IP Management Pulse - online marketing #1

Your inbox-insider from Prof. Wurzer

Hi ,

The topic of this special edition online marking of my Newsletter is Customer Journey for IP Experts:
  • What is a client journey?
  • What is the perfect LinkedIn post?
  • What is inbound and outbound marketing?
I wish you an exciting and informative read. I look forward to your comments and our exchange on LinkedIn.

The LinkedIn Overview

What is a 𝐂𝐥𝐢𝐞𝐧𝐭 𝐉𝐨𝐮𝐫𝐧𝐞𝐲 🤔? And why is this important for 𝐈𝐏 𝐞𝐱𝐩𝐞𝐫𝐭𝐬 🧐?

A fundamental understanding of a client's journey is very important to the success of an IP expert. Because content marketing must be adapted to this journey. Not just on social media like LinkedIn, but also on the homepage and on offline events. Depending on where the prospect, lead or client is, along this journey, they need different types of information.
And here are some useful and further links:
Client Journey Mapping for Law Firm Marketing
HTBC Summer Camp 2023: How to create IP awareness for decision makers on LinkedIn
How do you make the perfect LinkedIn post 🤔? Does this even exist - 𝐭𝐡𝐞 𝐩𝐞𝐫𝐟𝐞𝐜𝐭 𝐋𝐢𝐧𝐤𝐞𝐝𝐈𝐧 𝐩𝐨𝐬𝐭 𝐟𝐨𝐫 𝐈𝐏 🧐? Yes there is - and there are lots of 𝐫𝐞𝐚𝐥𝐥𝐲 𝐠𝐨𝐨𝐝 𝐞𝐱𝐚𝐦𝐩𝐥𝐞𝐬 🤗!

📢 𝐅𝐨𝐥𝐥𝐨𝐰 𝐭𝐡𝐞 𝐟𝐨𝐫𝐦𝐮𝐥𝐚 𝐚𝐧𝐝 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐰𝐢𝐧 - 𝐬𝐨𝐜𝐢𝐚𝐥 𝐦𝐞𝐝𝐢𝐚 𝐢𝐬 𝐚𝐛𝐨𝐯𝐞 𝐚𝐥𝐥 𝐨𝐧𝐞 𝐭𝐡𝐢𝐧𝐠: 𝐬𝐨𝐜𝐢𝐚𝐥. 𝐓𝐡𝐞 𝐥𝐞𝐬𝐬 𝐲𝐨𝐮 𝐭𝐡𝐢𝐧𝐤 𝐚𝐛𝐨𝐮𝐭 𝐬𝐞𝐥𝐥𝐢𝐧𝐠 𝐚𝐧𝐝 𝐭𝐡𝐞 𝐦𝐨𝐫𝐞 𝐲𝐨𝐮 𝐭𝐡𝐢𝐧𝐤 𝐚𝐛𝐨𝐮𝐭 𝐭𝐡𝐞 𝐚𝐝𝐯𝐚𝐧𝐭𝐚𝐠𝐞 𝐨𝐟 𝐨𝐭𝐡𝐞𝐫𝐬, 𝐭𝐡𝐞 𝐛𝐞𝐭𝐭𝐞𝐫 𝐢𝐭 𝐰𝐢𝐥𝐥 𝐰𝐨𝐫𝐤 𝐟𝐨𝐫 𝐲𝐨𝐮 - 𝐬𝐨 𝐞𝐚𝐬𝐲 𝐚𝐧𝐝 𝐬𝐨 𝐜𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐢𝐧𝐠 𝐚𝐭 𝐭𝐡𝐞 𝐬𝐚𝐦𝐞 𝐭𝐢𝐦𝐞.
And here are some useful and further links:
How to write a great short-form post on LinkedIn
Digitalization of the Client Relationship – Awareness Building under New Work Conditions
When did the 𝐟𝐮𝐧𝐧𝐞𝐥 𝐛𝐞𝐜𝐨𝐦𝐞 𝐚 𝐟𝐥𝐲𝐰𝐡𝐞𝐞𝐥 🤔? What is the difference between 𝐢𝐧𝐛𝐨𝐮𝐧𝐝 𝐚𝐧𝐝 𝐨𝐮𝐭𝐛𝐨𝐮𝐧𝐝 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 - for IP experts 🧐?

𝐅𝐮𝐧𝐧𝐞𝐥 𝐯𝐬 𝐅𝐥𝐲𝐰𝐡𝐞𝐞𝐥
The acquisition funnel focuses on turning prospects into customers through marketing measures ➡️ The client is the “end product”. The Flywheel model focuses on the client and sees them as the driving force for further growth. Positive client experiences lead to recommendations.
And here are some useful and further links:
Marketing Funnel Vs. Marketing Flywheel
Inbound Marketing vs. Outbound Marketing: Independent or Complementary Strategies
Online Marketing Interviews
Martin Wilming has understood the principle of the LinkedIn profile as a landing page for his network and communicates through passion and emotion for his clients. He combines a value proposition with his personal ethos. It also encourages direct communication. Martin positions himself as a litigation expert in Switzerland. He has a regular live event on LinkedIn and writes a blog. From his LinkedIn posts he refers directly to his blog as a setting in LinkedIn.
Maria Boicova-Wynants positions herself as an IP strategy consultant and addresses the visitor to the profile directly - this is a landing page for her community and not simply a CV. She explains directly how she helps her clients and what differentiates her from comparable offers. She communicates personally, authentically, emotionally and with commitment to the visitors to her profile, who are also her prospects. She makes an immediate contact offer to the visitors.
Online Marketing Learning
For more information please have a look at my Online Marketing Guide about Customer Journey for IP Experts. It answers the following questions:
  1. What is a Customer Journey?
  2. Why are customer journeys important for online marketing by IP experts?
  3. What role do personas play in customer journeys?
  4. How do you build a customer journey as an IP expert?
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