Using the Internet to market your law firm Legal IT 2013


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Reflect Digital presented 4 x 30 minute presentations at the Legal IT Show 2013 on 'Using the Internet to market your Law Firm'.

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Using the Internet to market your law firm Legal IT 2013

  1. 1. AgendaYour website, your 24/7 face of the firmSearch Marketing, standing out and being found in2013Tracking technology to show ROI
  2. 2. Source: International Telecommunication Union, November 2011
  3. 3. Source: International Telecommunication Union, November 2011UKOM, May 2010
  4. 4. Search Engine Market Share UK – 91% UK – 5% UK – 2% UK – 1% UK – 0.4% US – 61% US – 15% US – 17% US – 3% US – 4%Source: The E Word October 2012
  5. 5. Paid vs. Natural
  6. 6. SEO Positioning
  7. 7. Online Marketing does not need to be complicatedTraffic Conversions ROI
  8. 8. Source: Social Marketing Forum, December 2010
  9. 9. Website Design Live chat is a tool that can be used to increase conversionsClear 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
  10. 10. Mobile DesignA mobile site is meant tobe designed to be easyto use and to containthe most keyinformation for users onthe go.A mobile site should nothave all pages fromyour website.
  11. 11. 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
  12. 12. Our SEO Process… Planning, Keyword On-Site Off-Site MeasurementResearch & Research Optimisation Optimisation & Analysis Refinement
  13. 13. 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 potentialtechnical issues such as duplicatecontent and page load time.
  14. 14. Keyword Research
  15. 15. On-Page On-site SEO consists of optimising the actual content itself We‟ll look at meta tags, H tags and alt tags We‟ll then ensure that the content has just the right keyword density so that the searchOn-Page engines know exactly what the page is about
  16. 16. Off Site OptimisationTraditional 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
  17. 17. 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…
  18. 18. 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
  19. 19. Infographics
  20. 20. InfographicsOn average we are exposed to the equivalent of 174newspapers full of information each day.99% of all sensory information is filtered out from the brainimmediately, 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.
  21. 21. InfographicsIn 2 years, search volume for infographics has increasedby over 800%Publishers that use infographics on average grow in traffic12% more than those who don‟t.On average there are 17k tweets a day about infographics… your firms could occupy some of these!!
  22. 22. 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
  23. 23. Egress Case StudyThis graph shows how many pageviews the infographic hasreceived since its launchThe Infographic was spotted by Legal IT Africa and was usedto promote their event
  24. 24. Google+ Google+ is Google‟s answer to Facebook Google+ currently has 400 million users Google+ acquired its first 10 million users faster than Facebook and Twitter!
  25. 25. 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
  26. 26. Google AuthorshipFirstly, it helps your content to stand out in the searchresults pagesIt helps to improve your site‟s click through rateIt‟s widely believed that Google will be implementing„AuthorRank‟ very soon which will affect searchengine rankingsIt works alongside Google+ and encourages people tojoin your „circle‟
  27. 27. 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
  28. 28. Google AuthorRank Another algorithm to consider? Authority of publishing sites Avg. PR Google+ +1s/Sharesengagement level AuthorRank per post # of „circlers‟ Comments per Post Posting Frequency
  29. 29. What is PPC?
  30. 30. PPC – What’s it good for?Offers/PromotionsTo compensate for low SEO trafficTo target new marketsSeasonal trends
  31. 31. 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
  32. 32. Social
  33. 33. 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 generation tool
  34. 34. 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
  35. 35. Twitter Twitter is a fantastic way to engage with current and potential users It offers you a platform to discuss industry- related news There are strong signals that ‘shares’ on Twitter are starting to influence ranking positions
  36. 36. YouTube 1 in every 20 users that leave Google go directly to YouTube, showing the power that the site has YouTube could offer a friendly modern face to the business, potentially creating short videos 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.Source:, June 2012
  37. 37. LinkedIn In June 2012 there were more than 175 million professionals on LinkedIn worldwide LinkedIn is good for networking, and opening up potential commercial opportunities People often look for recommendations on LinkedIn, meaning that it’s important that your staff are signed up LinkedIn can also be used to broadcast news and updates
  38. 38. 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
  39. 39. Email Marketing Including social sharing tools in an email increases click through rates by 55%Research from GetResponse
  40. 40. Email Marketing - TrackingOur email marketing dashboard allows clientsto see email results and manage theirdatabase.
  41. 41. Trackingto ensure ROI
  42. 42. Constant Measurement and Refinement
  43. 43. Google AnalyticsGoogle Analytics is a service that enables you to trackkey visitor statistics such as: Visits Unique Visits Time on Site Average Page Views Bounce Rate
  44. 44. Google AnalyticsYou can view these key metrics via this simpledashboard…
  45. 45. Google AnalyticsFurther to this you can drill deeper into thisdata: 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…
  46. 46. Google AnalyticsGoogle Analytics is a great tool for tracking youronline marketing campaigns. For example,Being able to see which keywords generated trafficfor your website is vital if you‟re looking to run asearch engine optimisation campaign!
  47. 47. 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.
  48. 48. Telephone TrackingWe have partnered with a software provider so that wecan track phone calls down to the keyword the usersearched.This software allows us to close the gap betweenusers that fill in a contact form and users that pick upthe phone.
  49. 49. Telephone TrackingStep 1 Step 2Visitor finds your The visitor calls theirwebsite and a unique unique phone numberphone number is which is shown toautomatically shown them throughout theto them duration of their visit.Step 4 Step 3You get access to all the We link their visitorphone call, visitor and data to their phone call,keyword data, which identifying whichyou can use to optimise marketing activity hasyour marketing and to led them to pick up thedrive more leads phone
  50. 50. How we can help We specialise in…
  51. 51. Who are Reflect Digital?