A marketing campaign can be defined simply as a collection of activities – from sending emails to sharing blog posts on social media – that are aimed at a specific target audience and center around a specific message. Effective marketing campaigns target certain audiences by creating premium content that are relevant to that 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 industry niches, target specific personas, or focus on specific topics or practice areas, you can focus your attention more narrowly and track your results more precisely.
In this video you’ll learn:
- How to develop a campaign-driven marketing strategy for your law firm
- How to craft a single campaign using targeted content
- What channels should you consider in order to reach your target audience
- How to measure the engagement and ROI of your marketing campaign
- How marketing campaigns can help you produce quality leads to grow your firm
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Susan Chan, Digital Marketing Strategist and Campaign Leader, Deloitte
Susan Chan is a creative digital marketing strategist and campaign leader at Deloitte. She has a strong track record of developing and executing marketing campaign strategies to achieve audience reach and engagement while enhancing brand awareness, improving digital presence, and optimizing the user experience.
Guy Alvarez, Founder, Good2bSocial
Guy Alvarez is the founder and Chief Engagement Officer of Good2bSocial which helps law firms and legal vendors understand and leverage the power of content, digital marketing and social media. Starting out as a lawyer, and over his 25-year career, Guy’s deep expertise spanning law, technology, and marketing, has enabled him to emerge as a leading voice in the application of digital and social technologies for business.