain act immediately. The call to action is intended to improve the market’s response rate to a published ad or redirect them to a landing page, which we will setup.
1 CALL TO ACTION AND LANDING PAGE PER MONTH
1 PREMIUM CONTENT OFFER PER MONTH
DIG
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CASE STUDIES
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Kekana Hlatshwayo Radebe Inc (KHR)
KHR Attorneys is one of the most prestigious law firms in Johannesburg with a rich history with its offices situated in Parktown, Johannesburg and is widely known for its professionalism and superior legal service.
KHR attorneys had an outdated websites and were looking into investing into the firms online presence , Ndamee Agency specialize in building websites that tell a unique brand story while meeting the expectations of today’s most discerning consumers
• Website design• Conversion Optimization• Content Marketing• Photography
Project Description:
Categories:
CA
SE S
TUD
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KHR Website Mockup
KHR Website Mockup
CA
SE STUD
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LM Attorneys
Lugisani Mantsha Incorporated is a firm of attorneys which focuses on various fields of Law. They pride themselves in providing complete and comprehensive legal solutions to they clients.
The firm wanted to try a new approach and had entrusted Ndamee the freedom to create what they invisioned for the company.
• Website design• Conversion Optimization• Content Marketing
Project Description:
Categories:
CA
SE S
TUD
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Lugisani Mantsha Attorney Website Mockup
Lugisani Mantsha Attorney Website Mockup
CA
SE STUD
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Our PropositionThe Proven Methodology for Growing Your Law Firm
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PHASE 1: ATTRACT In phase 1 we will be attracting specified strangers into becoming visitors to the website, you don’t want just anyone coming to your site. You want people who are most likely to become leads, and, ultimately, happy clients.
BLOGGING Digital marketing starts with content and a blog is the single best way to attract new visitors to any website. To get found by the right prospective customers, Ndamee will create educational content that is informative.
SOCIAL MEDIASuccessful inbound marketing strategies are all about remarkable content – and social media allows you to share that valuable information, engage with your prospects, and put a human face on your brand. Interaction on all the platforms where your ideal audience spend their time is pivotal. Ndamee will continuously create content that is current, fresh and engaging to attract visitors to your website.
CONTENT STRATEGY People begin their research process online, usually by searching to find something they have questions about. So, we as Ndamee ensure you’re showing up when and where they search. To do that, we increase your online presence with tools that help define and implement legal content strategy created by us hand in hand with your team.
HOW DO WE DO IT?
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PHASE 2: CONVERT Once we have attracted website visitors, the next step is to convert those visitors into leads.
FORMS In order for visitors to become leads, they can fill out a form and submit their information. We shall place & optimize forms to make this step of the conversion process as easy as possible.
MEETINGSTo win new deals, communication with people one way or another, via phone or a virtual meeting is key. Ndamee will offer prospects an easy way to book meetings without the back and forth to certify that your calendar stays full.
MESSAGESYour team will be able to message your audience in real time by being able to monitor and chat with visitors on the website through the live chat tool built and installed by Ndamee. The team will chat with site visitors, connect with the right people at the right time, and make chat conversations a natural part of their research process right when they’re most engaged.
HOW WE WILL DO THIS?
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PHASE 3: CLOSEWe have attracted the right visitors and converted the right leads, now we turn them into customers.
EMAIL When a visitor clicks on our call-to- action, fills out a landing page, or downloads our whitepaper, but still isn’t ready to become a customer?
A series of emails focused on useful, relevant content can build trust with a prospect and help them become readier to buy.
LEAD NURTURING Each lead should be nurtured according to their interests and lifecycle stage. Pages they’ve visited, content and whitepapers – all these indicate shifting interests. Good nurturing adapts messaging to stay relevant and makes winning new parents faster.
HOW DO WE DO IT?
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Conclusion
We are firmly in the digital age. Blogs and other types of online content are taking the place of traditional publishing, and social media is quickly becoming the new medium for public relations and advertising efforts.
Digital marketing will continue to grow in importance with all types of organizations, including law firms. However, as this survey revealed, there are several obstacles for implementing digital marketing strategies at law firms:
• Over half of firms named “buy-in” as a challenge when it comes to digital marketing.
• Partners are not willing to invest in content marketing or paid advertising if they don’t see a measurable return on investment.
• Law firm marketers need to use data to encourage firm partners to invest in digital marketing programs.
• The lack of resources – both time and budget – also prevent marketing departments from effectively marketing their firms online.
This is unsurprising due to the previously mentioned lack of partner support and the shockingly low budgets dedicated to digital marketing. The firms that invest their budget and time in digital marketing for business development will reap the benefits in terms of brand recognition, new business, and the firm’s profits.
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