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Digital marketing technology options have multiplied exponentially over the past few years. Navigating the platforms is daunting, but knowing what to do with them can be even more harrowing. Jeff Small, One North’s Director of Technology Solutions, will give tips and techniques to build a solid digital marketing foundation to connect you with clients and prospects, enabling a seamless customer experience across channels.

Over the past few weeks, we have looked at ways that a digital marketing platform can help increase engagement with your customers. While it may seem like you have a lot of work ahead of you, it’s actually easier than you may think to get started. In this, the last post in the series, I will give you some tips on taking the first steps to implement a solid digital marketing technology plan.

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Last week, we held our third annual One North Experience Lab. In the days ahead, we’ll be sharing a recap of the event, slides from the sessions as well as videos from the event. In the meantime, we thought we’d share with you the official Reimagine Marketing playlist!

You will notice these are all cover songs – in the spirit of our Reimagine theme, we thought it appropriate to choose only songs that have been reimagined in their own way. Enjoy!

 

Battle LinkedIn: Law Firms vs. Consulting Firms

DATE:
Wednesday, December 3rd

TIME:
10 AM – 11 AM, CST / 11 AM – 12 PM, EST

REGISTER FOR THE WEBINAR

During this session, One North Strategist Alex Ziegler will take an in-depth look at LinkedIn and how top consulting and law firms are using this increasingly powerful social platform. She’ll analyze just how these firms utilize their company pages, updates, groups and individual employee profiles and examine the correlation between presence, follower activity and engagement. Which of these dimensions makes the biggest difference?

In learning how other professional services organizations use LinkedIn, and what works best for them, you can move forward with a more informed strategy for one of the most used social media tools in the professional world.

Meet Our Speaker:
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Another month means another post in our “Best of” Series! Here are some highlights from across the interwebs over the past month. 

ARTICLES TO READ
Related Content Boosts Pageviews, When Done Right
This article from the Nielsen Norman Group includes some great tips for increasing the likelihood that site users will see and interact with related content within a site.

“Too many websites miss opportunities to engage readers. The problem is often not the content, but its discoverability: it’s about visitors not knowing more of it exists.”

- Hoa Loranger, Nielsen Norman Group

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The One North Experience Lab hits Chicago this week. It’s an annual event that brings together marketers, creatives and digital innovators for an interactive experiment in new ideas.

Tune in to #1NLab14 from November 12-14th as we’ll be sharing news, photos and presentations from the Lab. You can also connect with us on Facebook, Twitter, LinkedIn, Instagram and YouTube to stay on top of everything that’s going on.

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Digital marketing technology options have multiplied exponentially over the past few years. Navigating the platforms is daunting, but knowing what to do with them can be even more harrowing. Jeff Small, One North’s Director of Technology Solutions, will give tips and techniques to build a solid digital marketing foundation to connect you with clients and prospects, enabling a seamless customer experience across channels.

Imagine you are shopping for a new toaster on your favorite ecommerce site. You visit the site’s home page and are presented with promotions for blenders. Interesting, but you really need a toaster. Though a new blender for margaritas sounds good, you need to stay focused. You browse around the site, check out some toasters, but keep getting promos for those blenders. Annoyed, you browse on, but continue to get pushed by more deals for blenders. Frustrated, you close your browser, vowing to look elsewhere.

While professional services firms aren’t selling blenders or toasters, they have traditionally had similar one-sided conversation, telling the visitor what they offer but not listening to what the visitor really wants.

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Digital marketing technology options have multiplied exponentially over the past few years. Navigating the platforms is daunting, but knowing what to do with them can be even more harrowing. Jeff Small, One North’s Director of Technology Solutions, will give tips and techniques to build a solid digital marketing foundation to connect you with clients and prospects, enabling a seamless customer experience across channels.

Your customers are more connected now than ever before. The changes in customer expectations has driven a revolution in marketing technology. We’ve seen it with Amazon’s product recommendations, personalized email promotions from our favorite retailers and hashtags on Diet Coke billboards. While the technology first took hold in the consumer space, professional services firms can reap the benefits as well. To boot, it doesn’t take a 25-person team to implement.

In my last post, I introduced the Customer Experience Maturity Model (CEXP). The model maps a path for increasing your understanding of customers in order to better engage with them, turning them into advocates for your firm.

Looking at the model, we have found that the majority of our professional service clients are in the Radiate or Align Phases of the Attract group of steps on the diagram. They have a solid website, probably a blog and some topical minisites. While they continue to use mass emails to communicate with customers, they have also started using social media. Their quest for further expansion has led them to dabble in web analytics and data.

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Digital marketing technology options have multiplied exponentially over the past few years. Navigating the platforms is daunting, but knowing what to do with them can be even more harrowing. Jeff Small, One North’s Director of Technology Solutions, will give tips and techniques to build a solid digital marketing foundation to connect you with clients and prospects, enabling a seamless customer experience across channels.

It’s a great time to be a marketer. There are dozens, if not hundreds, of digital tools at your disposal to connect with customers to create a 1:1 digital dialog. With a better understanding of the customer, marketers can tailor the digital experience to the user across channels with a consistent voice and brand from your organization.

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When I first started in professional services, there was a strong feeling that Business Development and Marketing Communications were very different animals. In fact, many firms separated the functions and supported a siloed approach to information sharing and management. The original thinking being that these are two very different disciplines that require very different skills. Did I agree? Sure—I did 10 years ago.

I’ve learned a lot since then. Yes, I grew up as a Business Development guy, and will probably call myself that for a long time; however, what I have come to learn is that, just as in any great partnership, it is often necessary for two parties to work together and support each other’s strengths and weaknesses to be productive and efficient. Or, at least, that is what my wife tells me.

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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.

October already?! The fall months are flying by – onto the month of pumpkins, spookiness and using Halloween-themed emoticons!

ARTICLES TO READ
Would you like fries with that?
To hamburger, or not to hamburger? The debate rages on. This article asserts that the only answer is the one that works for your site and your audience. Of course, the only way to find that out is to test and look at data.

“Even though the icon is a classic and has been around forever, web designers have been less than consistent in their usage of it. It has been used for lists, dragging and reordering, aligning, and plenty more. Perhaps this misuse goes some way towards explaining the criticism of it as a menu icon.”

- Michael Ferreira, Booking.com

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