How We Build Digital Marketing for the Loop
Digital marketing strategy for Loop organizations begins with an audience and channel assessment. We identify the specific audiences the organization needs to reach, the digital channels those audiences actually use in their professional research and decision-making, and the content and presence requirements for each channel. For a LaSalle Street law firm, this means understanding where corporate general counsel and business owners research outside counsel and designing the digital marketing program around those research behaviors.
Channel architecture follows the audience assessment. We define the specific role each digital channel plays in the organization's marketing program: the website as the primary credibility and contact conversion platform, LinkedIn as the professional visibility and thought leadership distribution channel, email as the relationship maintenance and client alert channel, and search as the discovery channel for prospective clients who are actively researching. Each channel has a defined purpose and a defined measurement framework.
Integration design connects the channels into a coherent program. The content production workflow creates content that works across all channels without requiring separate production for each. The measurement framework tracks the contribution of each channel to the overall business development objectives. The editorial calendar ensures that content production is sustainable and consistent over time.
Industries We Serve in the Loop
Law firms on LaSalle Street benefit from integrated digital marketing programs that combine search-optimized website content with email-distributed client alerts, LinkedIn thought leadership, and systematic relationship maintenance campaigns that keep the firm visible to existing clients and prospective clients between active matter engagements.
Investment management and financial advisory firms on Wacker Drive benefit from digital marketing programs that maintain a professional online presence reflecting the firm's investment philosophy and team credentials, distribute market commentary through appropriate investor communication channels, and support the firm's business development activities with content that extends the value of in-person investor conversations.
Hotels and hospitality venues along State Street and near Millennium Park benefit from integrated digital marketing programs that combine search visibility for event venue and hotel booking queries, email marketing to existing event planning and travel contacts, and social content that maintains the venue's visibility during periods when specific event promotion is not active.
Theater and entertainment venues on Randolph Street benefit from digital marketing programs that maintain season-long audience engagement between productions, convert single-ticket buyers to subscribers through targeted campaigns, and reach corporate event planners who are considering Randolph Street venues for company events.
Consulting and professional services firms along Wacker Drive and Madison Street benefit from digital marketing programs that distribute thought leadership to target client communities, maintain the firm's visibility in the professional conversations that matter to its target clients, and support the business development activities of the firm's principals with digital content that reinforces their expertise.
Professional associations near the Chicago Cultural Center benefit from digital marketing programs that maintain member engagement between annual events, support membership recruitment through targeted outreach to prospective member communities, and build the association's public visibility in the policy and professional conversations relevant to its advocacy agenda.
What to Expect Working With Us
1. Audience and channel assessment. We identify the specific audiences the organization needs to reach and the digital channels where those audiences conduct their professional research and relationship development. The assessment produces a channel architecture that allocates effort to the channels with the highest impact on the organization's business development objectives.
2. Digital marketing strategy and content architecture. We develop the integrated digital marketing strategy, design the content architecture that serves each channel's specific purpose, and create the editorial calendar that makes consistent content production achievable.
3. Program implementation and channel development. We implement the strategy across the identified channels: website optimization, LinkedIn program development, email marketing infrastructure, and search visibility development. Implementation is phased to prioritize the channels with the highest near-term impact.
4. Performance monitoring and program optimization. We monitor channel performance against the defined business development metrics and optimize the program based on what is generating the most meaningful engagement, inquiry, and relationship development activity.