Issue Spotting: Turning 10 Legal
Marketing Challenges into Opportunity
Mark Britton
Twitter.com/mark_britton
Avvo, Inc. Co...
1. Intentional
Marketing
Copyright 2012 Avvo, Inc.
Copyright 2012 Avvo, Inc.
Action Plan
1

ID Target Audience

2

ID Target Time/Money

3

ID Channels

4

Set Marketing Calendar
2. The Entry-Level
Market
156 Million

#163
490,000
Copyright 2012 Avvo, Inc.
Easy!

Cheap!

Fast!

Success
Simple Offering
+
Upsell
Copyright 2011 -
Simple Offering
Prenuptial Agreement
Green Card (Spouse)
Last Will and Testament
Living Trust
DUI
LLC
Simple Offering
How
Long

How
Much

How
Hard

Success
Simple Offering + Upsell
Prenuptial Agreement + Trust
Green Card (Spouse) + Citizenship
Last Will and Testament + Living T...
Revenue

Communication

Action
Plan
Upsell

Clientgeneration
3. Inbound Marketing
With Social Media
Outbound

Inbound
Copyright 2012 Avvo, Inc.
Copyright 2012 Avvo, Inc.
Action Plan
1

Be a Real Person

2

Engage

3

ID Freebies

4

Smartly Insert Practice
4. Leveraging
Ratings, Rankings
and Reviews
R+R+R Proliferation
Ratings

Rankings

Reviews
Commerce => Ratings
Action Plan
1

Google Yourself

2

Engage with Reviewers

3

Pick Review Platform

4

Solicit Reviews
5. Optimizing
Websites
2012
CWP
Mobile
Optimization
Action Plan
1

Clean Design

2

Call to Action

3

Speak to Your Target Aud.

4

Mobile Optimize
6. Satellites Focused
on Conversion
2012
CWP
Action Plan
1

Audit Each Satellite

2

Try to Contact Yourself

3

Track Contacts + CWP
Referral
7. Response Times
Source: Insidesales.com, 2012
Action Plan
1

Track Intake Channels

2

Measure Response Times

3

Set-up Reminders, AutoResponders, Drip Emails, etc.
8. Local
Optimization
Look Familiar?
Top Local
Business Directories
1. Google
2. Bing
3. Yahoo!
4. Yelp
5. Merchant Circle
6. LinkedIn
7. YellowPages.com
8. Wh...
Action Plan
1

Optimize CWP

2

Optimize Social Profiles

3

Submit to Local Directories

4

SEO + Mobile Optimization
9. Harnessing G+
Action Plan
1

Create Personal G+ Account

2

Create G+ Brand Page

3

Create G+ Local Page

4

Setup G+ Authorship
10. Measuring
Marketing ROI
“I know half my marketing is
working . . . I just don’t know

which half.”
- Lawyer in Avvo Focus Group
This is NOT a Strategy
Action Plan
1

Measure Online Leads

2

Measure Offline Leads

3

Build Conversion Funnel

4

Spend Accordingly
Avvo Webinar: Turning 10 Legal Marketing Challenges into Opportunity with Mark Britton
Avvo Webinar: Turning 10 Legal Marketing Challenges into Opportunity with Mark Britton
Avvo Webinar: Turning 10 Legal Marketing Challenges into Opportunity with Mark Britton
Avvo Webinar: Turning 10 Legal Marketing Challenges into Opportunity with Mark Britton
Avvo Webinar: Turning 10 Legal Marketing Challenges into Opportunity with Mark Britton
Avvo Webinar: Turning 10 Legal Marketing Challenges into Opportunity with Mark Britton
Avvo Webinar: Turning 10 Legal Marketing Challenges into Opportunity with Mark Britton
Avvo Webinar: Turning 10 Legal Marketing Challenges into Opportunity with Mark Britton
Avvo Webinar: Turning 10 Legal Marketing Challenges into Opportunity with Mark Britton
Avvo Webinar: Turning 10 Legal Marketing Challenges into Opportunity with Mark Britton
Avvo Webinar: Turning 10 Legal Marketing Challenges into Opportunity with Mark Britton
Avvo Webinar: Turning 10 Legal Marketing Challenges into Opportunity with Mark Britton
Avvo Webinar: Turning 10 Legal Marketing Challenges into Opportunity with Mark Britton
Avvo Webinar: Turning 10 Legal Marketing Challenges into Opportunity with Mark Britton
Avvo Webinar: Turning 10 Legal Marketing Challenges into Opportunity with Mark Britton
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  • Want to show all of the arms but then most disolve. Then CWP appears.
  • Want to show all of the arms but then most disolve. Then CWP appears.
  • Want to show all of the arms but then most disolve. Then CWP appears.
  • Want to show all of the arms but then most disolve. Then CWP appears.
  • Want to show all of the arms but then most disolve. Then CWP appears.
  • Want to show all of the arms but then most disolve. Then CWP appears.
  • Want to show all of the arms but then most disolve. Then CWP appears.
  • Want to show all of the arms but then most disolve. Then CWP appears.
  • Want to show all of the arms but then most disolve. Then CWP appears.
  • Transcript of "Avvo Webinar: Turning 10 Legal Marketing Challenges into Opportunity with Mark Britton"

    1. 1. Issue Spotting: Turning 10 Legal Marketing Challenges into Opportunity Mark Britton Twitter.com/mark_britton Avvo, Inc. Confidential - ©2014
    2. 2. 1. Intentional Marketing
    3. 3. Copyright 2012 Avvo, Inc.
    4. 4. Copyright 2012 Avvo, Inc.
    5. 5. Action Plan 1 ID Target Audience 2 ID Target Time/Money 3 ID Channels 4 Set Marketing Calendar
    6. 6. 2. The Entry-Level Market
    7. 7. 156 Million #163 490,000
    8. 8. Copyright 2012 Avvo, Inc.
    9. 9. Easy! Cheap! Fast! Success
    10. 10. Simple Offering + Upsell
    11. 11. Copyright 2011 -
    12. 12. Simple Offering Prenuptial Agreement Green Card (Spouse) Last Will and Testament Living Trust DUI LLC
    13. 13. Simple Offering How Long How Much How Hard Success
    14. 14. Simple Offering + Upsell Prenuptial Agreement + Trust Green Card (Spouse) + Citizenship Last Will and Testament + Living Trust Living Trust + Last Will and Testament DUI + Speeding Ticket(s) LLC + Patent Prosecution
    15. 15. Revenue Communication Action Plan Upsell Clientgeneration
    16. 16. 3. Inbound Marketing With Social Media
    17. 17. Outbound Inbound Copyright 2012 Avvo, Inc.
    18. 18. Copyright 2012 Avvo, Inc.
    19. 19. Action Plan 1 Be a Real Person 2 Engage 3 ID Freebies 4 Smartly Insert Practice
    20. 20. 4. Leveraging Ratings, Rankings and Reviews
    21. 21. R+R+R Proliferation Ratings Rankings Reviews
    22. 22. Commerce => Ratings
    23. 23. Action Plan 1 Google Yourself 2 Engage with Reviewers 3 Pick Review Platform 4 Solicit Reviews
    24. 24. 5. Optimizing Websites
    25. 25. 2012 CWP
    26. 26. Mobile Optimization
    27. 27. Action Plan 1 Clean Design 2 Call to Action 3 Speak to Your Target Aud. 4 Mobile Optimize
    28. 28. 6. Satellites Focused on Conversion
    29. 29. 2012 CWP
    30. 30. Action Plan 1 Audit Each Satellite 2 Try to Contact Yourself 3 Track Contacts + CWP Referral
    31. 31. 7. Response Times
    32. 32. Source: Insidesales.com, 2012
    33. 33. Action Plan 1 Track Intake Channels 2 Measure Response Times 3 Set-up Reminders, AutoResponders, Drip Emails, etc.
    34. 34. 8. Local Optimization
    35. 35. Look Familiar?
    36. 36. Top Local Business Directories 1. Google 2. Bing 3. Yahoo! 4. Yelp 5. Merchant Circle 6. LinkedIn 7. YellowPages.com 8. Whitepages 9. Supermedia 10. Yellowbook Source: Hubspot
    37. 37. Action Plan 1 Optimize CWP 2 Optimize Social Profiles 3 Submit to Local Directories 4 SEO + Mobile Optimization
    38. 38. 9. Harnessing G+
    39. 39. Action Plan 1 Create Personal G+ Account 2 Create G+ Brand Page 3 Create G+ Local Page 4 Setup G+ Authorship
    40. 40. 10. Measuring Marketing ROI
    41. 41. “I know half my marketing is working . . . I just don’t know which half.” - Lawyer in Avvo Focus Group
    42. 42. This is NOT a Strategy
    43. 43. Action Plan 1 Measure Online Leads 2 Measure Offline Leads 3 Build Conversion Funnel 4 Spend Accordingly
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