measuring the relationship between marketing and firm success
DESCRIPTION
On March 30, 2014, Vizibility and ALL-STATE LEGAL hosted a webinar to explore 13 relationship between marketing and firm success. This is based on survey results and Vizibility's new infographic (http://marketingandsuccess.vizibility.com) based on the findings.TRANSCRIPT
Copyright © 2014 Vizibility LLC, an ALL-STATE company.
Firms with 4 Specific Features on Website Bio Pages have 39.9% Higher Average Revenue Per Partner
vizibility.com | [email protected] | (866) 380-3400 x150
Copyright © 2014 Vizibility LLC, an ALL-STATE company.
Agenda
1. How do professional services firms measure success, and what are their most important marketing investments?
2. What are firms who met their revenue goals doing differently from firms who did not?
3. What are the 4 bio page features that correlate to 39.9% increased revenue per partner for firms using them on their websites, and how can you add them to your own website?
Copyright © 2014 Vizibility LLC, an ALL-STATE company.
Measuring Success
Copyright © 2014 Vizibility LLC, an ALL-STATE company.
Marketing Mix
Copyright © 2014 Vizibility LLC, an ALL-STATE company.
Achieving Success
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Measuring Success: Met Goals vs Did Not Meet Goals
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21 Website Bio Features
Copyright © 2014 Vizibility LLC, an ALL-STATE company.
4 Features Correlate to Increased Revenue per Partner
Copyright © 2014 Vizibility LLC, an ALL-STATE company.
Multimedia Links or RSS Feeds
What is it? Multimedia links include links to videos, podcasts, photos or other multimedia resources for the individual.
Copyright © 2014 Vizibility LLC, an ALL-STATE company.
Multimedia Links or RSS Feeds
How do I add it?• Dynamic bio pages. Your web developer will include these links in the
database as metadata for each user, so they are exposed on the individual bio pages dynamically. → Big initial investment, but easy long-term maintenance.
• Static bio pages. Your web develop will add these links to each of your bio pages. → Small initial investment, but long-term maintenance and quick changes are
sacrificed.
% of NLJ 350 using Feature
Ave Rev per Partner with Feature
Ave Rev per Partner w/out Feature
Change in Ave Rev per Partner
5.7% $758,526 $495,368 53.1%
Dynamic Bios
Static Bios
Effort to Implement
Copyright © 2014 Vizibility LLC, an ALL-STATE company.
Languages Spoken
What is it? Make it easy for visitors know which languages are spoken by the individual.
Copyright © 2014 Vizibility LLC, an ALL-STATE company.
Languages Spoken
% of NLJ 350 using Feature
Ave Rev per Partner with Feature
Ave Rev per Partner w/out Feature
Change in Ave Rev per Partner
21.7% $688,658 $460,963 49.4%
Consider sharing more than just which language(s) by using the standardized IRL Language Proficiency Scale:
→ IRL Level 1 – Elementary proficiency→ IRL Level 2 – Limited working proficiency→ IRL Level 3 – Professional working proficiency→ IRL Level 4 – Full professional proficiency→ IRL Level 5 – Native or bilingual proficiency
How do I add it?• Dynamic bio pages. Your web developer will include these links in the database as
metadata for each user, so they are exposed on the individual bio pages dynamically. → Big initial investment, but easy long-term maintenance.
• Static bio pages. Your web develop will add these links to each of your bio pages. → Small initial investment, but long-term maintenance and quick changes are sacrificed.
Effort to Implement
Dynamic Bios
Static Bios
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Share the Professional
What is it? Links to share the individual professional bio (not the website or the home page) in email or on social media.
Copyright © 2014 Vizibility LLC, an ALL-STATE company.
3rd Party Service
Manual
Share the Professional
% of NLJ 350 using Feature
Ave Rev per Partner with Feature
Ave Rev per Partner w/out Feature
Change in Ave Rev per Partner
26.8% $622,401 $483,891 28.6%
How do I add it?• Use a service.
→ AddThis (www.addthis.com) is the most popular. Pro version for $12/month. → AddtoAny (www.addtoany.com) is a popular free service.→ SimpleShareButtons (www.simplesharebuttons.com) is another free service.
• Manual updates. You can manually add social sharing links for the individual sites.→ Requires manual updates, but long-term maintenance and quick changes are sacrificed.→ Pick your top 2-3 sites if implementing this feature manually.
Effort to Implement
Copyright © 2014 Vizibility LLC, an ALL-STATE company.
Go Mobile
What is it? Professional bio pages that are optimized for mobile devices, including features like tap-to-contact functions and saving contact details to a mobile device.
Copyright © 2014 Vizibility LLC, an ALL-STATE company.
Go Mobile
% of NLJ 350 using Feature
Ave Rev per Partner with Feature
Ave Rev per Partner w/out Feature
Change in Ave Rev per Partner
27.1% $608,410 $473,894 28.4%
How do I do it?• Responsive Site. Keep in mind that people use computers for different
reasons than mobile devices, so design with the user in mind. For example, making it easy to tap-to-call or text can be extremely useful on a mobile bio, but not necessarily when being viewed on a computer.
• Home Page plus Professional Directory with Bios. Using affordable third party services, you can quickly get a mobile optimized home page and online bios for all of your professionals.→ DudaMobile (www.dudamobile.com) can help you have a mobile site very quickly for only
$7/month. → Zoho Sites (www.zoho.com) is another good option for creating a quick mobile site.→ Vizibility mobile business cards (www.vizibility.com) can be used with a basic mobile site to
provide a searchable directory of all professionals.
Responsive SiteHome Page + Bios
Effort to Implement
Copyright © 2014 Vizibility LLC, an ALL-STATE company.
Copyright © 2014 Vizibility LLC, an ALL-STATE company.
Firms with 4 Specific Features on Website Bio Pages have 39.9% Higher Average Revenue Per Partner
vizibility.com | [email protected] | (866) 380-3400 x150