LOCAL LAW SOCIETY Annual Conference 2011

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1 LOCAL LAW SOCIETY Annual Conference th March 2011 David Clarke

2 Cost effective, low maintenance income generation using e-solutions David Clarke

3 An overview of DBS Established 1986 in USA Established 1996 in UK Awarded Investors In People Standard in 2004 Google AdWords Certified Partners Google Analytics Professionals Members of local chamber of commerce Team of 9 Split into 3 broad areas Web Design, Internet Marketing, Telecoms numbers

4 Google success stories # numbers #1 Mezzanine flooring #1 Car battery #1 Car batteries #1 Contest a will #1 Solicitor Telford #1 Solicitor Shropshire #1 Solicitor Surrey #1 Solicitor Barking #1 Solicitor Grantham #1 Solicitor Lincolnshire

5 2 main LLS income streams Membership ranges from CPD big competition from national law society

6 Today we will cover How to get your web presence right and get traffic How to interact with members and potential members through and social media

7 What s in it for me? You will learn how to: grow your membership make more revenue from CPD

8 How to get your web presence right Basics Clear navigation Anyone can find their way around the site easily know where they are on the site (breadcrumb) easily get back to where they were

9 How to get your web presence right Basics 3 clicks rule Any page on site is never more than 3 clicks to navigate to

10 How to get your web presence right Basics Simple url s work best rather than... easy to remember better for printed material

11 How to get your web presence right Basics Uncluttered avoid confusion and fleeing visitors

12 How to get your web presence right Basics Strong imagery A picture paints 1000 words Few people read all of the content on a web page

13 How to get your web presence right Basics Accessibility & compliance Standards compliant Alternative stylesheets Access keys Changing the text size

14 How to get your web presence right Basics Interactivity and calls to action Ask a question Arrange a callback (SMS) Download report/white paper

15 How to get your web presence right Basics Prominent contact details ideally top middle and bottom of web page

16 How to get your web presence right Basics Content Unique Compelling Constantly changing Consider blog for news & articles

17 How to get your web presence right Roadblocks to search engines Sites 100% in flash Robot text left in by developers Same page title and same page description throughout

18 How to get your web presence right Roadblocks to search engines No site map

19 How to get your web presence right Good features to have... Survey of Surrey Local Law Society members was carried out to see what features they wanted on their website find a solicitor CPD quarterly magazine download alerts

20 How to get your web presence right Good features to have... find a solicitor by solicitor name law firm name postcode can integrate with Google maps good reason for membership one new client pays lls annual fee

21 How to get your web presence right Good features to have... CPD 16 hours CPD most solicitors do CPD year runs from Nov 1 st to Oct 31 st Some people wait until the last minute so good strategies are to: Time an html newsletter (more later) for September to get the stragglers Put on general courses that anyone can attend at the end of the CPD year

22 How to get your web presence right Good features to have... CPD devote a page or section

23 How to get your web presence right Good features to have... CPD optimise page Page title Page description H1 heading

24 How to get your web presence right Good features to have... CPD manage your cpd profile online view courses attended hours logged book and pay for cpd online booking is not in real time

25 How to get your web presence right Good features to have... Quarterly magazine download upload a pdf of magazine via cms members download pdf allow sign up from all pages

26 How to get your web presence right Good features to have... alerts promote CPD and social events fill courses 3 rd party system or through website

27 How to measure the traffic to your website Google Analytics Key performance indicators: unique visitors

28 How to measure the traffic to your website Google Analytics Key performance indicators: traffic source

29 How to acquire, grow and use your database Acquire ACT, CRM software, Access or Excel basic fields: name, firm, build a profile for flexibility and targeted mailings eg courses attended, hours used, specialities Law Society free quarterly, database of local law firms - next release May clean your own database

30 How to acquire, grow and use your database Grow use data from web forms newsletter sign up white paper download

31 How to acquire, grow and use your database How to use your database entice non-members to join give added value to existing members always on tip of brain integrate bookings with database for Amazon style marketing straggler s if minimum CPD hours not logged last minute s to boost attendance

32 How to acquire, grow and use your database How to use your database Traditional method 20 page printed and bound course catalogue mailed out

33 How to acquire, grow and use your database How to use your database Halfway house post out card with CPD course dates and titles that drives recipients back to website

34 How to acquire, grow and use your database How to use your database 100% E-solution html tweet facebook post

35 How to interact with existing and potential members through marketing tips marketing efforts should drive traffic to most relevant page Link from back to relevant page What are html s?

36

37 How to interact with existing and potential members through marketing tips Branding should reflect the landing page

38 How to interact with existing and potential members through marketing tips Avoid images in top left hand corner - OK to use small logo Use subject line and headline wisely

39 How to interact with existing and potential members through marketing tips Don t send newsletters via your own account Use reputable 3 rd party solution Have realistic expectations of opening rates Gives advantage of tracking stats

40 How to use social media to engage, win and keep clients Strengthen ties with members Pass on news instantly to people who are interested in what you offer Attract more members and CPD attendees based on the principle: your friends are different to your friends friends Be seen as an early adopter Let s look at what is on offer...

41 How to use social media to engage, win and keep clients Easy set up just user name & password required You are the author of your own page - can add messages, photos, video and links Groups, companies and organisations can set up a business page and invite likes as opposed to friends likes see any posts that you make when they log on to their facebook account and are notified by If your likes have an iphone, Blackberry, Android or similar phone they can be alerted by when you make a post

42 How to use social media to engage, win and keep clients You are in instant, constant touch with people who are interested in you and what you do Facebook can be used to your advantage commercially to promote specific events, services and offers such as CPD courses can appoint more than one facebook page administrator Because of the way social media works you will be exposed to a much wider market place than your clients due to the principle of your friends are different to your friends friends Be creative in acquiring facebook likes

43 How to use social media to engage, win and keep clients

44 How to use social media to engage, win and keep clients

45

46 How to use social media to engage, win and keep clients

47 How to use social media to engage, win and keep clients Create an account Max 140 character tweet Search for your members, people or topics that interest you When you visit someone s twitter page you can click on a button to follow them. Similarly people can follow you If your followers have an iphone, Blackberry, Android or similar phone they will be alerted by when you make a tweet and vice versa Use twitter to encourage as many people as possible to follow you Notifications of tweets are sent instantly to your followers hand held devices or PC s so one tweet can go to thousands of people

48 How to use social media to engage, win and keep clients

49 How to use social media to engage, win and keep clients Use tweets to promote specific events, services and time related offers such as CPD courses Smart twitterers add a link to their tweets. Why? Gives followers the opportunity to click on the link to your website Every tweet should be seen as a way of driving traffic to the site

50 How to use social media to engage, win and keep clients Smart tweets sell the sizzle not the bacon eg:

51 Customise your twitter page to reflect your branding... Twitter page have several basic profiles or skins But you can customise your twitter page...

52 How to use social media to engage, win and keep clients Google is now starting to add tweets in its search engine results!

53 How to use social media to engage, win and keep clients Use Ping FM to save time... Create an account & whenever you make a post it feeds into facebook and twitter...

54 How to use social media to engage, win and keep clients Valuable referral network Tweets feed into it Put logo and links on letterhead

55 How to use social media to engage, win and keep clients You would be fairly early adopters My guess is numbers of likes and followers would be low initially You might feel you are tweeting to no-one or, worst still... Tweeting to the converted - followers are competitors rather than clients and prospects Takes time and effort to build a social media network but can be done in minutes a week Adding facebook posts or tweets that are blatant sales messages will not add value and over time you will lose your happy band of followers Tweet about all articles and news. Always add value!

56 Final word... Great opportunities to: boost revenue stay in touch with people who are interested in what you do Don t forget today s 20 somethings are tomorrow s 30 somethings Word of warning... Internet shouldn t be an excuse not to forge and build on personal relationships DOWNLOAD PDF OF PRESENTATION SEARCH ON GOOGLE FOR: legal website design dbs or type in browser:

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