eMarketing for professional services firms
description
Transcript of eMarketing for professional services firms
www.amas.ie
Presentation to the Irish
Chapter of the Professional
Marketing Forum, September 2009
Aileen O’Toole, Managing Director, AMAS www.amas.ie
eMarketing for professional services firms
www.amas.ie
Presentation overview
• The Internet’s relevance to professional services firms
• Designing, building and managing an effective website
• Achieving good search engine visibility• Using social media and other so-called Web
2.0 tools• Case study: the Ideas Campaign
• Managing your firm’s reputation online• Questions and answers
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Internet trends
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State of the Net: the publication
Available on www.amas.ie
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Broadband use
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Broadband use
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Business use
Source: IAPI Business Media Survey
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Ad spend: traditional v. online
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Top websites
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Why the Internet is important
• Fact: a corporate website is a firm’s most important calling card
• Fact: how you communicate with your audiences online will result in action (lead generation, new business development etc)
• Fact: it’s not only about the website, it’s your online footprint
• Fact: online marketing and communications enable you to reach decision-makers more cost- effectively than traditional means
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B2B sites: the facts
• More than half B2B buyers start research process through search engine search
• Less than half go beyond the first results page on Google
• 90% of buyers say website content influenced their purchasing decision
• Third party validation (clients, awards) important factor in decision-making process
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Designing, building, managing a website
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Web project elements
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Free stuff
Open source software or free tools
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Share contentSocial bookmarking: powerful engines for viral and word-of-mouth referrals
Video sharing sites help raise profile
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Achieving good search visibility
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The power of Google...
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Web 2.0 and what it means to you
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Web 2.0
Social networks
VideoSyndication
Podcasts
Mobile
Customer service
Social bookmarks
Blogs
User-generated content
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Social networksNot just for the Bebo generation
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Case study: the Ideas Campaign
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14 January, 2009
How it all started....
RTÉ, Prime Time special on the economy
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Campaign ethos and objectives
Campaign by citizens for citizens, independent and non-political designed to:
• Seek citizens’ ideas for Irish economic recovery and renewal
• Help stimulate a debate about solutions to our economic problems
• Set a challenge to people in Ireland to be innovative and creative and to play their part in planning this country’s economic recovery
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Campaign countdown• February 14: decided to launch campaign, commit €10,000 budget
• February 16: registered domain, logo designed
• February 17: message to LinkedIn contacts
• February 24: Campaign Manager joins
• February 27: first approaches made to
Advisory Group
• March 3: site built within four days
• March 5: campaign launched on RTÉ’s Prime Time
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Social media
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The campaign in numbers
By March 31 deadline:
• 5,300 ideas logged• 48,000 site visits• Average visitor spent 4.5 minutes on site• 17% of traffic international – visitors from 117 countries• Two out of three ideas from overseas came from
Irish-born people• Significant presence on Facebook, Twitter, LinkedIn
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Managing your firm’s reputation online
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Monitor your brand
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Light touch moderation
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Monitor and respond
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What to do?
• Don’t ignore the Internet• Start with the basics
• Communicate what you do well on your own website• Make it easier for your audiences to find your firm’s
website• Adopt proven online marketing tactics• Integrate, integrate, integrate
• Consider Web 2.0 but....• Not every firm needs a blog or to be on Twitter• Only use the platforms and the techniques that add
value
• Monitor, measure and respond
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Questions?