Thinking Big Presentation (Jim Schonrock)
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The 4th Annual Super Marketing Conference focused on better leveraging search and other digital marketing tactics to grow law firms. Jim Schonrock of FindLaw discussed how most traffic comes from non-branded searches and the importance of optimizing for long-tail queries with legal intent. He also highlighted opportunities in social media, local search, and mobile marketing. The key is developing an integrated digital marketing program rather than relying on any single "silver bullet".
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Thinking Big Presentation (Jim Schonrock)
- 1. 4TH ANNUAL SUPER MARKETING CONFERENCE JIM SCHONROCK, FINDLAW VICE PRESIDENT OF PERFORMANCE THINKING BIG Better Leverage Search – and More – to Supercharge Your Firm’s Marketing
- 3. THE AGENDA Silver bullets A case study How the game is played What to focus on now Q&A
- 4. SILVER BULLET Something that very quickly and easily solves a serious problem.
- 5. A MARKETING SILVER BULLET
- 7. ABOUT THE STUDY 10K+ 1M 5M 2.4M UNEQUALLED VIEW INTO “LEGAL SHOPPING” BEHAVIOR ON THE WEB This study sampled 3.7 million search visits generated by 2.66 million search phrases DISCRETE WEBSITES PAGES TARGETED AT LEGAL CONSUMERS MONTHLY VISITS FROM SEARCH ENGINES
- 8. QUESTION How do different types of queries generate traffic and contacts for law firm websites?
- 9. NON- BRANDED 62% BRANDED VS. NON-BRANDED SEARCH BRANDED 38%
- 12. NON-BRANDED SEARCH IS THE UNCLAIMED TERRITORY OF SEARCH
- 13. Query Types: Research • Research into legal information • No clear intent to find attorney • May be preliminary step in the “lawyer shopping” process • High volume Information about California dui laws Example: QUERY TYPES: SEARCH QUERY TYPE #1: RESEARCH
- 14. Query Types: Long-Tail with Lawyer Intent • More verbose, but often more precise statement of need • Individually infrequent, large in the aggregate • Clear intent to find an attorney Lawyer to handle issues with adoption for single mother Example: QUERY TYPES: LONG-TAIL WITH LAWYER INTENT QUERY TYPE #2: LONG-TAIL WITH LAWYER INTENT
- 15. Query Types: Head Term with Lawyer Intent • Practice area + location + “attorney” or “lawyer” • More frequent • The “Holy Grail” Family law attorney in Minneapolis Example: QUERY TYPES: HEAD TERM WITH LAWYER INTENT QUERY TYPE #3: HEAD-TERM WITH LAWYER INTENT
- 16. SERP VISITClick Rate FROM QUERY TO VISIT
- 17. WEBSITE VISITS FROM NON-BRANDED SEARCH Research 66.9% Long-Tail 31.8% Head-Term 1.3%
- 18. FROM VISIT TO CONTACT SERP VISITClick Rate CONTACTContact Rate
- 19. Long-Tail 71% Research 26% Head-Term 3% WHERE ARE CONTACTS COMING FROM?
- 20. Technologies Inc. promises to put customers on the first page of Google for these phrases: Miami Injury Attorney Miami Injury Lawyer Miami Personal Injury Attorney Miami Personal Injury Lawyer Price: $20k per year Bonus Offer: Add accident category for $9K per year SPECIAL SEO OFFER! ACT NOW! DOES THIS MAKE SENSE?
- 21. HIGH LOW DISCOVER VALIDATE EXPLOIT RIGHT SIZE/ ABANDON Information Asymmetry Information Symmetry THE DIGITAL MARKETING GAME
- 22. S L M GREAT OPPORTUNITIES TODAY SOCIAL MEDIA LOCAL SEARCH MOBILE PRESENCE
- 23. Great Opportunities Today S L M SOCIAL MEDIA GREAT OPPORTUNITIES TODAY
- 24. THE CASE FOR SOCIAL MEDIA • The influence of friends and family • The power of networking • Networks are moving online • Massive word-of-mouth • Exponential spreading power
- 25. GAINING AN EDGE: KEYS TO SOCIAL SUCCESS • Are you committed? • Start with a quality foundation • Engage, don’t broadcast • Participate every day • Promote, promote, promote • Strategically expand
- 26. Great Opportunities Today S L M GREAT OPPORTUNITIES TODAY LOCAL SEARCH
- 27. WHY LOCAL? IT’S THE MODERN YELLOW PAGES • Rich local ecosystem • Continued investment & innovation • Massive growth in usage • High trust level • Increasingly featured on Google
- 28. •Have a physical office location at the address you are listing online •Maximize citations •Use consistent NAP format across the Internet •Select the correct category association on business listings •Encourage your clients to leave reviews GAINING AN EDGE: LOCAL BUILDING BLOCKS 27% use reviews during searches for professional services
- 29. Great Opportunities Today S L M GREAT OPPORTUNITIES TODAY MOBILE PRESENCE
- 30. Year mobile Internet usage > desktop Internet usage 2014 Fraction of mobile phone owners that go online from their phones 2/3 Percent of users that use their smartphone as their primary device to access Internet 34% Percent of legal searches that happen on a mobile device 42% WHY MOBILE? YOU CAN’T IGNORE THE NUMBERS Percent of mobile searches that are for businesses (up from 33%) 56%
- 32. THE VALUE OF A MOBILE-OPTIMIZED EXPERIENCE of users say they won’t recommend a business with a poorly designed mobile site have turned to a competitor’s site after a bad mobile experience
- 33. TAKEAWAYS Silver bullets don’t really exist Focus on the long-tail Learn to play the digital marketing game Exploit emerging tactics: SOLOMO Key is well-balanced, integrated marketing program
- 34. 34
- 35. Call Contact Form Email Chat