How to design a highly personalised legal website and experience

Transcript

1. WEBINAR Learn how to differentiate your firm by delivering a best-in-class client experience How to design a highly personalised legal website and experience
2. DIGITAL CHALLENGES 1. HAVING A ONE SIZE FITS ALL APPROACH TO DIGITAL CLIENT ENGAGEMENT 2. NOT HAVING THE DATA TO SHOW THE IMPACT OF MARKETING IN SUPPORTING SALES 3. RELATIVELY SMALL AND VERY BUSY DIGITAL TEAMS 4. DISCONNECTED TECHNOLOGY STACK
3. WWW.RATIOPARTNERS.CO.UK 74% OF CONSUMERS VISIT A LAW FIRM’S WEBSITE TO TAKE ACTION SOURCE - GOOGLE LEGAL SERVICES STUDY
4. WWW.RATIOPARTNERS.CO.UK 97% OF ALL LAW FIRMS WEBSITES LACK ANY KIND OF PERSONALISED CONTENT SOURCE: LEGAL PRODUCTIVITY
5. QUESTION: ARE YOU APPROACHING A FULL REDESIGN OR OPTIMISING WHAT YOU CURRENTLY HAVE
6. WWW.RATIOPARTNERS.CO.UK MYTH DESIGNING AN OPTIMAL WEBSITE IS ALL ABOUT WHAT THE CLIENT SEES
7. LET’S START WITH THE ONLINE EXPERIENCE NOT MIRRORING THE OFFLINE EXPERIENCE
8. WWW.RATIOPARTNERS.CO.UK Region Campaign Location Value Persona Stage ID Search Landing Page Insight pages Testimonials Word of Mouth Article Campaign Site Email re Events Personalised Email Personalised Newsletter Social Campaign Confirmation Support Pages Contact office Example user: Jane Doe - in-house legal counsel at a FTSE 350 company UK The practical implications of Brexit Birmingham High in-house legal counsel Prospect Email Phone Sign up LinkedIn Social Share Webinar signup 1. Interest Jane 2. Track her interactions across all channels 3. Qualify her potential 4. Offer her a direct, knowledgeable advisor 5. Target her with advertising and content
9. HOW DO WE DIGITISE THE OFFLINE RELATIONSHIP?
10. WWW.RATIOP WWW.RATIOPARTNERS.CO.UK LET’S START BY BUILDING A SINGLE PROFILE ON YOUR CLIENTS
11. A SINGLE CLIENT PROFILE CAPTURES 1. WHAT DO WE KNOW ABOUT CLIENTS 3. HOW ARE THEY INTERACTING WITH US 5. WHAT ARE THEY TELLING IS
12. WWW.RATIOP WWW.RATIOPARTNERS.CO.UK WHY A SINGLE PROFILE?
13. WWW.RATIOP WWW.RATIOPARTNERS.CO.UK TYPICALLY DIGITAL AND SYSTEMS LAWYERS AND BUSINESS DEVELOPMENT USE ON A DAY TO DAY BASIS ARE SEPARATE
14. WWW.RATIOP WWW.RATIOPARTNERS.CO.UK BUT DIFFERENT SYSTEMS ARE NOT SHARING WHAT THEY KNOW ON THEIR CLIENT WITH EACH OTHER
15. CLIENT TRAITS WHICH WE CAN TRACK - The client - Their name - The clients’s relationship manager - Track their website visits - Track content read - Campaigns engaged with - Place client into a client pro f i le - Their location - Their company name (if applicable) BUT WHERE DOES THIS DATA COME FROM?
16. EACH SYSTEM HOLDS SOME KEY INFORMATION ON YOUR CLIENTS CMS EMAIL PLATFORM ADVERTISING TOOLS CLIENT PORTAL
17. SINGLE CLIENT PROFILE CLIENT BUSINESS DEVELOPMENT/ LAWYERS Client intelligence Deliver personalised content across 
 the tools the client uses to 
 consume information Company website Client portal
18. WWW.RATIOPARTNERS.CO.UK WHAT ARE YOUR CLIENTS AND PROSPECTS LOOKING FOR WHEN THEY VISIT YOUR WEBSITE ?
19. - - Wouldn’t it be good to know that your client was spending time researching? Questions to ask yourself as a… Marketer - what content would I send to this client if I knew what they were researching
20. WWW.RATIOPARTNERS.CO.UK DO YOU KNOW MY BUSINESS?
21. WWW.RATIOPARTNERS.CO.UK HAVE YOU SOLVED THE PROBLEMS I’M CURRENTLY FACING?
22. WWW.RATIOPARTNERS.CO.UK WHAT ARE YOUR PRACTICE STRENGTHS?
23. WWW.RATIOPARTNERS.CO.UK WHY SHOULD I SPEAK TO YOUR FIRM?
24. WWW.RATIOPARTNERS.CO.UK DO YOU HAVE CONTENT WHICH SPEAKS TO MY DAILY CHALLENGES?
25. NOW LET’S REIMAGINE THE PERSONALISED EXPERIENCE BUILT AROUND THIS SINGLE CLIENT PROFILE
26. LET’S BUILD THE CLIENT EXPERIENCE FROM THE CLIENTS PERSPECTIVE
27. WHAT DOES A PERSONALISED CLIENT EXPERIENCE LOOK LIKE?
28. EACH CLIENT’S CONTENT AND RESEARCH INTERESTS ARE VERY DIFFERENT GOALS AREAS OF RESEARCH I’m researching IP infringement I’m researching the impact of Brexit on commercial contracts I’m researching the impact of Covid-19 on our business
29. MANAGING CLIENT EXPERIENCES IS ABOUT LEVERAGING THE KNOWLEDGE YOU HOLD ON EACH CLIENT PROFILE SINGLE CLIENT CLIENT RELATIONSHIP Client Deliver personalised content across 

30. WWW.RATIOPARTNERS.CO.UK SET AND FORGET SOUND FAMILIAR
31. WWW.RATIOPARTNERS.CO.UK DATA AND CONTINUAL OPTIMISATION
32. WWW.RATIOPARTNERS.CO.UK HOW DO YOU TRACK THE IMPACT OF DIGITAL?
33. WWW.RATIOPARTNERS.CO.UK HOW ARE YOU MEASURING IF YOUR MARKETING IS GENERATING IMPACT?
34. WWW.RATIOPARTNERS.CO.UK ALIGN DIGITAL METRICS WITH BUSINESS OBJECTIVES
35. WWW.RATIOPARTNERS.CO.UK ARE YOU SYSTEMS TALKING TO EACH OTHER AND SHARING DATA ON YOUR CLIENTS?
36. WWW.RATIOPARTNERS.CO.UK - Sit down and map where your clients data is held - Write down what types of information you are currently tracking on your customers - Figure out the gap between what you know about clients and what you want to know - Investigate what marketing systems you have and what their capabilities are - De f i ne digital metrics which align which business goals SUMMARY IF YOU HAVE ANY QUESTIONS - DROP ME AN EMAIL AT MARIO.KYRIACOU@RATIOPARTNERS.CO.UK
37. If you have any questions feel free to drop me an email at mario.kyriacou@ratiopartners.co.uk