Building Influence (and Business) on the Web

The Presentation inside:

Slide 0 Building Influence (and Business) on the Web How to Make a Return on Your Online Spend

Slide 1 The Google Myth You will invest ?XXX per month This will mean you 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

Slide 2 Why the SEO Myth Was Blown How many others are investing to 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?

Slide 3 Solicitors Birmingham

Slide 4 When SEO Works Niche work –(eg shareholder agreements) Niche Industry – Industry heroes Global/national –PI/Clin Neg Microsites

Slide 5 Is There a Better Way? Building Influence Leveraging other brands Building on what you have NETWORKING

Slide 6 The Marketing Funnel SEO Website/Front Desk Marketing activity CRM work Proselytising

Slide 7 Why Influence Building Works Relationships - No one cares how much you know until they know how much you care (David Cottle)/Trusted Adviser (Stephen Maister) Brand/value leveraging ‘Local Hero’ ‘Industry Hero’

Slide 8 Spheres of Influence Professional friend Client Industry Local Your sphere of influence

Slide 9 Influence Building: Web Opportunities Social networking Content Sharing/Local Hero/Industry Hero Enews Mobile News Message Targeting Can all be done in almost zero time

Slide 10 Current No 1. E-Newsletters HOW WHY They Work! Our clients and us Fast (very) Cheap as chips Easy to target messages to recipients Co-brandable

Slide 11 Logo here

Slide 12 The Future Mobiles and Pad Devices You don’t need an app: get a GOOD mobile site and TARGET it

Slide 13 Contact Details Joe Reevy Tel: 01392 423607 Fax: 01392 214495 [email protected]

Slide 14 Web- Based ‘To Do’ List Good email engine (cheap – you don’t need an ‘expert’ to do this for you!) get databases ready Mobile, video and content sharing

Slide 15 Things that Really Work Inbound links and link trading – more 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

Slide 16 Website Basics DOs: Client centred (subject matter, language style) Up to date Consistent style (enforce 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

Slide 17 Key Metrics ( Pages per visit Average time on site Traffic sources: referring sites Visitors (network locations) (NB only about 40-50% of data is recorded…)

Slide 18 Some Statistics We’ve Observed Ppn of visitors to our site from Google 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…)

Slide 19 Our Experience SEO Experiment – 6 months ?1,000 pcm. Site traffic up 120% Enquiries /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