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Online Marketing Guide
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Your inbox-insider from Prof. Wurzer every month
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The topic of this special issue is Online Marketing for IP Experts:
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- What is online marketing?
- What is the importance of online marketing für IP experts?
- What are the goals of online marketing?
- Best practice from working with our partners: Online marketing strategy
- If you have questions?
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I wish you an exciting and informative read. I look forward to your comments and our exchange on LinkedIn.
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What is Online Marketing?
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Online marketing, also known as internet marketing, digital marketing, or web marketing, refers to the practice of promoting expert brands and expertise through various digital channels and platforms on the internet. I explain expert branding in another online marketing guide. It encompasses a wide range of strategies and techniques aimed at reaching and engaging with potential clients online. Online marketing has become an essential component of modern marketing strategies for IP experts due to the widespread adoption of the internet and digital technologies. The primary objective of online marketing is to create awareness, generate leads, and drive business development by leveraging the vast reach and accessibility of the internet. It allows IP experts, IP boutiques and service providers to connect with their target audience in a cost-effective and measurable manner, enabling them to tailor their marketing efforts based on data-driven insights. Online marketing encompasses various tactics and channels, including:
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- Search Engine Optimization (SEO)
The process of optimizing websites and content to rank higher in search engine results, thereby increasing visibility and organic traffic.
- Social Media Marketing
Leveraging social media platforms like LinkedIn to promote services, expertise, engage with prospects, leads and clients, and build expert brand awareness.
- Content Marketing
Creating and distributing valuable, relevant, and consistent content (e.g., blog posts, videos, guidelines) to attract and retain a clearly defined audience.
- Email Marketing
Using email campaigns to nurture leads, promote products or services, and maintain client relationships for example to invite them to a client event.
- Influencer Marketing
Collaborating with influential individuals or content creators who have a dedicated following to promote services and expertise.
Online marketing offers several advantages over traditional marketing methods of IP experts, including:
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- Targeted Reach
IP experts can precisely target specific demographics, interests, challenges and behaviours, ensuring their marketing efforts reach the most relevant audiences.
- Cost-Effectiveness
Many online marketing channels are relatively inexpensive compared to traditional advertising on conferences and events, allowing IP experts to maximize their marketing budgets.
- Measurability
Online marketing provides detailed analytics and metrics, enabling IP experts to track and optimize their campaigns for better performance.
- Personalization
Digital platforms allow for personalized and tailored marketing messages, enhancing the client experience and increasing engagement.
- Global Reach
The internet transcends geographical boundaries, enabling IP experts, boutiques and service providers to reach potential customers worldwide.
As client behaviour and technology continue to evolve, online marketing strategies must adapt to remain effective. There is intense competition on the Internet for attention, visibility, topical authority and expertise. IP experts must stay up-to-date with the latest trends, platforms, and best practices to maintain a competitive edge in the digital landscape.
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What is the importance of Online Marketing for IP experts?
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Decision-makers in companies are increasingly digital natives and are used to obtaining information online. Even if contact with an IP expert is made offline through a personal recommendation, the decision-makers will find out more about the IP expert online. Digital natives in the DACH region spend an average of 93 hours per week or 13 hours per day on the Internet. Worldwide those are even a few more.
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For IP experts, whether they are attorneys, consultants, thought leaders, or specialized service providers, online marketing offers a unique set of advantages that can significantly enhance their visibility, credibility, and business growth. Here I try to explore the multifaceted importance of online marketing for IP experts, detailing its benefits and the evolving trends that shape its landscape.
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Building a Strong Personal Expert Brand
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Online marketing empowers IP experts to establish and cultivate a robust personal brand. Through a well-crafted online presence, they can showcase their expertise, knowledge, and unique value proposition. By consistently sharing valuable content, engaging with their target audience, and participating in relevant online communities, experts can position themselves as thought leaders and trusted authorities in their respective fields. This not only attracts a loyal following but also open doors to lucrative opportunities, such as speaking engagements, collaborations, consulting projects and engaging with clients.
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Expanding Reach and Visibility
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Unlike traditional marketing methods, online marketing offers IP experts the ability to reach a global audience with minimal geographical limitations. Through search engine optimization (SEO), social media marketing and specific content marketing experts can significantly increase their online visibility. I explain content marketing in another online marketing guide. By appearing in search engine results, social media feeds, and relevant online publications, experts can attract a wider audience and connect with potential clients or customers who may not have discovered them otherwise.
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Engaging with the Target Audience
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Online marketing provides a plethora of tools and platforms for experts to engage with their target audience directly. Through social media interactions, blog comments, webinars, and online forums, experts can foster meaningful conversations, answer questions, and build relationships with their audience. This level of engagement not only strengthens their personal expert brand but also allows them to gain valuable insights into their audience's needs, preferences, and pain points. By understanding their audience deeply, experts can tailor their offerings and create more impactful services.
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Generating High-Quality Leads
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For experts seeking to grow their business development, online marketing plays a pivotal role in lead generation. By creating compelling landing pages, offering valuable lead magnets, and optimizing their websites and LinkedIn profiles for conversion, IP experts can attract and capture high-quality leads. Through targeted email marketing campaigns, they can nurture these leads, providing them with relevant information and gradually guiding them through the sales funnel. By leveraging online marketing tools and strategies, experts can build a steady stream of qualified leads that have a higher potential for conversion.
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Increasing Revenue and Profitability
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Ultimately, the success of any IP expert hinges on their ability to generate revenue and achieve sustainable profitability. Online marketing serves as a powerful catalyst for revenue growth by creating multiple avenues for monetization. IP Experts can convert into their consulting services directly through their websites or LinkedIn profiles. They can also leverage events like webinars or books to generate additional income. By diversifying their revenue sources and optimizing their online sales funnels, IP experts can significantly increase their earning potential and achieve financial success.
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Evolving Trends in Online Marketing
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- Artificial Intelligence (AI) and Automation
AI and automation are transforming online marketing by enabling more efficient and personalized marketing efforts. AI-powered tools, such as chatbots, predictive analytics, and content generation software, help IP experts to streamline their marketing processes and deliver tailored experiences to their audience.
- Video Marketing
Video content continues to grow in popularity, with platforms like YouTube, TikTok, and Instagram Reels leading the way. Experts can leverage video marketing to create engaging content, such as tutorials, interviews, and behind-the-scenes glimpses, to connect with their audience on a deeper level.
- Influencer Marketing
Collaborating with influencers can amplify an expert's reach and credibility. By partnering with influencers who have a strong following in their niche, experts can tap into new audiences and build trust through authentic endorsements.
- Voice Search Optimization
With the rise of voice-activated devices, such as smart speakers and virtual assistants, optimizing content for voice search is becoming increasingly important. Experts should focus on creating conversational content and targeting long-tail keywords to capture voice search traffic.
- Interactive Content
Interactive content, such as quizzes, polls, and interactive infographics, can enhance user engagement and provide valuable insights into audience preferences. Experts can use interactive content to create memorable experiences and encourage audience participation.
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What are the goals of Online Marketing?
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The primary goals of online marketing are designed to enhance an IP expert’s presence, engagement, and profitability in the digital landscape. Here are the key objectives:
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- Increase Brand Awareness
This involves making more people aware of an IP expert brand's existence and its offerings. Techniques such as search engine optimization (SEO), social media marketing, and content marketing are commonly used to achieve this goal.
- Drive Website Traffic
Driving traffic to a website is crucial for online marketing success. More visitors to a site can lead to higher chances of conversions and sales.
- Generate Leads
Online marketing aims to attract potential clients who show an interest in an IP expert’s expertise and services. Once leads are captured, they can be nurtured to convert them into client engagement.
- Boost Sales and Revenue
Online marketing strategies such as email marketing, social media interaction, event marketing and retargeting campaigns are designed to convert leads into clients and encourage longstanding trustful relationships.
- Enhance Client Engagement
Engaging with clients and customers is essential for building long-term relationships and brand loyalty. Online marketing provides numerous platforms for interaction, including social media, blogs, and email. By creating valuable and relevant content, businesses can keep their audience engaged and foster a sense of community around their brand.
- Improve Client Retention
Retaining existing clients is often more cost-effective than acquiring new ones. Online marketing aims to improve client retention by providing excellent service, personalized communication, and valuable content. Regular updates to current topics help to keep clients satisfied and loyal to the expert brand.
- Expand Market Reach
Online marketing allows IP experts potentially to reach a global audience without the limitations of geographical boundaries. Localized content and region-specific campaigns can help experts tap into new markets and grow their client base.
- Collect and Analyse Data
Data collection and analysis are integral to online marketing. By using tools like Google Analytics, IP experts can track the performance of their marketing campaigns, understand user behaviour, and make data-driven decisions.
- Build Brand Authority
Establishing authority in a specific niche is an important goal. By consistently producing high-quality, informative content and engaging with the audience, IP experts can position themselves as thought leaders. This builds trust and credibility, making it more likely for prospects to choose their consulting and services over competitors.
How to develop an online marketing strategy for an IP expert?
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An online marketing strategy is a comprehensive theme that outlines how a business will achieve its marketing goals using digital channels. This strategy is essential for businesses to effectively reach and engage with their target audience, drive traffic, generate leads, and ultimately increase sales and revenue. Here are the key components and objectives of an online marketing strategy:
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Key Components of an Online Marketing Strategy
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- Business and Marketing Goals
The foundation of any online marketing strategy is setting clear, measurable goals. These goals should align with the overall business objectives and can include increasing brand awareness, driving website traffic, generating leads, boosting business development, and improving prospect, lead or client engagement.
- Target Audience
Identifying and understanding the target audience is crucial. I explain target groups and personas for IP experts in another online marketing guide. This involves creating detailed buyer personas that include demographic information, interests, behaviours, challenges and pain points. Knowing the target audience helps in tailoring marketing messages and choosing the right digital channels to reach them effectively.
- Value Proposition
A strong value proposition differentiates an IP expert from its competitors. It clearly communicates the unique benefits and value that the IP experts offers to its clients. This proposition should be consistently reflected across all marketing messages and channels.
- Marketing Channels
An effective online marketing strategy leverages multiple digital channels to reach the target audience. These channels can include:
- Search Engine Optimization (SEO): Improving website visibility in search engine results to attract organic traffic.
- Content Marketing: Creating and distributing valuable content to attract and engage the audience.
- Social Media Marketing: Utilizing social media platforms to connect with the audience, share content, and build brand loyalty.
- Email Marketing: Sending targeted emails to nurture leads and maintain customer relationships.
- Competitive Analysis
Understanding the competitive landscape is essential for developing a successful online marketing strategy. This involves analysing competitors' strengths, weaknesses, marketing tactics, and market positioning. Insights gained from competitive analysis can help in identifying opportunities and threats.
- Key Performance Indicators (KPIs)
KPIs are metrics used to measure the effectiveness of the online marketing strategy. Common KPIs include website traffic, conversion rates, click-through rates, engagement rates, and return on investment (ROI). Tracking these metrics helps in evaluating the performance of marketing efforts and making data-driven decisions.
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Best practice from working with our partners: Online Marketing strategy
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Bastian Best started his career with a degree in computer science before he joined the German patent law firm Bardehle Pagenberg. In May 2021 he founded his own patent law firm, BESTPATENT, where he helps companies make sense of patents in the digital transformation.
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His special interest lies in the patentability issues involved in artificial intelligence, machine learning, blockchain, cryptography and the Internet of Things. Since November 2021 he is Vice President of the International Institute for IP Management (I3PM). He is also guest lecturer at the Center for Digital Technology and Management (CDTM) and the Leiden Law school.
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Fig. 1: Online Marketing Mix by Bastian Best
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Bastian uses a ready mix of tools in online marketing that are coordinated along the customer journey. He uses content marketing around AI and patents, especially the topic of drafting patent applications using AI. He uses different channels for this, such as his website and social media, here LinkedIn. He achieves key interactions with leads and prospects through events, such as trainings on the use of various AI language models to draft patent applications. The different channels and content parts contribute to each other along the client journey. External references, such as his activity as a university lecturer, his involvement with the International Institute for IP Management (I3PM) and the European Patent Office, help to obtain reputably high-quality backlinks to his pages.
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Example: Martin Schweiger
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Martin Schweiger introduces himself as follows on LinkedIn:
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Hello, my name is Martin Schweiger, and I am a Patent and Trademark Attorney. I am very much passionate about computer algorithm patents, business method patents, trademark infringement cases, and making start-ups and new products successful. My key values are wisdom, challenge, and freedom. In my spare time I am running a personal website www.ip-lawyer-tools.com that guides people through the minefields that the IP profession has. And I keep myself fit by lifting weights as a competing athlete. There is more on the web: check out the Google search for "Martin Schweiger Singapore" or "Martin Schweiger Patent". I own the first 5 result pages. There are two more prominent "Martin Schweiger" on Google, one is a famous programmer and the other one is a famous ice-hockey player. Both are distant cousins.
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Fig. 2: Online Marketing Mix by Martin Schweiger
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Martin combines the various channels and instruments of the online marketing mix completely differently than Bastian, who also follows a different strategy. While Bastian's customer journey and content marketing is particularly aimed at selling his consulting services, for Martin an essential part of his strategy is to achieve conversion into various products via his website. Martin's prospects, leads and existing clients can also subscribe to the "Tip of the Week", a type of newsletter. It generates content such as books and documents events such as conferences in conference proceedings. He promotes his own events via his social media account on LinkedIn. Martin also uses email marketing with an extensive mailing list, for example to advertise his events to his target group.
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Here are a few typical questions about online marketing that I would be happy to help with:
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- How can I position myself as an IP expert - I don't want to lose any business potential in the process?
- I don't have the time to constantly produce content, how can I do this efficiently and effectively?
- Where do the ideas for good, relevant, valuable content come from?
- How do I actually define my target group correctly and profitably to generate sustainable business for me as an IP expert?
- How can I ensure that I really reach my target group with my communication?
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If these and similar questions concern you, then I would be happy to talk to you and help you specifically. Just contact me on LinkedIn:
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There you will also find my #reflectandlearn, in which I report every month how I cooperate with IP experts in awareness building and business development.
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