1. +
Digital Marketing Strategies and Trends for 2019
Lisa Hopkins

2. +
Video

3. + Video Rules
75 million people in the U.S. watch online videos everyday.

4. +
Move Over Text…
Here Comes Video
 Viewers retain 95% of a message when they watch it
in a video, compared to 10% when reading it in text
 Viewers also consume a larger portion of video
content, with 65% of viewers watching more than ¾
of a video
 Some estimates project 82% of all internet traffic will
involve video by 2021

5. +
It’s not just for funny cat videos…
 YouTube.com is the world’s second largest search
engine
 Because Google owns YouTube, having videos on
YouTube can improve your search engine
optimization (SEO)
 In fact, you’re 53 times more
likely to appear on the first
page of Google if you include
video in your website

6. + And don’t forget about video ads!
YouTube offers paid video placement for ads that play
before YouTube videos. This is a great way to get more
exposure for your video messages.

7. + Now that I’ve convinced you….
Let’s talk about what you should include in the videos
you’re going to make.

8. +
Videos can be all kinds of things,
but should have clear objectives:
 Informational videos about yourself, your practice
areas, or your firm
 These make you relatable to potential clients
 FAQ style videos
 Client testimonials
 Content that personalizes you
and your firm

9. +
Reviews

10. + Want to know just how important reviews are?
93% of Millennials say they rely on consumer reviews
before making a purchase

11. +
Reviews Motivate Action
 Prospective customers read an average of 10 online
reviews before they trust a business
 89% of people will read a business’s response to an
online review
 Half of all prospective
customers will visit a
business’s website after
reading a positive review

12. +
Reviews can provide:
 Increased SEO value
 Increased traffic to your website
 Enhanced visibility
 Better name recognition for your firm

13. +
Google Reviews Reign Supreme
 Reviews account for 15.44% of how Google ranks a
business in search results. This is up almost 5% in
just the last three years.
 Google actually says “high-quality, positive reviews
from your customers will improve your business’s
visibility.”

14. +
Don’t forget about….
 Facebook (considered a top review source)
 Online lawyer directory listings
Notice how Google
displays a star
rating in search
results

15. + Bottom line?
Reviews can help a potential customer decide
whether or not they trust you handling their legal
problem.

16. +
So make sure your firm has a
strategy in place!
 How and when are you going to get reviews?
 Who is responsible for asking a client for a review?
 Have you the made the process as easy as possible
for the client?
 Who is in charge of monitoring and replying to any
online reviews the firm receives?
 What is your policy for addressing negative reviews?

17. +
Digital Citations

18. + What exactly is a digital citation?
It’s essentially anyplace your law firm is listed online.
Think if it as a digital phone book listing, but on steroids.

19. +
NAP (and no, we’re not talking
about a mid-day sleep)
 NAP stands for Name, Address, Phone
 Having NAP consistency across your law firm’s digital
citations is crucial for SEO
 This includes whether or not “Street” is spelled out or
abbreviated, if your phone
number has dashes or periods,
if you have a comma before
the “LLP” at the end of the firm
name. Every. Single. Thing.

20. +
Google My Business Listing
 Probably the most important digital citation
 Remember when we
talked about reviews?
6 out of 10 consumers
look to Google My
Business for reviews
 Having a complete
listing increases visibility
in local search results

21. +
Bing Places for Business Listing
 Bing offers a similar listing, although it pulls reviews
from Yelp instead of allowing users to leave them
directly on the listing
Google Bing

22. +
Make sure you claim and fully build
out your listings!
 Enter complete data
 Verify your locations
 Keep your hours accurate
 Add photos
 Manage and respond to reviews
 Monitor Questions and Answers
 Utilize Google Posts

23. + Yelp: Two birds, one stone
With over 145 million average monthly visitors, building or
claiming a listing with Yelp is a necessity. Plus, Yelp
reviews are pulled into Bing Places Listings.

24. +
Other Digital Citations You Can
Build Out:
 Lawyer Directories
 Lawyer.com
 Avvo
 Super Lawyers
 Justia
 And so many more!
 Chamber of Commerce
 Better Business Bureau
 Social Media Channels

25. + When in Doubt, Google Your Firm
An easy way to check your citations? Google your firm name
and see where you pop up online. Double check the accuracy
of your info and correct it where needed.

26. +
Website

27. + Your Biggest Digital Asset: Your Website
While covering everything you should do to make sure your law firm’s
website is awesome would take hours, let’s highlight the most
important trends and tips you should consider for 2019.

28. +
I Feel the Need for Speed
 47% of consumers expect a web page to load in 2
seconds or less
 40% of people abandon a website that takes more
than 3 seconds to load (!!!)
 Google confirms page load time on mobile devices
does affect search engine rankings
 How does your website compare? 90% of websites
load in 1 to 5 seconds
 Use this free tool to evaluate your website load
time: www.GTMetrix.com

29. +
We’ve All Gone Mobile
 52% of all website traffic worldwide was generated
through mobile phones in 2018
 YouTube alone accounts for 37% of all mobile internet
traffic
 As an industry, Law and Government saw
53% of all inbound website traffic generated
by mobile devices in 2018
 Google rolled out mobile-first indexing last
year, meaning Google primarily crawls and
indexes the mobile version of your website
 Use this free tool to see if your website is
“mobile-friendly” according to Google:
Search.Google.Com/Test/Mobile-Friendly

30. + AMP Up Your Website
AMP stands for Accelerated Mobile Pages. AMP pages are only
available for blog posts, but they load faster which can help increase
mobile rankings (the project was created by Google, after all).

31. +
But What Exactly IS it?
 AMP pages are indicated by a
grey circle with a lightning bolt
next to the article title
 When the page loads on a
mobile device, it displays a
stripped down version
 You see all the content that
matters with none of the
elements that might slow down
the load time

32. + Schemas: Powerful (But Less-Utilized) Form of SEO
Schema markup is code you put on your website to help search
engines return more informative results for searchers.

33. +
Why Should You Use Schemas?
 The code tells search engines exactly what your data means
 Websites using schema markup rank better than those without
it, and it can also increase click-through-rates
 1/3 of Google’s search results incorporate rich snippets, but
less than 1/3 of websites use schema markup (which allows
Google to generate those snippets)
 This means millions of websites are missing out on showing
valuable information right in the search results

34. +
Live Chat: Yes, You Do Need It
 While live chat may seem annoying, it is a proven
conversion option
 42% of customers prefer live chat as their digital
contact method
 Live chat can lead to a 40% increase
in your website’s conversion rate
 63% of customers were more likely
to return to a website that offers
live chat
 Think of live chat as an interactive
contact form submission

35. + Showcase Reviews and Case Results
Repurpose client reviews on your website, and create case
studies to highlight some of your more significant results. Keep
showing visitors why they should hire you.

36. +
And Track EVERYTHING!
 Google Analytics is a completely FREE tool that
measures just about everything. Make sure it is
installed on your website and that you have the login
credentials.
 Find out things like:
 Which pages receive the most traffic
 How long people spend on your website
 How visitors arrive on your site(social, organic, etc.)
 Are visitors on desktop or mobile devices?
 And so much more!
 Google Webmaster Tools also lets
you submit your website for indexing

37. +
Questions?

38. +
Connect with Lisa:
 Facebook: @MarketingLawyers
 Twitter: @lisaslexicon
 Instagram: @MarketingLawyers
 LinkedIn: /lisahopkinstx/
 Website: www.staceyeburke.com
 E-newsletter: http://bit.ly/StaceyMail