Monday, February 15, 2021
At the end of January, Good2bSocial started the Good2bSocial Academy. The course is designed as an easily accessible method to improve understanding of digital technologies in a law firm / legal marketing context for marketing, business development and communication professionals in a law firm. It offers webinars, articles and videos in an easy-to-navigate dashboard that can be completed at the participants’ own pace. About the design of the course, Guy Alvarez, founder and CEO of Good2bSocial and course instructor, says: “We wanted to design a course that gives legal marketers a verifiable base of knowledge about digital marketing concepts in the field of legal marketing – with the idea that this course as a benchmark could serve legal marketing departments that screen prospects and make it easier for CMOs to get approval for team training. “
Good2bSocial’s popular digital marketing certification is available on the Good2bSocial dashboard. The course is divided into eight sections, detailed below, which include assignments and feedback from Alvarez. After completing the eight sessions, students will create a final digital marketing project to receive the digital marketing certificate. After completing the course, students will have access to a private Linkedin group to network with other alumni.
The eight sessions are:
Session 1: Introduction to Digital Marketing
Session 2: Content Marketing
Session 3: Social Media Marketing
Session 4: Social Media Advertising
Session 5: Search Engine Optimization (SEO)
Session 6: Searching for Advertisements
Session 7: Email Marketing
Session 8: Measurement and Analysis
The Introduction to Digital Marketing for Law Firms section includes webinars, articles, and videos that provide a foundation and common language for attendees. Concepts discussed include inbound marketing for law firms, buyer’s journey, and customer journey mapping, all with an emphasis on legal marketing.
Inbound Marketing for Law Firms
Inbound Marketing for Law Firms is introduced through a conversation with Anna Norregaard, the Principal Channel Executive for Hubspot. Additional articles and resources are also included. Norregaard differentiates between inbound marketing and content marketing and how content marketing improves visibility across channels, while inbound marketing uses the increased visibility to convert that extra visibility into leads and opportunities.
Norregaard divides inbound marketing into four phases:
Attractive: Bring new visitors to your company’s website through strategic content creation, blogging, and social media so they can get to know you.
Convert. Once visitors arrive on your website, convert them into a lead by enticing them to fill out a form so you can capture their information and encouraging them to do so by providing valuable content such as webinars or case studies.
Shut down. In this phase, you use segmentation to transform leads into business development opportunities. Regular and appropriate follow-up can help drive the lead to completion.
Joy. At this stage, consider how you will communicate with your customers and how the relationship will add value to them in addition to the services they have purchased. How can you keep customers informed of your offers that they may find useful?
The buyer’s journey
To effectively understand what content is effective for inbound marketing, analyzing and constructing the person of a buyer can help contextualize the buyer’s journey for your company’s customers and develop content that addresses the concerns of potential buyers. By and large, the buyer journey includes the awareness phase, the consideration phase and the decision phase. By identifying common characteristics of your buyer at each stage, you can create content that addresses the concerns and positions your business as a solution.
Client journey mapping for law firms
One way to develop the buyer personality and conceptualize the buyer’s journey is to go through a customer journey mapping process. Client journey mapping has been a hot topic in law firms as traditional legal service buyers are more concerned with pricing and consistency. Client Journey Mapping provides an overview of the customer experience and what those interactions look like at each point of contact. Looking at this process from an outside perspective can bring the focus outward to the customer and encourage the company to be more receptive to customer feedback. Additionally, this shift in focus can help identify which touchpoints are critical for customers to make when making a purchase decision and encourage the company to be more empathetic. By looking at the customer’s experience, the company can create customized experiences and expand the relationship, possibly even expand the relationship to include more facets of the work.
By curating various resources in various formats, Alvarez has used his expertise to find assets related to the topics discussed and put them in a user-friendly, easily accessible dashboard. Alvarez says, “Good2bSocial has been providing training to individual law firms for over 10 years. Through this experience, we learned which elements are most useful for marketers in the legal industry. We have used this firsthand knowledge and condensed it into this course to meet the demand for digital marketing training in an online on-demand format that is only fueled by the tight labor market and the COVID-19 pandemic . ”
To learn more about the Good2bSocial Academy and the topics covered by the law firm, please click here.
You can find more information on the topics and important topics covered in the next seven parts of the Good2bSocial Academy here.
Copyright © 2020 National Legal Forum, LLCNational Law Review, Volume XI, Number 46