winning more clients with holistic online marketing
TRANSCRIPT
WINNING MORE CLIENTS WITH HOLISTIC ONLINE MARKETING
What Does ‘Holistic’ Mean, Anyway?
MIND
BODY
SPIRIT
THE WHOLE PERSON
We mean taking the entirety of your firm into consideration as you market.
Holistic Marketing
1. COMMUNITY INVOLVEMENT
2. INNOVATIVE RESOURCES
3. NETWORKING
4. USER EXPERIENCE
COMMUNITY INVOLVEMENT
Community Involvement• Scholarships • Sponsorships • Events • Advocacy • Giveaway• Competition
How Does Community Involvement Win More Clients?
”Remaining active in your community
expands and builds your brand to a point
that prospective clients think of you
first.
RESOURCES
Benefits of Innovative Resources• Traffic & Exposure• Engagement• Branding & Differentiation • Links• Onsite Metrics
How Does Creating Resources Win More Clients?
”Providing information, answering questions,
or solving problems for people gives them a reason to know you,
making you the expert.
NETWORKING
Networking & Relationships• Authoring Articles for Authoritative Publications
• Outreach• Social Signals• Communities • Existing Relationships
Social SignalsPointing attention back to your firm.
YOUR
FIRM
Legal Groups
Cause Groups
Educational
Institutions
Suppliers
Legal, Product
and Service Vendors
Referral Relationshi
ps
Community Groups
Existing Relationships
Networking Relationships
Business Opportunities
How Does Networking Win More Clients?
USER EXPERIENCE
User Experience• Design (Mobile/Responsive)• Silo Structure• Citing Sources• Personas• CRO
This site was not responsive and we launched the new
responsive version on Feb 16, 2015.
CASE STUDY Responsive Design» MesotheliomaFromNavy.com
* If compared with the same period last year, the increase is 13.10% total organic traffic, 37.50% increase in mobile organic traffic and 8.33% increase in tablet organic traffic.
POST LAUNCH(Feb 16, 2015 – May 31, 2015)
ORGANIC TRAFFIC INCREASES
45.40% + 27.68% + 14.67% +
Client Personas
Practice Area: Family LawAge: 40sGender: FemaleRace: CaucasianLocation: SuburbanInterests: Bargain Shopper, CraftingEducation: College Graduate
Client Personas
A search for “injury lawyer” demonstrates legal intent. So, the pages served up on your site should be CTA heavy.
Whereas a search like “how to pay medical expenses after getting hit by a driver with no insurance” demonstrates more informational interest; those pages should have limited strong calls to action.
Conversion Rate Optimization (CRO)
“By understanding the journey of your website users, and giving
them what they need, it is more likely your users will become
clients.
”
By always considering the user first, you'll
create a better experience which leads to more time on site, more visits, and more
conversions.
How Does User Experience Win More Clients?
Tools of the Trade
DUPLICATE CONTENTCopyscape
LINKSPanguin Tool
WEB MARKETING TOOLSAhrefsMajesticOpen Site Explorer
FREE 15 MIN. CONSULTATION
