The document provides an overview of an online marketing session for building a successful law firm. It includes an agenda covering meeting panelists, audience polls on current and desired marketing efforts, and discussions on social media 101, DIY search engine optimization, link building, local search, and reviews. Product offerings from Clio, a legal practice management software, are presented. Resources on content creation, technical SEO, and maximizing relationships for link building are shared. Guidelines on local search updates, handling negative reviews, and turning leads into clients through reviews are also outlined.

1. Online Marketing Strategies To
Attract Clients
Building a Successful Law Firm: Session 7
March 22, 2022
Jocelyn O’Neill

2. Housekeeping
● Session length: 60 minutes
● Use to engage with fellow meetup attendees
and select “everyone” in the dropdown
● Use to ask questions directly to panellists
● Please fill out the survey at the end of the session

3. 3
Agenda
● Meet the panel
● Audience Polls
● Social Media 101
● DIY SEO - Leveraging your Social Brand
● Clio’s offerings & polls
● Helpful resources
● Additional Q&A

4. 4
Jocelyn O’Neill
Events & Partnerships Specialist
Clio
Today’s Speakers
Michelle Fonseca-Kamana
Founder & Principal Attorney
West Coast Lemons APC
Nalini Prasad
Chief Strategy Officer
BluShark Digital

5. 5
How are you currently
marketing your firm?
Select all that apply
A. Social media
B. Paid advertising
C. SEO and content marketing
D. Online reviews & referrals
E. Other - share in chat

6. Where do you want to
focus more of your
efforts on?
Select all that apply
A. Social media
B. Paid advertising
C. SEO & content marketing
D. Online reviews & referrals
E. Other - share in chat

7. Social Media 101

13. EDUCATIONAL

35. DIY SEO -
Leveraging Your
Social Brand
+
Building an
SEO foundation

36. Link building
Local search
Content strategy
Technical seo

37. Content
Showcase Your Expertise to
Google

38. TIPS TO CREATE ENGAGING CONTENT
01.
Establish a Brand
Niche Blogging
Become a Trusted Source
Provide regular answers to trending topics
03.
02.
04.
Set Yourself Apart
Be authentic = richer content
Create FAQ Videos
Increase engagement & conversions

39. content - quality or quantity?
• Both - Google rewards websites that provide high quality, sophisticated
content on a regular basis
• The most authoritative content will come from the experts – your lawyers
(or yourself)
• Your content should be specific, grammatically correct, and meaningful
Tip: 500-700 words per internal page
1000-1500 words per landing/month page
Advice from Google on content (Expertise, Authoritativeness,
and Trustworthiness)

40. TECHNICAL
Speaking Google’s Language

41. Technical Key Factors
● Optimize for Mobile
● Page Speed
● Title Tags
● Meta Descriptions
● Schema/Markup
● HTTPS - Site Security
Internal Linking - Make it easy for the user to navigate your site to
find answers

42. Link building
Establishing Relationships
Online

43. The importance of link building
Why do we build links?
• To distinguish yourself from the pack
• To show that you not only have a good reputation, but that you are the
most reputable in your market by having more websites endorse you
than your competitors
•

44. The evolution of link building
Shortcut link building
Black hat, paid, and
nefarious strategies
Reactive link building
Leveraging existing
relationships
Proactive link building
seeking opps that lead to
web mentions
Digital PR
branding + building
new relationships
Linkless Mentions
Recognition of brand
without an actual link

45. Your Firm’s brand and link building
01.
Podcasts
Guest speaker exposure
Sponsored Blog Posts
Continue to generate reviews on your GMB
03.
02.
04.
FAQ videos
Youtube + resource sites
Press
Releases and traditional press

46. maximizing relationships
Leverage existing relationships in the community
• Organizations you donate to
• Organizations you volunteer with
• Organizations you are a board member of
• Organizations you have been a speaker with
• Press, media and small business relationships

47. Local Community Digital PR
Get involved with a recurring event offers
consistency and legitimacy
■ Annual food, clothes, or school supply drives
Seasonal and niche community nominations
■ Local Veteran Hero Nomination
■ Local Star Student Nomination
■ Local Adopt-A-Family Nomination
Attracts A+ employees - a solid reputation provides a company
culture A+ employees want to be a part of long-term

48. Ahrefs
● Review backlinks Google is crediting you for
● Determine rating/score of potential domains
● Monitor lost links to fine-tune your link building
● Reverse Engineer your competitors
Tip: Often tools are inconsistent. Cross-check with
Google Console and other SEO tools.

49. Local Search update
The Vicinity Update
December 2021

50. local search & ranking in the local 3 pack
Local Ranking Factors
•
• Google my business signals
• Review signals
• Proximity to searcher
• Keywords in business name
• Local citation signals
• Local link-building signals
• Age and Authority of GMB
• Authority of website is a central factor

51. Example of new features
• Posts
• Appointment setting
• Call Tracking
• Additional phone numbers
• Date business established
.

52. Service areas expansion
• Smaller neighborhoods/markets
within cities exist as service areas

53. New office Strategy Tips and Guidelines
01.
No Executive Office Suites
Especially big names - still bad news.
No same primary category
Cannot be in the same building with a law
firm that has the same primary category
02.
03.
04.
Commercial/Signage
Must have a storefront and must have
images of signage.
Location, Location, Location
Not based on what you think the hot spot in town
is, but rather where is best from SEO perspective
NOTE: There are quite a few more items to pay attention to
when opening a new office - check out our free guides

54. Reviews: turning Leads
into Clients
What’s New in the world of
Reviews?

55. Have a
Process
Review Tips
For Success
Make it
easy - text
GMB link
Follow-up
Timing
Is everything
Phrasing

56. Do’s and don'ts of NEGATIVE reviews
• Do…
• Report the review to Google from
the primary owner or manager
access account
• Don’t...
• Respond negatively to the review
• Respond immediately to the review

57. REviews - how to flag
• Must fall in a specific category to
escalate
• Not guaranteed removal
• Takes time and often a second or third
contact with Google Support

58. REviews Place topics

59. 59
Clio’s Offerings &
Additional Resources

60. Clio EasyStart
Track your time and get paid
Everything you need to track your time, bill your clients, and get
paid—plus some extras!
Clio Essentials
Optimize firm operations
Includes critical law practice management tools that allow you to
work smarter, customize how your firm gets organized, and
communicate with clients and co-counsel.
Clio Advance
Scale your impact
Introduces unlimited access to new productivity tools and more
business and financial oversight. Priority on-call support ensures
you get the most out of Clio.
Clio Complete
Grow your business
Scale your business by adding Clio Grow to improve and automate
your client intake with online forms, online appointment bookings,
automated emails follow-ups, and more.
Visit clio.com/pricing to learn more.
Clio’s Offerings

61. Polls for Non-Clio and Clio Customers
Poll 1: For Non-Clio Users
Would you like to learn more about Clio?
a. Yes, I would like to learn more about
Clioʼs products
b. Clio Cloud Conference
c. No, Iʼm not interested
d. No, Iʼm already a Clio Customer
61
Poll 2: For Clio Users
Would you like to learn more about:
a. Adding Clio Grow to streamline
client intake
b. Adding Clio Payments
c. Clio Cloud Conference
d. No, Iʼm not interested or I already
use Clio Grow/Payments

63. Additional Resources
63
● BluShark Digital Resources: Find content on social media, SEO, and more!
● CLE webinar: Busy Lawyer’s Guide to Managing Documents and Court Forms, April 12
● CLE webinar: 5 Things Your Intake Strategy Needs to Take on More Clients With Ease, May 10
● Clio Cloud Conference October 10-11, 2022: Get your pass for $399

64. 64
Additional
Questions

65. 65
Thank You