How to Craft a Campaign-Driven Marketing Strategy for Your Firm
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The document outlines a workshop focused on crafting campaign-driven marketing strategies for legal marketers and lawyers, presented by experts from Deloitte and Good2bSocial. It details the steps involved in creating an effective marketing campaign, emphasizing the importance of targeting specific audiences and measuring success through defined goals and KPIs. Participants will learn how to develop content strategies, select distribution channels, and evaluate campaign results to generate quality leads for their firms.
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How to Craft a Campaign-Driven Marketing Strategy for Your Firm
- 1. How to Craft a Campaign-Driven Marketing Strategy for Your Firm A Workshop for Legal Marketers and Lawyers
- 2. Meet Our Presenters SUSAN CHAN Digital Marketing Campaign Supervisor, Deloitte GUY ALVAREZ Founder & CEO, Good2bSocial
- 3. What you will learn today? 1. What is campaign driven marketing? 2. How to craft a single campaign using targeted content 3. What channels should you consider in order to reach your target audience 4. How to measure the engagement and success of your marketing campaign 5. How marketing campaigns can help you produce quality leads to grow your firm
- 5. Campaign Driven Marketing….. A marketing campaign can be defined simply as a collection of activities (email, social media, events, online advertising, etc.) that are aimed at a specific target audience and center around a specific topic. Effective marketing campaigns target certain niches by creating premium content relevant to your target audience. When a law firm’s marketing activities don’t have a direction, the messages become less focused and less effective. By utilizing a campaign driven marketing approach whereby you select specific practice areas, target specific personas, or focus on specific legal services you offer, you can focus your attention more narrowly and track your results more precisely.
- 6. 6-steps to create a marketing campaign strategy GOALS AUDIENCE CHANNELS RESULTS TIMEFRAME CONTENT Copyright © 2018 Deloitte Development LLC. All rights reserved.
- 7. Step 1: Define business goals Is this campaign aligned to your firm’s business goals? What does success look like? Did stakeholders approve? Is there any budget/ resources allocated for this campaign? What is the primary KPI? Copyright © 2018 Deloitte Development LLC. All rights reserved.
- 8. What resources do you need? Creative • Writer • Designer • Web developer Targeting • Web pages • Email • Social media • Paid media • Events Data Analytics • Data scientist/analyst
- 9. Prospects Step 2: Identify target audience & user journey Active clients Influencers Job seekers
- 10. Clients’ Journey
- 11. Personas Content Assets for each part of the funnel Call to Actions Nurture Emails Step 3: Develop content strategy
- 12. Step 4: Research distribution channels
- 13. Step 5: Set timeframe When is the target launch date? Are there any dependencies? Has a content sequencing strategy been developed? Does the launch align with other business activities?
- 14. Step 6: Review results & observations
- 15. Any Questions
- 16. Thank You ! GUY ALVAREZ Founder & CEO, Good2bSocial [email protected] SUSAN CHAN Digital Marketing Campaign Supervisor, Deloitte linkedin.com/in/susanwchan @Sue_NYC