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Association of Legal Administrators

Association of Legal Administrators. Digital Marketing Discussion David Klein and Jim Doyle December 5, 2018. Agenda. $. What types of digital marketing is “Do It Yourself”?. What digital marketing must you pay for?. Ways to measure digital marketing.

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Association of Legal Administrators

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  1. Association of Legal Administrators Digital Marketing Discussion David Klein and Jim DoyleDecember 5, 2018

  2. Agenda $ What types of digital marketing is “Do It Yourself”? What digital marketing must you pay for? Ways to measure digital marketing

  3. What types of digital marketing is “Do It Yourself”?

  4. “When you get something for nothing, you just haven’t been billed for it yet.” FRANKLIN P. JONES

  5. What types of digital marketing is “Do It Yourself” v BLOGGING / PODCASTING SOCIAL MEDIA POSTING Facebook, Instagram, Twitter, YouTube BUILD or UPDATE YOUR WEBSITE SEARCH ENGINE OPTIMIZATION EMAIL MARKETING TO YOUR OWN LIST

  6. Build or Update Your Website

  7. Build Your Website CONS PROS • You’ll spend 1-5 hrs./page • Functionality requires coding knowledge • Privacy and cookie regs • Costs very little • Total Creative Freedom • Lots of Options • Easy Editing going forward

  8. Search Engine Optimization

  9. Search Engine Optimization Ranking higher for 50-100 relevant keyword searches on Google, Bing, Yahoo, directories CONS PROS • Very difficult to rank for popular keywords • Google’s algorithm changes 100’s times/year • Organic results becoming less visible • Billions of people rely on organic results to make buying decisions • Choose which keywords to show up for

  10. Social Media Posting

  11. Social Media Posting PROS • No financial cost • Total Creative Freedom • Lots of Options CONS • Difficult to create engaging content • Maintain company voice • Only 3-5% of audience sees organic posts

  12. Email Marketing to Your Own List

  13. Email Marketing to Your Own List CONS PROS • Difficult to create engaging content consistently • Risk alienating existing customers if they don’t like the emails • No financial cost • Total Creative Freedom • Lots of Options for design and messaging

  14. Blogging / Podcasting

  15. Blogging / Podcasting CONS PROS • Difficult to create engaging content consistently • Difficult to attract an audience • Think in terms of years to obtain any measurable ROI • No financial cost • Total Creative Freedom • Lots of Options

  16. What Ads Must You Pay For?

  17. “It’s not what something costs, it’s what you get that determines value.” SOME GUY ON THE CORNER

  18. What ads must you pay for? e SPONSORED CONTENT SOCIAL MEDIA ADS EMAIL TO PURCHASED LIST GOOGLE ADWORDS DISPLAY ADVERTISING

  19. Google Adwords/Bing Pay Per Click Ads

  20. Google Adwords/Bing Pay Per Click Ads CONS PROS • Since pricing is auction based, need to be willing to spend enough to show up relative to competitors • Can get unqualified traffic • Campaigns should be continually optimized • Only pay for visits • Only show ads in areas you want your ads to appear • Track phone calls and form submissions easily • Can do A/B Testing

  21. Social Media Ads

  22. Social Media Ads CONS PROS • Pricing varies wildly – from cost per 1,000 to cost per click • Can get unqualified traffic • Campaigns should be continually optimized • Only pay for visits • Only show ads in areas you want your ads to appear • Track phone calls and form submissions easily

  23. Display Advertising

  24. Display Advertising CONS PROS • Does not typically generate lots of traffic or leads • Will take time to see ROI • Need to build more sophisticated tracking than impressions and clicks • Reach lots of eyeballs for a low cost • Total Creative Freedom • Wide range of tracking options • Can do A/B testing

  25. Email to Purchased List

  26. Email to Purchased List PROS • Reach lots of eyeball for a low cost • Total Creative Freedom • Wide range of tracking options CONS • Average open rate is 15% to 20%. Average click rate of opens is 5% to 10%. So, purchase accordingly • Over sending emails

  27. Sponsored/ Native Content

  28. Sponsored/Native Content CONS PROS • Does not typically generate lots of traffic or leads • Will take time to see ROI • Need to build more sophisticated tracking than impressions and clicks • Tell your story in long format • Can use photos and video • Lives indefinitely • Halo effect from aligning message with credible source

  29. Ways to Measure Digital Marketing

  30. Ways to measure digital marketing TWITTER AND FACEBOOK DASHBOARDS Use CRM to track AVERAGE ACQUISITION COST DISPLAY AD METRICS CONVERSION METRICS calls, form fills GOOGLE ADWORDS METRICS GOOGLE ANALYTICS

  31. Contact Us SagaCity Media 921 SW Washington, Suite # 750 Portland, OR 97205 PHONE EMAIL WEBSITE David Klein: 971.200.7055 Jim Doyle: 971.200.7022 dklein@sagacitymedia.com jdoyle@sagacitymedia.com sagacitymedia.com Pdxmonthly.com

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