Digital marketing, and your online reputation is now a critical success factor for almost all businesses – especially professional services. We all know that we should not turn up to meetings in dirty smelly clothes! All respectable firms would make sure that if a potential customer is visiting their office that it is clean, tidy, and presentable. Few, if any, would accept anything but the very highest standards in all realms of 'offline' engagement... And yet, so many of these very same companies, the very same business owners that insist on making sure the office is tidy often have poor standards when it comes to their digital identity and increasingly important – their social media reputation. What is certain, is that there is no slower day coming and that further change is guaranteed. Therefore you must have a plan in place that also allows you to remain agile. This short webinar will take you through proven digital marketing strategies for professional service firms to help you differentiate, gain opportunities and convert those opportunities into new clients.

1. Insight
Intelligence
Welcome to this webinar from Insight
Proven digital marketing that works…
How Leading Firms Are Winning High Quality
Customers Using Online Marketing
Digital Marketing That Works

2. Who are Insight and what do we do?
•Nearly 30 years of working with professional firms of all sizes, helping them
to grow
•Over 3000 delegates to live events this year
•Over 10,000 reports downloaded
•Over 45,000 subscriber to our professional services bulletin
•Over 300 consultative 1:1’s with partners of firms this year
Digital Marketing That Works

3. The Market - Birthed In Change
90s
Dial-up
Early 00’s
Broadband
Now
Everywhere
Digital Marketing That Works

4. Are you being left behind?
Digital Marketing That Works

5. Don’t get left behind
Check the reality with;
•App’s
•Apples to accounting
•Mobiles to MYOB
Digital Marketing That Works

6. Whatever happens - remain agile
Further change is guaranteed therefore you must have
a plan in place whilst remaining agile
“If you find
change difficult
you want to try
redundancy”
Norman Swartzkoph
Digital Marketing That Works

7. Mistake 1
Failing to take your digital
identity, responsibility and
social media reputation
seriously!
Digital Marketing That Works

8. You will be ‘checked out’ online
Every single potential client will visit your
website, your LinkedIn profile and other social
pages before choosing to use you.
Existing clients will periodically check you out
online from time to time especially when being
approached by the competition
Digital Marketing That Works

9. Digital Marketing That Works

10. What’s the minimum expected?
• A well constructed, professionally written
website that is not all about you
• Good quality optimisation and/or Pay Per Click
so you can be found online
• Carefully constructed landing pages
• Regular email marketing (monthly at the least)
• A well honed presence on LinkedIn
• Twitter and potentially Facebook
Digital Marketing That Works

11. The sad news
We review thousands of companies online
presence and most:
• Are outdated
• Poorly constructed
• Inappropriately reflect the company
• Contain no genuine photos
• Stuffed full of generic ‘stuff’
• Have little or no imagination
• Have not been written by a professional
Digital Marketing That Works

12. Mistake 2 - The website
One of the most common mistakes made on the
website itself is that its not designed to impress
nor win business.
This becomes evident when you spend a few
moments looking at any site – even perhaps
your own?
Digital Marketing That Works

13. Don’t stuff it full of rubbish
If it distracts the potential customer
If it takes them off your site
If it overloads them with content
If its technical, full of jargon or complex
If it does not contain clear benefits
It it talks about you (with the exception of the about you section)
THEN BIN IT
Digital Marketing That Works

14. Start with the end!
Digital Marketing That Works

15. The end - an enquiry
And for that to take place you need effective
Calls To Action CTA these should be placed in
different places on your site using different
offers (yes we all really do like offers!) and some
very simple while others offering something in
return.
Digital Marketing That Works

16. Calls to Action – Add Value
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17. Calls to Action – Get Response
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18. DON’T – accept a template
Here is an example from the accountancy
community
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19. Spot the Difference
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20. Spot the Difference
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21. Spot the Difference
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22. Spot the Difference
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23. Spot the Difference
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24. Mistake 3
Not looking at or knowing how your website is
really performing !
“If you do not measure it – you cannot manage it!”
Peter Drucker
Digital Marketing That Works

25. Questions That Need Answers
• How much traffic is my site getting?
• Where is it coming from?
• What is it doing while on my site?
• How much of it is translating into opportunities?
• What do I need to put right?
• How many enquired by email
So, for all your marketing spend, you can work out
what it yields for you
Digital Marketing That Works

26. Statistics & Challenges
Average Firm Monthly Stats The Challenge Is…
•660 Visits (410 Unique) •Where from?
•200 New Opportunities •Who are they?
•4-8 Enquiries •How do they enquire?
•?? New Clients •How can I do this?
Answer these
questions, achieve your
ambitions!
Digital Marketing That Works

27. Measures of Content Performance
• SEO benefits / ranking
• Direct visits / referrals to specific articles
• Increase in overall time on site
• Increase in repeat visitors and page visits
• Clients and prospects referring to articles
• Increase in site conversion rates
Digital Marketing That Works

28. Do you feel prepared?
• 68% of Marketing decision makers report
that they feel “unprepared” for the
challenges of social media marketing.
Digital Marketing That Works

29. Quick reminder of how it works
Then there’s
Firstly, there’s YOU… your network
These are people where there is some degree of
liking, rapport and trust. These are your contacts
Digital Marketing That Works

30. Degrees of Separation
Then there’s
Then there’s your
Then there’s your networks’ networks’ networks’
Firstly, there’s YOU… your network network… network…
Then there’s those who are away – friends of friends or
away – friends of friends of friends
Digital Marketing That Works

31. Are more connections better?
• If you know them all well yes but …
• Not a numbers game
• Quality
• Engagement
• Reciprocation
• Success
Digital Marketing That Works

32. Quick personal profile tips
• Why you?
– Headline
– Is your profile boring?
– Complete?
• Get found
– Use variants of words
– 100% complete is not enough
– New sections
• Don’t look like a failure
• Broken channels of communication
Digital Marketing That Works

33. Keeping in touch
• Status
– Including links
– Rewrite standard text
• Filter home page
• Comment and engage
Digital Marketing That Works

34. How do you meet the perfect client?
XX Accountants
XX Lawyers
XX Charities
XX Directors and above
XX Directors of construction
companies
XX that play golf
XX Mangers … oh dear
Digital Marketing That Works

35. 7 Steps
• Be on there
• Make the most of your profile
• Know your network
• Identify your target client
• Search for them / their company
• Join the right groups
• Engage or fail
Digital Marketing That Works

36. How to use email marketing to drive
traffic to your website…
• Value/Sales led email to educate and draw a response
• Landing pages setup so process is easy for the prospect
and streamlined for your sales conversion
• Analytics setup on website and email to gain intelligence
• Heat maps on you website
• Speed of response
• Autoresponders
• Focused future messages
Digital Marketing That Works

37. Email Marketing That Works
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38. Email Marketing That Works
Incentives or offers
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39. Email Marketing That Works
Getting & Building Lists
The math…
Outbound TM 40 per week = 160
4 partners LinkedIn or networking 5 each per week = 80
Reception 1 per day = 20
2 Client managers 2 each per week = 16
PPC = 50
LinkedIn = 50
TOTAL = 376 per month or 4512 p.a.
Digital Marketing That Works

40. Email Marketing That Works
Digital Marketing That Works

41. Email Marketing That Works
Digital Marketing That Works

42. A free resource pack for everyone
There is a limit to what can be covered by webinar; that’s why we offer the
following.
1. 9 Common LinkedIn mistakes - your free 31 page report that outlines
what to avoid and how to get the most from starting with LinkedIn. Plus a
separate document, giving you bespoke website strategies that work.
2. One page digital marketing plan to help you create your strategy
3. Free prospect search, including email addresses
4. Free 1:1 together by phone - expert, independent advice from the
comfort of your office and without obligation
3. Invitation to join us for a full day live
4. Free evening with our senior team over champagne and Canapés
Digital Marketing That Works