By Rafe Berding, Manager of Brand and Communications, GlobalX
In saying this, digital strategies are not autonomous in their application, and must be collaboratively combined with traditional marketing elements to achieve true multi-channel marketing communications.
Indeed, the Australian legal landscape is continuing to evolve faster than ever, with innovation in the sector delivering challenges and opportunities at every corner. The emergence of new technology and integration capabilities is presenting disruption as we adopt and change. Technology is also changing the way we offer legal services, creating new forms of competition and changing client expectations on how we do business.
That said, law firms must also stay on top of the latest ways to reach clients and showcase their unique value proposition.
Multi-channel marketing to the modern-day consumer
Both traditional and digital marketing must be implemented as a unified strategy.
Multi-channel marketing and communication establishes a broad presence across a myriad of platforms to reach prospective clientele. With Australians consuming more information than ever across multiple platforms in shorter cycles, it is essential we have targeted and diverse marketing and advertising activities.
5 tips to boost your multi-channel marketing communications
1. Be Present – Have an online presence
If you haven’t already built an online presence for your business, it’s time to start. Having an online presence is critical for your business - no matter how large or small. It is imperative you have a modern website that reflects your brand, it is up-to-date with your services, contact details and overall unique value proposition.
2. Be reached – Invest in Search Engine Optimisation (SEO)
There is no point in having the best website and social media platforms in town when you have no traffic being directed to your brand. To put it in perspective Google processes over 40,000 search queries every second, which translates to over 3.5 billion searches per day and 1.2 trillion searches per year.
Approximately 90% of consumers use search engines to research a product or business. Here is a breakdown of the search engines used.
Australian Search engine usage snapshot:
The rest: 5.6%
To ensure you are ranking on page 1 of Google or any other search engine for that matter you need to invest in Search Engine Optimisation (SEO).
What is SEO?
Search Engine Optimization (SEO) is the process of influencing the visibility of your website in a web search engine's unpaid results — often referred to as "natural," "organic," or "earned" results. In layman's terms this means being higher up the search results listing, preferably at the top of page 1!
Find out more by visiting Google’s free Search Engine Optimisation Starter Guide.
3. Be Social – Implement Social Media
With over 65.8% of the Australian population actively using Facebook each month it is important your business is set up on the social media platforms your clients use.
*Australian Social Media usage:
- Facebook – 16,000,000 active users
- Instagram – 5,000,000 active users
- LinkedIn – 3,600,000 active users
- Twitter – 2,800,000 active users
Setting up social media accounts for your business are free and easy to do.
Learn how you can set up a free Facebook business Page in a matter of minutes, from a mobile device or a computer.
4. Be consistent with your message - Have a Communication Strategy
Having a web and social presence is one thing, but consistent and palatable content via these platforms is the kicker. A mix of thought and industry leadership, product and service announcements and telling your business story is essential across all platforms.
Planning and measurability of this regular content ensures consistency and that you understand the mix, message and value. Communication is constant through technology. Because of this, information should never be delayed in getting to its intended recipient. Providing consistent and current communication means your clients will stay informed and educated. In return, your business will earn their respect, trust and opportunity to win their business.
5. Be agile with paid promotion – boost your digital presence as required
AdWords is an advertising service by Google for organisations wanting to display ads based on key words to get to the top of search results on Google. The Adwords program enables you to set a budget, with users only paying when people click on the respective ads.
These campaigns are on a Pay Per Click (PPC) basis and can be easily targeted or displayed based by several demographics:
- Company – by name or category (industry or size)
- Job Title
- Group – all or a particular group, or exclude
Facebook offers businesses “Promoted Posts,” these are an advertising option enabling the promotion of selected posts.
A Promoted Post is like any other regular post made on your Facebook business Page. From there you set a budget on a Pay Per Click (PPC) model. The post will then be shared and promoted to a set number of Facebook members.
Embrace digital tools to your advantage
Equally, our customers’ behaviour is dramatically changing from the way they appoint us, to the way in which the relationship communicates. By leveraging the latest digital tools and strategies in conjunction with traditional marketing and business development activities you can ensure your business is in the best position to be present, reachable and relevant.
About our Guest Blogger
Rafe Berding is Manager of Brand and Communications at GlobalX. GlobalX is one of Australia’s leading technology and legal support services companies - developing and supporting workflow software solutions for conveyancers and lawyers including Matter Centre and Open Practice.
GlobalX’s online, software and legal support services are used by thousands of law firms across the nation each day. Rafe is part of a team of 250 dedicated professionals driving technological and industry change to empower the daily productivity of Australia’s leading legal professionals.