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03 February 2011 / Joe Reevy
Issue: 7451 / Categories: Features , Profession , Marketing
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Joe Reevy turns the spotlight on marketing spend & dispels the Google myth

We are very fond of experimentation in our marketing. Through trying things and measuring the results we learn and adapt.

Recently, we undertook two new (for us) marketing initiatives and one old one (attending a couple of conferences) we hadn’t done for quite a while.
The new ones were a telesales campaign and the new flavour of the month, search-engine optimisation (SEO). “Hold on”, I hear you say, “Isn’t this the chap who wrote The Google Myth?” (160 NLJ 7413, p 550). Well, yes I am, but just because we couldn’t make the maths work in a thought experiment isn’t a reason why we shouldn’t try the real experiment of running an SEO campaign, is it?

The marketing funnel

I should mention here the principle of the “marketing funnel”. When acquiring turnover, you go through stages in your relationship with the future client. They start as a “suspect” and go down the funnel in stages as you build your relationship

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MOVERS & SHAKERS

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Slater Heelis—Charlotte Beck

Slater Heelis—Charlotte Beck

Partner and Manchester office lead appointed head of family

Civil Justice Council—Nigel Teasdale

Civil Justice Council—Nigel Teasdale

DWF insurance services director appointed to Civil Justice Council

R3—Jodie Wildridge

R3—Jodie Wildridge

Kings Chambers barrister appointed chair of R3 Yorkshire

NEWS
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NLJ this week: Renters’ Rights revolution begins—brace for tribunal chaos

The abolition of assured shorthold tenancies and section 21 evictions marks the beginning of a ‘brave new world’ for England’s rental sector, writes Daniel Bacon of Seddons GSC

NLJ this week: Civil procedure gets a spring overhaul
Stephen Gold’s latest Civil Way column rounds up a flurry of procedural and regulatory changes reshaping housing, alternative dispute resolution (ADR) and personal injury litigation
NLJ this week: Why GP complaints are going nowhere
Patients are being systematically failed by an NHS complaints regime that is opaque, poorly enforced and often stacked against them, argues Charles Davey of The Barrister Group
NLJ this week: Prenups meet a jurisdictional brick wall
A wealthy Russian divorce battle has produced a sharp warning about trying to challenge foreign nuptial agreements in the wrong English court. Writing in NLJ this week, Vanessa Friend and Robert Jackson of Hodge Jones & Allen examine Timokhin v Timokhina, where the High Court enforced Russian judgments arising from a prenuptial agreement despite arguments based on the landmark Radmacher decision
NLJ this week: Has Rylands v Fletcher come back from the dead?
An obscure Victorian tort may be heading for an unexpected revival after a significant Privy Council ruling that could reshape liability for dangerous escapes, according to Richard Buckley, barrister and emeritus professor of law at the University of Reading
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