Content Marketing and Online Customer Engagement for the Cyprus Legal Sector

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. Moreover, Cyprus may be at a disadvantage against other jurisdictions, which do not have such restrictions.

For example:

· A legal firm in Cyprus may not directly advertise its presence and services using billboards, magazine adverts, online adverts or related tools;

· A legal firm in Cyprus may advertise content of interest to the general public, as long as this does not contain a commercial solicitation. For example, if a legal firm writes an informative article on company taxation in Cyprus, this article can and frequently is promoted online.

Five methodologies inform the approach towards effective online promotion:

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.

TRAINING OBJECTIVES

Participants in the course will be expected to master the following knowledge and skills:

a. Understand the legal limitations and code of practise for advertising legal services in Cyprus;

b. Develop and distribute content: online articles, press releases and corporate references to enhance online brand management and customer engagement;

c. Counter negative stereotypes and reinforcing online strengths;

d. Understand principles of search engine optimisation (SEO), including local SEO, keyword management; html management and related issues;

e. Understand principles of inbound marketing and content distribution, including the sales funnel, search options, calls to action and other key techniques;

f. Analyse their corporate brand from multiple perspectives, including client perspectives; Re-position and differentiate their online corporate brand for clients, domestic competitors and international competitors;

g. Implement customer segmentation and customer engagement management online;

h. Comply with online privacy and GDPR;

i. Use free online tools, including Google Keywords Tool Finder, Google Analytics, MailChimp and others to manage reputation, branding and content online

TRAINING AGENDA

Day 1: Content Marketing

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

Day 2: Engagement and Content Distribution

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.

TRAINER

The trainer is Philip Ammerman. Philip is an experienced consultant and entrepreneur who has advised companies through a series of catastrophic downturns as well as high growth periods. Philip is an experienced investment advisor and has advised on over 120 business plans, corporate restructurings, mergers and recovery plans worth over € 6 billion. Philip is also 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.

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