Web Strategy and Digital Marketing

Sandymount Solicitors Group

www.slideshare.net/kfeighery/SandymountSolicitors

Overview

• Overview of Online Marketing• Content Marketing and Managing “Findability”• Search Case Studies• Blogging Platforms • LinkedIn• Twitter

Key Online Marketing Tactics

• Content & Inbound Marketing – Website, blog, partnership sites etc…

• Social Marketing– Twitter, LinkinedIn, Facebook, YouTube

• Pay Per Click Advertising (PPC)– Google Ads

• Search Engine Optimisation (SEO)– Structured & Planned Content, Links

• Email Marketing– Email Service Providers, Valuable Content

• Measurement and Analytics– Clear Objectives and Benchmarks

Snap Shot of Social Media

Social Media Landscape

Search: How to be Found

Search

Location Specific Search

Local Search

Organic Findability = Inbound Marketing

Hubspot – Inbound Marketing Company view

Overview of Search & Case Studies

Who Gets Found Wins

Organic Search

Paid & Organic Search

Paid Search

Paid Search

Organic Search

Organic Search

Paid Search

Organic Search

Organic Search

Paid Search

Organic Search

Paid Search

Paid Search

Paid Search

Organic Search - McNamarra

Organic Search

Paid Search

Paid & Organic Search – Ivor Fitzpatrick

Organic Search

Organic Search

Organic Search

Organic Search

Organic Search

Organic Search

Organic Search

Organic Search - Places

Organic Search - Places

Organic Search - Places

Organic Search

Organic Search

Paid Search Result

Paid Search

Organic Search

Paid Search

Organic Search - Places

Organic Search

Organic Search

LinkedIn

Professional Networking

Blogging

Blogging

• Rich Content Management System• Effective way of building community and improving SEO• Search Engines

– Regularly updated content– Build Links– Develop Keyword strategies

• Common Blogging Platforms– WordPress, Type Pad, Blogger

• Excellent way of providing thought leadership• Publish professional content which is of interest to you and

your community• Can be used to educate, inform and entertain readers • Participate in wider conversations, build community and

dialogue with prospectives • Leave comments, interact, promote interest, etc..

Leman Solicitors

Blogging Tips

• Connect to your most important keywords.– Important for Search Engine Optimisation

• Grow the number of influential referral sites. – Critical to get authoritative inbound links to your site

• Create outbound links using relevant anchor text – Be generous with links to other blogs and websites and others will return the favor

and build your traffic for you.• Measure endurance.

– Measure return visitor and length of time spent on site• Find and nurture your most important readers and constituents

– Make sure you respond to key people – thos who subscribe and comment• Use Twitter and Facebook to promote blog

– If Twitter isn’t one of your highest-ranking referral sites, you’re not using it properly.

– Monitor conversations on both Facebook and Twitter• Embed and measure calls to action. If we can get people to a landing page, we should.

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Twitter

Non-Legal Twitters

Journalists & Media