Building Influence (and Business) on the Web презентация

on Your Online Spend

are higher up the search results
This will mean your site gets more visits
This will mean more instructions for your firm
This will increase your profits

achieve the same result?
Even if you are on page 1, what is the click-through probability? (What’s the alogarithm/screen size?)
How many of those are actually interested in buying your service?
Are these the PROFITABLE clients?
Is your SEO provider’s magic better than theirs?

–PI/Clin Neg
Microsites

have
NETWORKING

know until they know how much you care (David Cottle)/Trusted Adviser (Stephen Maister)
Brand/value leveraging
‘Local Hero’
‘Industry Hero’

Targeting

Can all be done in almost zero time

(very)
Cheap as chips
Easy to target messages to recipients
Co-brandable

GOOD mobile site and TARGET it

don’t need an ‘expert’ to do this for you!) get databases ready
Mobile, video and content sharing

efficient than SEO in most cases?
Adwords
Placement of links and banners – must be very well targeted.
Supporting your web presence off line - essential
Social networking (if done properly!) (beware goodwill issues)
Content sharing – if done properly!
Enewsletters (GOLD DUST!) – mobile site will be the next big thing.
LinkedIn (join the right groups – target industries, not law)
Trade Specialisms -being the ‘Industry heroes’
Clearly Definable Niches

editing guidelines and do not lose your voice)
Well edited! (VERY important!)
DON’Ts:
About you
Out of date
Technical (unless technically aware audience sought)
Mish mash of styles: BUILD a HOUSE STYLE and ENFORCE IT

(network locations)
(NB only about 40-50% of data is recorded…)

7.91%
Approx % of measured visitors to our website interested in our offering – 30%
Ppn of these who make contact uninvited – 20%
Ppn of ‘1st contact web’ users converted – 8%.
Ppn of ‘1st contact email’ users converted – 35% (same for paper etc ads)
Approx conversion ratio 90:1
Recent report – 0.015% (15 in 100,000) visitors created by SEO on a law firm website made any contact…)

/LRSS Signups up 5%
Qualified Business Enquiries – up 0%
Many visits from known hacker zones

Net Effect – Perceived need for enhanced admin security.
US Study 15 contacts per 100,000 visitors