Optimize Your Staff For Web Marketing Conversions
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Slide Deck for the Consultwebs.com Webinar "Optimize Your Staff for Web Marketing Conversions" (Presented November 25, 2013)
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Optimize Your Staff For Web Marketing Conversions
- 1. Optimize Your Staff For Web Marketing Conversions Tanner Jones Victoria Wilson Marketing Director Marketing Administrator
- 2. MARKETING MATTERS – from the homepage of your website to the door your office. of Pg. 2
- 3. Pg. 3
- 4. Are you equipped for success? Pg. 4
- 5. Leverage Your Intake Staff Pg. 5
- 6. Is your intake staff costing you cases? Pg. 6
- 7. Would you want to leave personal information with him? Pg. 7
- 8. Or confide your traumatic injury story with this lady? Pg. 8
- 9. Pg. 9
- 11. Pg. 11
- 12. Pg. 12
- 14. 1 2 Pg. 14
- 15. Alert Your Staff To the Importance of Reviews Pg. 15
- 17. Encourage Staff to Produce Quality Content Pg. 17
- 18. Pg. 18
- 19. Stop Being So Modest! Pg. 19
- 20. Pg. 20
- 21. Pg. 21
- 22. Pg. 22
- 23. Help Your Vendor Help You Pg. 23
Editor's Notes
- Your Web marketing efforts matter as much online as they do offline. In this webinar we’ll address how to continue your Web marketing efforts when clients walk through your door. You can’t stop marketing once clients reach your office.
- Marketing Consistency Everyone who takes part in a client’s case, from your head partner to your receptionist, should be “optimized for conversions.” Think ‘marketing consistency’, from contact form to verdict.
- This first point may seem a bit basic, but you’d be surprised at how often a firm’s intake department is not on the same page with the firm’s marketing goals.
- Probably not. He looks goofy and unprofessional. I wouldn’t trust him to take care of my information.
- She looks more professional than the last guy, but she’s the opposite extreme. A stern gatekeeper who may not understand me or my situation. Put yourself in your client’s shoes. If you’re considering a new business, often the first contact you have with that business will make or break the decision. Also remember that leads filter through your intake department from the Web. Your contact form is just one of the many they’ve filled out. You have to sell your firm’s services, just as much as you have to beat the competition. Clients that submit contact forms on the Web are going to be different than those who convert via Yellow Pages or Television. Does your intake staff know the difference? Knowing how to handle the process based on how a prospective client came to you is critical.
- The only way to make sure the intake process is working in your favor is through effective training. We know that training is a no-nonsense recommendation, but we emphasize the importance because we’ve seen Web cases lost due to poor intake practices. This point is really an Awareness PSA. Most firms think they’re doing a great job, but they aren’t. You must actively work to improve your intake process, or you’re behind. [Tanner Comment] Sometimes this requires a 3rd party consultant coming in and auditing your intake process, to analyze what you’re doing and alert you to holes in the process. If you want more information about training your staff, please email me and I’ll be happy to provide you with some resources
- Within the staff of your firm, you have an untapped social network. Use the relationships your staff have with the community and run contests to encourage ‘likes’ and ‘follows’ for your firm’s social channels. Think of creative incentives for your staff to encourage their friends, family, and followers to interact with your firm. (And by staff we mean everyone from your head attorney to your janitor!)
- Several of our clients, like Pajcic & Pajcic [pounced PA-jick], had great success with these types of contests. During a strategic meeting with Pajcic & Pajcic, we decided to add several members of their firm as temporary administrators of the Facebook page - secretaries, paralegals, anyone who already had a presence on Facebook. Those staff members were asked to invite their friends list (local people in the community) to ‘like’ the new business page. This strategy resulted in approximately 300 new, relevant likes for the firm. This is a great start for any page, especially considering all the likes are locals who can interact with Pajcic & Pajcic’s content and garner even more local likes. The page is almost to 600 likes currently. And this strategy is even easier to implement now. Previously, Facebook’s policy limited only admins to inviting their friends to like a page. No, anyone who likes the page can invite friends from their network to also like the page.
- Another example would be MesotheliomaHelp.net’s Facebook page said they would donate $1 to a meso charity for every like their page got. This worked really well for them!
- Optimize staff relationships to build back-links for your site and to build community involvement. Open your mind up to relationships you have available that you're not currently aware of.
- For example, say your secretary’s husband volunteers at a local charity. Think about donating to that charity and leveraging the connection for a link opportunity. Or maybe your paralegal goes to church with someone who runs a child abuse prevention center. If it fits with your practice (family law, for example) mention that you would be happy to provide any kind of authoritative quotes or publicity for their organization. These are 2 easy examples, there are likely 1,000s that you haven’t considered. You’ll want your staff on the same page with your marketing goals, thinking about how to optimize their relationships for backlinks and increased publicity for your firm. Think creatively about the relationships they have and how your firm can obtain a link and increase awareness by providing value.
- Build processes in your firm for your staff to know the importance of reviews. Keep in mind most review sites won’t allow you to solicit reviews, but you can have messages in your office like “Find us on Yelp!” to encourage reviews. You might include those notes in your post-verdict information you send to clients. Make sure your staff is on board. Another practical way your staff can be of assistance is to be that second pair of eyes when it comes to your reviews. If they see a problem, ask them to alert you so you can take action. If you’d like to read more about responding to negative reviews, I can send you information just shoot me an email.
- With content creation, you want to consider the cost-benefit. Rather than your staff actually producing the content, it may be worth it for you to ask them to contribute ideas to share. You could run incentive contests for the best idea. Do what is best for your firm, considering your staff and their strengths.
- A few ideas would be to simply provide the outlet. You may create a shared Google Doc of the most frequently asked questions your firms gets, then mark who will address that question and how. Or, if you’re old school, a simple idea board in the conference room where people can jot down their ideas on Post-It-Notes will work!
- Your staff needs to go your Web marketing provider and tell them about all the good things happening in your firm for PR purposes. These will result in expanded publicity, link opportunities, speaking and interview opportunities, etc.
- Charles Ullman hosts a popular essay scholarship contest and shares that news on Social Media.
- You can see Kenny Harrell of Joye Law Firm was interviewed during a local high school football game.
- Here, Patrick Salvi of Salvi, Schostock & Pritchard was approached to provide a quote for this interview.
- We can’t emphasize enough the importance of a healthy relationship between marketing vendor and law firm.
- What you give your vendor, you’ll get back. Working with your Web provider on timely approvals (e.g., content, design changes, etc.), sharing case sign-up data, etc. When you provide information, your vendor is able to provide cases. Cases equals revenue, which of course allows you to grow your practice! If they are an ethical agency and limit who they work with, you can be more confident your information will not be shared elsewhere.
- It’s imperative that lawyers understand how closely a marketing-focused staff can impact your firm’s ability to sign cases. Like your vendor relationship, and your entire Web marketing campaign, what you invest into your firm’s staff you’ll get out.