Internet/Digital
Marketing in 2010-2011
For NACA Members
December 8, 2010
Presented by Gary Levine, WSI
glevine@WSIWebMark...
• Who are we?
• A case for online marketing: Where’s the ROI?
• The progression of an online presence
• Online presence co...
• Internet and Digital Marketing Consulting
• In over 80 countries
– Generating Leads
– Expanding Brand and Reputation
– D...
• Return on Investment (ROI)
– New clients or cases
– Credibility, reputation
– Relationship, community, intangibles
• Wha...
Where is ROI?
NACA December 8, 2010 5
Online Presence Progression
Website and
Metrics
Foundation
Driving and
Converting
Traffic
Community
and Brand
Building
NAC...
Website
&
Metrics
Local Listings
&
Directories
Advertising
(PPC, Banner)
SEO
Blog
&
eMail
Social Media
Profiles,
Online Re...
• The Foundation
– Build, or Review & Improve Your Website
– Implement Analytics
• Get Visitors
– Search Advertising (PPC)...
Foundation: Review and Improve Your Site
• 92% of people research online
• 17% of site visitors will leave in less than 4 ...
• Learn where/how visitors find and use your site
• Free at http://www.google.com/analytics
– (You will need your web deve...
Getting Visitors: The “SERP”*
Paid
Search
Local
Listings
Organic
Search
NACA December 8, 2010 11*”SERP” - Search Engine Re...
Getting Visitors: Local (Google Places)
• Local listings are very visible on Google, and they’re free!
• Go to http://www....
Getting Visitors: Paid Search Advertising
• Pay Per Click (PPC)
• Use Google AdWords
• Need to setup:
– Keywords
– Geograp...
Getting Visitors: Organic Search
• Search Engine Optimization (SEO)
– Highest Credibility with searchers
– Requires: relev...
• Content Ads
• Directories
Getting Visitors: Other Advertising
NACA December 8, 2010 15
Build Community: Blog, eMail
• Write a blog or newsletter
• Post to LinkedIn and your website
NACA December 8, 2010 16
• Build LinkedIn reputation: profile & answers
• Do “ORM” (online reputation management)
Build Community: Social Profiles,...
Pull it Together
1
2
3
SOLIDIFY YOUR FOUNDATION
NACA December 8, 2010 18
• Know your ROI
• Create/Shore-up the Foundation
• Generate Traffic
• Interact with Community
• Build Your “Brand” Reputat...
Q&A
NACA December 8, 2010 20
Gary Levine, WSI
glevine@WSIWebMark.com
703.286.7095
www.WSIWebMark.com
Special Offer for NAC...
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Internet marketing intro for law firms v3

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Internet marketing intro for law firms v3

  1. 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. 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. 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. 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. 5. Where is ROI? NACA December 8, 2010 5
  6. 6. Online Presence Progression Website and Metrics Foundation Driving and Converting Traffic Community and Brand Building NACA December 8, 2010 6
  7. 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. 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. 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. 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. 11. Getting Visitors: The “SERP”* Paid Search Local Listings Organic Search NACA December 8, 2010 11*”SERP” - Search Engine Results Page
  12. 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. 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. 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. 15. • Content Ads • Directories Getting Visitors: Other Advertising NACA December 8, 2010 15
  16. 16. Build Community: Blog, eMail • Write a blog or newsletter • Post to LinkedIn and your website NACA December 8, 2010 16
  17. 17. • Build LinkedIn reputation: profile & answers • Do “ORM” (online reputation management) Build Community: Social Profiles, Discussions NACA December 8, 2010 17
  18. 18. Pull it Together 1 2 3 SOLIDIFY YOUR FOUNDATION NACA December 8, 2010 18
  19. 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. 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.

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