blogging for clients webinar co-hosted by kevin mckeown of lexblog & hinge marketing on 8/1/12
DESCRIPTION
Topics include: -Social media strategy and tools like blogs, etc. -Economic impact of online marketing on firm growth and profitability -Appropriate expectations for blogging and social media -How social networking is being used to build relationships and drive word-of-mouth -Leveraging or repurposing your work product to maximize time and create efficiencies -Recommended strategies and tools you can useTRANSCRIPT
Blogging for Clients: How Online Relationships Lead to Real World Clients
Follow Hinge:
@HingeMarketing
Subscribe to our Blog:
Hingemarketing.com/blog
Today’s Hashtag
› Chat live on Twitter:
#blog4clients
Meet the Presenters
Lee Frederiksen, Ph.D.
Managing Partner, Hinge [email protected]
Linkedin: in/leefrederiksen
www.spiralingupbook.com
www.hingemarketing.com/newbook
About Hinge:
Hinge is a leading branding and marketing firm for professional services. Our variety of services include research, strategy and creative. We also specialize in online marketing.
Meet the Presenters
Kevin McKeown, Esq.
President, LexBlog, Inc. [email protected] Twitter: @kevinmckeown Linkedin: in/kevinmckeown
About LexBlog:
LexBlog was one of the first companies to embrace and advocate social media technology as a practice development tool for attorneys. Today, LexBlog is helping more than 7,000 lawyers & other professionals create powerful, robust online identities that enhance reputations and ultimately help generate more work.
http://www.leadershipcloseup.com/
Agenda
› The economic case for online marketing
› How trust is developed online
› Developing your strategy and tools
› Implementing your plan
New Study for Professional Services
firms
20Top Experts
500
average employees
average revenue
319$53,929,835
Online Leads Drive Growth
Online Leads Drive Profit
Key Statistic
› 78% of Executive-level buyers go online to search for outside legal, accounting & consulting professionals. Source: Greenfield Belser
› 40% of legal professionals surveyed said blogging & social networking initiatives have already helped their firms bring in new work. Source: ALM Legal Intelligence
› 55% of in-house counsel say a law firm's blog influences hiring decisions. Source: InsideCounsel, Zeughauser & Greentarget
› 84% of in-house counsel perceive law blogs as credible. Source: InsideCounsel, Zeughauser & Greentarget
Law Perspective
The New Buyer
› Digital Native
› Time Pressured
› Free Education
› Transparency Expectation
› Collapse of Geography
VS.
TWO MARKETING MODELS
Traditional Model of Trust
You meet someone
You develop a relationship
They trust you
You get a new client
1234
New Model of Trust
Someone finds you for a reason
Your work is helpful and valuable
They trust you
You get a new client
1234
Communication Ecosystem: Web, social, mobile, search
Source: http://www.edelmandigital.com/2012/06/26/from-islands-to-ecosystem/
Online Tool Effectiveness
The Content Marketing Model
Inside Online Marketing
How Do You Get Your Best Work?
relationships and word of mouth
Listen before you talk
Seven Big Picture Points
Social networking is about cultivating a more powerful online persona
Complimentary Online Review
What we’ll cover:– Your current online activities– Suggestions for improvement– New strategies to consider
Contact LexBlog:
Contact Hinge:
Thank you! Questions?
Connect with Hinge
www.hingemarketing.com/blog
www.twitter.com/HingeMarketing
www.facebook.com/HingeMarketing
www.linkedin.com/companies/Hinge
Connect with LexBlog
lxbn.lexblog.com
kevin.lexblog.com
services.lexblog.com
twitter.com/LXBN
facebook.com/TheLexBlogNetwork
Lee Frederiksen, Ph.D.Managing Partner, Hinge [email protected]
www.hingemarketing.com
703.391.8870
Kevin McKeown, Esq.President, LexBlog, [email protected]://www.leadershipcloseup.com/ https://twitter.com/kevinmckeown
www.lexblog.com
206.890.6858