Content Marketing and Online Customer Engagement for the Cyprus Legal Sector
Training Programme | 17-18 May 2022 | Hilton Hotel Nicosia
This Training Programme is co-organised by the Cyprus Chamber of Commerce & Industry and the Cyprus Bar Association, and is financially supported by the Human Resources Development Authority of Cyprus
INTRODUCTION | DAY 1 | DAY 2 | TRAINING OUTCOMES | TRAINER | REGISTRATION
Introduction
The Cyprus legal sector is bound by formal requirements not to advertise in any form. This advertising is defined as the paid marketing of legal services and specific legal brands or entities, including individual lawyers.
In an age when online marketing and social media play significant roles in informing the general public, the line between advertising and promotion may be difficult to define. However, there are numerous opportunities for lawyers in Cyprus to inform their current and potential audience and customers, without engaging in online advertising.
In order to support the legal sector in Cyprus, we have consolidated five methodologies for online promotion which do not violate the stricture on advertising:
a. Content Marketing
b. Search Engine Optimisation (SEO)
c. Inbound Marketing
d. Audience Segmentation
e. Content Distribution
These issues will be covered in a strategic training programme defined and implemented by the Cyprus Chamber of Commerce and Navigator Consulting for the Cyprus legal sector.
Agenda Day 1
Day 1 focusses on content marketing. We will explore this through the prisms of drafting relevant content (such as press releases, articles, and website service descriptions) while at the same time using the principles of search engine optimisation to ensure high ranking.
08:45 – 09:45 Rules on Advertising Legal Services
09:45 – 11:00 Principles of Online Content Marketing
11:15 – 12:45 Content Marketing Workshop
13:45 – 14:45 Technical Copywriting
14:45 – 15:45 Content Distribution and Marketing
16:00 – 17:15 Content Distribution Workshop
Agenda Day 2
Day 2 focusses on content distribution and customer engagement. This includes profiling and definition of customer segments; using online newsletter programmes such as Mailchimp; using social media and third-party channels like Medium or Quartz; and using advertising to promote non-commercial messaging (such as articles and free consultation services).
08:45 – 09:45 Principles of Online Customer Engagement
09:45 – 11:00 Principles of Newsletter Marketing
11:15 – 12:45 Newsletter Workshop
13:45 - 15: 45 Managing Online Promotion and Distribution
16:00 – 17:00 Workshop on Digital Advertising and Promotion
17:00 – 17:15 Conclusions and Closing
Company Visit
All companies that participate receive a full-day consulting visit by the trainer. The company visit will be used to amplify and customise the training content. The in-company training will follow a structured framework and will be implemented together with each management team.
Training Outcomes
By the end of the training and the company visit, the participants will be able to:
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Understand the legal limitations and code of practise for advertising legal services in Cyprus.
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Develop a strategy for content development and distribution based on legal services and corporate priorities; audience definition; and own resources and budgets.
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Improve website content for both customer engagement and search engine optimisation. This includes service descriptions, "about us" descriptions, staff profiles, case studies and references, news, etc.
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Develop and distribute content: online articles, press releases and corporate references to enhance online brand management and customer engagement.
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Understand principles of search engine optimisation (SEO), including local SEO, keyword management; html management and related issues.
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Understand principles of inbound marketing and content distribution, including the sales funnel, search options, calls to action and other key techniques.
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Improve online branding and brand recognition including analysis of own corporate brand from multiple perspectives, including client perspectives; Re-positioning and differentiating the own online corporate brand for clients, domestic competitors and international competitors.
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Comply with online privacy and EU General Data Protection Regulation (GDPR).
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Use online tools, including Google Keywords Tool Finder, Google Search Console, Google Analytics, Google My Business, MailChimp, Facebook, Twitter, LinkedIn, Instagram and others to manage reputation, branding and content online.
Trainer
The trainer is Philip Ammerman. Philip is an experienced consultant and entrepreneur who has advised companies through a series of downturns as well as high growth periods. He is an avid content marketer, and his writings can be seen on the Navigator Consulting website as well as NavInvest Cyprus, NavInvest Greece and a range of other online fora and communities.
Philip is active in digital transformation and tech start-ups. He has commissioned and managed major digital advertising campaigns, either on a stand-alone basis or in conjunction with broader advertising spend. The content marketing strategy applied in this training has been successfully applied across a range of industries and sectors.
View Profile | View Personal Website | Connect on LinkedIn
Registration & Costs of Participation
Employees of companies operating in Cyprus participate in the training programme for free, apart from VAT. For further information on registration information, please contact the Cyprus Chamber of Commerce & Industry:
Mr. Christos Tanteles
tel. 22-889-715 / 22-889-800
email: christos@ccci.org.cy
Ms. Zoe Pierides
tel. 22-889-746 / 22-889-840
email: z.pieridou@ccci.org.cy
