CONNECTING
WITH CLIENTS
A CASE FOR INBOUND MARKETING
TRUST = EDUCATE + NURTURE
KNOW LIKE TRUST
INBOUNDSTANDS ON FOUR LEGS
content
searchoptimization
socialmedia
emailmarketing
1
2
3
4
andanalyticsappliestoeach
CONTENT
Contentiswhatprospectsseek.
SEARCH
Searchishowtheyfindit.
SOCIAL
MEDIA
Socialmediaishowit’sshared
[andpromoted].
EMAIL
MARKETING
Emailhelpsconvertprospectstocustomers.
CONTENT
MARKETING
JoePulizzi,ContentMarketingInstitute
CONTENT

MARKETING...
Contentmarketingisthemarketingandbusinessprocess

forcreatingan...
CONTENT MUST BE CREATED
WITH THE CUSTOMER’S NEEDS
IN MIND.


THECORNERSTONE
OFYOURCONTENTIS
THEBLOG
YOURWEBSITEBECOMESAPUBLICATION.YOUBECOMEAPUBLISHER.
• Youprovidehelpandadvice
• E...
BENEFITS
• Connectwithprospects

andclients
• Connectwithinfluencers
• Generatetraffic
• Growyouremaillist
• Giveyourfirmavoic...


B
• UseWordPress[orsimilarCMS]
• Includeimages,videos,infographics
• Postfrequently
• Usekeywordsstrategically
• Optimiz...
!
WHAT ABOUT
SEARCH
INBOUND
MARKETING
“Thebestwaytoturnstrangersintocustomersandpromotersofyourbusiness”
Insteadoftheoldoutboundmarketing
meth...
NUMBER OF CATEGORIES OF SEARCH BEHAVIOR
!
WHEN CONSUMERS SEARCH FOR A LAWYER
9
INFORMATION SEARCHES: 49.8M
1
SOME TERMS USED: ADVICE, ASK, QUESTIONS
TYPE OF LAWYER SEARCHES: 15.7 M
2
SOME TERMS USED:
FAMILY, INJURY, BUSINESS
HELP SELECTING LAWYER: 300 K
3
SOME TERMS USED:
FINDER, REFERRAL, WEBSITE
LAWYER JOBS: 704 K
4
HELP SELECTING LAWYER: 424 K
5
SOME TERMS USED: DIRECTORY, LIST AND FIND
SEEKING VALUE IN A LAWYER: 201 K
6
SEARCH TERMS USED:
TOP, NEW, BEST
BUSINESS TOOLS & SERVICES 58.8 K
7
SEARCH TERMS USED:
SOFTWARE, MARKETING, LOGO
SEEKING LAW FIRM BY NAME: 45.5 K
8
SEARCH TERMS USED:
LAW FIRM NAMES
SEEKING LAWYER BY GEOGRAPHIC LOCATION: 41.1 K
9
SEARCH TERMS USED:
TENNESSEE, NASHVILLE
President/Founder
6

INBOUND MARKETING
EXPERTS AT
MARKETING 

SMALL LAW FIRMS
RAFIARBEL312.970.9353
Seed keywords
guardrail on a dangerous road
SEO FOR BLOGGING 

WHAT’S 

LONG
TAIL?
Long tail keywords
deer collision in personal injury
SEO FOR BLOGGING 

The search (SERP) The blog post (on your site)
The snowball effect: The more you post, the more you gain.
Links and traffic grows [indefinitely].
SOCIAL
MEDIA
HEADLINESUB HEADER


WHOTHEHELLHASTIMEFOR
SOCIALMEDIA?
v t w x ą
Takes time.
MY PERSONAL LIFE IS PRIVATE
I GET MY BUSINESS FROM REFERRALS
my adversaries will

hold it against me
Social me...
WHO’S ON...?
v t ą
Online adults in U.S.
SOCIAL MEDIA USE
Research from PEW INTERNET PROJECT
2013
HOLDOUTS
28%
USESOCIALMEDIA
72%
65+ years of age
SOCIAL MEDIA USE
Research from PEW INTERNET PROJECT
0%
5,000%
!
2009
!
2013
13%
43%
Internet users on
TWITTER
Research from PEW INTERNET PROJECT
t DOUBLEDsince 2010 to 18%
30% USAGEamong 18-29 yrs.
WHITE =70%
BLACK = 75%
HISPANIC = 80%
Equalopportunitymedia
BENEFITS
• Referraltraffic
• Awareness
• Socialsignals
• Interaction
• Research
• Buildrelationships

Ć
• Personalprofileandbusiness“page”
• Authorship
• Sharing
• Circles
• Engage
• Authority
GOOGLE+
ą
LINKEDIN
• Personalprofile
• Business“page”
• LinkedInGroups
• Purpose
u
TWITTER
• Networking
• Learning
• Currentevents
• Opportunity
• 5Twittertips
v
FACEBOOK
• Businesspage
• Tiedtopersonalprofile
• Typesofcontent
• Likes
PINTEREST
• Picture-basedpinupboard
• Referraltraffic
• Links
• Content
EMAIL
MARKETING


EMAIL MARKETING
• Leadnurture
• Remaintop-of-mind
• Word-of-mouth[word-of-mouse]
• Surveys/research
• Drivetraffictowebsit...


EMAIL MARKETING
• Selectpopular,inexpensiveprovider

[ConstantContact,AWeber,MailChimp]
• Sendatregularintervals
• Getto...
SETOBJECTIVES
CREATESYSTEMS&PROCESSES

MEDIADISTRIBUTIONPLANS

ENGAGEMENT

STRATEGIC

PLANNING
INTEGRATED

PROGRAMS 7
r

h
WEBSITE
SOCIAL
SEARCH
BLOG
X
GANALYTICS
& REPORTING
Metrics>KPIs
Reports
Refinements
Informsnewcontent,search,andsocialstrategies
YOUR COMPANY NAME
SAMPLE
HEADLINE
Vestibulumidligulaportafeliseuismodsemper.Etiamportasemmalesuadamagnamolliseuismod.Crasj...
✉
☎
8
LET’SCONNECT
www.marketjd.com
312.970.9353
rafi@marketjd.com
THANK
DOYOUHAVE

ASYSTEM?
7
ONLINE
MARKETING
goals
measurements
process
Tennessee Justice Association Annual Meeting 2014
Tennessee Justice Association Annual Meeting 2014
Tennessee Justice Association Annual Meeting 2014
Tennessee Justice Association Annual Meeting 2014
Tennessee Justice Association Annual Meeting 2014
Tennessee Justice Association Annual Meeting 2014
Tennessee Justice Association Annual Meeting 2014
Tennessee Justice Association Annual Meeting 2014
Tennessee Justice Association Annual Meeting 2014
Tennessee Justice Association Annual Meeting 2014
Tennessee Justice Association Annual Meeting 2014
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Tennessee Justice Association Annual Meeting 2014

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Internet marketing for lawyers requires strategy, messaging, technical knowledge and execution. Thinking through your campaigns before creating your site or advertisement will benefit your firm considerably.

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Tennessee Justice Association Annual Meeting 2014

  1. 1. CONNECTING WITH CLIENTS A CASE FOR INBOUND MARKETING
  2. 2. TRUST = EDUCATE + NURTURE KNOW LIKE TRUST
  3. 3. INBOUNDSTANDS ON FOUR LEGS content searchoptimization socialmedia emailmarketing 1 2 3 4 andanalyticsappliestoeach
  4. 4. CONTENT Contentiswhatprospectsseek.
  5. 5. SEARCH Searchishowtheyfindit.
  6. 6. SOCIAL MEDIA Socialmediaishowit’sshared [andpromoted].
  7. 7. EMAIL MARKETING Emailhelpsconvertprospectstocustomers.
  8. 8. CONTENT MARKETING
  9. 9. JoePulizzi,ContentMarketingInstitute CONTENT
 MARKETING... Contentmarketingisthemarketingandbusinessprocess
 forcreatinganddistributingvaluableandcompellingcontent
 toattract,acquire,andengageaclearlydefinedand
 understoodtargetaudience–withtheobjectiveofdriving
 profitablecustomeraction..
  10. 10. CONTENT MUST BE CREATED WITH THE CUSTOMER’S NEEDS IN MIND.
  11. 11. 
 THECORNERSTONE OFYOURCONTENTIS THEBLOG YOURWEBSITEBECOMESAPUBLICATION.YOUBECOMEAPUBLISHER. • Youprovidehelpandadvice • Earnlinkstoyourwebsiteviasearchandsocialmedia • Youestablishtrust,authorityandinfluence

  12. 12. BENEFITS • Connectwithprospects
 andclients • Connectwithinfluencers • Generatetraffic • Growyouremaillist • Giveyourfirmavoice
 
 B
  13. 13. 
 B • UseWordPress[orsimilarCMS] • Includeimages,videos,infographics • Postfrequently • Usekeywordsstrategically • Optimizewithtagsandmetadata • Links:internalandexternal • Socialsharebuttons/bars • Popularposts BESTPRACTICES
  14. 14. ! WHAT ABOUT SEARCH
  15. 15. INBOUND MARKETING “Thebestwaytoturnstrangersintocustomersandpromotersofyourbusiness” Insteadoftheoldoutboundmarketing methodsofbuyingads,buyingemail lists,andprayingforleads, inboundmarketingfocuseson creatingqualitycontentthatpulls peopletowardyourcompany.
  16. 16. NUMBER OF CATEGORIES OF SEARCH BEHAVIOR ! WHEN CONSUMERS SEARCH FOR A LAWYER 9
  17. 17. INFORMATION SEARCHES: 49.8M 1 SOME TERMS USED: ADVICE, ASK, QUESTIONS
  18. 18. TYPE OF LAWYER SEARCHES: 15.7 M 2 SOME TERMS USED: FAMILY, INJURY, BUSINESS
  19. 19. HELP SELECTING LAWYER: 300 K 3 SOME TERMS USED: FINDER, REFERRAL, WEBSITE
  20. 20. LAWYER JOBS: 704 K 4
  21. 21. HELP SELECTING LAWYER: 424 K 5 SOME TERMS USED: DIRECTORY, LIST AND FIND
  22. 22. SEEKING VALUE IN A LAWYER: 201 K 6 SEARCH TERMS USED: TOP, NEW, BEST
  23. 23. BUSINESS TOOLS & SERVICES 58.8 K 7 SEARCH TERMS USED: SOFTWARE, MARKETING, LOGO
  24. 24. SEEKING LAW FIRM BY NAME: 45.5 K 8 SEARCH TERMS USED: LAW FIRM NAMES
  25. 25. SEEKING LAWYER BY GEOGRAPHIC LOCATION: 41.1 K 9 SEARCH TERMS USED: TENNESSEE, NASHVILLE
  26. 26. President/Founder 6
 INBOUND MARKETING EXPERTS AT MARKETING 
 SMALL LAW FIRMS RAFIARBEL312.970.9353
  27. 27. Seed keywords guardrail on a dangerous road SEO FOR BLOGGING 

  28. 28. WHAT’S 
 LONG TAIL?
  29. 29. Long tail keywords deer collision in personal injury SEO FOR BLOGGING 

  30. 30. The search (SERP) The blog post (on your site)
  31. 31. The snowball effect: The more you post, the more you gain. Links and traffic grows [indefinitely].
  32. 32. SOCIAL MEDIA
  33. 33. HEADLINESUB HEADER
  34. 34. 
 WHOTHEHELLHASTIMEFOR SOCIALMEDIA? v t w x ą
  35. 35. Takes time. MY PERSONAL LIFE IS PRIVATE I GET MY BUSINESS FROM REFERRALS my adversaries will
 hold it against me Social media 
 is for kidz. Competitors will 
 poach my clientsI GOT ETHICAL ISSUES! my clients don’t use the internet If I share my secrets online, who’s going to pay for them? I don’t have anything to say
  36. 36. WHO’S ON...? v t ą
  37. 37. Online adults in U.S. SOCIAL MEDIA USE Research from PEW INTERNET PROJECT 2013 HOLDOUTS 28% USESOCIALMEDIA 72%
  38. 38. 65+ years of age SOCIAL MEDIA USE Research from PEW INTERNET PROJECT 0% 5,000% ! 2009 ! 2013 13% 43%
  39. 39. Internet users on TWITTER Research from PEW INTERNET PROJECT t DOUBLEDsince 2010 to 18% 30% USAGEamong 18-29 yrs.
  40. 40. WHITE =70% BLACK = 75% HISPANIC = 80% Equalopportunitymedia
  41. 41. BENEFITS • Referraltraffic • Awareness • Socialsignals • Interaction • Research • Buildrelationships

  42. 42. Ć • Personalprofileandbusiness“page” • Authorship • Sharing • Circles • Engage • Authority GOOGLE+
  43. 43. ą LINKEDIN • Personalprofile • Business“page” • LinkedInGroups • Purpose
  44. 44. u TWITTER • Networking • Learning • Currentevents • Opportunity • 5Twittertips
  45. 45. v FACEBOOK • Businesspage • Tiedtopersonalprofile • Typesofcontent • Likes
  46. 46. PINTEREST • Picture-basedpinupboard • Referraltraffic • Links • Content
  47. 47. EMAIL MARKETING
  48. 48. 
 EMAIL MARKETING • Leadnurture • Remaintop-of-mind • Word-of-mouth[word-of-mouse] • Surveys/research • Drivetraffictowebsite&blog • Deliveroffers • Delivernews • Promoteandsellservices BENEFITS
  49. 49. 
 EMAIL MARKETING • Selectpopular,inexpensiveprovider
 [ConstantContact,AWeber,MailChimp] • Sendatregularintervals • Gettothepoint • Writegreatsubjectlines • Includeoneormorelinks • A/Btestforgreateropen&clickrates • Analyzeresults • Alwaysoffereasyopt-outoption • Neverbuyorrentlists BESTPRACTICES
  50. 50. SETOBJECTIVES CREATESYSTEMS&PROCESSES
 MEDIADISTRIBUTIONPLANS
 ENGAGEMENT
 STRATEGIC
 PLANNING
  51. 51. INTEGRATED
 PROGRAMS 7 r h WEBSITE SOCIAL SEARCH BLOG X
  52. 52. GANALYTICS & REPORTING Metrics>KPIs Reports Refinements Informsnewcontent,search,andsocialstrategies
  53. 53. YOUR COMPANY NAME SAMPLE HEADLINE Vestibulumidligulaportafeliseuismodsemper.Etiamportasemmalesuadamagnamolliseuismod.Crasjustoodio,dapibusac facilisisin,egestasegetquam.Vestibulumidligulaportafeliseuismodsemper.Donecsedodiodui.Etiamportasemmalesuada magnamolliseuismod.Crasjustoodio,dapibusacfacilisisin,egestasegetquam.Vestibulumidligulaeuismodsemper. “WITH A PUSH OF THE BUTTON, THEY CAN MESSAGE THEIR AUDIENCES DIRECTLY IN COST EFFECTIVE WAYS THAT DRIVE MEASURABLE SALES, RESPONSE, AND ENGAGEMENT.”
  54. 54. ✉ ☎ 8 LET’SCONNECT www.marketjd.com 312.970.9353 rafi@marketjd.com THANK
  55. 55. DOYOUHAVE
 ASYSTEM? 7 ONLINE MARKETING goals measurements process

×