One of the questions we’ve most commonly been asked in recent months is “does the GDPR mean we have to get fresh consents from our entire marketing database?” In many (indeed, perhaps most) cases, the answer is “no” – though the explanation for this is not all that straightforward, and so the confusion here is easy to understand.
The Internet Newsletter for Lawyers is edited by Nick Holmes and Delia Venables
Articles filed under Digital marketing
301 redirects are a way of ensuring online traffic gets sent to the most up-to-date version of a URL. For example, if you delete a page on a website and your customers try to access that page and it’s no longer there, they get an error message, which isn’t a great user experience, right? So, what you do is permanently redirect the old URL to the new, or most appropriate, URL. This is known as a 301 redirect.
This article is about a new product created by my firm called Crosselerator™ which I immodestly believe is likely to be one of the most profitable pieces of software for users that they’ll ever own. It was producing enquiries for us almost as soon as we started using it, and as I write this (Jan 2018) we are still 2 months away from any serious marketing. If you want to skip the “why” and just look at the “how”, scroll down to “How it Works”; the detail is in the series of videos on the Crosselerator YouTube channel. It takes only 15 minutes to watch them all.
We describe Crosselerator as “the software that turns everyday email into income – every day”. It is the first tech product our firm has built where the target market is not specifically professional practices: it can be used by any “silo” business (most largeish businesses are).
The competitive nature of pay per click advertising opens one potentially lucrative avenue to advertisers: bidding on your competitors’ keywords. Is it worth doing? Let’s explore the options.
You will commonly see advertisers bidding on competitor’s keywords. In the example above, we can see four advertisements for a search for the well-known drains clearing company Dyno Rod. The first ad is Dyno Rod itself, using advertising to protect its brand position.
The adverts in positions 2, 3, and 4 are competitors, leveraging Dyno Rod’s dominant market position to raise their own brand awareness, and potentially encourage searchers to click on their own website instead of going to the Dyno Rod website.
A good website with lots of useful information is no longer enough; the site has to be “marketed”.
Over the last 10 or 15 years, a large number of digital marketing companies have sprung up, typically offering to design and implement an impressive website and provide it with the key factors which will encourage the viewer to make contact and, hopefully, to become a client. These companies offer some of the following:
“War is 90 per cent information” – Napoleon Bonaparte
With the legal sector continuing to go through a period of unprecedented change, law firms are increasingly looking for ways to gain a competitive advantage over their rivals.
Law firm decision makers throughout the country will be busy developing and implementing business plans, setting objectives, goals and Key Performance Indicators (KPIs), ie important metrics. However, when applied in an online environment, it’s easy to lose sight of the bigger picture and get distracted by the sheer volume of metrics delivered by analytics tools which can easily confuse rather than inform.
The following tips are designed to help you see the wood through the trees and highlight some of the most important tools and techniques to help your law firm succeed online.
- GDPR – the dust is settling
- Open access to case law – how do we get there?
- LinkedIn – the lawyer’s social media channel of choice
- Legal information online in the Republic of Ireland
- The state of legal blogs
- Why blog?
- The Internet, Warts and All
- Legal Web Watch November 2018: Transforming access to justice
- Delia’s legal web picks November 2018
- CPD and continuing competence for 2018 – do it online now!
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