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. CONNECTING WITH CLIENTS A CASE FOR INBOUND MARKETING
- 3. TRUST = EDUCATE + NURTURE KNOW LIKE TRUST
- 4. INBOUNDSTANDS ON FOUR LEGS content searchoptimization socialmedia emailmarketing 1 2 3 4 andanalyticsappliestoeach
- 11. CONTENT MUST BE CREATED WITH THE CUSTOMER’S NEEDS IN MIND.
- 12. THECORNERSTONE OFYOURCONTENTIS THEBLOG YOURWEBSITEBECOMESAPUBLICATION.YOUBECOMEAPUBLISHER. • Youprovidehelpandadvice • Earnlinkstoyourwebsiteviasearchandsocialmedia • Youestablishtrust,authorityandinfluence
- 13. BENEFITS • Connectwithprospects andclients • Connectwithinfluencers • Generatetraffic • Growyouremaillist • Giveyourfirmavoice B
- 14. B • UseWordPress[orsimilarCMS] • Includeimages,videos,infographics • Postfrequently • Usekeywordsstrategically • Optimizewithtagsandmetadata • Links:internalandexternal • Socialsharebuttons/bars • Popularposts BESTPRACTICES
- 18. NUMBER OF CATEGORIES OF SEARCH BEHAVIOR ! WHEN CONSUMERS SEARCH FOR A LAWYER 9
- 19. INFORMATION SEARCHES: 49.8M 1 SOME TERMS USED: ADVICE, ASK, QUESTIONS
- 20. TYPE OF LAWYER SEARCHES: 15.7 M 2 SOME TERMS USED: FAMILY, INJURY, BUSINESS
- 21. HELP SELECTING LAWYER: 300 K 3 SOME TERMS USED: FINDER, REFERRAL, WEBSITE
- 22. LAWYER JOBS: 704 K 4
- 23. HELP SELECTING LAWYER: 424 K 5 SOME TERMS USED: DIRECTORY, LIST AND FIND
- 24. SEEKING VALUE IN A LAWYER: 201 K 6 SEARCH TERMS USED: TOP, NEW, BEST
- 25. BUSINESS TOOLS & SERVICES 58.8 K 7 SEARCH TERMS USED: SOFTWARE, MARKETING, LOGO
- 26. SEEKING LAW FIRM BY NAME: 45.5 K 8 SEARCH TERMS USED: LAW FIRM NAMES
- 27. SEEKING LAWYER BY GEOGRAPHIC LOCATION: 41.1 K 9 SEARCH TERMS USED: TENNESSEE, NASHVILLE
- 28. President/Founder 6 INBOUND MARKETING EXPERTS AT MARKETING SMALL LAW FIRMS RAFIARBEL312.970.9353
- 29. Seed keywords guardrail on a dangerous road SEO FOR BLOGGING
- 31. Long tail keywords deer collision in personal injury SEO FOR BLOGGING
- 32. The search (SERP) The blog post (on your site)
- 33. The snowball effect: The more you post, the more you gain. Links and traffic grows [indefinitely].
- 34. SOCIAL MEDIA
- 37. 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
- 38. WHO’S ON...? v t ą
- 39. Online adults in U.S. SOCIAL MEDIA USE Research from PEW INTERNET PROJECT 2013 HOLDOUTS 28% USESOCIALMEDIA 72%
- 40. 65+ years of age SOCIAL MEDIA USE Research from PEW INTERNET PROJECT 0% 5,000% ! 2009 ! 2013 13% 43%
- 41. Internet users on TWITTER Research from PEW INTERNET PROJECT t DOUBLEDsince 2010 to 18% 30% USAGEamong 18-29 yrs.
- 42. WHITE =70% BLACK = 75% HISPANIC = 80% Equalopportunitymedia
- 43. BENEFITS • Referraltraffic • Awareness • Socialsignals • Interaction • Research • Buildrelationships
- 44. Ć • Personalprofileandbusiness“page” • Authorship • Sharing • Circles • Engage • Authority GOOGLE+
- 49. ą LINKEDIN • Personalprofile • Business“page” • LinkedInGroups • Purpose
- 53. u TWITTER • Networking • Learning • Currentevents • Opportunity • 5Twittertips
- 55. v FACEBOOK • Businesspage • Tiedtopersonalprofile • Typesofcontent • Likes
- 57. PINTEREST • Picture-basedpinupboard • Referraltraffic • Links • Content
- 58. EMAIL MARKETING
- 59. EMAIL MARKETING • Leadnurture • Remaintop-of-mind • Word-of-mouth[word-of-mouse] • Surveys/research • Drivetraffictowebsite&blog • Deliveroffers • Delivernews • Promoteandsellservices BENEFITS
- 60. EMAIL MARKETING • Selectpopular,inexpensiveprovider [ConstantContact,AWeber,MailChimp] • Sendatregularintervals • Gettothepoint • Writegreatsubjectlines • Includeoneormorelinks • A/Btestforgreateropen&clickrates • Analyzeresults • Alwaysoffereasyopt-outoption • Neverbuyorrentlists BESTPRACTICES
- 63. GANALYTICS & REPORTING Metrics>KPIs Reports Refinements Informsnewcontent,search,andsocialstrategies
- 64. 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.”