Thinking Big Presentation (Jim Schonrock)

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Thinking Big Presentation (Jim Schonrock)

  1. 1. 4TH ANNUAL SUPER MARKETING CONFERENCE JIM SCHONROCK, FINDLAW VICE PRESIDENT OF PERFORMANCE THINKING BIG Better Leverage Search – and More – to Supercharge Your Firm’s Marketing
  2. 2. ABOUT FINDLAW
  3. 3. THE AGENDA Silver bullets A case study How the game is played What to focus on now Q&A
  4. 4. SILVER BULLET Something that very quickly and easily solves a serious problem.
  5. 5. A MARKETING SILVER BULLET
  6. 6. ABOUT THE STUDY 10K+ 1M 5M 2.4M UNEQUALLED VIEW INTO “LEGAL SHOPPING” BEHAVIOR ON THE WEB This study sampled 3.7 million search visits generated by 2.66 million search phrases DISCRETE WEBSITES PAGES TARGETED AT LEGAL CONSUMERS MONTHLY VISITS FROM SEARCH ENGINES
  7. 7. QUESTION How do different types of queries generate traffic and contacts for law firm websites?
  8. 8. NON- BRANDED 62% BRANDED VS. NON-BRANDED SEARCH BRANDED 38%
  9. 9. NON NON–BRANDED SEARCH
  10. 10. NON-BRANDED SEARCH IS THE UNCLAIMED TERRITORY OF SEARCH
  11. 11. Query Types: Research • Research into legal information • No clear intent to find attorney • May be preliminary step in the “lawyer shopping” process • High volume Information about California dui laws Example: QUERY TYPES: SEARCH QUERY TYPE #1: RESEARCH
  12. 12. Query Types: Long-Tail with Lawyer Intent • More verbose, but often more precise statement of need • Individually infrequent, large in the aggregate • Clear intent to find an attorney Lawyer to handle issues with adoption for single mother Example: QUERY TYPES: LONG-TAIL WITH LAWYER INTENT QUERY TYPE #2: LONG-TAIL WITH LAWYER INTENT
  13. 13. Query Types: Head Term with Lawyer Intent • Practice area + location + “attorney” or “lawyer” • More frequent • The “Holy Grail” Family law attorney in Minneapolis Example: QUERY TYPES: HEAD TERM WITH LAWYER INTENT QUERY TYPE #3: HEAD-TERM WITH LAWYER INTENT
  14. 14. SERP VISITClick Rate FROM QUERY TO VISIT
  15. 15. WEBSITE VISITS FROM NON-BRANDED SEARCH Research 66.9% Long-Tail 31.8% Head-Term 1.3%
  16. 16. FROM VISIT TO CONTACT SERP VISITClick Rate CONTACTContact Rate
  17. 17. Long-Tail 71% Research 26% Head-Term 3% WHERE ARE CONTACTS COMING FROM?
  18. 18. Technologies Inc. promises to put customers on the first page of Google for these phrases: Miami Injury Attorney Miami Injury Lawyer Miami Personal Injury Attorney Miami Personal Injury Lawyer Price: $20k per year Bonus Offer: Add accident category for $9K per year SPECIAL SEO OFFER! ACT NOW! DOES THIS MAKE SENSE?
  19. 19. HIGH LOW DISCOVER VALIDATE EXPLOIT RIGHT SIZE/ ABANDON Information Asymmetry Information Symmetry THE DIGITAL MARKETING GAME
  20. 20. S L M GREAT OPPORTUNITIES TODAY SOCIAL MEDIA LOCAL SEARCH MOBILE PRESENCE
  21. 21. Great Opportunities Today S L M SOCIAL MEDIA GREAT OPPORTUNITIES TODAY
  22. 22. THE CASE FOR SOCIAL MEDIA • The influence of friends and family • The power of networking • Networks are moving online • Massive word-of-mouth • Exponential spreading power
  23. 23. GAINING AN EDGE: KEYS TO SOCIAL SUCCESS • Are you committed? • Start with a quality foundation • Engage, don’t broadcast • Participate every day • Promote, promote, promote • Strategically expand
  24. 24. Great Opportunities Today S L M GREAT OPPORTUNITIES TODAY LOCAL SEARCH
  25. 25. WHY LOCAL? IT’S THE MODERN YELLOW PAGES • Rich local ecosystem • Continued investment & innovation • Massive growth in usage • High trust level • Increasingly featured on Google
  26. 26. •Have a physical office location at the address you are listing online •Maximize citations •Use consistent NAP format across the Internet •Select the correct category association on business listings •Encourage your clients to leave reviews GAINING AN EDGE: LOCAL BUILDING BLOCKS 27% use reviews during searches for professional services
  27. 27. Great Opportunities Today S L M GREAT OPPORTUNITIES TODAY MOBILE PRESENCE
  28. 28. Year mobile Internet usage > desktop Internet usage 2014 Fraction of mobile phone owners that go online from their phones 2/3 Percent of users that use their smartphone as their primary device to access Internet 34% Percent of legal searches that happen on a mobile device 42% WHY MOBILE? YOU CAN’T IGNORE THE NUMBERS Percent of mobile searches that are for businesses (up from 33%) 56%
  29. 29. GAINING AN EDGE: UNDERSTANDING MOBILE USERS
  30. 30. THE VALUE OF A MOBILE-OPTIMIZED EXPERIENCE of users say they won’t recommend a business with a poorly designed mobile site have turned to a competitor’s site after a bad mobile experience
  31. 31. TAKEAWAYS Silver bullets don’t really exist Focus on the long-tail Learn to play the digital marketing game Exploit emerging tactics: SOLOMO Key is well-balanced, integrated marketing program
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  33. 33. Call Contact Form Email Chat

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