Marketing your law firm SJ Live


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Our presentation from SJ Live October 2013 on marketing your law firm.

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Marketing your law firm SJ Live

  1. 1. Agenda •  Your  brand,  appealing  to  your  target  audience   •  Your  website,  your  24/7  face  of  the  business   •  Search  marke>ng,  standing  out  and  being  found  in   2013   •  Tracking  technology  to  show  ROI   •  Building  a  strategy  to  thrive
  2. 2. Brand
  3. 3. Why is brand so important? hHp://­‐impressions-­‐maHer-­‐the-­‐importance-­‐of-­‐great-­‐visual-­‐design/    
  4. 4. Logo evolution
  5. 5. Logo evolution
  6. 6. Logo evolution
  7. 7. Logo application
  8. 8. Design to be Memorable
  9. 9. Design to Engage
  10. 10. Source:  Social  Marke>ng  Forum,  December  2010  
  11. 11. 7 Key Ingredients to Website Design
  12. 12. Brand / Logo
  13. 13. Imagery
  14. 14. Call to Actions
  15. 15. Content
  16. 16. Social Media
  17. 17. Testimonials / Reviews
  18. 18. Navigation / Structure
  19. 19. Website Design Live chat is a tool that can be used to increase conversions Clear brand identity Trackable phone number Engage with clients through social media The banner area is ideal for highlighting offers and services Clear call-to-action
  20. 20. Mobile Design "   A mobile site is meant to be designed to be easy to use and to contain the most key information for users on the go. "   A mobile site should not have all pages from your website.
  21. 21. Mobile design "   By 2014 more users will be browsing on a mobile device than desktops. "   Mobile sites need to be easy to use and have a cut down version of the most important content. "   You can use your analytics to work out what pages are more important to mobile users and the % of traffic you are receiving from which devices. Source:  Morgan  Stanley,  April  2010  
  22. 22. Design Case Studies
  23. 23. Design Case Studies
  24. 24. Design Case Studies
  25. 25. Design – Niche Websites "   Acquiring new business can easily be forgotten when your firm is busy but it is imperative for growth and continued success. "   Looking at niche microsites that are heavily call to action based can be a brilliant solution.
  26. 26. Design – Niche Website
  27. 27. Design – Niche Website
  28. 28. Search Engine Optimisation
  29. 29. "   Wayne to do street views
  30. 30. Source:  Interna>onal  Telecommunica>on  Union,  November  2011  
  31. 31. Source:  Interna>onal  Telecommunica>on  Union,  November  2011    Ofcom  April  2013  
  32. 32. Search Engine Market Share UK  –  90%   UK  –  5.3%   Source:  The  E  Word  Feb  2013   UK  –  2.3%   UK  –  1.5%   UK  –  0.7%  
  33. 33. Paid vs. Natural
  34. 34. SEO Positioning
  35. 35. Online Marketing does not need to be complicated Traffic Conversions ROI
  36. 36. Our SEO Process… Planning, Research & Analysis Keyword Research On-Site Optimisation Off-Site Optimisation Measurement & Refinement
  37. 37. Planning, Research & Analysis "   We would audit the site to make sure the search engine Robots and Spiders can find what they are looking for. "   We’ll also look at other potential technical issues such as duplicate content and page load time.
  38. 38. Keyword Research    
  39. 39. On-Page "   On-site SEO consists of optimising the actual content itself "   We’ll look at meta tags, H tags and alt tags On-­‐Page   "   We’ll then ensure that the content has just the right keyword density so that the search engines know exactly what the page is about
  40. 40. Off Site Optimisation Traditional Methods New Methods "   Paid Links "   Link Baiting "   Directory Submissions "   Social Media Sharing "   Site Wide Blog Links "   Blog Guest Posting "   Forum Posts "   Infographics "   Reciprocal Linking "   Press Releases
  41. 41. Results and Analysis "   Everything we do is tracked and monitored to ensure the strategy is working and delivering results. "   Our constant analysis allows us to continually plan where to take the strategy to next…
  42. 42. SEO – ‘Linkbaiting’ It’s all about creating great content other users would naturally want to share or link back to… Infographics Whitepapers Videos Slide Shows Press Releases
  43. 43. Infographics
  44. 44. Infographics "   On average we are exposed to the equivalent of 174 newspapers full of information each day. "   99% of all sensory information is filtered out from the brain immediately, infographics are in the 1% that is kept. "   90% of information that is transmitted to the brain is visual – with 50% of the brain being dedicated to visual. "   Visuals are processed 60,000 times faster than text. "   People only remember 20% of what they read.
  45. 45. Infographics "   In 2 years, search volume for infographics has increased by over 800% "   Publishers that use infographics on average grow in traffic 12% more than those who don’t. "   On average there are 17k tweets a day about infographics … your firms could occupy some of these!!
  46. 46. Egress Case Study "   We created this infographic for Egress based on statistics that were taken from a survey they published in SC Magazine. "   We then reached out to key figures within the industry to see if they would publish the blog "   We promoted it through social media "   Our aim was to increase traffic, raise awareness and create quality backlinks to the Egress website
  47. 47. Egress Case Study "   This graph shows how many pageviews the infographic has received since its launch "   The Infographic was spotted by Legal IT Africa and was used to promote their event
  48. 48. Blogging "   Blogs are a great opportunity to create lots of good, useful content. "   Blogs allow your team to individually have a voice and to become thought leaders within their fields. "   Blogs start conversations and give constant reason for new content. "   Blogs work best if you create ‘champions’ within the team that are in charge of writing a couple of posts each week… e.g. "   Commentary on big cases that are in the news "   Hints and tips on specific areas of law
  49. 49. SEO – Blogging Vs. News Blogging News "   Often ‘opinion-based’ "   News articles are often longer than blog posts "   Blogs can provide ‘tips’ "   Blog posts can be short and snappy "   News stories announce launches, events etc… "   News articles are more serious "   Can be more ‘personal’ and fun
  50. 50. Waterfront case study
  51. 51. SEO – Slideshare "   Founded in 2006, SlideShare is the world’s largest community for sharing presentations. "   It is within the top 200 visited sites in the world, with over 130 million pageviews each month.
  52. 52. SEO – Slideshare "   Create decks of slides simplifying areas of your business "   For example: "   Your legal guide to setting up a business "   Your guide to protecting your brand "   Target your niche business sectors with decks of slides on how you can help them and why you are specialists in that field. "   Run Webinars targeted at niche business sectors and then share the slides on SlideShare
  53. 53. SEO – Webinars "   Using the same principle of the slideshare presentations, you could start to run webinars – as webinars are a fantastic, cheap way to engage with an audience. "   These could be on any topics relevant to the business and they become a soft sales technique "   These same slides/video of webinar can be shared online.
  54. 54. SEO – Video "   Video is a fantastic way to get good, quality content out there that users will digest and remember. "   Online video viewers reached 170 million at the end of 2012 "   Google owns YouTube – therefore great for SEO. "   YouTube is the 2nd largest search engine
  55. 55. SEO – Video
  56. 56. Google+ "   Google+ is Google’s answer to Facebook "   Google+ currently has 500 million users "   Google+ acquired its first 10 million users faster than Facebook and Twitter!
  57. 57. Google+  Vs.  its  compe>tors "   Google+ has 359 million active monthly users "   Facebook has 1.1 billion active monthly users and 665 million daily active users "   Twitter has 500 million users, 288 million active monthly users "   LinkedIn 200 million users, 2 new users join every second "   YouTube has 4 billion views per day, 6 billion hours worth of video a month
  58. 58. Google+  Business  Page Events Integration with Google+ Local Profile Picture Cover Photo Circles Wall Posts
  59. 59. Google+  Personal  Page Profile Picture Cover Photo Photos Events Circles Wall Posts
  60. 60. Google+ Terminology "  ‘Circles’ – On Google+ you can divide the people you follow into ‘circles’ and they can also add you to their circles "  ‘Hangouts’ – Allow you to talk with multiple people "  ‘Trends’ – As with Twitter various topics can ‘trend’ "  ‘Local’ – Businesses are linked to their Google+ Local profile though their Google+ page
  61. 61. How to Utilize Google+ For Businesses…
  62. 62. Why  Google? "   Google has merged ‘Google Places’ with ‘Google+’ to create Google+ Local "   This is a handy tool for local businesses "   Google acquired ‘Zagat’ - a tool for online ratings and reviews
  63. 63. Why  Google? “Moving forward, Zagat will be a cornerstone of our local offering – delighting people with their impressive array of reviews, ratings and insights, while enabling people everywhere to find extraordinary (and ordinary) experiences around the corner and around the world.”
  64. 64. Why  Google? "   The reviews, powered by Zagat, help to build trust "   Reviews are being utilised more and more online…think TripAdvisor!
  65. 65. Why  Google? "   Google+ Local listings help to increase website traffic "   If you don’t rank in the local listings then you will be missing out on vital traffic and leads "   Google+ Local listings direct traffic into Google+
  66. 66. Using  Google+ Google Hangouts  
  67. 67. Using  Google+ Google Hangouts   "   Chat face-to-face with up to 10 people "   You are able to connect via a computer, smartphone or tablet "   You can host virtual meeting – you can utilise tools such as Google docs and share your screen "   You can then broadcast your conversation to the world!
  68. 68. Google  Authorship By implementing the rel=author tag on your blog you can be an authority source in your field and generate listings such as those to the left
  69. 69. Google  Authorship "   Our blogs are linked to our Google+ profiles "   This means that the ‘rich snippets’ like the one below are beginning to appear in the search engine results pages – the image helps to increase the click through rate
  70. 70. Google  AuthorRank Another algorithm to consider? Authority of publishing sites Google+ engagement level Avg. PR AuthorRank +1s/Shares per post Comments per Post # of ‘circlers’ Posting Frequency
  71. 71. SEO  Case  Studies
  72. 72. SEO  Case  Studies
  73. 73. What is PPC?
  74. 74. PPC  –  What’s  it  good  for?     "   Offers/Promotions "   To compensate for low SEO traffic "   To target new markets "   Seasonal trends
  75. 75. Terminology Campaign     This  defines  the  daily  budget,  language,  geographic  scope  and  networks   where  ads  are  displayed.   Ad   An  individual  ad  within  the  AdGroup   AdGroup   A  group  of  ads  within  a  campaign   Impressions   The  number  of  >mes  your  ad  has  been  seen   CPC   Cost  per  click    CTR   Click  through  rate   Cost/Conv   Cost  per  conversion   Broad  Match   Google  matches  ads  based  on  any  words  within  the  phase  searched   Broad  Match   Modifier   By  inse>ng  a  ‘+’  before  each  word  in  the  phrase  that  must  be  included   within  the  users  search  term,  Google  also  subs>tutes  misspellings  and   similar  words   Phrase  Match   Ad  is  only  shown  if  the  phrase  is  included  within  the  users  search   Nega>ve  Keywords   Best  example  of  this  is  ‘Free’  
  76. 76. Setting up a campaign…Keyword Research "   Keyword   Research  is   vitally  important   to  any  paid   search   campaign.   "   The  keyword   tool  allows  you   to  research  the   es>mated  CPC’s   and  Volume.  
  77. 77. Creating a Campaign "   Select  the   network  for   your  campaign  
  78. 78. Setting up a campaign…Devices "   When  secng   up  a  campaign   you  can  choose   which  device   your  ads  are   displayed  on.   "   Best  prac>ce   would  be  to  set   up  targeted   campaigns  per   device.  
  79. 79. Setting up a campaign…Locations "   Google   AdWords  allows   you  to  target   your  campaigns   by  loca>on.   "   This  really   important  for   being  more   specific  with   your  targe>ng.   "   This  also  helps   control  budget.  
  80. 80. Good AdCopy
  81. 81. Ad Preview Tool "   This  tool  allows   you  to  test  how   you  ads  appear   depending  on   loca>on  and   device.  
  82. 82. Setting up a campaign…AdExtensions
  83. 83. Bidding "   You  can  set   daily  budgets   and  maximum   CPC’s  for  your   keywords  at  an   AdGroup  level   to  control  your   spending.  
  84. 84. Setting up a campaign…AdRotation "   Google  AdWords   allows  you  to   op>mise  how   your  ads  shown   to  offer  the  best   return  on   investment.    
  85. 85. Setting up a campaign…Scheduling "   Google   AdWords  allows   you  to  schedule   your  ads  to   show  them  at   the  most   efficient  >mes.  
  86. 86. Conversion Tracking "   Really  important   to  track  all  of   your  campaigns   within  the  bigger   picture  of  your   overall  analy>cs   to  compare   traffic  sources.   "   Conversions  can   be  tracked  as   goals  in   analy>cs.  
  87. 87. Linking Analytics "   Really  important   to  track  all  of   your  campaigns   within  the  bigger   picture  of  your   overall  analy>cs   to  compare   traffic  sources.   "   Conversions  can   be  tracked  as   goals  in   analy>cs.  
  88. 88. Telephone Tracking "   Tracking  conversions  is  very  important,  but  the  telephone   calls  must  not  be  forgoHen.   "   We  use  intelligent  URLs  to  dynamically  change  the  phone   number  when  a  user  comes  from  PPC.   "   Google  do  have  a  paid  solu>on  for  this.  
  89. 89. Campaign Analysis "   Camapaign  and   AdGroup   monitoring  is   really   important:   "   CTR   "   Conv.  Rate   "   Av.  Posi>on   "   Lost  Rank   "   Lost  Budget    
  90. 90. AdGroup Analysis "   Monitoring   individual   keywords  and   ad  copy   performance  is   really  important   to  make  sure   you  are  not   was>ng  budget.  
  91. 91. Quality Score CTR   Keyword   Relevancy   Landing  Page   Quality   Score   Historical   Performance   Ad  Relevancy   Other   Relevancy   Factors  
  92. 92. AdRank Quality  Score   Max  CPC   Ad  Rank   "   High  quality  score  accounts  are  rewarded  by  paying   cheaper  CPCs   "   Paying  less  per  click  improves  efficiency  of  search  spend   and  increases  ROI   "   This  means  more  traffic  at  a  cheaper  cost  
  93. 93. Landing Pages Source:  Social  Marke>ng  Forum,  December  2010  
  94. 94. Landing Pages
  95. 95. Display Network "   Create  all  types  of  ads  -­‐   text,  image,  interac>ve  and   video  ads.   "   Place  those  ads  on  websites   that  are  relevant  to  what   you’re  selling.   "   Show  those  ads  to  the   people  that  are  likely  to  be   most  interested.   "   Manage  and  track  your   budget,  campaigns  and   results  as  you  go.  
  96. 96. PPC in the mobile age…     "   Google’s  mobile  revenues  have   been  growing  year  on  year  for  PPC   "   Smartphones  occupy  6.9%  of   Adwords  clicks   "   Tablets  occupy  2.3%  of  Adwords   clicks   "   CTRs  are  higher  on  mobiles  and   tablet  devices  
  97. 97. PPC – Case Study “London Law Firm” "   On average within a month the law firm receives 175 leads "   A lead is a phone call or contact form – the firm offers a ‘free initial chat’ "   This is a conversion rate of 15% "   Generating a PPC lead at approximately £10 per lead
  98. 98. Social
  99. 99. Facebook "  Facebook  is  the   most  well  known   and  most  used   social  network.   "  There  are  currently   1  billion  people   registered  to   Facebook   "  Facebook  is  more  of   a  branding  tool  than   a  lead  genera>on   tool    
  100. 100. Google + "  Social networks are becoming increasingly popular and Google want to ensure that they keep their share of the audience "  If users are logged into Google + they will start to see their searches become more personalised "  + Pages are starting show in the SERPs
  101. 101. Twitter "   TwiHer  is  a  fantas>c   way  to  engage  with   current  and  poten>al   users   "   It  offers  you  a  plakorm   to  discuss  industry-­‐ related  news   "   There  are  strong  signals   that  ‘shares’  on  TwiHer   are  star>ng  to  influence   ranking  posi>ons    
  102. 102. YouTube "  "  YouTube  could  offer  a   friendly  modern  face  to  the   business,  poten>ally   crea>ng  short  videos   "  Source:,  June  2012   1  in  every  20  users  that   leave  Google  go  directly  to   YouTube,  showing  the   power  that  the  site  has   This  could  open  your   website  up  to  a  new   audience  and  create  greater   engagement  on  the  new  site   as  videos  do  keep  users  on   the  website  longer.  
  103. 103. LinkedIn "   In  June  2012  there  were  more   than  200  million  professionals   on  LinkedIn  worldwide   "   LinkedIn  is  good  for   networking,  and  opening  up   poten>al  commercial   opportuni>es   "   People  onen  look  for   recommenda>ons  on   LinkedIn,  meaning  that  it’s   important  that  your  staff  are   signed  up   "   LinkedIn  can  also  be  used  to   broadcast  news  and  updates  
  104. 104. When engaging with social media… "   It  is  KEY  to  manage   your  reputa>on.   "   Keep  an  eye  on   what  people  are   saying…   "   A  bad  comment   can  be  turned   into  a  posi>ve!  
  105. 105. Top 200 Social Engagement Study
  106. 106. Top 200 Social Engagement Study
  107. 107. Top 200 Social Engagement Study
  108. 108. Top 200 Social Engagement Study
  109. 109. Top 200 Social Engagement Study
  110. 110. Top 200 Social Engagement Study
  111. 111. Top 200 Social Engagement Study
  112. 112. Top 200 Social Engagement Study
  113. 113. Top 200 Social Engagement Study
  114. 114. Top 200 Social Engagement Study
  115. 115. Top 200 Social Engagement Study
  116. 116. Top 200 Social Engagement Study
  117. 117. Why Send Email Campaigns? "   Email is important for the customer life cycle "   Email campaigns enable you to engage with your client base "   Email campaigns are great for brand awareness, seasonal offers and promotions
  118. 118. Email Marketing "  Research from GetResponse   Including social sharing tools in an email increases click through rates by 55%
  119. 119. Email Marketing - Tracking "   Our email marketing dashboard allows clients to see email results and manage their database.
  120. 120. Case Studies
  121. 121. Tracking to ensure ROI
  122. 122. Constant Measurement and Refinement
  123. 123. Google  Analy>cs Google Analytics is a service that enables you to track key visitor statistics such as: " " " " "           Visits Unique Visits Time on Site Average Page Views Bounce Rate
  124. 124. Google  Analy>cs You can view these key metrics via this simple dashboard…
  125. 125. Google  Analy>cs Further to this you can drill deeper into this data: "   You can filter visits by traffic source "   You can filter visits by device/location/operating system etc… "   You can track conversions as ‘goals’ "   You can now track visits that are generated through social networks too…
  126. 126. Google  Analy>cs "   Google Analytics is a great tool for tracking your online marketing campaigns. For example, "   Being able to see which keywords generated traffic for your website is vital if you’re looking to run a search engine optimisation campaign!
  127. 127. Rank Tracking "   Our SEO software allows us to track weekly the fluctuations in ranking positions for keywords and also to monitor the technical performance of the website.
  128. 128. Telephone Tracking "   We have partnered with a software provider so that we can track phone calls down to the keyword the user searched. "   This software allows us to close the gap between users that fill in a contact form and users that pick up the phone.
  129. 129. Telephone Tracking Step  1   Visitor  finds  your   website  and  a  unique   phone  number  is   automa>cally  shown   to  them   Step  2   The  visitor  calls  their   unique  phone  number   which  is  shown  to   them  throughout  the   dura>on  of  their  visit.   Step  4   You  get  access  to  all  the   phone  call,  visitor  and   keyword  data,  which   you  can  use  to  op>mise   your  marke>ng  and  to   drive  more  leads   Step  3   We  link  their  visitor   data  to  their  phone  call,   iden>fying  which   marke>ng  ac>vity  has   led  them  to  pick  up  the   phone  
  130. 130. How  we  can  help   We  specialise  in…  
  131. 131. Who  are  Reflect  Digital?