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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

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