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You step into the room and extend your hand. “Hi! My name’s Brandt, and I’m with One North.” You start to tell them a little about your business, but you can already tell your audience is bored. Why? Because they probably already know all of this information – who you are, where you come from, etc.

Any savvy decision maker has done their research before you were invited in for the meeting. They know the services you offer and the experience you’re likely to provide. In fact, according to a recent CEB study, 57% of purchase decisions are completed before a supplier is even contacted. The good news? If you’re invited for a meeting, they must have seen/read/heard something they like, and now they’re looking for you to confirm it. All you have left to do now is set your firm apart from the rest.

I know – easier said than done. But it’s really about making sure you’re doing everything possible to start this potential relationship off on the right foot, and putting the measures in place to keep it growing stronger. Here are 6 tips for making that happen:

1. Borrow from Big Brother
Your prospects did their research, so you better do the same. LinkedIn can be a great tool to help you gain some insight; use it before your meeting to help answer the following questions about your prospective clients:

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Updating your website is a process – one that can feel overwhelming, even if you’ve been through it before. To help you navigate the journey, we’ve partnered with a few marketing experts to bring you a candid collection of advice and best practices, which we’ll be delivering through our Redesigning Your Website series.

We took a short break, but now we’re back and ready to launch. We left off with the Preparing Phase, and this week we’ll share some helpful tips for launching your new site, as well as some suggestions for post-launch follow-up work with both your coworkers and clients. 

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PHASE 10 - LAUNCHING
Once your site has been created, tested and approved, it’s ready to go live.

To wrap up the launch, your project team only needs to complete a few more tasks:

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Welcome to our “Best of” Series. As part of our commitment to trusting in collaboration, thinking forward and going for the extra-ordinary, we’re always circulating ideas, discussing the latest trends and experimenting with new tools and technologies. And now, we’d like to share the fun with you! Follow this monthly series to stay up-to-date with the articles, design trends and interactive tools that we love… and you should know about.

Here’s a roundup of our favorite links for June:

ARTICLES TO READ

Digitizing the Consumer Decision Journey

This article explains how to create – and why you should create – digital strategies for each stage in the consumer decision journey.

“…two-third of the decisions consumers make are informed by the quality of their experiences along their journey…”                 

- Edwin van Bommel, David Edelman & Kelly Ungerman, McKinsey & Company

Why Responsive Design is the Cornerstone to any Mobile Strategy

Google says it’s best for SEO, it’s easier for content creators to manage and it creates a more seamless experience as visitors move from device to device.

“We highly recommend you choose responsive web design, and we’ve got the proof to back it up.”

- George Glover, Social Garden

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During this session, Kalev Peekna and Jessica DeJong explore interactive storytelling – one of the hottest new techniques used in digital marketing. They share a brief history of how storytelling connects people, why it’s so powerful for relationship marketing and why digital offers exciting and unique opportunities for sharing your stories. Their examples explore how firms can combine different media to create an immersive experience for clients and build stronger relationships.

WATCH THE WEBINAR

DOWNLOAD THE PRESENTATION

Meet Our Speakers:

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 The Art of the LinkedIn Status Update | One North Interactive | Latitude 41 Blog: http://bit.ly/1lE97Ri

These days, to be successful at content marketing, you’ve got to be just as good at getting your content in the right hands as you are at actually creating it. It’s like that saying – “If a tree falls and nobody hears it, does it really make a sound?” In this case, if you spend a lot of time, effort and resources to produce great content, how much does it matter if nobody is reading it?

Channels like LinkedIn, Twitter, Slideshare and Youtube can be great vehicles to help you create buzz around the thought leadership you produce and get the most out of your investment. For One North, LinkedIn has proved to be a useful tool that helps us not only make connections and build relationships, but also extend the reach of our content.

Recently, I had the chance to sit in on a LinkedIn Content Marketing Best Practices webinar presented by Jaime Pham, one of LinkedIn’s Content Marketing Consultants. Jaime shared some great ways to boost the visibility and engagement of your LinkedIn updates. Here are some of my favorites:

  • More than 50% of sponsored update engagement comes from mobile devices. I know you’ve probably heard so much about mobile in the last couple years that this may fall on deaf ears. I know, and I get it. But 50%? Hearing this stat was like getting a knock on the head similar to those V8 commercials, only instead of hearing “shoulda had a V8,” it was like Jaime was saying, “shoulda thought about your mobile users.” Moving forward, I know how important it is to consider every touch point my audiences might have with One North and optimize them all for multiple devices – not just their website experience.

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I’m currently attending the CONFAB conference in Minneapolis, Minnesota. CONFAB describes itself as follows, “Confab: The Content Strategy Conference brings together professionals everywhere who realize the value of content. User experience. Marketing. IT. Business management. This is one big party for content-loving folks who value smart thinking, voracious learning, and constant improvement in the workplace and beyond.”

I’ve still got one day of sessions left, but I want to share some of the biggest takeaways:

  • This entire conference is about Content Strategy!
    There are people here from every type of organization imaginable. This just reinforces what I already knew: Every single type and size of business is thinking about, and in many cases trying to figure out, Content Strategy…and all the things that term encompasses. Which leads me to my next takeaway.

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Edwards Wildman and Foley & Lardner Websites
Earn Silver Awards of Distinction

CHICAGO, May 7, 2014One North Interactive, a digital agency that creates interactive experiences for some of the world’s largest professional services organizations, is celebrating two client websites that were recognized with 2014 Communicator Awards.

Edwards Wildman, a law firm with 16 offices in the US, Europe and Asia, earned a Silver Award of Distinction for its website redesigned and engineered by One North. The new site accentuates the Edwards Wildman brand and identity and further demonstrates its global reach and expertise.

Foley & Lardner, a firm with more than 900 attorneys in 21 offices, received a Silver Award of Distinction for the firm’s Careers site. One North collaborated with Foley to include many cutting edge and user-driven features and functions in the site.

The Academy of Interactive and Visual Arts’ Communicator Awards honors creative excellence for communications professionals and received more than 6,000 entries from around the world. The Award of Distinction is presented for projects that exceed industry standards in quality and achievement. A complete list of award winners can be found here.

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In order to fully understand the success of your digital marketing efforts, you need the complete picture. In this post, we will review a key component to capturing information you may be missing, how to implement that process in your organization and provide some guidance on how to add some serious value when you are armed with a more complete data set.

This is the third installment in a series on web analytics for B2B websites. If you’re just joining us, we began by reviewing the importance of identifying KPIs and MCs for your site, and then how to track those interactions with Events.

UNDERSTAND YOUR WEBSITE TRAFFIC
Once you have started collecting data on your desired outcomes for the website (KPIs and MCs), you are still missing an important piece of the puzzle: a complete picture of your Acquisition Strategy, or in layman’s terms, “how people are getting to your website.”

Most web analytics tools provide a very basic overview of how people are coming to your website, which probably looks something like this:

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The three standard metrics included out of the box are usually Direct Traffic, traffic from Referral Websites, and traffic from Search Engines. Understanding them is important, but they make up only half of what you’ll need to fully measure the success of your website and other digital efforts.

The missing sources are Email Marketing, Social Media and Offline Marketing (e.g. a print ad directing people to your website). Once you add data from these sources to the standard three, you will have a complete picture of how people are getting to your site – and more importantly, you’ll have the ability to determine which channels are delivering towards your desired outcomes!

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Website technology has evolved so fast that tracking meaningful interactions can be difficult: white paper downloads, form submissions and even watching informational videos can all be seen as KPIs and/or MCs, but are often impossible to track with the “out-of-the-box” functionality of most web analytics tools. If you want to track these critical data points, you need to customize your tracking code – a seemingly daunting task.

This is the second post in my series on web analytics for B2B websites, and builds on a previous post on the importance of establishing Key Performance Indicators (KPIs) and Micro Conversions (MCs) to make meaningful improvements to your site. Today we’ll look at how to track those interactions within a web analytics tool with Event Tracking.

If the thought of tracking KPIs and MCs sounds overwhelming, rest assured – all hope is not lost. In many cases, all you need to do is to begin tracking Events.

From a strictly technical standpoint, Events are ways visitors interact with your website without going to another HTML page on your site. For example, watching a video or clicking a link to another website are both instances of events: someone clicked something, and something happened that didn’t involve loading a new page. Setting up all your KPIs as Events can be incredibly useful when it’s time to report your analytical findings to leadership.

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Eight of us from One North traveled to Orlando the first week of April for the 2014 Legal Marketing Association Annual Conference. There’s something really special about this event that comes when you bring 1,200 like-minded professionals together. It consistently delivers some of the most valuable, information-packed, fun-filled days of the year.

The legal marketing industry is a closely intertwined and interconnected group, and many of these individuals have known each other and worked together – sometimes in different roles at different firms – for years. With a common denominator in terms of professional interests and more often than not, personality, this community has forged some tight, enduring bonds of friendship.

But it’s more than friendships. It’s relationships. We’re all in the relationship-selling business, and this event has a way of bringing the meaning, and the power, of relationships to life. Together, we share ideas, information and insights designed to collectively advance the industry. We understand each other’s needs. We build a rapport through our shared experiences, and we create trust through transparency and authenticity. Our bonds are genuine and honest. We forge working partnerships with one another, and we turn to each other for support, feedback and inspiration.

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