TBD Marketing

Z-OLD-The Digital 100

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What is The Digital 100?

The Digital 100 is a quarterly review of the digital marketing of the UK’s largest law firms.
It focuses on website, social media and security.

What is the rationale for the Digital 100?

We believe that with more data, you can make better decisions about:

  • What to write about;
  • Who to write for;
  • How to write; and
  • When and where to share it.

You can also use the data in this report to deal with the health and hygiene of your digital marketing.

What do I get with The Digital 100?

We’ll provide you with industry averages, benchmarks, best practice guides and a dashboard to show you how you’re performing in comparison to the rest of the market.

We’ll also spend an hour with your management team (face-to-face) to make sure that they know what’s what on the dashboard and why some things need to be improved.

Why do I need The Digital 100?

If you measure your web performance already, then that’s a great start. If not, that’s something that we can do for you.

But managing it using Google Analytics and Search Console is only part of the picture because you also need to know:

  • how others are performing; and
  • what the opportunities are to improve your rankings.

That’s what you get when you subscribe to The Digital 100.

What’s on the dashboard?

We use around 20 criteria to rank firms across web, social and security.

We highlight in red and amber the areas you need to address in order to keep up with your competitors. We celebrate those areas you come out top in.

Is the report generic?

We provide tailored feedback for every firm (and only to them) about where their weak spots are and what they could/should do about them. Every report is bespoke to the firm that signs up to the service.

What’s not included?

We don’t provide Google Analytics data on each firm (this is a separate service which you can sign up to here) nor Search Console.

I’m not in the top 100 law firms, can I use the report?

You can and you should. We record data for the top 200 firms so you can use that to assess where you sit against the broader market. Many of the benchmarks are independent of size – so just as useful to smaller firms as to DLA Piper.

In due course, we’ll extend the report to the top 200 firms.

NB The service is currently half price for firms outside the top 100 by size.

I run an agency, can we buy the report?

You can. You’ll need to contact us for a price and to determine the specific content.

What can I use the report for?

  1. If you’re thinking of rebuilding your website – this is essential reading.
  2. If you’ve just launched a new website, then it’s a great way to benchmark your performance.
  3. If you’re redrafting your digital marketing strategy, it’s essential reading.
  4. If you’re trying to convince a partnership of the benefits of social media, web and blogging, then it’s a highly useful tool.
  5. If you’re trying to get up to speed with best practice in digital as a management team, then it will help that process.

How long do I get to access the data?

For as long as you subscribe, we’ll also give you access to prior data on the industry and your firm. The longer you’re with us, the deeper your analysis of your position and rankings.

Why do you care about Google so much?

For people you already know, you’re probably doing a great job of marketing to them. Through your events, your key account programme, your email marketing.

Google is where everyone that doesn’t already know you looks for answers. We help bring you to their attention.

Google sets the rules and we teach you how to play by them.

We love Google because Google leads to more traffic which leads to more work opportunities. Converting those opportunities is where law firm leaders and partners should be spending their time.

Won’t larger firms dominate the rankings?

Not necessarily. We have removed many of the advantages of size to compare firms’ digital marketing.

Some large firms do well, but some fall well short of their revenue rankings. We even compare the two in our report so that firms know who is punching above their weight and who is not.

What changes are planned for the service?

We have loads of things lined up. From the next edition, there’ll be more emphasis on growth for social media, for example. But we’re keen to hear how it’s going to be useful to you – so if you have thoughts/suggestions, then we’ll be happy to make time to tweak and improve the service.

What related services do you offer?

Google Analytics and Search Console reporting – a monthly snapshot of your performance with practical steps to take. This is a bespoke service based on your exact reporting needs. It’s not expensive and will quickly pay itself back with our suggestions and tweaks. If we can’t improve your site, you can have your money back.

Editorial meeting – we help you forward plan for upcoming media events. We run a monthly editorial meeting like no other – tailored for your needs. Prices for this start at £500 a month.

Writing training – we can teach teams or individuals how to write and optimise content for the web. One-off training sessions or ongoing editorial support. Prices upon request.

Social media training – we can provide social media best practice to make sure that all your people are using their networks to win new business and remain front of mind. One-off training sessions or ongoing editorial support. Prices upon request.
We also offer a service where you get all of the above as a complete content marketing service. Bespoke prices upon request.

What results can we expect to produce?

We have ten-fee-earner practices whose articles rank above the regulator who wrote the rules. Several win direct instructions from their websites on a daily/weekly basis.

We have major firms holding off Big Four competitors for content.
We win work for our clients through their digital marketing and reduce fee-earner time spent on doing that marketing.

How much does the service cost?

Industry-level – £3,000 per year (four reports)

  • Annual industry-level rankings and commentary; and
  • Three additional quarterly industry-level rankings

Firm-level – £6,000 per year (four reports)

  • Annual industry-level rankings and commentary;
  • Three additional quarterly industry-level rankings;
  • Your firm’s rankings, benchmark scores and an action plan; and
  • Three additional quarterly firm benchmark scores.

Bespoke – £6,000* per year (four reports)

  • Annual industry-level rankings and commentary;
  • Free quarterly industry-level rankings;
  • Your firm’s rankings, benchmark scores and an action plan;
  • Quarterly firm benchmark scores;
  • Bespoke competitor benchmarking (you get to choose four firms to benchmark against and we’ll provide a bespoke report on that basis); and
  • Management team meeting to talk through the results

*early bird price. Normal price is £10,000.

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