Presented by: Aparna Tutak, CEO & Founder
Role of Strategy in Digital Marketing, Online Reputation
Management & Branding
Role of Strategy in Digital Marketing
Digital Marketing Vs. Digital StrategyFacebook 1
Billion+Twitter 550 Million+Google+ 343 MillionLinkedIn 225 Million
Source: ExpandedRamblings.com
Image Credit: kommunikationsmanagement.at/
Digital Marketing is IRRELEVANT
Digital STRATEGY is Research to Accomplish
Measurable & Actionable Objectives
Target Consumer Behavior
• Associations Can Analyze the Behavior of Clients in Digital Realm
• Create Custom Campaigns
• React Quickly to Develop Personalized Offers & Messages in Real-Time
You’re Just Not That Important
Image Credit: business2community.com
• Digital marketing is NOT for the benefit of your business – It’s for your CLIENTS!
• B2B - B2C – Doesn’t Matter
• P2P – People-to-People
• Provide Value to Clients
• Think like Amazon’s CEO
4P Approach
• People = Most Important of 4Ps
• Increase Client Retention & Decrease Attrition
Golden Key of Digital Marketing
BUYER PERSONAS
are the MOST Important Facet of Digital Marketing
• They are the People Around Whom Your Whole Business is Built
• Key to Unlocking Your Digital StrategyImage Credit: amalus.deviantart.com
SMART Marketing Framework
Specific – goals should be unambiguous
Measurable – goals should be able to be tracked
Attainable – goals should be realistic
Relevant – goals should matter to your business
Timebound – goals should have deadlines
Make a Plan for Your Content
• Content is King
• Map Out Your Content
• Create an Editorial Calendar
• Have a “MC” – Marketing Champion
Role of Strategy in Online Reputation
Management
Broken Glass, Broken Reputation
Perception in Marketing is Truth.
Clean It Up - SimpleWash - http://simplewa.sh
Reputation Management for Lawyers
• Control the Message
• The Internet is like an Elephant
• Online Persona Should Reflect Real Life YOU
• Lawyers Behaving Badly
• Don’t get Disbarred - Practice Good Judgment
• ORM Tools
Image Source:29.media.tumblr.com
Role of Strategy in Branding
Branding Through Social Media Marketing
Will Smith Image Credits: Biography.com
Lindsay Lohan Image Credits: film.com, Miami Herald Blog
• Authentic and Evolutionary
• Be Personal & Have Passion
• Remain True to Who You are and Your Business Image
• Don’t Deceive the Public – It can Ruin your Brand
• All Individuals – NOT Just Law Firms – Are Brands
How to Brand Myself Online•Become a Thought-Leader to Gain Credibility & Trust•Blogging – Only 9% of Attorneys Do This!
•Conversion•Brand Recognition•Targeted Audience•Loyalty•Identify Type of Cases & Clients You Want•Target Influencers•Social Listening
•Podcasting•Participate in the RIGHT Social Media Networks
Source & Image Credit: lawsitesblog.com
Law Firms with Blogs
Enchanting Your Clients
Image Credit: guykawasaki.com
• “Enchantment transforms situations and relationships”
• Lesson #1: Be Likeable
• It’s Not About What Other’s Can Do for You – It’s About What You Can Do for Others”
• Being “Mean”
Delightful Marketing
• Build Relationships with Content that is E.T. or 3T
• Educate – Entertain – Entice
• Teach – Tickle – Touch
• Make People Want to Do Business with You – Why?
• Customers More Likely to Share Negative Experiences with Businesses Online
• Solution: Effective Listening & Monitoring
Image Credit: business.time.com
Image Credit: SocialTimes.com
Image Source: www.theprayingmantis.com
Beat the Blink Test
• Appearances Matter Online • Visiting Your Website
Should Be a Beautiful Experience to Increase Conversion Rate
• Website Should Pass the “Blink Test” to Capture Attention, Share Message & Spark Interest
Image Credit: beautyinbalance.net
Final Thoughts
• Digital Marketing is a Marathon, Not a Sprint • Be the Tortoise –
Slow & Steady Wins the Race
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