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For Michelle King for LMASE, "Search and the Law Firm"

For Michelle King for LMASE, "Search and the Law Firm"

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  • goal is to engage your target audience in a meaningful way keyword development is not a “set-it-and-forget-it” exercise it requires monitoring, updating and analysis to optimize develop online personas based on research and interviews to inform both site design and search marketing personas give us linguistic cues and illustrate search intent, as do social networks analyze campaign results and implement test-and-learn campaigns
  • Recently overheard at the IAB conference in CA (Interactive Advertising Bureau) The unfettered rise of digital, and of social media in particular, has brought about staggering shifts in consumer behavior -- and this requires equally dramatic changes to the way brands connect with consumers in this new dimension. Not surprisingly, social marketing serves as an indispensable leg to this stool for the simple reason that it provides a channel for developing a direct, unadulterated relationship between a consumer and a brand. And building relationships is becoming a more critical component of brand marketing as the media landscape becomes increasingly fragmented and cluttered. Today we will cover: Brands need commit to keeping pace with consumer behavior and bolstering their skills at fostering consumer relationships across all channels
  • Recently overheard at the IAB conference in CA (Interactive Advertising Bureau) The unfettered rise of digital, and of social media in particular, has brought about staggering shifts in consumer behavior -- and this requires equally dramatic changes to the way brands connect with consumers in this new dimension. Not surprisingly, social marketing serves as an indispensable leg to this stool for the simple reason that it provides a channel for developing a direct, unadulterated relationship between a consumer and a brand. And building relationships is becoming a more critical component of brand marketing as the media landscape becomes increasingly fragmented and cluttered. Today we will cover: Brands need commit to keeping pace with consumer behavior and bolstering their skills at fostering consumer relationships across all channels
  • So your opportunity to sell to each prospect is limited so this further increases your responsibility to be visible ALL the time online.
  • Sue, how does this relate to our earlier position that Martindale no longer matters? Says here 70% use directories and Martindale can certainly claim a share of that. Optimization is important. Reaching out to clients is important Blogging might surprise you
  • This is a drum we have been beating for over 10 years with only moderate success. Finding ways to tout industry knowledge is very important.
  • goal is to engage your target audience in a meaningful way keyword development is not a “set-it-and-forget-it” exercise it requires monitoring, updating and analysis to optimize develop online personas based on research and interviews to inform both site design and search marketing personas give us linguistic cues and illustrate search intent, as do social networks analyze campaign results and implement test-and-learn campaigns
  • goal is to engage your target audience in a meaningful way keyword development is not a “set-it-and-forget-it” exercise it requires monitoring, updating and analysis to optimize develop online personas based on research and interviews to inform both site design and search marketing personas give us linguistic cues and illustrate search intent, as do social networks analyze campaign results and implement test-and-learn campaigns
  • twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts what to tweet? relevant professional content to tweet: industry events, industry articles, awards, etc. your blog can automatically feed your Twitter account tweet what’s relevant to business, not your personal status general rule of thumb: 70-80% of your tweets should be RTs twitter page background list all of the was to reach you follow others in within your firm, and ask them to follow you - this builds your following who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
  • twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts what to tweet? relevant professional content to tweet: industry events, industry articles, awards, etc. your blog can automatically feed your Twitter account tweet what’s relevant to business, not your personal status general rule of thumb: 70-80% of your tweets should be RTs twitter page background list all of the was to reach you follow others in within your firm, and ask them to follow you - this builds your following who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
  • twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts what to tweet? relevant professional content to tweet: industry events, industry articles, awards, etc. your blog can automatically feed your Twitter account tweet what’s relevant to business, not your personal status general rule of thumb: 70-80% of your tweets should be RTs twitter page background list all of the was to reach you follow others in within your firm, and ask them to follow you - this builds your following who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
  • twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts what to tweet? relevant professional content to tweet: industry events, industry articles, awards, etc. your blog can automatically feed your Twitter account tweet what’s relevant to business, not your personal status general rule of thumb: 70-80% of your tweets should be RTs twitter page background list all of the was to reach you follow others in within your firm, and ask them to follow you - this builds your following who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
  • We know that Steve will use search to help solve his challenge
  • online brand awareness with targeted display media (e.g. Phrma, PharmaExec) targeted paid search campaign introduce the brand across digital channels via social media (e.g. guest blog posts, webinar sponsorships, Twitter, LinkedIn)
  • online brand awareness with targeted display media (e.g. Phrma, PharmaExec) targeted paid search campaign introduce the brand across digital channels via social media (e.g. guest blog posts, webinar sponsorships, Twitter, LinkedIn)
  • understand your baseline determine what you want to be known for; prioritize the keywords evaluate and optimize your site structure implement site structure improvements and submit revised site map ensure tags and URLs are search friendly review copy for tags and keyword density generate incoming links enhance your social media profile
  • understand your baseline determine what you want to be known for; prioritize the keywords evaluate and optimize your site structure implement site structure improvements and submit revised site map ensure tags and URLs are search friendly review copy for tags and keyword density generate incoming links enhance your social media profile

Search_and_the_law_firm Search_and_the_law_firm Presentation Transcript

  • search and the law firm
  • three phases of digital media usage: 1. trial 2. transition 3. strategy
    • lack of credible evidence of online buying behavior
    • lack of understanding about how to initiate an integrated strategic approach to today’s media choices
  • part I a new brand world
  • the staggering rise of internet use has created seismic shifts in behavior. we’ve changed.
  • finding and choosing professional services on the internet
  •  
  •  
  •  
  • … but the unanswered question has been, “Are your buyers searching for you online?”
  • do you go online to search for outside professionals to provide legal, accounting or consulting work for your company? 3/4 go online to search for professionals (up from 2/3 in 2000)
  •  
  • how often do you go online to search for a professional to provide services? 75% of decisionmakers search for professionals monthly or less often matching how often you pitch completely new business…
  • what has changed most about the way you find and choose professionals in the past five years?
  • how important are these Internet sources for learning about professionals? 85% consider Web sites important; younger decisionmakers are especially likely to find all digital sources important
  • if this is true—and it is— how do I respond? how do I adjust my marketing?
  • some things have changed. some things remain the same.
  • there are six billion searches on 150,000,000 websites and 200,000,000 blogs every day!
  • we know our buyers are looking but how do they find us?
  •  
  • part II getting found online
  • there are three ways people find you: 1. search engine optimization (SEO) 2. search engine marketing (SEM) 3. social media
  • seo
  • search engine optimization (SEO) is the defined process of improving the volume or quality of Web traffic to your site from search engines (Google, Yahoo, Bing) via "natural” or "organic" unpaid search results.
  •  
  • 1/2 of decision makers always search for specific expertise & industry (industry search—69% in 2000, now 96%) they search for expertise via industry…
  • it is a disciplined, labor intensive process
    • set goals and expectations to develop a keyword search strategy: what you can and should be known for
    • optimize your site structure (re-submit site map, improve title and metatags, increase keyword density, build internal links, etc.) called “on-page seo”
    • build inbound links called “off-page seo”
    • start regionally; scale nationally
    • report, refine, and test
  • sem
  • search engine marketing (SEM) is the the practice of buying paid search listings. Google owns 92% of adwords marketshare and 70% of search share. But buyers must also pay attention to Yahoo and Bing.
  •  
  • it is also a disciplined process
    • set goals and expectations to develop a keyword spend: how are you supporting your strategic goals?
    • coordinate with other online and offline activities (your website, blogs, social media)
    • enhance relevancy : dial campaigns up or down during key events to intercept qualified traffic
    • watch weekly, report monthly, examine quarterly in order to optimize your response
    • report, refine, and test
  • social media
  • social media is often associated with gated communities like Facebook or LinkedIn but blogs are also “social” and websites that encourage reviews and comments are also social. In other words, the Internet itself has become “social.”
  • facebook passed Google in traffic 3x!
  • linked-in is considered more “professional”
  • but the lines are blurring…
  • twitter is a microblog allowing only 140 characters per comment. People gather in groups using hash tags (#)
  • three phases of digital media usage: 1. trial 2. transition 3. strategy
  • part III search: a case study
  • a major regional law firm challenged us to show how search (both SEO and SEM) could impact its online visibility
  • there was the usual skepticism: “ People don’t go online to find a trusted legal advisor.” “I never click on those paid search ads, and no one I know does either. “We’ll never get any qualified leads from search.” they were proved wrong on all counts, and couldn’t be happier about it.
  • Steve: the target Steve Steve is an in-house counsel for a large pharmaceutical company headquartered in Raleigh, N.C. He is 44 years old and holds a BA and JD. He has deep industry experience and is well connected in the region. Steve’s Landscape Steve is charged with managing various aspects of risk for the company, including employment policies, compliance, contracts, non-competes and immigration matters. He partners with outside counsel a great deal on employment issues and is not pleased with his current firm. He’s gathered a roster of firms to consider and will do some research to create a short-list. MAKE YOUR FIRM UNIQUE “ Managing complex employment issues is crucial to protecting our company. We need to be vigilant, proactive, and keep abreast of best practices in the market.”
  • know how your target consumes media we evaluated profiles for each target segment including top industries, company profiles, etc.
  • intercept relevant searches
  • identify relevant search terms
  • optimize natural search visibility
  • their SEO efforts resulted not only in 50% more Google traffic every month, but also in twice as many unbranded searches (meaning that these search visitors were finding the firm when searching for industry terms (such as employment law, commercial real estate law, and intellectual property) and more new visitors are finding their site)
  • their largest competitor called us to complain: “What are you doing? They pop-up everywhere I go on Google.”
  • MAKE YOUR FIRM UNIQUE
  • search is about attracting qualified traffic who engage with your site, not window shoppers visitors coming from this SEM campaign viewed 4 pages on average , and their click-through-rate (CTR) is beating industry averages by one and a half times
  • part IV measure effectiveness through awareness and conversion metrics
    • impressions
    • click-through rates
    • online mentions
    • cross-links
    measure effectiveness using awareness metrics
    • bounce rate reduction
    • increased time on site
    • number of (and which) pages visited
    • biographies searched
    measure effectiveness using conversion metrics
  • boil down Google Analytics for management
  • to make the report understandable
  • www.greenfieldbelser.com [email_address] www.twitter.com/gbltd or @gbltd and @gbhalla www.youtube.com/greenfieldbelser www.facebook.com/greenfieldbelser