COLT presentation 201604

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Circle of Legal TrustApril 8, 2016Dan [email protected] DIGITAL MARKETING FOR LAW FIRMS

The Playing Field Has Changed

When I started Page 1 in 2001, Online Marketing Was Easy. Build a Website. Do Some SEO. Watch the Leads Roll In.Not Today:Online Marketing is Extremely Complex and Its Getting WorseSmart Phones and Tablets - Mobile Browsers and AppsSocial MediaSearch Engine Algorithms Are More Complicated and Constantly EvolvingOrganicLocalPaid SearchPanda, Penguin, Pigeon, Hummingbird, etc.SEO Competition from Competing Law Firms is More Intense than Ever

Big Personal Injury Law Firm TV Advertisers Spend Millions of Dollars Every Year to Build Their Brands and Generate Cases And They Are All In with Online Marketing

Why You Need Multi-Channel Digital Marketing

Consumers Have Changed Since 2001:According to Google, Consumers Spend Less than 20% of their Online Time in SearchFocusing Only On Search Is Short SightedMarket to Consumers Where they Spend their Time (Mobile, Apps, Video, Social)Consumers Respond to BrandsBuild Your BrandFocus on Improving Your Conversion RateConvert Visitors to LeadsConvert Leads to CasesConvert Cases to Revenue

Where Do Consumers Spend Time?

Mobile vs. Desktop:In May 2015, Google Announced that More Than 50% of Google Searches are Done on Mobile Devices.Overall Mobile Usage GrowingTextingEmailSocial MediaWatching VideoMusicOnline BrowsingOnline GamingChecking Apps for News, Banking, Weather, etc.

Are Your Prospects Watching Video?

Are Your Prospects On Social Media?

Consumers Buy From Brands

Google Loves Brands

http://www.seobook.com/learn-seo/infographics/brand-branding-brands.php

Branded Searches Mean Intent to Buy

Build Your Brand

Multi-Channel Digital Marketing

What is Multi-Channel Digital Marketing?

The Basics:Website DesignWebsite ContentSearch Engine Optimization (SEO)

Level 2:BloggingLive ChatSocial Media MarketingDirectory Marketing and Citation ManagementOff-Site Content Guest BloggingLink Building/Link EarningOnline Video Pay Per Click (PPC)

What is Multi-Channel Digital Marketing?

The Next Level:Online Ratings and ReviewsSocial Media AdvertisingDisplay AdvertisingPre-Roll Video AdvertisingRemarketing

Conversion Optimization:Live ChatInbound Marketing With Marketing AutomationOptimizing Your Intake Process

Mobile Responsive Website DesignFocus on your prospective clients NeedsFast LoadingClean/Simple DesignEasy NavigationDrive Visitors Where You Want Them to Go with Effective Calls to ActionUse Video to Tell Your StoryProminent Phone NumberEasy Web FormsOnline Chat

Your Website

Content For Search = Content for VisitorsExceptional Content Focuses on Visitors NeedsIt is not just about textImages Custom is BestVideos Build RapportProvide Valuable InformationAnswer Visitors QuestionsThere is No Magic Word Count

Your Content

SEO is More Complex and More CompetitiveOrganic ResultsLocal PackKnowledge GraphMobile ResultsPersonalized SearchNews SearchBacklinksGuest BloggingDirectories and Citation Management AdWords and Pay Per Click

Your SEO Strategy

Directories, Backlinks, Guest BloggingNAP ConsistencyLocal Search ResultsUse Directories to Build CredibilityMajor DirectoriesLocal DirectoriesLegal-Specific Directories

Directories and Off-Site Content

Your Prospects Watch VideoTell your StoryAnswer Prospective Client QuestionsVideo TestimonialsVideo Blogging WorksUse Videos in Social MediaPost Videos in DirectoriesPost Videos in Guest Blogs

Use Online Video

Your Prospects Spend Time on Social MediaBillions of PeopleMany Hours On Social MediaOwn It!Regular Posting on Major PlatformsContent Calendar80% Non-PromotionalOffer Premium Content DownloadsUse VideoEngage with Others Social NetworkingLike, Follow, Share

Organic Social Media

How to Use Paid Social MediaFB Likes CampaignsFB Click to WebsiteFB RemarketingFB Local AwarenessFB Video ViewsPromote Twitter PostsPromote LinkedIn Posts

Target Geographically and DemographicallyHighly AffordableBuild Credibility and Awareness for Your BrandIncrease Traffic to Your WebsiteGenerate Leads and Cases

Paid Social Media

Your Competition Spends Millions of Dollars to Advertise to Your Prospects.Now You Can Do That For a Fraction of The CostGeographic and Demographic TargetingGeo-Fencing Pinpoint AccuracyHigh Traffic National and Local WebsitesDesktop and Mobile BrowsersMobile AppsPre-Roll Video Advertising

Extremely Cost EffectiveGuaranteed Clicks or Guaranteed ImpressionsBuild Credibility and Awareness for Your BrandIncrease Traffic to Your WebsiteGenerate Leads and Cases

Online Display Advertising

Online Reviews MatterOrganic Search ResultsLocal PackKnowledge GraphIncreased Conversions

Online Reviews

Increase Conversions with Marketing AutomationIncrease Lead GenerationMost Visitors to Your Website Do Not Contact YouData Collection and SegmentationAutomated Follow Up CommunicationsEngage Visitors on High Priority Practice Area PagesCapture and Nurture Prospects on Social MediaEncourage Reviews and ReferralsAffordable and Cost EffectiveYou Spend $$ and Resources to Drive Traffic. Marketing Automation Allows You to Capture More of Those Prospective ClientsMarketing Automation

Huge Opportunity to Increase Your CaseloadPay Attention to IntakeTrack ConversionsHire the Right PeoplePositive AttitudeTrain Your Intake TeamKeep Training Your Intake TeamReward Your Intake Team

Intake

The Whole is Greater than the Sum of the PartsMobile Responsive WebsiteAggressive SEO StrategySEO is Not Enough TodayMore ComplexMore CompetitiveBuild Your BrandOnline ReviewsExpand Your NetworkIncrease Branded Search TrafficUse Paid Social Media StrategiesUse Display Advertising StrategiesImprove Conversions Marketing AutomationIntake

It All Works Together

Circle of Legal TrustApril 8, 2016Dan [email protected] DIGITAL MARKETING FOR LAW FIRMS