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Avvo Webinar: Game On - The Online Marketing Playbook for Attorneys
 

Avvo Webinar: Game On - The Online Marketing Playbook for Attorneys

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Today, thanks to rapid advances in technology and increased competition from purported do-it-yourself legal websites, the legal profession has had to step up its marketing game. As their online habits ...

Today, thanks to rapid advances in technology and increased competition from purported do-it-yourself legal websites, the legal profession has had to step up its marketing game. As their online habits have become more involved and sophisticated, your prospective clients have come to expect more from firms like yours. How do you reach them more effectively? How and where do you communicate your expertise to them? And how do you keep track of interactions with them once they’ve connected with you?

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  • Good morning – or afternoon depending on where you are. First off, can you all hear me? If so, please indicate by XXXWelcome to today’s webinar – titled Game On – the online marketing playbook for attorneys. My name is Leigh McMillan and I am the vice president of marketing at Avvo. Before we get started today – a few housekeeping items. If you look to the right of your screen you’ll see a XXX. Let’s get started.
  • The purpose of today’s webinar is to give you a framework for building a marketing strategy. This webinar is designed for folks just starting to do some marketing or want to improve results from marketing. Some of the things we’ll talk about today you can do yourself, but others will require the assistance of a website developer or a marketing consultant, but will give you the background information to help you get the results you want from consultants.
  • Defining your objectives so you get the results you want from your efforts and don’t waste time and money. The more your website, content & marketing speak to your audience and their needs, the greater the likelihood that they will contact you vs. a competitor
  • I am betting that many of you on the call today would say that your objective is simply to get more clients. But defining it further will help you make better decisions about where to spend your time and money.
  • Think about how many hours a week you can dedicate to marketing and how much money per month you can spend in order to reach your objective. Writing it down makes it real.
  • Next up, identify your primary target audience. Look at your existing client base – are they mostly women or men? Is there an age range? Are they small business owners? Or are they other attorneys? With the advent of the internet and mobile devices, consumers expectations for content and how it presented through websites or advertising, has increased, while attention spans have gotten shorter.
  • Gender, age, HH incomeUrgent like a DUI, hit with lawsuit or divorce papers or less urgent like a will or starting a businessDUI: bad driving record, injury involvedDivorce: kids involved, cost factors. While it may seem limiting to define and focus on a specific target audience, in actuality, a clearning defined target audience gives your content and marketing more clarity and relevance, in short, it will make it perform better.
  • Your website is your storefront and the center of your online marketing efforts. If it doesn’t reflect you or is in accessible or hard to find or does speak to your target audience – then you need a new one. Big topic: but we’ll break it down into 4 areas: Design, Content, Search & Mobile
  • Eye catching, approachable, uniquely represents you and speaks to your target audience. This design, for Ballard law office in SFO, wanted a) focus on the fact that they’ve been in business IN SFO for more than 30 years and c) have look and feel – and content that says “capable” at “reasonable cost”. Value. Practical.
  • Easy to navigation - Different people use different routes to navigate a website – The top navigation enables visitors to get right to the information they are looking forFor others that navigate by browsing the pages themselves, we also pull the key information forward – namely practice areas (what you do), 3rd party validation through reviews) and contact information. Key information should not be more than 3 clicks away from the homepage
  • Your website is your storefront. If it doesn’t reflect you or is in accessible or hard to find – then you need a new one. Big topic: but we’ll break it down into 4 areas: Design, Content, Search & Mobile
  • Appeal to target audience
  • The third key to an effective website is making sure it looks good and performs well on mobile devices – both smart phones and tablets.
  • Responsive design: works on all devices
  • Now that you have a website, you need to get found in search engines. The online equivalent of having an office that no one can find. SEO can be complicated and the best practices change frequently, so this is one area where a good consultant can pay dividends. I will go through the basics here.
  • Organic search
  • Links to your page are a proxy for your skills, references, reputation and experience
  • Google is more than just an online directory.
  • Google places = mapsGoogle + = equals socialIf you are currently managing a local Google Places for Business, continue to do so.If you haven’t claimed or created your online business listing in either of Google’s interfaces, now is the time to do it.  Google recommends that you first create a business page within Google Places for Business.  You can then use the Google+ widget to create and claim your Google+ Business as it becomes available on your Google Places for Business dashboard.You do need a Google+ profile (personal) as the verified business owner account to be associated with your Google+ Business.If you are already managing a verified Google+ Business page, but have not created a Google Places for Business page, you do not have to create a Google Places for Business Page.  Just log into the Google Places for Business with your Google + Business account info and you will see your listing there.
  • Pick your keywords – the same you idenfied earlierCreate adsTarget locations – city, state, DMA, driving radius or zip codesSet a max bid amount and daily budgetPut in the URL that the ad links toGo. Pros: very efficient, pay only for performancs, start stop any timeCons: bids are high, complicated to optimize Start slow – a handful of keywords or outsource.
  • You Tube is essentially the second largest search engine with 1 billion monthly users
  • Think about where your target audience is, how much time you have to devote and what is right for you. If you stare at a blank page, then blog may not be a fit. Linked in a minimum. Brian tannebaumflorida criminal defense attorney – Twitter. Twitter is good for engaging with other attorneysFacebook is community centric.
  • 72% trust online reviews as much as personal recommendations. Have a process and respond to bad reviews.

Avvo Webinar: Game On - The Online Marketing Playbook for Attorneys Avvo Webinar: Game On - The Online Marketing Playbook for Attorneys Presentation Transcript

  • Avvo, Inc. Confidential - ©2012 GAME ON – The Online Marketing Playbook for Attorneys
  • Avvo, Inc. Confidential - ©2012 Purpose of Today’s Webinar: Give you a framework for building a marketing strategy.
  • Avvo, Inc. Confidential - ©2012 Strategies & Tactics We’ll Cover Today: 1. Define Your Marketing Objectives 2. Define Your Target Audience 3. Make Your Website Effective 4. Pick the Right Marketing Channels 5. Set Up an Effective Lead Management Program How to:
  • Avvo, Inc. Confidential - ©2012 We Will Email This to You
  • Define Your Objectives & Your Target Audience
  • Avvo, Inc. Confidential - ©2012 What Are Your Marketing Objectives? To grow my practice by 10% Generate leads during slow periods To build my brand Generate more referrals from other attorneys More efficiently generate new clients Take business from the competition
  • Avvo, Inc. Confidential - ©2012 What Is Your Budget?
  • Avvo, Inc. Confidential - ©2012 Who Is Your Primary Target?
  • Avvo, Inc. Confidential - ©2012 Questions to Help Define Target Audience: 1. What are their demographics? 2. What are their primary needs? 3. Other factors/concerns at play? 4. How do they find professionals?
  • Make Sure Your Website is Effective - Design, Content, Mobile, Search
  • Avvo, Inc. Confidential - ©2012 Great design Easy to use Solid architecture Great Design is Visually Appealing 1 2 3
  • 1 3 2 4
  • Make Sure Your Website is Effective - Content
  • Avvo, Inc. Confidential - ©2012 Content Speaks to Audience
  • Avvo, Inc. Confidential - ©2012 • Guardianship • Conservatorship • Marriage dissolution • Adoption • Minnesota Include Top Keywords in Content
  • Make Sure Your Website is Effective - Mobile
  • of website traffic is mobile
  • of mobile searches end in a call
  • Avvo, Inc. Confidential - ©2012 Optimize for Mobile – “Responsive Design” • Works on all devices • Optimized for calls • Easy to read • Simplified navigation • Limited vertical scrolling
  • Make Sure Your Website is Effective - Organic Search (SEO)
  • Avvo, Inc. Confidential - ©2012 Optimize for Search
  • Avvo, Inc. Confidential - ©2012 2 Parts to Optimizing for Organic Search: Onsite Offsite
  • Avvo, Inc. Confidential - ©2012 Onsite – Your Website is Well Built 1. Page content -> target keyword list 2. Site architecture – “header/title tags” 3. Site speed 4. Alt text for images 5. Link Text Matt Legal Services - Minnesota Guardianship and Family Law Attorney Good: 5 reasons to fight a speeding ticket Bad: Click here for 5 reasons to fight a speeding ticket
  • Avvo, Inc. Confidential - ©2012 Offsite – Validated by Others 1. Links from other sites • Associations & organizations • High quality resources like Avvo • Blogs & news media 2. Link Text matters here, too Do not buy links!
  • Avvo, Inc. Confidential - ©2012 Mid-Sized Chicago Law Firm
  • Pick the Right Marketing Channels
  • You have to be in Google search. After that, choose wisely.
  • Avvo, Inc. Confidential - ©2012 Optimize for Search
  • Avvo, Inc. Confidential - ©2012 “Authorship Rich Snippet” “Knowledge Graph”
  • Avvo, Inc. Confidential - ©2012 What the Heck is the Difference??? Google Places Google+ (for Business) Combined = Google+ Local
  • Avvo, Inc. Confidential - ©2012 Google Places www.google.com/business/placesforbusiness/ 1. Fill out basic information about your practice 2. Verify that your are the owner/adminstrator 3. Build out your listing 4. Integrate Google+, start with AdWords
  • Avvo, Inc. Confidential - ©2012 Google+ for Business/Local www.google.com/+/business/ 1. Set up a Google+ profile • Add your site & blog to “Contributor to” section 2. Add G+ code to your site to tie it to your G+ profile 3. Post something to your G+ profile every 72 hours
  • Avvo, Inc. Confidential - ©2012
  • Avvo, Inc. Confidential - ©2012 Optimize for Search
  • Avvo, Inc. Confidential - ©2012 Paid Search: Google AdWords
  • Pick the Right Marketing Channels - YouTube/Video
  • Avvo, Inc. Confidential - ©2012 Video is Not Crazy Expensive… • $500 HD camcorder • $50 tripod • $100 lapel microphone • $500 lighting Total: $1150
  • Avvo, Inc. Confidential - ©2012 Other Social Media
  • Avvo, Inc. Confidential - ©2012
  • Avvo, Inc. Confidential - ©2012
  • Avvo, Inc. Confidential - ©2012 G+ and “Authorship Rich Snippets” 1. Set up a Google+ profile • Add your site & blog to “Contributor to” section 2. Add G+ code to your site to tie it to your G+ profile 3. Post something to your G+ profile every 72 hours
  • Avvo, Inc. Confidential - ©2012 Local directories – there are hundreds… 1. Do it yourself 2. Use a service like Yext 3. Website provider like Avvo
  • Avvo, Inc. Confidential - ©2012 Measure Actual Results. Don’t Guess.
  • Have a really good lead management & follow up system
  • Likelihood of connecting with a lead decreases 10X after 5 minutes
  • Avvo, Inc. Confidential - ©2012 Do NOT Let Leads Sit 1. Get notified the minute a lead comes in 2. Acknowledge email or form leads with “Auto- Responders” 3. Track the status of every lead
  • Avvo, Inc. Confidential - ©2012 Auto-Responder Template in Avvo Ignite
  • Avvo, Inc. Confidential - ©2012 Lead Management in Avvo Ignite
  • Avvo, Inc. Confidential - ©2012 Have a Process for Getting Reviews
  • Avvo, Inc. Confidential - ©2012 Special Offer 50% off your first 3 months - $300 savings Email: leigh@avvo.com
  • Avvo, Inc. Confidential - ©2012 My Contact Info • leigh@avvo.com • linkedin/lmcmillan • @leighmcm
  • Thank you! Questions?