26 Marketing Mistakes Lawyers Make

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This is the preso I delivered at the PILMMA event in Chicago.

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  • If you are leasing your site . . . It should be around the cost of a fully loaded Jetta.
  • NOT an m.mywebsite
  • This goes for gavels
    Scales of justice
    And greek columns
    And your voicemail - - - recorded by an assistant that says “Attorney Axelrod is not available right now.”
    Prospects
  • Moz.com/local/search
    Make sure it matches your website
  • Mobile issues around speed.
  • Vomiting content
    Paying less than $25 per post
    Blog content rarely converts.
  • What do we want people to do on our website?
    Bounce rate is something that SEOs who aren’t in legal talk about b/c it is relevant to much of the market.
    Sticky sites
  • Personalized search
    Long tail
    Changes
  • SEO
    Paid Channels

    SEO should be slow and up and to the right.
  • $100 ad spend at $2 dollar per click. That’s 50 visitors.
    Say 10% call you – that’s 5 phone calls.
    Say a close rate of 20% - that’s 1 client for $100.
  • Backend the math on this . . . . I wrote a blog post called “The True Cost of Yelp”
  • Rephrase this: if I can get even one client, I’ll have lost _______
  • Caveat - it CAN work for linkbuilding.
  • Google Yelp and Avvo
    84% of consumers consider online reviews credible
    Only 8% of Avvo surveyed prospects indicated they thought it was weird to be asked to review a lawyer online.
  • Avvo Study: the number one hiring factor for hiring an attorney was responsiveness. 92% of those surveyed rated it as “very important”
    After 5 minutes, your conversion rate drops by 22 times.
    If you did this you would NEVER need to talk to people like me, let alone spend any money with my shady industry.
    Mystery Shop Yourself.
    Hire Ryan!
  • 92% of Avvo surveys said responsiveness was “very important”
  • 26 Marketing Mistakes Lawyers Make

    1. 1. 15 ONLINE 26 MARKETING TACTICS YOU’RE DOING TOTALLY WRONG
    2. 2. Your Website Isn’t Built On Wordpress
    3. 3. Your Website Costs More Than a Tesla
    4. 4. Your Website Is the Same on Your Phone
    5. 5. You Look Like a Lawyer
    6. 6. You Have Multiple Names Addresses or Phone Numbers Listed
    7. 7. Your Site Has Fake Addresses
    8. 8. Your Site is Slow
    9. 9. You Don’t Review Google Webmaster Tools
    10. 10. You Believe in the Blogging Field of Dreams
    11. 11. You Think About Your Bounce Rate
    12. 12. You Run Multiple Domains For The Same Business
    13. 13. You Measure SEO with Ranking Reports
    14. 14. You Don’t Review Google Analytics
    15. 15. You Don’t Know Your Traffic By Channel
    16. 16. You Ask Your Prospects Where They Found You
    17. 17. You Think PPC is Too Expensive
    18. 18. You Ignore BingAds
    19. 19. You Advertise When You’re Closed
    20. 20. You Stopped Advertising in the Yellow Pages
    21. 21. You Started Advertising on Yelp
    22. 22. You Rationalized Advertising: “Just One Client and It Will Pay For Itself”
    23. 23. You Think You are Sexy On Social Media
    24. 24. You Use Social Media to Drive SEO
    25. 25. You Use Social Media to Drive SEO . . . And improve your search engine rankings with social media marketing from LexisNexis.”
    26. 26. You Don’t Ask Clients To Review You
    27. 27. You Don’t Talk to Prospects Within 5 Minutes
    28. 28. Your Voicemail is Recorded by an Assistant “Attorney Axelrod is currently unavailable, please leave a message.”
    29. 29. You Don’t Know How Much Your Clients Cost $0 $200 $400 $600 $800 $1,000 $1,200 Avvo FindLaw Adwords SEO $340 $650 $1,100 $158
    30. 30. Thanks Conrad Saam Mockingbird Marketing conrad@mockingbirdmarketing.com @conradsaam Remember: Ask for the Review: If you liked this talk, please tell Ken or your local bar. If you didn’t please tell me.

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