Amplify Your Law Firms   Marketing with     Online Tools    Fairfield County Bar Association             October 2, 2012  ...
Referrals – The No. 1 Source of New Business             But...             • Time –consuming             • Geographically...
Online Search – The Emerging Source of New Business                                     76% of consumers                  ...
Online Tools to Increase Your Visibility        (hence “Findability”)        • Website        • Content:             Pres...
Website • Use reassuring language • Less “we,” more “you” • Easy navigation to   content and social sites • Prominent cont...
Press Release          Best Lawyers Names New York Product Liability Lawyer                       Alan Konigsberg the 2013...
Press Release Distribution            • Submit to free and paid sites. Examples:                 Free                 1888...
Articles • Publish on your   website and in   external publications • Can be integrated into   your e-newsletter • Keep ar...
Search: how toclear cookies onandroid phones
Articles • Research external   publications/websites.   Which ones are your   clients reading? • Find contact   informatio...
Articles           Example of a pitch to an editor:           Dear Janet,           As more consumers go to the web for in...
Blogs        •   Can be integrated into your website’s design        •   Help display your knowledge        •   Show that ...
BlogsFar from beingfluff, blog postsare full-fledgedarticles
BlogsBlogging as aguest on otherlegal or non-legal blogsextends yourreach
Videos• People and search  engines love videos• Use to present your  capabilities,  attorneys, “how-to”  tips• Use for  te...
Videos
Case Studies• Work especially  well with  corporate clients• Host on your  website• Follow challenge-  solution-results  f...
Case Studies• Can be as detailed as you wish
Email Marketing           • Inexpensive, easy to use           • Highest ROI of any marketing channel: $39.40             ...
Email Marketing   Articles are also posted on                  the website or blog
Email MarketingSources of emailaddresses:• Form on your  website• Current clients• Prospective  clients
Social Media               •   “Social media” is not synonymous with “Facebook”               •   Includes LinkedIn, Twitt...
Twitter          • First listen, then tweet          • Search for and follow influential members in your            target...
TwitterExample of asearch for“patent law”
Search Engine Optimization (SEO)            • Rank on Google depends on content and incoming              links           ...
Web SearchSearch: taxattorneystamford ct
Pay Per Click• You pay Google  only when your ad  is clicked• Buy ads based on  keywords, day of  week, geography,  etc.
Mobile SearchSearch: taxattorneystamford ct
Mobile Marketing      • In June 2012, 55% of mobile phone users owned smartphones      • In 2Q 2012, 66% of mobile phone b...
Mobile MarketingDesktop website...
Mobile Marketing...and mobile website
WebsitesContent Creation – Articles, Case Studies,Newsletters...BrochuresGraphic DesignSocial Media MarketingSearch Engine...
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Amplify Your Law Firm's Marketing with Online Tools

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Lawyer marketing advice that any size firm can easily implement. Expand your law firm's reach among target audiences with these tips.

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Amplify Your Law Firm's Marketing with Online Tools

  1. 1. Amplify Your Law Firms Marketing with Online Tools Fairfield County Bar Association October 2, 2012 www.accessc.com 203.975.2950
  2. 2. Referrals – The No. 1 Source of New Business But... • Time –consuming • Geographically limited
  3. 3. Online Search – The Emerging Source of New Business 76% of consumers looking for an attorney in the last year went online (The Research Intelligence Group, March 2012) Benefits of Online: • Wider Geography • Reach many prospective clients simultaneously • Works while you sleep • Applies to all legal specialties
  4. 4. Online Tools to Increase Your Visibility (hence “Findability”) • Website • Content:  Press Releases  Articles  Blogs  Videos  Case Studies • Email Marketing • Social Media • Search Engine Optimization • Pay Per Click Advertising • Mobile Marketing
  5. 5. Website • Use reassuring language • Less “we,” more “you” • Easy navigation to content and social sites • Prominent contact information on every page
  6. 6. Press Release Best Lawyers Names New York Product Liability Lawyer Alan Konigsberg the 2013 "Lawyer of the Year"• About 400 words New York, NY (PRWEB) October 01, 2012: Best Lawyers,• Keywords in the oldest and one of the most highly-respected peer headline and review publications in the legal profession, has just throughout copy named Alan J. Konigsberg, a successful New York• Links back to your product liability attorney, the “Lawyer of the Year” in the website area of plaintiff’s product liability litigation for the year 2013. Alan J. Konigsberg is a senior founding member and the managing partner at Levy Phillips & Konigsberg, LLP, a nationally recognized trial firm with offices in New York, New Jersey, and Georgia. The firm itself has been listed in the U.S. News/Best Lawyers’ “Best Law Firm” edition in the category of plaintiff’s product liability, personal injury, and mass tort litigation. Alan heads the firm’s product liability, infant lead poisoning, medical malpractice, personal injury, as well as whistleblower sections. ...
  7. 7. Press Release Distribution • Submit to free and paid sites. Examples: Free 1888pressrelease.com pr.com Industry websites and blogs Local newspapers Paid prweb.com PRNewswire.com A Google search will turn up many industry and local outlets. • Post on your website in a “News” section
  8. 8. Articles • Publish on your website and in external publications • Can be integrated into your e-newsletter • Keep articles focused on two or three keywords • Use Google+ and author markup in your HTML code to have your photo appear next to your result in a Google search
  9. 9. Search: how toclear cookies onandroid phones
  10. 10. Articles • Research external publications/websites. Which ones are your clients reading? • Find contact information and writer’s guidelines on website, if available • Pitch your article to the editor • Check the publication’s terms; some sites assume copyright to your work
  11. 11. Articles Example of a pitch to an editor: Dear Janet, As more consumers go to the web for insurance rates and products, it becomes important for agencies to be found through online searches. There are many articles on the web that describe the importance of optimizing websites for search engines, but few that tell the reader how to approach the task. I would like to propose an article of 850-900 words that gives your readers actionable tips and information on how they can optimize their websites for Google. The article will be written for agency personnel and will use examples from insurance. It will provide clear direction and not overwhelm readers with technical details. It will not promote my company or its services.
  12. 12. Blogs • Can be integrated into your website’s design • Help display your knowledge • Show that you’re current with the latest knowledge • Help your website be found through searches • Can be integrated with your e-newsletter • Need constant marketing, especially initially • Traffic can be slow to accumulate
  13. 13. BlogsFar from beingfluff, blog postsare full-fledgedarticles
  14. 14. BlogsBlogging as aguest on otherlegal or non-legal blogsextends yourreach
  15. 15. Videos• People and search engines love videos• Use to present your capabilities, attorneys, “how-to” tips• Use for testimonials, if possible• Host on your web space or on YouTube
  16. 16. Videos
  17. 17. Case Studies• Work especially well with corporate clients• Host on your website• Follow challenge- solution-results format
  18. 18. Case Studies• Can be as detailed as you wish
  19. 19. Email Marketing • Inexpensive, easy to use • Highest ROI of any marketing channel: $39.40 returned for every $1 invested • Consistent reminder of your value • Trackable, measurable • Content can include news, opinion, analysis, case studies, etc. • Content is king – topic, length, subject line, sender ID • Best when targeted to clients who have repeated need for your services
  20. 20. Email Marketing Articles are also posted on the website or blog
  21. 21. Email MarketingSources of emailaddresses:• Form on your website• Current clients• Prospective clients
  22. 22. Social Media • “Social media” is not synonymous with “Facebook” • Includes LinkedIn, Twitter, blogs, videos, forums... • No. 1 rule: Be sociable and participate • Quality of your input matters more than quantity • Return on investment is uncertain
  23. 23. Twitter • First listen, then tweet • Search for and follow influential members in your target industries • Some of them will follow you back • Participate – retweet, respond to direct messages • Use #hashtags to make your tweets easier to find
  24. 24. TwitterExample of asearch for“patent law”
  25. 25. Search Engine Optimization (SEO) • Rank on Google depends on content and incoming links • More content optimized for keywords helps your ranking and visibility • Keep directory listings up-to-date • Local search becoming more important – Google maps, Bing maps
  26. 26. Web SearchSearch: taxattorneystamford ct
  27. 27. Pay Per Click• You pay Google only when your ad is clicked• Buy ads based on keywords, day of week, geography, etc.
  28. 28. Mobile SearchSearch: taxattorneystamford ct
  29. 29. Mobile Marketing • In June 2012, 55% of mobile phone users owned smartphones • In 2Q 2012, 66% of mobile phone buyers acquired a smartphone (source: Nielsen) • 94% of smartphone users have searched for local information • 74% called a business after searching (Source: Google and Ipsos) • If your website analytics show more than 10% of your visitors arriving by mobile phone, you need a mobile website
  30. 30. Mobile MarketingDesktop website...
  31. 31. Mobile Marketing...and mobile website
  32. 32. WebsitesContent Creation – Articles, Case Studies,Newsletters...BrochuresGraphic DesignSocial Media MarketingSearch Engine Optimization and MarketingMobile MarketingVideo Editing and Production www.accessc.com

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