COLT presentation 201604

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Circle of Legal Trust April 8, 2016 Dan Goldstein [email protected] 303-396-1204 MULTI-CHANNEL DIGITAL MARKETING FOR LAW FIRMS

Transcript of COLT presentation 201604

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Circle of Legal TrustApril 8, 2016

Dan [email protected]

MULTI-CHANNEL DIGITAL MARKETING FOR LAW FIRMS

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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 It’s Getting Worse

• Smart Phones and Tablets - Mobile Browsers and Apps• Social Media

• Search Engine Algorithms Are More Complicated and Constantly Evolving• Organic• Local• Paid Search• Panda, 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

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Why You Need Multi-Channel Digital

MarketingConsumers Have Changed Since 2001:• According to Google, Consumers Spend Less than 20% of their Online Time in

Search• Focusing Only On Search Is Short Sighted• Market to Consumers Where they Spend their Time (Mobile, Apps, Video,

Social)• Consumers Respond to Brands

• Build Your Brand• Focus on Improving Your Conversion Rate

• Convert Visitors to Leads• Convert Leads to Cases• Convert Cases to Revenue

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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 Growing• Texting• Email• Social Media• Watching Video• Music• Online Browsing• Online Gaming• Checking Apps for News, Banking,

Weather, etc.

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Are Your Prospects Watching Video?

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Are Your Prospects On Social Media?

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Consumers Buy From Brands

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Google Loves Brands

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

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Branded Searches Mean Intent to Buy

Build Your Brand

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Multi-Channel Digital Marketing

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What is Multi-Channel Digital Marketing?

The Basics:• Website Design• Website Content• Search Engine Optimization (SEO)

Level 2:• Blogging• Live Chat• Social Media Marketing• Directory Marketing and Citation Management• Off-Site Content Guest Blogging• Link Building/Link Earning• Online Video • Pay Per Click (PPC)

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What is Multi-Channel Digital Marketing?

The Next Level:• Online Ratings and Reviews• Social Media Advertising• Display Advertising• Pre-Roll Video Advertising• Remarketing

Conversion Optimization:• Live Chat• Inbound Marketing With Marketing Automation• Optimizing Your Intake Process

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Mobile Responsive Website Design• Focus on your prospective client’s Needs

• Fast Loading• Clean/Simple Design• Easy Navigation• Drive Visitors Where You Want Them

to Go with Effective Calls to Action• Use Video to Tell Your Story• Prominent Phone Number• Easy Web Forms• Online Chat

Your Website

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Content For Search = Content for Visitors• Exceptional Content Focuses on Visitor’s

Needs• It is not just about text

• Images – Custom is Best• Videos – Build Rapport

• Provide Valuable Information• Answer Visitors’ Questions• There is No “Magic Word Count”

Your Content

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SEO is More Complex and More Competitive• Organic Results• Local Pack• Knowledge Graph• Mobile Results• Personalized Search• News Search• Backlinks• Guest Blogging• Directories and Citation Management • AdWords and Pay Per Click

Your SEO Strategy

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Directories, Backlinks, Guest Blogging• NAP Consistency• Local Search Results• Use Directories to Build Credibility

• Major Directories• Local Directories• Legal-Specific Directories

Directories and Off-Site Content

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Your Prospects Watch Video• Tell your Story• Answer Prospective Client Questions• Video Testimonials• Video Blogging Works• Use Videos in Social Media• Post Videos in Directories• Post Videos in Guest Blogs

Use Online Video

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Your Prospects Spend Time on Social Media• Billions of People• Many Hours On Social Media• “Own It!”• Regular Posting on Major Platforms

• Content Calendar• 80% Non-Promotional• Offer Premium Content Downloads• Use Video

• Engage with Others – Social Networking• Like, Follow, Share …

Organic Social Media

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How to Use Paid Social Media• FB Likes Campaigns• FB Click to Website• FB Remarketing• FB Local Awareness• FB Video Views• Promote Twitter Posts• Promote LinkedIn Posts

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

Paid Social Media

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Your Competition Spends Millions of Dollars to Advertise to Your Prospects.Now You Can Do That For a Fraction of The Cost• Geographic and Demographic Targeting• Geo-Fencing – Pinpoint Accuracy• High Traffic National and Local Websites• Desktop and Mobile Browsers• Mobile Apps• Pre-Roll Video Advertising

Extremely Cost Effective• Guaranteed Clicks or Guaranteed Impressions

Build Credibility and Awareness for Your BrandIncrease Traffic to Your WebsiteGenerate Leads and Cases

Online Display Advertising

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Online Reviews Matter• Organic Search Results• Local Pack• Knowledge Graph• Increased Conversions

Online Reviews

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Increase Conversions with Marketing Automation• Increase Lead Generation

• Most Visitors to Your Website Do Not Contact You• Data Collection and Segmentation• Automated Follow Up Communications• Engage Visitors on High Priority Practice Area Pages• Capture and Nurture Prospects on Social Media• Encourage Reviews and Referrals

Affordable and Cost Effective• You Spend $$ and Resources to Drive Traffic. Marketing Automation Allows You to

Capture More of Those Prospective Clients

Marketing Automation

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Huge Opportunity to Increase Your Caseload• Pay Attention to Intake

• Track Conversions• Hire the Right People

• Positive Attitude• Train Your Intake Team• Keep Training Your Intake Team• Reward Your Intake Team

Intake

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The Whole is Greater than the Sum of the Parts• Mobile Responsive Website• Aggressive SEO Strategy• SEO is Not Enough Today

• More Complex• More Competitive

• Build Your Brand• Online Reviews

• Expand Your Network• Increase Branded Search Traffic

• Use Paid Social Media Strategies• Use Display Advertising Strategies• Improve Conversions

• Marketing Automation• Intake

It All Works Together

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Circle of Legal TrustApril 8, 2016

Dan [email protected]

MULTI-CHANNEL DIGITAL MARKETING FOR LAW FIRMS