What You MUST Know to Profit from Being Online

1. The Lawyer’s Guide to
Effective Internet Marketing
What You MUST Know to Profit
from Being Online
November 20, 2015

2. Your Presenters
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Chris Dreyer
AttorneyRankings.org
AttorneyRankings.com
Bill Jawitz
SuccessTrackESQ
SuccessTrackESQ.com
Megan Hargroder
Conversations, LLC
Conversations.be
Felice Duffy, ESQ
Duffy Law, LLC
DuffyLawCT.com

3. Program Outline
Part One – The Basics of
Internet Marketing
Part Two– Getting Meaningful
Reports & ROI
Part Three – Understanding
Your Contracts #SuccessTrackESQ

4. Handouts and Goal
• Rip-Off Prevention Guide
• Local SEO Guide
• Social Media Guide
Goal: to understand enough to
invest $ and time wisely
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5. PART ONE
The Basics of
Internet
Marketing
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6. Internet Marketing Defined
Coordinated activities that take
place on the Web, by email, or
via mobile device designed to:
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7. Internet Marketing Defined
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8. Internet Marketing Defined
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9. Internet Marketing Defined
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10. ROI: Return on Investment
Value Received for $ Spent
• Increased inquiries and matters
• Case/matter $ value
• Reputational/Brand/Referral value
• Takes work to track and analyze
Would you spend $15K to bring in
$50K?
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11. Ethics
• Solicitation, endorsements,
disclaimers, contact forms,
mandatory reporting
• Truthfulness and Disclaimers
• Rules & Comments
• ALI-CLE course TSXJ01 Legal Ethics
and Social Media: Advertising,
Communications, and Other Traps #SuccessTrackESQ

12. Why It’s So Challenging
1. Fast-Changing
2. Time-Consuming
& Labor Intensive
3. Expensive
4. Aggressive Sales People
5. Complex
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14. Four Top-Level Terms
1. SEO: Search Engine
Optimization:
Techniques that create
“organic” visibility for your
website
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15. Four Top-Level Terms
2. SEM: Search Engine Marketing:
Paid advertising (e.g., pay-per-
click, banner/context ads) to
appear in search results or on
targeted websites and social
media sites
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17. Four Top-Level Terms
3. Social Media
Web-based platforms
that allow the sharing
(and forwarding)
of user-generated
content YouTube
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18. Four Top-Level Terms
4. SMM: Social Media Marketing:
Organic activities that increase
your social media visibility
Paid activities that get you in
front of specific audiences
(ads or promoted/boosted posts)
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19. www.VeteransDisabilityInfo.com

20. Key Elements Overview
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Local SEO
Paid Ads
Email Marketing & List Development
BacklinksDirectories

21. Local SEO
Paid Ads
Email Marketing & List Development
BacklinksDirectories
• New Added Regularly
• Relevant Information
• Engaging Voice
• Keyword Targeted
Content
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22. Local SEO
Paid Ads
Email Marketing & List Development
BacklinksDirectories
• User Experience
• Persuasive Path
• Calls to Action
• Conversion
Website
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23. Local SEO
Paid Ads
Email Marketing & List Development
BacklinksDirectories
• List Building / TOMA
• Quality Content
• Open & Click Rates
Email List
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24. Local SEO
Paid Ads
Email Marketing & List Development
BacklinksDirectories
• List Building
• Quality Content
• Open & Click Rates
• Build Visibility
• Quality Content
• Build Connections
• Track
Social Media
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25. Local SEO
Paid Ads
Email Marketing & List Development
BacklinksDirectories
• Channels
• Content
• Management
• Budget
Paid Ads
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26. Local SEO
Paid Ads
Email Marketing & List Development
BacklinksDirectories
• Custom Reports
• Objective-Driven
• Comparative Data
• Rip-Off Guide
Analytics
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27. Local SEO
Paid Ads
Email Marketing & List Development
BacklinksDirectories
• Increasingly Critical
• Responsive Site Design
• Click to Call
• Google+
Mobile
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28. Local SEO
Paid Ads
Email Marketing & List Development
BacklinksDirectories
• Google Local/Maps
• Citations
• NAP Consistency
• Reviews
Local SEO
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29. Local SEO
Paid Ads
Email Marketing & List Development
BacklinksDirectories
• Quality
• High Link Authority
• Incremental growth
Backlinks
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30. Local SEO
Paid Ads
Email Marketing & List Development
BacklinksDirectories
• Free
• Paid
• (Avvo, Lawyers.com
• YP, FindLaw)
Directory Listings
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31. Local SEO
Paid Ads
Email Marketing & List Development
BacklinksDirectories
Track Key Elements
ALL of these
are trackable
and reportable!
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32. www.DuffyLawCT.com

33. PART TWO
Getting
Meaningful
Reports
and ROI
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34. How To Get Meaningful
Reports
1. Specific Biz Goals
2. Baseline data
3. Actions (# of items such
as links, posts, citations, tweets)
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35. How To Get Meaningful
Reports
4. Period-to-period data
5. Explanation
6. Recommendations
7. Repeat 2-6 (include #1 2-3x/yr)
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36. Essential Metrics for Each
Reporting Period
1. SERP rankings (search engine results page)
2. Granular traffic and sources
3. Log of actions taken
4. New backlinks & keyword data
5. Contact data (forms, phone, newsL)
6. Conversion data
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37. Measuring ROI
Customized Google Analytics
1. Traffic data (organic
and paid)
2. Contacts made
3. Conversions
4. See Lawyer’s Guide
article
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38. PART THREE
Understanding
Your Contract
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39. Understand Your Contract
Ownership/Control
• Domain name
• Hosting / SM accounts
• Site code / Analytics
• Text and Images (e.g., West, User, Custom)
• Third-party apps / tools
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40. Understand Your Contract
What are you paying for?
• Hosting
• One-time design/build
• Updates
• Ongoing SEO / Social Media
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41. Understand Your Contract
Clarify Vague Language &
Get Numbers
• “Ongoing” SEO updates “as
needed” (“Frontloading” myth)
• How many of each activity
described
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42. Buyer Beware
• Directories & Lead Generation
• SEO Promises
• Speak with firms like
yours for references
• Track results independently
via Google Analytics
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43. Typical IM Budgets
• All marketing: 3-5% of gross revenue
• $5-80K for site/social media startup
• $1-10K/mo support/reporting
• Paid search:
• Ad spend $50 to 10K+/mo
• Campaign management $400 – 4K
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44. Who Should Do / Manage
the Work?
• Strategy and
set-up by experts
• VA’s and
marketing agency
• In-house staff
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45. Attorney Rankings &
Conversations, LLC
• www.AttorneyRankings.org
• www.NewOrleansSocialMedia
Consulting.com/social-media-
for-lawyers/

46. Questions?
Requests for specific info?
Practice area strategy?
Internet marketing audit?
bill@SuccessTrackEsq.com
203.876.8999
#SuccessTrackESQ