Engagement strategies for law firms to compete in the age of the customer

Part of

7 Engagement

Strategies for Law Firms

to Compete in the Age

of the Client

Shad Alam, Senior Consultant, Digital Solutions

Shad Alam, Senior Consultant, Digital

Solutions

Shad is an avid digital technology enthusiast

and a senior consultant at edynamic who

works with marketers in professional service

firms, especially law firms, helping them

realize the true potential of their digital

technology investments and deliver great

customer experience.

About your host

Today’s Client

○ Better informed

○ Starts the buying process

○ Has many options

○ Decides where to engage

Client Engagement

Engages with clients

consistently and with

relevant information at

all touch-points driven

by measurable insight.

Integrated technology

will impact seamless

engagement

Social andCommunity

WebsiteEmail

Marketing

Mobile

360 Degree

Client Insight

Have you solved similar problems?

Firms need to

ascend the digital

marketing

maturity curve to

drive Client

Engagement

IT Led

• Brochure-ware

• Webmaster

bottleneck

Digital Client EngagementMarketing Driven Informational

Marketing

• Spray and pray

• Static content

• Marketing-driven

• Interactive

• Some intelligence

• Disconnected assets

• Functional focus

• Thought Leadership

Driven

• Personal and

Contextual

• Social

• Multi-device

Experiences

• Predictive 1 to 1

Marketing

• Measurement

• Focus on ROI

2005-2015 2016+1995-2005

1

2

3

Legal marketing must move up the Maturity Curve

Digital Engagement

Brand Positioning

Differentiate and

position clients in a more meaningful manner

Relevancy

Adapt to the information needs of our audiences; align content with how they want to receive it and

where they want to receive it

Digital Engagement

Relationship Building

Engage with audience through Thought Leadership Marketing, nurture these relationships and

enable client acquisition.

1 BUYING LIFECYCLE & CONTEXTUAL

EXPERIENCE

7 Step Approach to Client Engagement

5

SOCIAL ENGAGEMENT

2 CONTENT MARKETING

THAT NURTURES 6

MEASURE ENGAGEMENT

3 MULTI-DEVICE

EXPERIENCE7

TECHNOLOGY THAT ENGAGES

4

SINGLE VIEW OF THE CUSTOMER


EXPERIENCE

6 Step Approach to Client engagement

4 SOCIAL ENGAGEMENT

2 CONTENT MARKETING

THAT NURTURES

5 MEASURE ENGAGEMENT

3 MULTI-DEVICE

EXPERIENCE

6 TECHNOLOGY THAT ENGAGES

7 SINGLE VIEW OF THE CUSTOMER

Think like a client

50%OF MARKETING SPEND IS MISALIGNED

WITH CLIENT NEEDS WITHIN THEIR

DECISION JOURNEY (LIFE CYCLE).

McKinsey & Company Research

Understand the Buying Cycle

Typically a few stages clients pass through from the point of need recognition

to a purchase decision

Segment and target content to buying lifecycle

Identify content that address customer expectations. Consider buying cycle,

segmentation, pain points and motivators

Understand your Buying Cycle

Segment your audience

Map the Messages

Implement the Platforms

Context drives engagement

Context places the experience in the control of the visitor, aligning to their

expectations, leading them to the next steps

The right message to the right person at the right

time leads to engagement

○ 82% of prospects say content targeted to their

specific industry is more valuable

○ 67% say content targeted to their job function is

more valuable

○ 29% prefer content targeted to their geography

*MarketingSherpa Stats

Context can be gathered through the

experience

○ Visitor generated (implicit digital footprint), visitor supplied or externally supplied (services like DemandBaseprovide industry, presence, location, revenue, etc.)

Utilize context to personalize

communication and experience…

Personalization is all about…

RIGHT MESSAGE

RIGHT TIME

RIGHT DEVICE

54%OF MARKETERS WHO HAVE IMPLEMENTED

WEB PERSONALIZATION GENERATED

POSITIVE ROI WITHIN MONTHS OF

IMPLEMENTATION

Neolane Survey

72%OF MARKETERS SEE THE IMPORTANCE OF

ONLINE PERSONALIZATION BUT DON’T KNOW

HOW TO INCORPORATE IT.

eConsultancy, Realities of Online Personalization

Personalization—How do we Start?

Personalization can be taken from any or all

of the following sources of insight

○ Users' profiles and preferences: everything

they’ve told you about themselves (if you already

know them).

○ Clients' history with you: what they’ve done on

your site, in your community, in response to your

emails, etc.

○ How they found you: the search terms that

delivered them, or a tagged campaign URL that

they clicked on.

○ Their immediate behaviors: what they’re doing in

the current session (clickstreams, site searches,

etc).

○ Client life stage: are they new to your firm, have

they been reviewing your attorneys’ bios, are they

an existing client—perhaps a previous client?

Examples

Location Based personalization that

makes sense

Client-driven practice pages—specific to

location and Industry


EXPERIENCE


4 SOCIAL ENGAGEMENT

2 CONTENT MARKETING

THAT NURTURES


3 MULTI-DEVICE

EXPERIENCE



50%OF LEADS ARE NOT READY TO BUY

Gleanster Research

Importance of Nurturing

17.50%

12.50%

70%

Average B2B Initial Lead Break-down

Discard / disqualified

Sales-ready now

Longer-term opportunity /worth nurturing

Marketing Sherpa B2B Benchmarking Report

Moving people from consideration to commitment is the most important path of the

sales process - also the most necessary

The Value Exchange

LAW FIRMContent

CLIENTPersonal info

Jane [email protected] Council, XYZ Corp.

The firm continuously delivers relevant content & establishes

its worth to the audience

The audience trusts the firmenough to identify themselves &grant permission for engagement

Thought Leadership

Thought leadership marketing (TLM) can drive client Acquisition through

engagement

THOUGHT LEADERSHIP ASSETS

WHITE PAPERS

WEBINARS EVENTS BLOGS VIDEOS

Consulting leaders engage clients through exceptional content that is

merchandized, distributed across channels, and is measured

McKinsey & Company

ₒ Website showcases thought leadership aimed to

position the brand

ₒ Website focuses on engaging clients with thought

leadership

Accenture

ₒ Thought leadership across the site

ₒ Types of content assets includes whitepapers,

publications and videos

Consulting Firms can be Considered as Benchmarks

Use different types of content

Consider Social Content

○ Infographics

○ Video

○ Blogs

Webinars

Whitepapers

COPE

PUSH TO

AUDIENCES

MOBILE

SOCIAL MEDIA

ONLINE NEWS SITES

& DATABASES

SEARCH

ENGINES

CLIENTS &

POTENTIAL CLIENTS

MEDIA

OUTLETS

VIDEO

PORTALSBLOGGERS

JOURNALISTS


EXPERIENCE


4 SOCIAL ENGAGEMENT

2 CONTENT MARKETING

THAT NURTURES


3 MULTI-CHANNEL & MULTI-DEVICE

EXPERIENCE



78%OF MARKETERS INTERVIEWED BY

FORRESTER BELIEVE THAT CROSS-CHANNEL

MARKETING IS “IMPORTANT” OR “VERY

IMPORTANT” TO THEIR BUSINESS.

Forrester Report

5%OF THE MARKETERS INTERVIEWED, ONLY 5

PERCENT SAID THEY WERE “VERY

PREPARED” TO EXECUTE A CROSS CHANNEL

STRATEGY.Forrester Report

The Marketer’s perspective

WEB MOBILE EMAIL SOCIAL

YOUR FIRM: WEB

EXPERIENCE

YOUR FIRM: MOBILE

EXPERIENCE

YOUR FIRM: EMAIL

EXPERIENCE

YOUR FIRM: SOCIAL

EXPERIENCE

Cross-channel Engagement

The client’s perspective

YOUR FIRM: WEB

EXPERIENCE

YOUR FIRM: MOBILE

EXPERIENCE

YOUR FIRM: EMAIL

EXPERIENCE

YOUR FIRM: SOCIAL

EXPERIENCE

COMMUTING IN MEETINGS AT LUNCH AT THEIR DESK AT HOME

YOUR FIRM: ONE BRAND AND CONTENT EXPERIENCE

Device: TabletDevice: DesktopDevice: PhoneDevice: TabletDevice: Tablet

Channel: WebChannel: EmailChannel: TwitterChannel: WebChannel: Email

Client expectations are the Benchmark

Your Clients have two benchmarks

○ Experiencing their own brand

○ Experiencing the brand of other service providers

Their expectations become your benchmark

for an experience

Which online channels does your

organization use as part of its

Marketing efforts?

Responsive design

○ One website: Not a separate mobile and

desktop site

○ HTML5 & CSS3: New technologies to create

sites that respond to screen sizes and

orientation

○ Easy to maintain and update

○ Future proofing: Do you know what is next?

Getting to a Mobile Strategy

Challenges that marketers face

○ Being available to your clients where they are

○ Being available on devices your clients use

○ Getting visibility across all channels

○ Outdated technologies

Addressing the challenges

○ Use the channels your clients prefer—web, email,

social and communities

○ Engage them on devices they prefer—desktop,

tablets, smartphones

○ Listen to them across all channels—plan for cross-

channel analytics—see engagement behavior

holistically by client, rather than by channel

Delivering Cross Channel Experiences


EXPERIENCE


4 SOCIAL ENGAGEMENT

2 CONTENT MARKETING

THAT NURTURES


3 MULTI-DEVICE

EXPERIENCE



Source: A study by Martindale-Hubbell

Use of Social Channels by law firms

It starts with LISTENING

Social Media

Channels○ Twitter hashtags #

○ LinkedIn groups

○ Relevant blogs

○ Anywhere your

audience is talking

Client FAQsWhat questions do your

partners and associates

hear most often?

Incoming

Search TermsWhat are the most popular

keywords & phrases

bringing searchers to your

site?

Adding the client’s voice to your social content

To start a conversation with a professional contact on social media, follow these steps:

○ Say hello

○ Respond to someone

○ Ask questions

The only way to leverage these relationships is through conversation

Moving from ‘broadcast’ to ‘conversation’

Twitter

Facebook


EXPERIENCE


4 SOCIAL ENGAGEMENT

2 CONTENT MARKETING

THAT NURTURES


3 MULTI-DEVICE

EXPERIENCE



Is getting more hits on your website a sign of engagement? Does it tell you

anything?

How do you measure client engagement?

Measure how digital is helping clients

engage more with the firm and

creating new opportunities for them

Identify what moves the needle

○ Time spent on site

○ Frequency of visits

○ Core user actions

○ Engagement with critical content

Start here…

Identify hot and cold leads and those in between

COLD HOT TOO LATE

Beyond web analytics..

measuring engagement is what really matters

Score Description Marketing Action

A4The right prospect but no

interest.

Priority but may need

specific “why now”

messaging.

B1Good fit and very

interested.

Send to sales queue for

follow-up.

C1Not the idea prospect but

very interested.

Will they ever be a good fit?

Continue to nurture.

D4 Wrong Fit. No interest.Fulfill request and segment

out.

Define your lead scoring model to measure engagement

Empower your business development team and attorneys with

measurable

Finally… but most important


EXPERIENCE


4 SOCIAL ENGAGEMENT

2 CONTENT MARKETING

THAT NURTURES


3 MULTI-DEVICE

EXPERIENCE



What is the best thing technology can do for

marketers?

Technology needs to get out of the way!

Technology needs to be unobtrusive and give the power to

marketers to accomplish their objectives.

Significant issues that prevent marketers to succeed

Challenges with Digital Technology

Digital marketing technology is exploding; too many options to chose from.

Digital technology is confusing the world of marketing

Must haves

○ CMS

○ Analytics

○ Onsite Search

While there are many options there are a few technologies that law firms

should consider

○ Email automation

○ CRM

○ And now, social tools

Digital marketing technology in Law firm

Technology platforms + Integration + Engagement strategy = increasing

engagement

Web Page

Landing Page

Email

CMS CRMMarketing Automation

Forms

Tracking Tags

Content

Personalization Engine

Behavior Data

Rules Engine

Profile Data

Customer Profile

Link

Personalized EmailPersonalized Landing Page

Personalized Web Page

Prospect

Increasing engagement with your audience


EXPERIENCE


4 SOCIAL ENGAGEMENT

2 CONTENT MARKETING

THAT NURTURES


3 MULTI-DEVICE

EXPERIENCE



90 %OF THE CUSTOMERS SAY, SVC IS ESSENTIAL

TO CROSS CHANNEL SUCCESSSignal Report

Create a Customer Experience Platform that

integrates with data

Orchestrate individual experiences across every channel

CMS Marketing Automation Analytics

Actionable Customer Profile

Insight

Optimize

Identify ideal customer attributes, behaviors and preferences

Analyze performance and tie back to revenue goals

Optimize cross channel experiences with data and insight

CRM

External Data

InternalData


EXPERIENCE

7 Step Approach to Client Engagement

5

SOCIAL ENGAGEMENT

2 CONTENT MARKETING

THAT NURTURES 6

MEASURE ENGAGEMENT

3 MULTI-DEVICE

EXPERIENCE7

TECHNOLOGY THAT ENGAGES

4

SINGLE VIEW OF THE CUSTOMER

www.edynamic.net twitter.com/edynamic

[email protected] youtube.com/1999dynamic

1-877-339-6264 facebook.com/edynamic.net

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