Cancun presentation on Online DUI Marketing

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  • \n
  • The purpose of this weekend is to empower you to gain a better understanding of the business part of your practice. While we all have something to share, we understand that what works for us, may not work for you, and we all have tried things that don’t work in our area. But it is when we come together, and really understand this part of what we do that we can make this practice of law profitable and pleasurable. The core concepts we will go over will include marketing\n
  • It will also include public relations and how it impacts your practice\n
  • and, of course cover advertising. By gaining a knowledge of those 3, you can create a cohesive message which delievers the best bang for your buck and minimizes the time you need to put in to run this part of your practice.\n
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  • Top of mind.\nClose your eyes and think of a soda. That soda is probably coke or pepsi.\nThey pay for top of mind awareness. That is EXPENSIVE. That is unnecessary for what we do. It may be necessary for local personal injury lawyers, but from a cost/benefit analysis for criminal practice - it is unwise to spend to try to be top of mind. It is not worth the investment.\n
  • Frame of mind. This is the second type, and it is one of the 2 focuses we have today. Frame of mind means - when I am looking for you, I can find you. I find you because you are the one who appeals to me the most out of the world. When I’m in the market for a DUI lawyer - you are the one who seems to be the one. I want you to leave today with a way of crafting a frame of mind message and plan\n
  • Friend of Mine. The second plan we have for today. While Jamie will talk more about referral marketing tomorrow, friend of mine marketing is also applicable in the web, and we can utilize social networking to cast a wide net when looking for potential clients. Its about being there - and being a trusted source. - lets talk about that and how it translates to the online world as that is today’s focus.\n
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  • First thing you need to address is appearance. People are now expecting the design aesthetic of Apple computers. Simple, clean and looks like what we are looking for. I know all of you take pride in your appearance, and what I would encourage you to do today is to look at your online appearance and see how it measures up for the appearance of the lawyer you wish to portray\n
  • This is a key part of the online message and one which seems to be the easiest to overlook. There are many trust symbols. One of them is a nice photograph, but others are online certificates which show that you are who you say you are. Incorporating one of them can instantly boost your credibility\n
  • Authority is also key. The trust symbols you need to highlight show that you are knowledgeable in your field. You can self publish books to show your authority in the field. People have been doing that for ages. The testimonials from news media can also be a great opportunity for authority. But be mindful of who you are quoting. Most of the the things which we quote have no value to potential clients. Clients do not care if you went to the NCDD summer session. They don’t know what that means. They care if you are quoted in the local paper on DUI cases. \n
  • Can you do the job. Yeah, Lionel Hutz from Simpsons is a parody, but think about the message. Is this guy capable - hardly, but according to Homer (and Marge too) he is acceptable to just get the job done. Part of your message should be to show your clients that while you can handle the hardest cases, you can also handle the “easy” ones too. No one wants to hire the specialist and show the judge they admit they are guilty and screwed.\n
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  • all websites are programmed using one of multiple coding languages. One of the best things about these languages is that they will always do the same thing, every time. so you can rely on the programs to do the same thing with the same information. This will be a key component of our plan of attack. The first thing that you need to look for in your own website, as well as those of your competitor is your description and your keywords. These are the building blocks of how your website is viewed by the internet. Its not everything, but it is the strong foundation.\nhe first thing I’d like you to lok at is a good version of your description.\n
  • look at how the caption under the domain entry on google matches the description in the website’s meta code. This is a great example of how google takes what you tell them and puts it in the right place. This not only takes advantage of the way the wesbite is built, but allows us to build on it to get the best results in your web strategy.\n
  • You can use the keywords but put a better sales message in your description so you get people onto your site.\nHow about “I help reckless drivers stay on the road” as the first part of the description?\n
  • Kim’s site is great - the image shows authority and the appearance is stellar, but it is missing critical points which would get a better bang for the buck. The search engine doesn’t know what to put, so it puts the first text it finds there - and that;s not always your best selling proposition\n
  • Flash - stay away from it. Use HTML5 if you want something similar - but with more and more people accesisng using iphones and ipads, flash is just not the best way to get your content into the search engines\n
  • there are many different tld’s you can purchase - .com, and I am sure that someone will register .dui shortly and many many lemmings will sign up trying to chase the random one person who puts a site up - but they are called .com’s for a reason - that is the main way people look - and that is part of the “appearance” point - people expect a lawyer to be ona .com, bit a .dui\n
  • spidering. This is how the search engines get their content\n
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  • linking is the original value proposition that the pagerank formule behind google was based on.\nmany reciprocal links on listserv - no value, but still something you can do\nlink using anchor text that varies slightly\ncreate triagulation\nlinking to same ip address - even more worthless\nlook for links that your competitors are using by link:www.dwidude.com\n
  • \n
  • don’t worry about seo\nworry about content creation\nmake sure your descriptions and titles are different! and match your content.\n
  • I hear this all the time. Duplicate content. who knows what it is? Lets take example of US Constitution\nare we all penalized because we have it. - NO\nsame IP\nsame website\nmultiple times\n
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  • what does google see when it visits your site\nwhat is the user experience - how often do people click on this page in the search results- do they fill out a form or dl or fb or +1 it?\nDo they bounce from this site after this page? How do other sites with similar content fair?\n\n
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  • see who is linking to your competitors - minimize their value by getting those links\nsee what results are doing better than you - look at keyword and description and make sure you are relevant\nuse spyfu to see what terms are popping for your competitor\nignore them and do your own thing your way Get innovative \n
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  • landing page is what is there to sell. Say you walk into a car dealership and say I want a Cadillac. The sales guy at the door has 3 options\n1. Let you wander around\n2. Take you to every car he has on the lot \n3. Take you to the best Caddy he has on the lot.\n\nWho serves the customer best?\n
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  • Item to consider when planning a landing page - it is not a doorway page - that can get you penalized. Think a mini site with 3-6 pages which delivers content and sells. Think of the latest hardcover book. They put content on both flaps to deliever what is in the book. \n\nConsistent theme so they realize when they come to your main site organically\n\nDesign, design, design\n\nInteractivity greater than on standard site (hover text, chat, click to call, etc)\n\ninclude social media. Allow people to like you on fb even if they don’t want to fill out your form\ninclude easy bookmarking reminder\n\n
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  • See who you are getting traffic from - ppc, feeder sites, (avvo is useless for me)\nlanding pages - what pages are people foiding organically - look to see why\nvisitors - who is coming - first timers? repeaters? if repeaters can you show them something new? tweople repeating? \n
  • The browser sniff\n
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  • Major recent changes like the iphone 4 ability to process voice question as searches will change the landscape quickly and you will need to pay attention. Those searches are not going through google, and apple may start providing its own search results based on which ones people click on after being provided results. You may need to be flexible over the next 2 years as new models develop\n
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  • The like “gate” Give them a reason merely to like you - exclusive content or information. Give them a reason why they should like you rather than trying to find the content on another attorney’s site\n
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  • custom tabs are a great way to stand out from the bland fb page\n
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  • Cancun presentation on Online DUI Marketing

    1. 1. UNDERSTANDING ANDIMPLEMENTING ONLINE MARKETING Jay Ruane
    2. 2. [Types of Marketing]
    3. 3. The 4 A’s of Online Success
    4. 4. [Appearance]
    5. 5. [Assurance]
    6. 6. [Authority]
    7. 7. [Acceptable]
    8. 8. [Website Basics]
    9. 9. Good example
    10. 10. Knowing that this is what will be shown - can we create a better use of the entry to be better at sales?
    11. 11. Bad Example
    12. 12. Bad Anchor Textwww.RuaneAttorneys.com linking to RuaneAttorneys.com Good Anchor TextConnecticut DUI Lawyer linking to RuaneAttorneys.com
    13. 13. Source: SeoMoz.com
    14. 14. Source: SeoMoz.com
    15. 15. CrawlingUser Experience Data
    16. 16. SEO Firms vs. PPC• Pay a lot for “unquantifiable • pay for what you get results” you can do yourself • even easier to understand• sold to you as a language you don’t understand - you do! • needs very little tweaking once set up• will always need updating as the search engines change • the fastest way to stay ahead - but can be costly• the smart way to stay ahead of the pack
    17. 17. How to compete cheaply
    18. 18. Google Freshness Initiative• Google news• Proper Time and Date stamps• Blogging (have people do it for you) or...• Q & A sections of your website
    19. 19. Blogging
    20. 20. Landing Pages Sources Visitors[If you monitor nothing else, monitor these!]
    21. 21. [Improving Bounce Rates]• Bounce rate + Time on Site is best predictor of a failing page• Consider running the external search terms on your internal search engine and providing a secondary search result on your pages so people can see what other pages on your site that might not have ranked highly in google for that term but still may interest them• Give links to other pages on every page that is bouncing highly and offer them another page or 2 to drive them to the page you want - like your landing page - especially great for organic pages which rank but don’t sell well.
    22. 22. Data & Analytics•clicktale.com•google analytics•usertesting.com•5secondtest.com•attentionwizard.com•crazyegg.com
    23. 23. Mobile Sites & User Agent Detection
    24. 24. Elements of a Great Mobile site✴ fits the device✴ ease of use✴ click to call✴ simplified message
    25. 25. [Online Interaction]
    26. 26. [live chat]
    27. 27. [live chat]1. liveadmins*
    28. 28. [live chat]1. liveadmins*2. woopra
    29. 29. [live chat]1. liveadmins*2. woopra3. olark
    30. 30. [live chat]1. liveadmins*2. woopra3. olark4. boldchat
    31. 31. [live chat]1. liveadmins*2. woopra3. olark4. boldchat5. whoson
    32. 32. [video chat]
    33. 33. Retargeting
    34. 34. Google Places
    35. 35. Permission Marketing
    36. 36. Press Release Marketing
    37. 37. Results from 1 press release
    38. 38. The Future?
    39. 39. Social Media
    40. 40. [timely]
    41. 41. [honest]
    42. 42. [transparent]
    43. 43. [plant your flag]
    44. 44. facebook
    45. 45. facebook1. add the “Like/Recommend” button
    46. 46. facebook1. add the “Like/Recommend” button2. facebook insights for your own website
    47. 47. facebook1. add the “Like/Recommend” button2. facebook insights for your own website3. permit facebook comments (blogs)
    48. 48. facebook1. add the “Like/Recommend” button2. facebook insights for your own website3. permit facebook comments (blogs)4. facepile
    49. 49. [facepile in action]
    50. 50. facebook
    51. 51. facebook5. occupation targeting for ads
    52. 52. facebook5. occupation targeting for ads6. local business listings
    53. 53. facebook5. occupation targeting for ads6. local business listings7. ads vs. information Happy women, Colorful logos and Headshots in your ads http://searchengineland.com/15-tips-for-a-successful-facebook-ads-program-80335
    54. 54. facebook5. occupation targeting for ads6. local business listings7. ads vs. information Happy women, Colorful logos and Headshots in your ads http://searchengineland.com/15-tips-for-a-successful-facebook-ads-program-803358. unique inbound url for ads
    55. 55. facebook5. occupation targeting for ads6. local business listings7. ads vs. information Happy women, Colorful logos and Headshots in your ads http://searchengineland.com/15-tips-for-a-successful-facebook-ads-program-803358. unique inbound url for ads9. integrate your domains: RuaneAttorneys.com/facebook = facebook.com/RuaneAttorneys
    56. 56. facebook5. occupation targeting for ads6. local business listings7. ads vs. information Happy women, Colorful logos and Headshots in your ads http://searchengineland.com/15-tips-for-a-successful-facebook-ads-program-803358. unique inbound url for ads9. integrate your domains: RuaneAttorneys.com/facebook = facebook.com/RuaneAttorneys10. indexing of likes by engines
    57. 57. facebook don’ts
    58. 58. facebook don’ts [don’t blast friendrequests to everyone]
    59. 59. facebook don’ts [don’t blast friendrequests to everyone][don’t only post self promoting items]
    60. 60. facebook don’ts [don’t blast friendrequests to everyone][don’t only post self promoting items][don’t refuse to admit you are human]
    61. 61. [facebook ad don’t]don’t take them off facebook!
    62. 62. foursquare
    63. 63. foursquare1. Own your venue
    64. 64. foursquare1. Own your venue2. Venue doesn’t have to be your office
    65. 65. foursquare1. Own your venue2. Venue doesn’t have to be your office3. Populate Tips
    66. 66. foursquare1. Own your venue2. Venue doesn’t have to be your office3. Populate Tips4. Use Social Search to find visitors and follow them
    67. 67. foursquare1. Own your venue 5. Reminders to check in2. Venue doesn’t have to be your office3. Populate Tips4. Use Social Search to find visitors and follow them
    68. 68. foursquare1. Own your venue 5. Reminders to check in2. Venue doesn’t have to 6. Offer Specials be your office3. Populate Tips4. Use Social Search to find visitors and follow them
    69. 69. foursquare1. Own your venue 5. Reminders to check in2. Venue doesn’t have to 6. Offer Specials be your office 7. Reward Loyalty3. Populate Tips4. Use Social Search to find visitors and follow them
    70. 70. foursquare1. Own your venue 5. Reminders to check in2. Venue doesn’t have to 6. Offer Specials be your office 7. Reward Loyalty3. Populate Tips 8. Give first check in a4. Use Social Search to promotion find visitors and follow them
    71. 71. WHAT NOT TO DO WITH TWITTER photo courtesy of Former Congressman Anthony Weiner
    72. 72. twitter
    73. 73. twitter1. Differentiate “departments”
    74. 74. twitter1. Differentiate “departments”2. Employees can announce where they are
    75. 75. twitter1. Differentiate “departments”2. Employees can announce where they are3. Firms can disclose emergency info
    76. 76. twitter1. Differentiate “departments”2. Employees can announce where they are3. Firms can disclose emergency info4. Able to respond immediately - do it!
    77. 77. twitter1. Differentiate 5. Reward followers “departments” with specialized information2. Employees can announce where they are3. Firms can disclose emergency info4. Able to respond immediately - do it!
    78. 78. twitter1. Differentiate 5. Reward followers “departments” with specialized information2. Employees can announce where they 6. Create #hashtags to are encourage dialogue for services -3. Firms can disclose emergency info4. Able to respond immediately - do it!
    79. 79. twitter1. Differentiate 5. Reward followers “departments” with specialized information2. Employees can announce where they 6. Create #hashtags to are encourage dialogue for services -3. Firms can disclose emergency info 7. Add the “instant follow” button to your4. Able to respond website immediately - do it!
    80. 80. other other other other
    81. 81. 89% of online video is watched on YouTube other other other other
    82. 82. 1. Descriptions hold 800 words - Use them!
    83. 83. 1. Descriptions hold 800 words - Use them!2. Overlays are FREE
    84. 84. 1. Descriptions hold 800 words - Use them!2. Overlays are FREE3. Hyperlinks in descriptions (must use http://)
    85. 85. 1. Descriptions hold 800 words - Use them!2. Overlays are FREE3. Hyperlinks in descriptions (must use http://)4. Keep videos short & tell them how long it is
    86. 86. 1. Descriptions hold 800 words - Use them!2. Overlays are FREE3. Hyperlinks in descriptions (must use http://)4. Keep videos short & tell them how long it is5. Keep opening credits short or nonexistent
    87. 87. 1. Descriptions hold 800 words - Use them!2. Overlays are FREE3. Hyperlinks in descriptions (must use http://)4. Keep videos short & tell them how long it is5. Keep opening credits short or nonexistent6. Tag users in videos - employees
    88. 88. 1. Descriptions hold 800 words - Use them!2. Overlays are FREE3. Hyperlinks in descriptions (must use http://)4. Keep videos short & tell them how long it is5. Keep opening credits short or nonexistent6. Tag users in videos - employees7. Customized YouTube page
    89. 89. [eight steps when back home]
    90. 90. [eight steps when back home]1. create mobile version of your site
    91. 91. [eight steps when back home]1. create mobile version of your site2.install analytics, or review them
    92. 92. [eight steps when back home]1. create mobile version of your site2.install analytics, or review them3.consider live chat to engage
    93. 93. [eight steps when back home]1. create mobile version of your site2.install analytics, or review them3.consider live chat to engage4.look for inbound links from colleagues in this room - anchored!
    94. 94. [eight steps when back home]1. create mobile 5.establish twitter and version of your site fb names2.install analytics, or review them3.consider live chat to engage4.look for inbound links from colleagues in this room - anchored!
    95. 95. [eight steps when back home]1. create mobile 5.establish twitter and version of your site fb names2.install analytics, or 6. retargeting for review them following leads3.consider live chat to engage4.look for inbound links from colleagues in this room - anchored!
    96. 96. [eight steps when back home]1. create mobile 5.establish twitter and version of your site fb names2.install analytics, or 6. retargeting for review them following leads3.consider live chat to 7.prepare press engage releases for holidays4.look for inbound links from colleagues in this room - anchored!
    97. 97. [eight steps when back home]1. create mobile 5.establish twitter and version of your site fb names2.install analytics, or 6. retargeting for review them following leads3.consider live chat to 7.prepare press engage releases for holidays4.look for inbound links 8.review SEO best from colleagues in practices list this room - anchored!
    98. 98. Jay Ruane Jay@RuaneAttorneys.comFacebook.com/RuaneAttorneys twitter: @ruaneattorneys YouTube: RuaneAttorneys

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