The document outlines strategies for law firms to build an online presence and digital marketing plan. It recommends firms first solidify their online foundation by reviewing and improving their website and implementing analytics to measure traffic. Second, firms should work to generate visitors through search engine advertising, local listings, directories, and search engine optimization. Finally, firms should interact with clients and build their brand through blogging, email marketing, and social media profiles to develop an online community and reputation. The presentation provides specific tactics firms can use to implement each step of the process and measure their return on investment.

1. Internet/Digital
Marketing in 2010-2011
For NACA Members
December 8, 2010
Presented by Gary Levine, WSI
glevine@WSIWebMark.com
703.286.7095
www.WSIWebMark.com
NACA December 8, 2010 1

2. • Who are we?
• A case for online marketing: Where’s the ROI?
• The progression of an online presence
• Online presence components
• What you need to do:
– Build Foundation
– Get Visitors
– Build Community, Online Reputation
• Planning
Agenda
NACA December 8, 2010 2

3. • Internet and Digital Marketing Consulting
• In over 80 countries
– Generating Leads
– Expanding Brand and Reputation
– Developing Community and Relationships
WSI: Who are we?
NACA December 8, 2010 3

4. • Return on Investment (ROI)
– New clients or cases
– Credibility, reputation
– Relationship, community, intangibles
• What to think about
– If a type of case or client is worth $X, is it worth
spending $Y (or hours) to get it?
– How much should you spend on a website?
– Why spend anything on a site no one will see?
Why Are You Here?
NACA December 8, 2010 4

5. Where is ROI?
NACA December 8, 2010 5

6. Online Presence Progression
Website and
Metrics
Foundation
Driving and
Converting
Traffic
Community
and Brand
Building
NACA December 8, 2010 6

7. Website
&
Metrics
Local Listings
&
Directories
Advertising
(PPC, Banner)
SEO
Blog
&
eMail
Social Media
Profiles,
Online Rep.
The Components of Online Presence
Foundation
NACA December 8, 2010 7

8. • The Foundation
– Build, or Review & Improve Your Website
– Implement Analytics
• Get Visitors
– Search Advertising (PPC)
– Banner Ads, Directories
– SEO
• Interact & Communicate
– eMail Marketing/Blog
– Social Profiles and Pages
– Client Ratings
Getting Started
NACA December 8, 2010 8

9. Foundation: Review and Improve Your Site
• 92% of people research online
• 17% of site visitors will leave in less than 4 seconds
• Those that stay only read 20% of your content
• Communicate problems you solve in terms prospective clients relate to
quickly
• Then build credibility
NACA December 8, 2010 9

10. • Learn where/how visitors find and use your site
• Free at http://www.google.com/analytics
– (You will need your web developer add the tracking scripts to your
site)
Foundation: Analytics to Measure and Assess
NACA December 8, 2010 10

11. Getting Visitors: The “SERP”*
Paid
Search
Local
Listings
Organic
Search
NACA December 8, 2010 11*”SERP” - Search Engine Results Page

12. Getting Visitors: Local (Google Places)
• Local listings are very visible on Google, and they’re free!
• Go to http://www.google.com/places and create it OR…
• Search your address, and “claim” your listing
• Solicit client ratings
NACA December 8, 2010 12

13. Getting Visitors: Paid Search Advertising
• Pay Per Click (PPC)
• Use Google AdWords
• Need to setup:
– Keywords
– Geography
– Ad Copy
– Landing Page
– Budget
NACA December 8, 2010 13

14. Getting Visitors: Organic Search
• Search Engine Optimization (SEO)
– Highest Credibility with searchers
– Requires: relevant content, construction with
“best practices”, incoming links from other sites
NACA December 8, 2010 14

15. • Content Ads
• Directories
Getting Visitors: Other Advertising
NACA December 8, 2010 15

16. Build Community: Blog, eMail
• Write a blog or newsletter
• Post to LinkedIn and your website
NACA December 8, 2010 16

17. • Build LinkedIn reputation: profile & answers
• Do “ORM” (online reputation management)
Build Community: Social Profiles, Discussions
NACA December 8, 2010 17

18. Pull it Together
1
2
3
SOLIDIFY YOUR FOUNDATION
NACA December 8, 2010 18

19. • Know your ROI
• Create/Shore-up the Foundation
• Generate Traffic
• Interact with Community
• Build Your “Brand” Reputation
Summary
NACA December 8, 2010 19

20. Q&A
NACA December 8, 2010 20
Gary Levine, WSI
glevine@WSIWebMark.com
703.286.7095
www.WSIWebMark.com
Special Offer for NACA Webinar Attendees:
Contact us by 12/18/2010, we will setup and install Google
Analytics on your site for $75.00.
Note: we will need FTP or administrative access to your site.